Exceed
Client Expectations
By Amber Lewis, MBA
 It’s
important for fitness professionals to remember that
many clients have to make major sacrifices in order
to afford a personal trainer. In most cases, lowering
fees would make training unprofitable, so as the owner
of Café Physique In-Home Personal Training in
Smyrna, Georgia, I’ve developed other ways to
provide extra value to my clients.
Check In
Call or e-mail clients the day following a really tough
workout. Let them know they did a great job and that
you’re just checking in to see how they feel.
Acknowledge Birthdays
Send a birthday card to their homes with a coupon for
a free “Tag Team” workout. This allows them
to bring a friend or family member to a training session
with them for free. My clients love this!
Bake It Up!
Try new healthy recipes like No-Sugar-Added Banana Bread.
Baked goods work best; individually wrap slices and
present to your client after a workout with the recipe
on a card with your logo.
Continuously Educate
Share magazine or journal articles that are relevant
to a particular client. Better yet, prepare your own
educational materials, and offer information in the
form of a monthly newsletter or daily web log (also
known as a “Blog”). View my Blog at http://cafephysique.blogspot.com
for an example.
Reward Success
Reward effort and dedication rather than pounds lost.
I use free smoothie coupons as rewards for things like
completing a 5K race or working out while on vacation,
and I always reward loyalty with $100 spa gift certificates
for my clients who complete a full year of workouts
with me.
Teach the More or Less PhilosophySM
Teach clients to integrate small changes into their
daily lives to help them realistically achieve their
fitness goals. These changes typically involve breaking
unhealthy habits by purposefully doing more of some
things and less of others. I offer more detail on this
philosophy, along with helpful tips for clients, through
my Blog.
Barter With Pals
Find local business partners that you can swap services
with to offer value-added perks that clients won’t
find with other trainers. For example, offer to provide
some free training sessions to a registered dietitian’s
clients if she will conduct quarterly nutrition seminars
for your clients.
Take Notes
Keep notes about your clients to help you remember to
follow up with them during future sessions. Remembering
to ask about the visit from the in-laws, a recent promotion
or a child’s first dance recital will help your
client feel like more than just a number.
Use the Buddy System
Periodically invite clients to join you during your
personal workouts (at no additional cost). Not only
is this a great time to build client relationships without
the pressure of being “on the clock,” I’ve
found that clients respond positively to being able
to see their trainer actually break a sweat.
Clients recognize and appreciate our extra efforts,
and they almost always respond in kind with their loyalty
and referrals.
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