As a veteran trainer, I’ve found both technical and business development are necessary to survive, but they are not necessarily exclusive. By educating yourself then broadcasting your accomplishments and certifications to your base you enhance your qualifications on paper. New education which showcases your ability to work with particular populations (obese, seniors, youth, etc.) instigates connections for referral in your existing clientele.
There is certainly a lot to be said for working “on your business” as well as if not as much as “in your business”, but you needn’t separate the two concepts all the time. While certain marketing techniques are very direct and attract numerous but wary leads, creative marketing and referral will attract more solid leads.