Have you ever noticed that exercise is one of the items that people consider optional? If you have ever known a busy person who consistently pushes exercise to the side in order to take care of other priorities, such as kids, business, or relationships, than you know exactly what I am talking about. The prevailing mentality is that exercise is a luxury that can wait until the rest of life makes space for it.
This cultural view is harmful to personal trainers, who rely on clients. Personal trainers need clients who think of exercise as a necessity, not a luxury. The laws of economics state that in order for a business to thrive, it has to meet a market need. The word need is crucial, because it implies that people spend money when they “need” something, or find it necessary.
If the individual merely prefers something, or wants something, often the desire goes unfulfilled. But the minute the individual needs something, they will part with their money in order to get it. This allows us to see the direction that someone selling exercise, nutrition, and fitness as a commodity should move in. Here are three steps that will help personal trainers succeed within our current economy.
1. Make fitness a necessity.
Your product or service should be introduced as a necessity. Emphasize the fact that health and fitness can not be ignored or pushed aside. Without a healthy body, people feel fatigue and can’t meet their business goals. When you link physical health with business success, it makes the issue feel pressing, instead of something that can be put aside until a later date.
2. Leverage the concept of supply and demand.
If you are in high demand, don’t just wait list clients, or overbook yourself. Instead, raise your prices. There is no “right” price for your services. According to our economic system, the price of your goods is only based on how many people need it. There is no other standard to measure against. Andrew Charlton is a big advocate of using economic concepts in all areas of life. Use the idea of supply and demand to determine your product and services prices on a regular basis.
3. Present it as an investment, not an expense.
Present your training sessions as investments, not expenses. When a person hires a personal trainer, they should feel as though their money will come back to them in the future, with value added onto it. Talk about the rewards that your clients can expect from presenting themselves to the world in a new, fit and strong way. This might lead to promotions, better relationships, and more self-confidence. Talk about concrete things like specific raises or benchmarks that you know your client wants to reach.
Viewing our business through an economic lens can shed new light onto the matter. When you see that people exchange money based on what they need, your marketing approach gets clear. You can’t talk about your services as if isn’t urgent, or necessary.
If people think that it would be nice down the road to feel fit and healthy, but other things are more important in the now moment, than you’ll never make any sales. But if people start seeing fitness and strength as a pressing priority, they will buy from you. This is one of the fundamentals of economics, and it can be seen over and over in the real world.
Use the concept of supply and demand in your favor. Fluctuate your prices according to the market demand. In addition, present your sessions and knowledge as an investment. If people see hiring a personal trainer as an expense they are much less likely to commit to sessions. Investments are seen as wise.