Fancy television ads, colorful magazine spreads, eye-catching direct mail pieces: what do we truly hope to achieve with our ongoing marketing efforts? The answer: satisfied paying customers. However, with tremendous competition in the fitness industry today, traditional forms of advertising are no longer enough to garner significant results in most markets. It’s time to step it up. There is a difference between advertising and advertising effectively. To develop a successful marketing campaign, begin by taking two steps:
1. Devise a concrete plan.
Pricing your services is a complex subject and, as a result, few organizations price as accurately as they should. Determining a good and fair price for your services requires consideration of a number of different items, including your costs, the value perceived by your customers, alternatives available to customers, your regional cost of living and the effects of any competition.
Fancy television ads, colorful magazine spreads, eye-catching direct mail pieces. What do we truly hope to achieve with our ongoing marketing efforts? The answer: satisfied paying customers. However, with tremendous competition in the fitness industry today, traditional forms of advertising are no longer enough to garner significant results in most markets. It’s time to step it up.
According to the Kiplinger Business Resource Center, “The United States economy in 2008 should limp along, with little or no growth in some quarters and a lousy feeling to many businesses and consumers” (Idaszak 2008). When economic conditions create a difficult market, the fitness industry must respond quickly in order to weather the storm and prevent financial problems. Begin by reviewing your budgets and identifying costs that appear superfluous or redundant.
Most trainers are ill-equipped to sell their services. Without specialized business education, many trainers get emotionally involved when selling their services to prospective clients. Armed with the proper tools and resources, you can successfully pitch your services without falling prey to emotions.
Wearing the Sales Hat
To circumvent the emotional aspects of the sales process, look at the whole picture in four manageable chunks.
It used to be that only those with disposable income availed themselves of personal training services. Now that more middle-class consumers are turning to personal trainers, the field has become even more competitive. That means trainers need to find a way to separate themselves from the pack. One way to do that is to generate more sales.
Unfortunately, most trainers are ill-equi...
According to the 2008 IDEA Personal
Training Programs & Equipment Survey, personal training continues to rank
highest among health and fitness programs offered (Schroeder, forthcoming). In
addition, the U.S. Department of Labor Bureau of Labor Statistics (2007)
forecasts a promising future for trainers, estimating a 27% increase in
employment of fitness workers ...
In recent months, we have all heard these unnerving terms in the media: economic downturn, recession, weak market. The fact is, we are hearing these phrases so often because it’s true: we are in a feeble economy, characterized by sluggish consumer spending and rising unemployment. In fact, according to the Kiplinger Business Resource Center, “The United States economy i...
To be successful in business, who
you know is often more advantageous than what you know. For fitness
professionals, a strong personal and professional network is helpful in
building clientele. In an industry where