Over Delivering For Retention and Referrals
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With the Holiday season among us, it’s hard not to think about January right around the corner! Getting clients during the New Year usually isn’t that big of an issue, so lets talk about keeping those clients all year long, and for years to come.
In order to run a solid personal training business, you need to have more than just good training programs. There are lots of training facilities out there and it’s extremely important that you set yourself apart by providing an exceptional experience. This method of getting tons of referrals and having a ridiculously high retention rate with our clients is one of the foundational principals of Smart Group Training.
Basically, we try to look at our businesses from the outside in. If we were clients of ours, or potential clients, would we be satisfied? The better question should be…”are we so thrilled with our experience we need to tell someone?”
When you can create a client that is so happy with what you have provided them, they have to tell someone else, you’re on the right track to creating a powerhouse of a training business. This is what we call Raving Fans, or RF. We have been using this term very regularly lately and it seems to be catching on in both of our businesses. Most of the emails I get from our team lately has some mention of “RF”. Gotta get that RF! By simplifying the term, we have created an unconscious thought toward improving our image…with a little humor too. After all, who wouldn’t want to be getting RF??? However, creating raving fans, or RF, is a mission we don’t take lightly.
Here are a few ways we like to over deliver to our clients:
Training Systems: Being the Smart Group Training guys, it shouldn’t be a surprise that we are always improving our training systems. We look at each aspect of training and analyze what we can be doing better…from screening, to warm up’s, to exercise selection, to soft tissue work, to cardiovascular fitness…no stone goes unturned….no part of “training” gets neglected. Being a master at your craft is a MUST if you want to blow people’s minds with your training business, and fill your schedule with referrals.
Nutrition Coaching: Providing a game plan for people to follow with nutrition is key for success. In order to achieve results that create a buzz around your community, nutrition has to be a key player in getting those outstanding results. We provide a meal plan at minimum, but also create several other opportunities to improve nutrition habits when someone comes in to work with us. We have done webinars, provided meal plans, set meetings to discuss downfalls, and work with each person on being consistent with journaling. These are some of the ways we attack nutrition and we’re always looking for ways to get better.
Mindset: Each person coming into our business has a series of communications with a coach in regards to mindset. We want to get our clients thinking ahead. We want to work on consistent goal setting. We want them thinking about the roadblocks they’re going to encounter (most people never get here without guidance). After identifying roadblocks, we want to find ways for them to beat those potential setbacks. Our coaches are always on the lookout for improving mindset and making our clients more aware of their surroundings.
Member Perks and Giveaways: Along with each area above, we really try to make our clients feel like they’re more than a number. They really do matter to us, so why not show we care? There are several ways to give your members perks. One of our favorite ways is to give something away. I’m all for giving. Is one of your boot camps clients struggling in class and needs a little extra help to lock down a specific movement? Why not give them a free training session to work on those goals? Is it their birthday? Why not give a T-Shirt with a plastic gift card to give a friend? Everyone loves getting something for free and being recognized, so this simple step is one of the easiest ways to generate more RF for your business.
Client Appreciation Events: This is one of our personal favorites. After all, we’re all human and we all love to socialize. We take advantage of this and make the process easy for members to socialize with each other. We shoot for an outing about every 4-6 weeks within our business. We plan different outings and take all the planning out of their hands. We’ve had BBQ’s, brewery tours, bonfires, sporting events, Christmas parties, and so many events that I can’t start to list them all. They are a blast! Honestly, I work a lot. With the increased workload, my social life hasn’t gotten the attention it deserves. So, why not combine work with play? Works like a charm. I get to enhance my social life, and in the process, we create a family that nobody ever wants to leave.
Think about the ways you can improve your business and enhance the experience you provide. This is just a handful of ways we create RF within our businesses, and we’re always looking for ways to improve. If you feel we left something out that is glaringly obvious to you, please point it out. What is your favorite method of over delivering?