No matter how famous your personal training business may be, the success of the same is ultimately measured by sales - the number of paying clients you have. We all know that converting visitors into clients is a tough task. But it is not impossible!
The goal of your personal trainer website is to get people interested in your offerings and if they're looking for a specific fitness service or product that is available on the website already, then the goal becomes to convert them into paying clients.
There are many ways to optimize your fitness website to make visitors want relevant information, get curious about how your fitness services could help them improve and ultimately purchase your fitness plan.
In this article, we'll share some tips on how you can convert leads into paying personal training clients.
1. Get in contact before other personal trainers
A very small but one of the most powerful strategies in generating leads is to be the first one to catch the attention of a prospective client and act quickly in terms of showing your offerings or scheduling an initial consultation.
How do you identify these prospective clients? Start with the ones that walk right up to you, like new leads who reach out to you on your fitness website. It is because these 'leads' could be considering your fitness service or product, and they were excited enough to take action.
Whether they were looking for help with weight loss, muscle gain, or just some general fitness advice, when someone reaches out to you through your fitness website or your social media channels, it shows that your company has caught their attention.
You can use this moment as an opportunity to not only show how passionate and knowledgeable you are about health and fitness but also give them more of what made them interested initially.
If you want to maximize your chances of a successful sale, don't waste time! Once someone reaches out on the phone, by filling the form on your website, or through email, their interest in what you offer drops significantly after 30 minutes. That's why it is important to have your communication channels open and planned so that you can revert immediately (before other personal trainers).
2. Offer a free trial or discounted price
When you’re in the market for new clients, there is no better way to convert potential leads into paying clients than with a free trial or a special discount.
Discounts and free trials are very effective because they remove many barriers that make clients skeptical about a purchase, such as the actual workout regime, time a trainer will give, the price, etc.
When you offer a discount, the lead thinks that you are offering more at a lesser price, and therefore they don't want to 'miss out' on a great deal. A free trial works as a lead magnet because clients can 'test and try' before they buy.
Both these strategies provide value to prospective clients that entice them to make a purchase.
3. Stay in touch with potential clients
It's always a good idea to keep in touch with your contacts.
This list of contacts consists of your target audience who follow your content on social media, have subscribed to your email, have taken a free trial of a plan, participated in one of your challenges, and so on.
Not everyone who likes your fitness services will become a paying client immediately. That is why in marketing, 'lead nurturing' is very important, so we introduce the "personal training software". In simple terms, you need to stay in touch with your prospects and build a meaningful relationship such that even if they haven't been converted to clients yet, they will in the future. Or, at least they'll become your brand advocates!
It's surprising how many businesses stop emailing leads after the first response. It is worth following up with them if you want to build a genuine connection, as studies have also found out that 21% of people will respond to at least one more email from someone who didn't reply to their initial message!
Engagement is everything. By staying in touch with your leads, even if they don't end up becoming a client right away, you are keeping them on the radar as someone who can provide useful information and support when needed most - which means that you'll likely be one of their first choices should any future health needs arise!
Staying in touch through social media platforms, emails, blogs, etc., is a great way to build trust with your target audience.
4. Leave room for open-ended questions
As a practice, you should have a separate FAQs (Frequently Asked Questions) section on your fitness website. Here, you can pick the top queries you usually get asked, such as online training plans, prices of your offline and online coaching, your specialties, what all clients get access to, and so on.
Inevitably, there would be clients who might skip this section or may have new queries altogether. A fantastic way to address queries and build a relationship with your leads is to guide them to an email address that they can send their query to and hence connect directly with you.
In order to reply to such emails quickly, you may then create templates for common open-ended questions.
But the takeaway here is to make it convenient for more clients and to reach out to you and get a response to their query. Many times, it just takes one clarification email to clients' queries to convert them into paying customers.
5. Don’t give up - value and focus on your process
Trusting your process is the key to a successful sale.
The more time you invest in planning out the nuances of each stage, from initial contact to nurturing a lead, the more likely you will find success. Having a plan also helps in identifying if anything, in particular, is going south as you are able to monitor different stages of the business growth.
A well-planned process will also give you confidence since you will be aware of the next steps. And if you value your services, your clients will definitely as well.
Ready to scale your personal training business?
Converting leads into paying personal training clients can be a challenge. However, by providing valuable content, showcasing your expertise and knowledge, using a strong call to action on your website and other marketing materials, and by staying in touch with potential clients, you can increase the chances of turning leads into paying customers.
With FitBudd, connecting with leads is a very seamless process. We have explained in detail in our blog, so you can check out the process of connecting with leads in point number 4.
But in a nutshell, once a prospect downloads your personal training app (but doesn't proceed with purchasing a plan), their data automatically gets stored in the 'leads' section on your Trainer Portal. You can use this opportunity to chat with them or provide a free video calling consultation and convert them into your next client.
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