client acquisition e-book -...

WWW.ADVANCEDCOACHINGACADEMY.COM CLIENT ACQUISITION

CLIENT ACQUISITION THE ADVANCED COACHING ACADEMY SHORT GUIDE TO


CLIENT ACQUISITION This document is intended for one sole reason- to improve YOUR business. As it stands right now, you’re probably lacking in clients, sessions and more than likely missing out on a better

quality of life for you and your family.

All I ask of you is that you ACTION what is in this e-book and see what it does for your business. That doesn't mean you should contemplate on it or dwell on what might happen ‘if’

you do it.

It means getting out there and doing it. Stepping slightly outside of that comfortable little bubble you’re into and actioning something.

These are strategies I’ve used and passed on to thousands of coaches and without fail.

Whenever it’s actioned, they work.

Phil Learney ACA Director of Education

THE ADVANCED COACHING ACADEMY SHORT GUIDE TO


THE IMPORTANCE OF VALUEOne of the simplest things I always try to get across to coaches is ‘value.’ Such a huge part of the building, particularly a service-based business is value. What you, as a coach provides to the people you deal with.

A person shopping for a prospective coach is probably looking for so many things.. Undoubtedly, the most important thing is finding someone they can firstly relate with and secondly, someone who is going to support them and cater for their needs. So many coaches present themselves in such a way that prospective clients and the demographics they largely serve cannot in any way relate to them.

Think about the last time you met someone and how your outlook on them changed when you discovered you had some common ground in which you could relate and converse about. Hobbies, interests, common goals……I bet most of you talk to people you can relate to on the gym floor.. It goes both ways. Think also about how awkward it is talking to someone with no common ground. Most of you will talk to the people on the gym floor YOU can relate too. It goes both ways. Those who train like you, talk like you, dress like you, act like you. Most coaches depict themselves as people who, on the surface have nothing in common with the people they serve.


GETTING TO KNOW

PEOPLEThe first aspect of someone getting to know you is an introduction. The type of business you operate will determine the ways in which this can be done.

A one-on-one business is what we class as a client facing business. Ask yourself this, how many people in the facility actually know me. Now, before your ego gets ahead of you, how many would even know your name?

The people you serve as a business are typically right in front of you and you will be in their physical presence. Much like in retail, the people who enter the facilities we reside in all walked through the door looking largely for a solution to their problem. They also hope that the loose idea of what they have to do to solve that problem is enough.

Remember, a gym is full of equipment that can merely facilitate the means to a problem or need. The equipment requires a degree of skill in order to operate it properly….yes that’s YOU, who will teach them that. In most cases, people have inadequate expertise or knowledge to utilise the equipment correctly by combining that with an intelligent dietary approach. These people are therefore what we term in business as prospects or leads. THEY NEED WHAT WE OFFER.An introduction is typically a handshake, a verbal exchange or formal introduction of such. At this stage, stating who you are, what you do and your availability to help just in case they need it is perfectly adequate.

Showing concern and willingness to help. This should be genuine, if it isn’t, you’re in the wrong industry.

If you can acquire their name prior to that, it won’t do any harm. Most modern gym facilities will have a membership system that makes people’s names readily available. It’s not creepy, it’s attention to detail. Just state ‘I saw your name as you checked in.’ That’s honesty and transparency.

Just like looking for a name badge on someone, it’s a much more courteous and personal exchange if names are used.

An introduction typically needs to be little more than that and a personal exchange in a world that has diminishing human exchanges becomes a compelling thing.

Getting to know the people in your facility and presenting yourself at all times in a professional capacity is tantamount to success. Most of your prospective clients are indeed unlikely to spend time or money with someone who isn’t personable or who is unrelatable. The irony of it all is, our industry is about a hugely personal service and many that work within it do everything to make it impersonal.


Your impression towards people can be a lasting thing. The notion you can’t change the first impression was something drilled into people who would be entering into one-shot job interview style situations. An employer with a limited amount of time would need to sift through many people, all of whom were looking for that vital first impression. As mentioned above, only few of you would enter a job interview without an introduction or handshake. This is no different. Acquiring a client is a more nurturing thing and just like entering into a relationship, people wish to know the person that will be responsible for their health and wellbeing. First impressions are brilliant, but your prospective clients will make the first impression of you and undoubtedly judge you when they first see you. It’s human nature.

Make sure you clear it up, break down any preconceived notions about who you are. Be pro-active in making sure people know who you are. Create a presence.

Alongside this, your physique can be imposing or stereotyped. The way you dress, your grooming, how you hold yourself. All of these things play a part with how you’ll be perceived. This must align with your target market and also the level of service you intend to deliver. A scruffy appearance is hardly a reflection on a premium priced product. Take pride in yours and the gym that reflects your service. Do NOT, however, detract from your own character, as this is what makes you unique. How you portray yourself at all times needs to be genuine. A facade is merely a temporal thing that is seen through very quickly in person.

IDENTIFIABLE Businesses have uniforms and name badges for a reason. A perfect reason.

Employees of the greatest service-based industries in the world wear name badges and uniforms. Why? It allows customers to recognise them, address them by name, remember them and in the case of an incredible service, it commend or recommend them (or complain).

You’re not in school now and it’s not some rebellion of authority to take off or choose whether to wear a name badge or not. Frankly in many respects, it’s stupid. Get your name stitched on your shirt if possible but be identifiable and let people know who you are. If you employ someone who was doing their utmost to mask their identity, you would instantly assume their service wasn’t on par with even our lowest expectancies- everything to make it impersonal.

Remember that:

Confidence can sometimes be mistaken for arrogance.

Shyness can sometimes be mistaken for lack of attentiveness. Displaying knowledge can sometimes be seen as egotistical or imposing.

APPEARANCE

BE

You’re on view ALL THE TIME.


We talk so much about the industry we’re in and why most of us are largely in it. For most of us helping people and serving people should pretty much sum that up. The specificity of that help or service is unique to the demographics we serve. The best coaches help people, serve people, give enormous amounts of value and in many cases, over-deliver. The rest of it is the icing on the cake, the knowledge, the experience, etc. and is pretty redundant if you don’t have your client’s interests at heart.

THINK ABOUT IT

Nowadays, one of the most efficient ways to establish if someone is creating a facade is by taking a look at their social media channels. Pretty much all blue-chip companies sift through the social media channels of their prospective employees. This generally gives you a better picture of who you’re dealing with. If your clients are a little unsure about you, they will do the same thing. They will form that first impression and decide if you’re personable and have their interests at heart. If that doesn’t convince them and it reached a point whereby they start contemplating, they’ll be looking for more info about you. They’ll be looking for testimonials alongside finding out what drives you, what motivates you and obviously, if they can relate in any way with you.

MED

IASO

CIAL


There is a divide on social media channels that more than ever needs to be blurred. People refer to personal and business as two separate entities. In the case of personal training, people almost always buy into the trainer more than the training itself. The business of personal training needs to be exactly that personal. Show people you want to help and that you care, social platforms allow you to create content that’s designed to motivate and help people. If, for you, that means being disingenuous, once again maybe you’re in the wrong industry. Probably the most powerful medium to show people exactly who you are and what you stand for is video. People get to see and hear you much like in ‘person’. Your tone will be evident and your passion and enthusiasm to help will also be there.

It sets the tone well. For many of you, your limiting factor in this is shyness or a reluctance to put yourself ‘out there.’ Social media is a powerful tool but it’s like a dinner party where you know no one. You

can either sit there and have a s*** time or you can socialise, get to know people and build bigger and better networks.

That’s your call and I can give you pep-talk after pep-talk but whoever convinces you to do it will be attributed to your success.

WE’RE NOT ROBOTS

Most of the population don’t aspire to be someone with something more in their life other than training and ‘eating clean.’ A facade that so many coaches feel is of benefit to their reputation. Portraying this ‘hardcore’ lifestyle.

Checking yourself out in gym mirrors all day and updating your semi-clad pics on social media isn't probably going to get you very far with client acquisition. Sure, it will increase your social media following, to what end though? We’re talking about client acquisition here, NOT popularity.

Ask yourself this

How many people genuinely know you by name and could tell me any one thing personal about you?

If you have a gym with more than a thousand members, that number should be pretty damn high.

If you’re in a small facility, that ratio should be equally as high.

If people don't know who you are, they won't employ you. That’s simple.

They're about to invest a whole heap of money with you and spend several hours of their valuable time with you- a week with you.

Would you do that? People want to meet the people who'll be working for them and understand them. There will be exceptions to that rule and more-so, if you undervalue yourself and your service.

STOP trying to impress your peers. Impress the people you can help. The people that want to look and feel better. Don’t be an hardcore gym buff. They also probably don't want to see someone who comes across as 'self' orientated.


Putting yourself in front of these people is your job interview. They need what you have to offer but maybe don't know it yet. Also, much like many prospective clients. They typically already had a 'bad' training experience at some stage.

They perhaps, previously sold a service that wasn't delivered. Don’t ever promise something you can’t deliver.

These people- your prospective clients will be observing you. Your attention to detail, your enthusiasm, your focus on your clients. At all stages, you are on show and representing yourself, both as an individual and as a business. This, whether self-employed or not remains the same.

If your business relied on monetary tips for exceptional service, how many would you actually get?We’re not in a tip or gratuity-orientated industry, so don’t be offended when you don’t get any. We’re in a service-based industry. We need to deliver great service. When I say that, I mean GREAT service. Over-deliver at every opportunity and show how much you care for the people you serve and their overall experience. We have to go above and beyond the expectancies our clients would expect from us. We have to be there for them when they encounter challenges and have questions we can only answer. The lines of communication need to be well and truly open. If you want to do little more than a 60-minute gym session a couple of times a week with people. That will be the limitation of your service and be the limit to what you can charge for that service.

GRATUITY


Improve your service offering while maintaining a level of service you can reach and over-deliver on. This dictates what you can charge and the value of that service to your customers.

• Support compliance and listen intently to the kind of help your potential client’s needs. Service those

needs. Most people need support and accountability. Identify this in your service offering as something you offer and deliver to them.

• Talk to people. Introduce yourself and show genuine care for them and their goals. Be a figurehead in your

facility. Be someone everyone knows and respects. •

I’ll leave with one last thing. Listen to the theme tune from the 80’s American sitcom ‘Cheers.’ My point earlier, listen intently to the lyrics and you may or may not realise how that relates to your business.

W W W . A D V A N C E D C O A C H I N G A C A D E M Y . C O M

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