I think that no matter what your clients’ goals may be, they all have one thing in common (usually).
Everyone is looking for fitness that is relevant to their individual lifestyle. You hardly find a soccer mom who wants to be Ms. Universe, although stranger things have happened. You hardly find the software engineer who wants to participate in the Arnold Classic in a few years.
At the end of the day, people usually want a fitness schedule that is appropriate to their daily lives. Looking great and feeling great have a lot to do with what people want. At the end of the day, I don’t think people really care how they get there as long as they see that they are in fact, getting there. Which is where a trainer can come in very handy.