#JTInTheRaw 33: Telling Personal Trainers How To Do Their Job!
Welcome to your weekly dose of business tips, insights and thoughts as I chew the thin on running a business.
I am coming to you from Wollongong about 2 hours south of Sydney as I am about to do some training with personal trainers on converting members to clients with amazing service! In fact later in the show I’ll share a new acronym I have come up with to help guide PT’s.
So in this week’s show I have:
- #JTShoutOuts
- What does a DABB mean in personal training
- #AskJT
- And Quote of the Week!
I have to admit I am still coming down after a personal hi-light! Last night I was the ground announcer for the NSW Waratahs V NZ Highlanders. What a blast it was! Although some of the names I think I may have got wrong! But no-one nabbed me I the car park, so I am hoping I was pretty close!
#JTShoutOut
First shout out to everyone who has been asking about my leg. I have good news, my leg is on the way to being repaired after having 3 layers of 25 stitches 3 weeks ago. Stitches are out, no infection and no swelling so I have been given the OK to start training again! No running for about 4 more weeks but at least I can get moving!
A second shout out to my friend Meredith from Venues West and Pierre and Geoff for inviting me over to work their Team this week. It was a great experience as always to work with new people. We had a blast designing avatars for their perfect clients and deciding which trainers would match those avatars. Thanks for the opportunity.
Thanks also to everyone who shared last week’s show on body language to engage people during tours and group fitness. So many of you tagged a friend, colleague or even an enemy in the comments and I am very grateful.
By the way if you missed last week’s show on body language and the impact it has, click here.
On with show 33 . . .
This week I have done two training sessions for personal trainers in clubs. Our goal has been to get more clients buying PT, renewing PT and continuing with PT. I’m not going to share all my IP with you guys here today but I would like to drop a gold nugget for you: The DABB!
The DABB is an acronym for:
- Don’t take a client for granted – EVER!
- Add value
- Be Likeable
- Be Consistent
I find many PT’s – I guess anyone who has regular customers – can get complacent with their regulars. You let the little things slip – a few minutes late, not shaving, smelly, forgetting to email something you promised. You must never ever take a customer for granted. If need be, have less clients and care of them all!
If every experience with the you is the same, ie you do just the basics, you are not adding any value. In every session, think how can I add some extra value for this client. It could be a challenging exercise, a measurement they weren’t expecting, some homework, a website, a print out . . . OMG the list goes on! Add value; add value; add value and keep clients!
There are 7 components to being likeable:
- Smile
- Be nice
- Be respectful
- Be present
- Be enthusiastic
- Be confident
- Be authentic
If you fake anything, your clients will see straight through you!
And finally be consistent! My fav story on consistency comes from Michael Gerber’s E-Myth where he describes the inconsistency given in many hairdressing salons. I’m using my version of the story but you’ll get the drift.
On the customers first visit to the salon, she gets her hair cut plus champagne, strawberries, a wash and a blow dry. So impressed she books for a second appointment.
On the second appointment, the champagne is replaced with tea, strawberries gone and cookies replace them. There is no wash just a blow dry.
On the third appointment, no food no drink and just a blow dry.
On the fourth, just the cut.
This inconsistency in service drives customers nuts! More importantly has them looking for another hairdresser or in our case gym or personal trainer.
My advice on consistency, only deliver to one client what you can deliver to 100 clients!
Now what . . .
My tip is get all your trainers around have them watch this video – or tag them in the comments below – and then brainstorm with them the answer to this question: “How Can We DABB?”
I hope this helps boost member and client sales, renewals and general service.
#AskJT
This comes from Rob who I spoke with yesterday who said, “I am too busy to keep my social media up to date. I know it’s part of the marketing of my business, I just don’t like it, aren’t good at it and have no time.”
Firstly, Rob no one on the planet is not ‘no good at social media.’ Get that out of your head! We can all post on Facebook, load a photo on Insta or send a tweet. So long as it is on brand, you cannot screw it up.
Perhaps Rob you can do social media better.
Here is the only option I shared with him:
- Find time to do it yourself as you can’t replace your tone in your posts. It’s your business and your love for the business will come through your posts. Find the time.
I reminded him you can schedule posts on Facebook! You could just do all your posts – which could be done just in a day – on a Friday night. There are also loads of apps to help you schedule Insta.
But as Rob has been working on the tools everyday – doing 15 hour days, he literally doesn’t have time at the moment. I suggested:
- Do a contra deal with someone you know. Ideally a member as they understand the studio’s culture. Just ‘contract’ them for 3 months with clear measurement parameters – eg number of posts, growth of fans, reach, etc.
- Grab someone from TAFE or Uni and have them do an Internship with you. Use the same measurements and have them lock in for a 3 month contract.
- Outsource it to someone overseas, who maybe cheaper but this would be my last option. In fact, I’d rather post once a week myself than out source it. Been there done that and been burnt!
Hope this helps everyone. Feel free to share these tips by tagging someone in the comments below.
This Week
I am pumped this week as I have my Club Owners Industry Leaders Roundtable.
That reminds me the new website for Industry Leaders Roundtable is LIVE! Love to know what you think. Check out www.IndustryLeadersRoundtable.com.au or pop ILR in the comments below and I’ll send you the link. Pssst – when you check out the site there is an AWESOME free resource you can download which is pure GOLD!
Anyway I digress, so Tuesday to Thursday is the club owners’ roundtable. We are checking out a couple of gyms in Brisbane, and then Sharks in Southport is in the Hot Seat. Each of the owners will be sharing their vision for the next 12 months for their business, the top 3 KPI’s for the next quarter and their strategic priorities. It will be game on as other Roundtable members will challenge them before supporting them.
I really love my job running Roundtables, as they truly help the business owners AND there is nothing like this in the industry.
Then next Friday I am back in Sydney for JTInTheRaw show 34.
Thanks for tuning in today. This was a show specifically for personal trainers – either in your own business or as employed. If you think you know anyone who could benefit from learning the DABB, please tag them in the comments.
Quote of The Week
For service consistency, only deliver to one client what you can deliver to 100 clients!
Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.