HOW TO MAKE A GREAT
FIRST IMPRESSION
ON NEW CLIENTS
By being authentic, professional and attentive to prospective clients’ needs, you can instil
confidence and set the foundations for a long term working relationship.
WORDS: FITNESS AUSTRALIA
important to be open, honest and genuine,’ says Hart; ‘Clients will
relate to people they know and like, and being genuine is a big part
of that, plus you’ll build longer lasting relationships with people
that way. Always aim to mirror your prospect to enable them to feel
comfortable enough to open up to you about their needs.’
Have a sales script
ave you heard the saying ‘Your first impression is the last
impression?’ It suggests that the impression people get
when they initially meet us can create a lasting perception
of what they think we are like – and this applies to the trainer-client
relationship too.
‘First impressions can have a really lasting impact on how clients
perceive you and how they look to you as an expert,’ affirms Tom
Hart, Asia Pacific Regional Coaching Manager at Net Profit Explosion.
Here are his top tips for getting it right.
H
Listen before you talk
According to Hart, where many trainers go wrong in their first meeting
with a new client is talking to them about what they do, their training
methods, giving them a tour of the gym or showing them the exercise
equipment on offer before really finding out their needs. The first
priority should always be to get to know and understand the client.
‘You need to find out what their frustrations and challenges are, so
you can present a solution to that problem’ he says.
Be genuine
Clients do expect personal trainers to be upbeat, positive and
motivating, but that doesn’t mean you need to put on an overlyzealous persona that isn’t really you. ‘I’ve always believed that it’s
56 | NETWO RK SUMMER 2016
It’s vital to have a structured, planned approach or ‘script’ to help
you confidently handle initial sales-related conversations with new
clients, where you run them through the programs you have to offer.
‘In our Auto-Closer sales system, which is part of our CEC accredited
Accelerator program, we have a script we supply to trainers that
teaches them how to have that initial conversation, whether it’s in
person or on the phone, and it sets everything up so clients are ready
to buy and ready to make a decision to change their life’ says Hart;
‘Ultimately, sales is solving someone’s problems and helping them
realise they need to commit to a better life. By having a well thought
out and well executed sales process, you are providing a service
to your prospect by allowing them to fully understand their goals,
drivers and motivations, while positioning you as the best person to
help them achieve their goals and better their lives.’
Look the part
‘Your appearance is part of your brand and your first impression’
says Hart; ‘It’s important to dress appropriately, depending who your
target market is.’ If you train corporate types over 50, for example,
pants and a polo shirt or a simple but smart-looking top might work
nicely, whereas if you have a younger clientele you can likely get away
with more fashion-forward or experimental outfits. If you’re going to
have a workout before meeting a prospective client, allow yourself
enough time to shower and clean up beforehand, and always be
ready five minutes early so you can meet your prospect with a smile
when they arrive – because first impressions last.
Fitness Australia, the peak national industry association, provides support
services and guidance to over 30,000 exercise professionals, fitness
businesses and industry suppliers nationally. Get more tips and resources to
help you start or grow your fitness business from Fitness Australia’s Business
Toolbox at grow.fitness.org.au