Let's talk about lead generation.
Basically, this is how you go about getting
prospective clients to consider you for their
fitness needs. Frankly, most fitness
professionals don't really understand how this
process works at all. Do you?
Over the weekend I went into a couple of health
clubs and saw what I always see, a flyer or
brochure with prices and a few pictures on the
wall with each trainer and their credentials.
Crap. It's all crap. It's a giant case of
me-tooism where everyone does what they see
everyone else do. If you take brochures and other
materials from 50 different trainers and cut out
the names and faces, they're interchangeable.
This approach doesn't work and the people who
make a decent living using it do so in spite of
it...Not because of it.
You need to have a system to get prospects to
approach you...Not you chasing after them. And
you need to spend the bulk of your time with
people who can reasonably be expected to give you
their money. So here are ten tips for devising
your system:
1. Be clear on what this is. Training is a
business so money MUST be the predominate measure
of success. So you must consider your time
valuable, price your services to reflect what you
want to earn, and have a back-end system to
maximize referrals and lifetime client value.
Even though this isn't marketing, you must keep
this in mind because it's WHY you market to begin
with.
2. Create Credibility. Client testimonials are
PURE GOLD. Use them in every mailing, brochure
and ad. Have a testimonial book and Wall of
Fame.
3. Get publicity and leverage it. Write for the
newspaper or submit queries to magazines. Send
press releases to all you local media outlets and
don't hesitate to approach the national ones as
well. Not only will this get you leads hungry for
your expertise - but you can also leverage it by
copying these materials and making them available
to your prospects.
4. Specialize. Find a niche (or several) and
become the premier trainer in your town, state or
country in that specialty. People will almost
always choose the person who specializes in what
their concerned with over the general
practicioner. If you are having chest pains would
you rather see the cardiologist or your family
doctor. You can have more than one
specialty...Just don't promote them together.
5. Flow. It's simple...Supply and demand. Keep
marketing once you get clients, limited supply
makes your time so much more valuable to the
prospect and gives you power or control. Block
off your schedule and tell prospects what time is
available. You're no longer on call.
6. Make your marketing like a personals ad. Tell
the reader EXACTLY who you're looking for as a
client. They'll stand up and take action and the
tire-kickers will pass on by.
7. Give a reason for response. Offer a free
report or something similar to pre-sell and
pre-screen the prospect even further.
8. Put up the velvet rope. Make it clear that you
are accepting a select number of prospects.
Everybody wants what they can't have...And will
often pay a premium price for it.
9. Referrals. These are the most pre-qualified
prospects of all. They know what you do, how much
you charge and have acted on a testimonial from a
friend, family member or co-worker. Create a
referral system and make it the core of your
marketing efforts.
10. Strategic Alliances. Find businesses with the
same type of client that you work with. Create a
relationship and have them market you to their
list.
Obviously, this list isn't comprehensive. If you
want more details about Lead Generation, check
out my complete client attraction system with
over 20 done-for-you, ready-to-use marketing
tools that will produce a never ending stream of
new clients by visiting
www.megamarketingforfitness.com
Dedicated to Growing Your Business,
Pat Rigsby
Fitness Consulting Group
PO Box 1539
Elizabethtown, KY
42702-1539
US
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