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9 Ways to Retain New Clients

May 28, 2018

As personal trainers and athletic coaches, we can greatly increase our chances for success if we develop long-term client relationships. This article shows nine simple steps you can take to get and keep clients who will rave about you and the awesome services you provide.

1. Understand Client Expectations

The first step in building long-term client relationships is to clarify expectations. You cannot provide outstanding service if you do not know what a client is truly hoping to receive. Never assume that every client will be satisfied by the same set of services and behaviors. Because each person will have a unique set of circumstances and expectations, begin the coaching process by asking these two questions:

  • Why do you want a coach? The goal is to determine potential clients’ motivations—both physical and psychological—for hiring a coach. In addition, make sure you are clear about why clients are interested in your particular set of coaching services. In other words, what makes you unique?
  • What does a successful coaching experience look like for you? Work with potential clients to identify the specific outcomes they are seeking from your tutelage. This will allow you to tailor your services to their needs. It will also let you know if they have unrealistic expectations.

2. Set S.M.A.R.T. Goals

SMART goals are performance objectives that are Specific, Measurable, Achievable, Relevant and Time-bound. They are helpful for two reasons. First, they are effective in quantifying success. Second, they address unrealistic expectations. For example, maybe you are coaching an athlete who wants to finish a local marathon in less than 3.5 hours. If this is your student’s first marathon, you can discuss why this might be an unrealistic expectation.

The key to SMART goals, as they relate to long-term client relationships, is to use both outcome goals, which focus on bottom-line results, and process goals, which address how an athlete will train to achieve those results. For example, “To finish in the top five at the Regional Triathlon Championships” is an outcome goal. The problem is that athletes have less control over outcome goals than they have over process goals. If athletes fail to accomplish their outcome goals, they may question the efficacy of your coaching. Athletes have greater influence over process goals, such as “To run 2,000 miles during the calendar year.” Clients are more likely to accomplish these types of goals, and this reflects positively on your coaching prowess.

3. Be Responsive

One of the most effective ways to gain a competitive advantage is to be responsive. A big complaint I hear from new clients is that previous coaches lacked responsiveness. For instance, clients may contact their coach and not get a response for 24 hours or more. That should never happen. It is imperative to respond to client inquiries as soon as possible. Aim to reply to each client email, text message and phone call within 4 business hours, without exception. Keep in mind that your responses do not have to resolve problems, questions or issues. Use this contact to let clients know that you’ve received their messages and to tell them when you plan to address their concerns.

4. Go Beyond the Call of Duty

Always provide your clients with something of value that goes beyond the contracted package. Nothing increases customer satisfaction more than receiving unexpected benefits. Here are some ways to add value to your clients’ experience:

  • Distribute articles and newsletters that provide valuable information. These don’t have to be articles you have written; however, make sure the content is based on client needs and interests.
  • Write a book, e-book, manual or booklet, and provide it to your clients free of charge. To attract new clients, promote the document as a part of your coaching package.
  • Develop a teleseminar or webinar, and give clients a copy of the recording.
  • Invite clients to attend a live clinic or seminar.
  • Develop a blog, and encourage clients to follow you so they can receive useful content on a continuous basis.
  • Attract new customers by running promotions such as product discounts or bundles, and offer these discounts to your current clients as well.

5. Make a Personal Connection

Build a personal connection that will help each client feel special. Here are a few strategies:

  • Know what your clients do when they are not running, riding, swimming, etc.
  • Know the names of your clients’ spouses and children—as well as some basic information about these family members, such as their line of work.
  • Recognize important dates like birthdays and anniversaries. A simple way to do this is to connect with all of your clients on Facebook and LinkedIn. These platforms will alert you to birthdays and other important anniversaries.
  • Say “thank you” on a regular basis—both formally and informally.
  • Never send group or bulk emails. Address each email to the individual client.

For more information, please see “9 Simple Ways to Keep Your Clients?” in the online IDEA Library (April 2018 IDEA Fit Business Success). If you cannot access the full article and would like to, please contact the IDEA Inspired Service Team at 800-999-4332, ext. 7.

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