How to attract wealthy clients

personal-trainer-girlMost people discontinue personal training because of the cost. Wealthy clients on the other hand never care about cost. Most of my career as a personal trainer was catering to wealthy clients. Early in my career, I was the personal trainer for VIP guests in hotels that would come from out of town. The large part of the clients at Free Form Fitness the company I founded are wealthy.

When you make a few million dollars a year what’s $50?

Wealthy clients just want the optimal solution for them. But wealthy clients are harder to reach. They’re skeptical of advertising and often set up their life to avoid all distractions. One of the only ways I’ve found to attract wealthy clients is through referrals.

The psychology behind referrals has been heavily researched and the conclusion is this: People refer others to protect their friends from making bad purchase decisions elsewhere. That’s it! No referral contests, no referral gifts will work for them.

That means if you make people feel uncomfortable by using sneaky sales tactics, deceiving marketing or pressure anyone through your process, be sure that you will never attract the wealthy.

To gain referrals from the wealthy you need 2 things:

1. Do something worth talking about
2. Make it easy to talk about

That’s it.

Why trainers fail

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I’ve had hundreds of personal trainers work for me. Some great one’s left to travel the world, some I had to fire and some fantastic one’s are still working for me. The fantastic one’s have great work ethic. Are open minded. Are always learning and know how to build trust with their clients.

I’ve narrowed down 3 reasons personal trainers fail, here they are:

1. They don’t fully commit.

Sometimes you just get a trainer who is never fully committed. They have one foot in and keep one foot out. These people don’t fully believe in what they are doing. They see their job as a stepping stone to something else, and as a result, they float around wondering if the grass is greener on the other side. Instead, they should focus on being so busy they don’t have time to worry about the other side. A lack of commitment will definitely show in a lack of results for the client as well.

2. They’re unorganized.

Impact = creativity x organization. I’ve seen creative personal trainers that do brilliant work when it comes to long-term planning for clients. The problem is they are so unorganized they forget just about everything else relating to their own success. Not being organized and a lack of consistency is unprofessional. If you’re always showing up late for your appointments, you’re going to annoy the client. They are trusting you to help them better themselves. Trainers need to be early and prepared for their clients. So trainers never become successful because of this and end up failing.

3. They can’t sell themselves.

On the other extreme I often found personal trainers that are organized yet forget about empathy and social skills. This makes it hard to sell anything. As a personal trainer, you must have a a good sense of self and a good enough self esteem to inspire others. If you don’t believe in yourself, it will be tough to instil confidence for your client.

The biggest mistakes people make when deciding to become a personal trainer

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They don’t shop around for the right certification.

Humans like to categorize things because it helps us learn better. The problem with this is that categorizing things dilutes the ability to see the big picture. For example, a client is overweight. He goes to see his eye doctor and the eye doctor says that the client’s vision is going because it’s genetic. The dentist tells the client that tooth decay is happening because he’s not flossing enough. The family doctor fixes the rash on his skin with antibiotics. The chiropractor says he has poor posture because of how he sits. Meanwhile, the real reason all of these things are an issue, is because he’s overweight and has gotten here from a lack of exercise, poor nutritional choices and the wrong mindset.

When shopping around for a certification, most certifications give you specialties only to end up with trainers categorized and scared to move beyond their expertise. Our society is filled with specialists who fail to see the big picture. This in turn fails to create real change. As a personal trainer, I feel it is our job to stop looking at life through a straw and to start assessing the big picture.

They don’t shop around for the right club.

Some clubs don’t care whether or not you are good at what you do. All they care about is that you can sell. Nothing is more disappointing than someone with all the passion in the world being misguided to think that personal training is about sales. These passionate people often quit the career of personal training with a bad taste in their mouth. But not all clubs are like this. Shop around for a club that matches your values. Often the smaller ones are better.

They think learning is over after a course.

I always tell my trainers, “You hear, you forget. You see, you remember. You do, you understand.”

To understand nutrition, you have to study it from every angle. It’s a very controversial subject with a lot of financial interests involved. That’s why taking the opinion of one course is not enough. You need to constantly be studying wide to avoid being stuck in an information bubble. The information bubble is where you find vegetarians only reading from vegetarian authors never having the interest to dive into the paleo world. In order to get a true sense of what is right, you must read everything far and wide even if it sounds ridiculous. You need to take notice of patterns and experiment with yourself. Once you are certified the learning doesn’t end. It starts.