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Personal Trainers: How To Get More Clients

Updated on September 22, 2015

Do You Have Enough Business?

If the answer is yes, then perhaps either you're comfortable or highly successful. This Hub is for the comfortable and the hungry. If you're highly successful, you'll probably still read this to look for new useful information. The comfortable people have probably already moved on to another article or Hub.

Why is that? Why is it that the average American reads one book a year and the top most successful CEO's knock out 60 or more books a year? What does that tell you? And what is the average American's weak suck excuse for not reading more?

"I don't have enough time."

Really? Then how did a CEO like Bill Gates find the time to crank out 60 books in a year?

Sorry if this sounds harsh but maybe that's what you need right now. A little tough love. If you're looking to increase your business and revenu, then you've come to the right place but get ready for the straight shot!


So here's the question again

Do you have enough business? Would you like more? How do you get more business? If your current system isn't producing the results you want then it's simply one of two things:

  • Perception
  • Process

It's either how you look at it or what you're doing. So lets take a look at those two things a little deeper and then let's go into what you can do about it.

Question 4 YOU!

Who's in sales here?

See results

Your Perception

How you see yourself will have a huge impact on your level of success. Interestingly, I asked a question on Facebook recently.

The question: "Facebook Peeps: Question for you, who's in sales here?"

Who responded? Who do you think responded? "Official salespeople." The more important question is why didn't 278 other people chime in on that? Many of which are personal trainers.

Look, here's the deal, if you're in business, ANY business you're in sales. Period.

The receptionist at a Hotel front desk is a prime example of this. Most likely a receptionist will be seen as (and even considers her self as) "customer service." Which is true... Sort of. That being said, what is the end result of poor customer service on a paying client? That individual will ultimately take their business elsewhere. In other words they have become sold on NOT doing business there. And the key component that helped said individual make that decision was a poor experience with the lady at the front desk.

What does this have to do with getting more clients to train? Nothing except if the front desk lady saw herself first and foremost as the sales person she is, she would have recognized a few thing right off the bat. Those things are:

  1. The person in front of me right now and the money in their wallet is why I have a job.
  2. Service is senior to selling.
  3. If I take really good care of this and every person I interact with here, they will continue to come here, tell others and I will continue to have a job.
  4. When everybody acts this way, entire economies stabilize.

No big deal, right?

So, as a trainer, your top priority is what? Helping others achieve their personal and physical goals. You have to take on many rolls as a trainer. Coach, Psychologist, Leader, Brother/Sister and now... sales professional!

You know that what you have to offer them can and will change their lives and it's also safe to say you're not just in it for the money.

You are also more than likely completely sold on your product (you) your service and your ability to deliver results. Now the question is, can you effectively communicate that to your client and get them sold on the idea that you are the one who'd going to change their life?

This means that you need to start seeing yourself as a sales professional to go along with your other hats. Then to add to that you need to hone your selling skills with the same tenacity you hone your physical training.

Conveniently you'll find you're probably already doing some of the things I'm about to suggest and recommend. So what I want to do now is help you fine tune these techniques into something that's going to fill up you day planner in a hurry.

Your Procedure

Now that you're starting to recognize that you're a salesperson disguised as a personal trainer you then need to have a process to take a potential client from "potential" to "actual."

You can read more on this in my HUB:


But for now, let me run you through the basics.

1. Greeting. You need to meet people and as the saying goes, you never get a second chance to make a good impression.

2. Needs Assessment. This is where you find out not only what they want to accomplish but why. Why is important for two reasons. First, it reminds the client what their doing and why they reached out to you in the first place. Second, it motivates you to stick with it. This is where you find out how you can really help this person and make a positive impact in their life.

3. Presentation. Now it's time to show them how you can solve their problems. That's what you're there to do and people believe what they see not what they hear. Show them a result.

4. Discuss Figures/Close. Now it's time to figure out how you get paid. This is what it all comes down to. Once you name your price, you'll need to be prepared to handle any objections that might come your way. Just because the prospect says it's too much doesn't mean it's too much. Objections are often complaints in disguise and mean more to the sales person than the client.

For more on handling objections and closing a deal take a look at my HUB:

Selling: How To Overcome, Handle Objections then Close the Deal

5. Finalize/Fulfill. This is where you deliver on your promises.

So the question to ask yourself now is, how do I handle a potential client who comes to me interested in training?

Do you have a process in place? For example, how do you handle a phone call requesting information about your services? Do you follow the steps above? Do you make it a point to give yourself the opportunity to present a full demonstration of what you can do before discussing price?

Listen, a person will not part with their hard earned money until your proposition, the solution you have, is worth more to them then their money. You have a responsibility to your client and yourself to make sure that you are able to not only tell them what you're capable of doing for them but show them.

What Are You Going To Do About It

OK, so now comes the challenging part.

How to handle the incoming phone call or email asking "how much for training?"

If you just quote a price and then tell them to let you know if they change their mind when they tell you it's too much, read on... what about when they tell you they need to think about it...

Why is that person calling you? What is it exactly that they are looking for in the initial communication? And what is the purpose (for you) of that call?

Take the quiz over there and see what the answers are...

Get it?

Does that make since to you? They need information before they can make a decision. You need to provide the information in a way that makes it easy for them to choose you. Prospect calls you up, let's name the prospect Joe...

Joe: Hello, I'm was wondering what you charge for training?

You: Excellent! Congratulations on making a commitment to your health. I have several options available to you and I'll be happy to go over them with you. Can I start by asking you what made you decide to seek personal training?

Joe: Well, I've been working in an office for the last 3 years and really lost control of my eating and on top of that I stopped going to the gym. I do still shoot hoop with my buddies every Saturday morning. Lately, I feel like it's getting harder to keep up.

You: OK, I understand how difficult it can be to maintain clean living when you're on the go all the time. So, are you looking to just loose a few pounds to keep up with your buddies?

Joe: Well, to tell you the truth, my High School Reunion is in 6 months and I can't show up looking like this.

You: So you're looking to get in the best shape of your life aren't you?

Joe: Yes I am.

You: Great. What's your name?

Joe: Joe.

You: Joe, here's what I'd like to do. We both know I can't solve this problem for you over the phone. I'd like to schedule an introductory session with you where we can assess your current conditioning, then lay out a plan of attack to get you into tip-top shape in 6 months and I'll then take you through a quick workout. This initial session costs, X*, however if you decide to hire me after the initial consultation, it'll be on the house. Fair enough?

Joe: Sounds good.

You: Great, when can we meet, this afternoon or tonight?

*"X" should be half of your normal hourly rate.

Once you secure an appointment with Joe, you can go over the rates AFTER the consultation, plan and brief workout. I'll leave it up to you to determine your price but I'll suggest you do a few things.

  • Don't worry about what others charge.
  • Offer a grid of choices based on time purchased. The more sessions they buy up front the better it gets.
  • Support your price with service.

A person can get training anywhere, but there's only one you.

Get it?


Now what? Questions? Comments? Concerns? Let 'em fly, I'm here to help!!!

Make Sure To Check This Out

The Turn Around King on Nat Geo staring Grant Cardone.

In this you'll see a Gold's Gym franchise struggling with their business. They had a belief system that was a failing proposition. Grant Cardone shows them exactly what to do to "Turn Around" their business.

Also, you'll see Grant lay out a very simple sales cycle and process that you can use as a trainer to secure more business.

This will something worth watching, worth Tivo-ing, and re-watching again and again.

Make Sure To Tune In!


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    • profile image

      James Joste 4 years ago

      To the Fitness Professionals,

      We are writing you to let you in on a new opportunity to gain your clients and increase your revenue. FitnessConnextion is an online network of fitness professionals formatted to easily allow those seeking their services to find the right one for them. Users search by zip code to find fitness trainers in their area, and then click on the trainer that interests them. Once the desired result is clicked on, the user is taken to the trainer’s profile. In the profile, members highlight their specialties, certifications, an “About Me” section that the member can really tell about themselves, including the ability to upload up video and other fields that allows the member to stand out from the competition. We are currently offering new members free memberships for 12 months.

      FitnessConnextion is not the typical gender specific fitness website. We know that fitness come in all different shapes, sizes, ages and does not have to be male or female. So not only do we have a wide range of health, fitness and lifestyle articles, we also have a feature that will change the fitness industry forever. At the same time we launched our trainer network we launched FitnessConnextion’s social network called the Connextion Club, which will be as important to our success as yours. The Connextion Club will act as a support community and more importantly a way for fitness professionals to interact with potential clients.

      Become a member of our network today and let us market for you. If you have any questions you can email us at or feel free to find us on Facebook.

      Thanks and tell your friends,

      James Joste, Cofounder of FitnessConnextion

    • dhimanreena profile image

      Reena Dhiman 2 years ago

      I always think that personal trainers have a booming future. Well I am sure, this hub would act as a torchbearer for people who want to become a personal trainer.

    • profile image

      Roy Edwards 2 years ago

      Great article. As a personal trainer who originally worked as a senior sales and marketing manager for a blue chip company I cannot recommend enough the tips in this post.

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