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I meet many
trainers who spend between $800 and $2,000 per month on advertising.
Assuming the average trainer generates $50 per working hour, that
means the ad would have to result in between sixteen and forty sessions
to pay for itself. If the ad ran once, it’s possible the return
would justify the expense as the client retention can multiply the
return many times over. If, however, the trainer committed to this
advertising monthly, that means the first 16-40 sessions conducted
are basically a wash. Many trainers mistake the ad response to
signify an acceptable return, however, many of those trainers also
advertise free consultations. If a single ad results in 10 consultations,
another $500 in missed revenue is incurred. That would mean in
addition to the 10 consultations, an additional 10 sessions would
have to be conducted in order to break even. If I’m confusing
you with the math, here’s the bottom line. I’ve consulted with
thousands of independent trainers over the years. Out of those
thousand consultations, I’ve seen maybe 20 cases where regular advertising
was justified by the return.
Too
many trainers believe marketing and advertising are one and the
same. They aren’t. Advertising is a single example of
possible marketing efforts, and its downfall is, the cost! Marketing
doesn’t have to cost a cent. Building relationships with owners
of stores, networking with special interest groups, appearing
on radio and TV, writing for the local newspaper, and appearing
at charity races and events are all cost-free examples of advertising,
and every one can result in a significant increase in revenues.
As a matter of fact, these cost-free marketing efforts are even
more valuable than advertising, as consumers perceive advertising
as exactly what it is. You buy space in a publication to present
a message intended to “sell.” Conversely, when you are positioned
as an expert in networking or media circles, consumers readily
receive and respond to your message. There are even marketing
opportunities for which you can get paid such as corporate presentations
and seminars.
If you can
justify the ad expense, and can see your way clear to a financial
return, then by all means advertise, but don’t feel obligated
to, and recognize that if you are running a successful ad campaign,
imagine all the free marketing you can do to supplement it!
Packages
vs. Series
Conventionally,
trainers sell “packages.” If you’re already selling packages,
you thought it through as a part of your overall business strategy,
and thrilled with the outcome, I certainly wouldn’t suggest you
change. On the other hand, if you developed your package offerings
because . . . well . . . because “that’s what trainers do,” you
might want to re-thing things a bit.
Suppose your
time is worth $50 per hour. Typically, a $50 per hour trainer
would offer 5 sessions in a pre-paid package for $200. That would
lower the “cost per session” to $40. If the client were to purchase
10 sessions, it might be $350, and 20 sessions might be $600.
At first all seems dandy (dandy? Hmmmm, don’t think I’ve ever
used that word before) as you sell your packages and run off to
the bank with nice deposits. Sell three 10-packs in a week and
your deposit slip reads “$1,050.” The catch is, while that is
your deposit, it isn’t your money! Now you owe the client 10
sessions. That leads to the cash flow dry spell that follows,
and if clients, cancel, get sick, or put things on hold for awhile,
you’ve entered the land of “Owe,” a place trainers don’t want
to be.
It’s also
important to note that if you’re selling 20 sessions for $600,
and they really are worth $50, you’re giving up $20 every time
you train a client. The day I stopped selling packages was the
day I started making money in my personal training business.
Rather than discounting sessions in exchange for commitment, I
came to realize that the commitment the clients were making was
not for my benefit, but for theirs, and it was an absolute requirement
if they were going to achieve results. If my time was worth $50,
I was going to get $50, and so, I came up with the concept of
“the series.”
A “series”
is more than one session on a recurring basis. It’s “every” something.
It can be every Monday at 8 PM, every Tuesday and Thursday at
Noon, or every other Friday at 6 in the morning. The idea is,
I can block out my calendar for recurring weeks. There isn’t
any scheduled “end” to a series, and while the client can cancel
at any time (with adequate notice), if I, as the trainer, simply
motivate each client to want to come back for another session,
the series never expires. I asked for a retainer which was equivalent
to one session’s fee, and in the event that the client failed
to give 48 hours notice for a cancellation, or failed to show
up at all, the retainer is forfeited, the trainer is paid. It
worked out nicely, not because I was paid for no-shows, but because
my no-shows went away completely! When clients have money on
the line, they show up!
The series
per session price should equate to whatever you believe your time
is worth. If a client wants to schedule one session, without
committing to a series, there should be a premium attached to
that session. In other words, a single session might be $75,
a series would be $50 per. That entices clients to opt for the
series. Is it fair to charge more for a single session? I believe
it is. After all, if I’m setting aside Wednesday at 4:00, but
I know I haven’t any firm commitment for the following week, I’m
going to have to expend time and energy marketing to fill that
gap. The reality is, I rarely would get single sessions. Almost
everyone opted for the series.
I started
selling training sessions using the series method over a decade
ago and it made a dramatic difference in my income. Every personal
training entity I’ve operated within that decade has found a significant
revenue increase, both in the short term and the long term, by
trading packages for “the series.”
The
Nutritional Issue – Is Dispensing Nutritional Advice Illegal for
Trainers?
I wouldn't
say that dispensing nutritional guidance is "illegal,"
but I will suggest the lines of legality are not clearly drawn.
If a doctor were to "prescribe" a medication, and the
patient reacted to the medication, the doctor's advice would be
suspect, but that doctor can prove his or her expertise by defaulting
to schooling and legitimate medical credential. If you were
to tell someone to eat egg whites for breakfast, and they developed
kidney stones, although the stones may or may not have had anything
to do with your advice, the fact that you "prescribed"
something outside of your expertise would make you suspect, and
the precription would be difficult to defend.
We know our
clients need nutritional advice, we may have some nutritional
knowledge, but by law without nutritional credentials we are stepping
outside the boundaries of our proven expertise if we attempt to
become nutritional counselors. Without recognized credentials,
we cannot and should not prescribe diets. That’s clear. What
isn’t clear is how we address the missing component in the program
of a client who has the exercise element down pat, but doesn’t
know a carbohydrate from a hole in the ground.
While I’ll
admit I’ve ventured into some gray area, the way I’ve approached
nutrition has served me well, and in fact, I’ve had many nutritionists,
physicians, and assorted health practitioners as clients, all
reaching out to me for nutritional information. I’ve learned
to present facts, to share information, and to empower clients
to construct their own supportive eating programs. I avoid telling
anyone what to eat, but I will readily explain how athletes eat
to boost performance, or how bodybuilders eat to shed fat. I’ll
explain the value of a calorie, the difference between natural
complex carbs and refined, bleached, and processed carbs, I’ll
explain how sugar ingestion affects pancreatic hormones and fat
release, and then I’ll clearly provide some examples of lean proteins,
starches, fiber sources, and sources of essential fats. I’ll
explain, if asked, what the research has revealed regarding creatine,
what the risks are in considering stimulant fat burners, and what
role antioxidants play in health and well being. I’ll never ever
ever tell a client what to eat or what not to eat, but I will
help them to understand the loopholes in the labeling laws, the
deception in food and supplement marketing, and the elements of
supportive eating. I can’t tell you to do the same, as I don’t
make the laws nor do I interpret them, but I will tell you, this
approach has not only served me, but has helped me to help clients
and customers worldwide.
The
following product addresses this topic at length:
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