By the time you have gotten past the title and read the first line of this article, you should already have the one reason in your head why a prospective client would hire you. If you do not, then you may have already discovered the big obstacle to the success of your personal training career!
What we're talking about here is a very important sales tool known as a "Unique Selling Proposition". Basically, this is the single most important thing about your business that makes you stand out from other professionals in your industry. The basic, bare bones, from the gut, instinctive answer that comes to your mind when someone asks, "Why should I train with you instead of another trainer"?
After all, is not this the absolute most important question that you could possibly answer? Is not this similar to a question that you ask yourself every single time you are about to spend money?
When you are headed out to the grocery store, you decide to go to a particular store. Why? Better prices, usually, although that is not always the answer.
If you are going to get gas in your car on the way to work, you choose a specific gas station to fuel up. Why? Price sometimes, but often with a convenience store, location is more of a deciding factor.
What about if you are going to go shopping for clothes? What makes you decide to go to an anchor store like Sears or JC Penney instead of going to Target, or Wal-Mart? Certainly not price, since the department stores are usually cheaper. Why did you go to the mall?
By now you should be starting to see a pattern developing here. Whether you are talking about buying groceries, gas, or clothes, each time when you decide to shop at a certain establishment, there is always some underlying reason WHY you decided on that store. Whatever that reason is, that is the Unique Selling Proposition of that store, and the way they got your business!
For grocery stores, it is often selection that brings in customers. Gas stations have price wars, but in the end it often ends up just being about convenience. Clothing stores get a lot of their business from the brand names that they carry, rather than their rock-bottom prices.
Those 3 examples were chosen to illustrate an incredibly powerful point for you in your personal training business. That point is that you need a Unique Selling Proposition, and contrary to popular belief, having a lower price is not the one that you want to choose. In fact, lowering your prices can help you to actually LOSE customers, and will definitely help your business to a lower bottom line!
Now ask yourself the same question again, only this time, really take the time to think about the answer. Why should someone train with you instead of another trainer? It is possible – in fact, even slightly – that you may not have a … Read More