How to Ask For Client Referrals
A great product and targeted marketing is essential to any successful business. Constantly improving your product (you) and continuing to expand on marketing strategies will ensure that you have a stable business for years to come. As I talk to most personal trainers, I am shocked to find out how many neglect one critical marketing strategy: Asking for referrals. Asking for client referrals is a valuable tool that most personal trainers never take advantage of… Why? Ask yourself why it is that you neglect to do certain things in life that you know you should be doing. Either…
1. You don't know how to do it
2. You feel uncomfortable doing it
Well, most are too uncomfortable asking or have no idea how to approach the topic, so they avoid it altogether. This is actually quite shocking seeing it costs nothing and requires no time. So, let’s dive into why a client referral is so beneficial. Nothing is a better promoter of your personal business than a client that gets amazing results. When a client sees significant changes in their body many people notice. Family. Friends. Coworkers. We all know a handful of people that want to “GET IN SHAPE” or “TIGHTEN UP” but never do… well... so do your clients! They’ll talk about you. Hopefully tell their friends how you’re teaching them the right way to exercise. Getting you motivated. Holding them accountable. But, they may not transition from telling their friends about you into recommending you unless you plant the seed. So, how do you plant the seed without making it awkward? Well, it’s actually quite easy once you feel comfortable approaching the subject and practice your delivery. First, you need to remove any lurking notion that what you are asking for is an inconvenience or pushy in any way. If you do not feel confident in what you are asking it will not translate well and may not be well received. Second, you must remember at all times that you are a business owner . You and only you are responsible for keeping your business a float. If you neglect certain strategies to help grow your business you are only doing yourself a disservice and only making success harder on yourself. With that being said, now we can address how to approach the topic with a client. Like any other time, when you are approaching what could be an uncomfortable topic you must always let the topic flow naturally in conversation. It should never be forced. This is especially true when discussing money. (In later posts I will give tips on how to approach such situations)
So, how do I ask?
I have a standard time that I always ask for a referral and a standard line that I always use. This is essentially like protocol for me. That way there is no questioning if I should have asked. I conduct routine composition checks where I measure body fat percentage and take body tape measurements. As we review the goals that we have laid out for them, I show them where they have improved. What I’m doing is showing them “Measurable Gains” not “Perceptive Gains.” I want them to be able to see specifically where they have improved and how their body has changed. Do not rely on comments like “wow, it looks like you have gotten stronger.” When we are discussing specific improvements this allows for them to share with me how good they feel or tell me how their clothes are looser. Once this environment has been created I let them know that it is just as rewarding for me to see their body change as it is for them. Then, I tell them that I just had 1 opening in my schedule and if they have any friends or coworkers that are looking for the same results as them I can reserve a spot in my schedule to see them. I let them know that as a service to my clients I give first priority to “friends and family.” What this does is reinforce that their investment of training with me was a good one after seeing their body composition results. Then, it creates a subtle sense of urgency so they tell that friend that is trying to finally “Get In Shape” immediately. See, it’s actually quite simple. You just have to feel confident in doing so and create the right time. This also works during the session when a client tells you anytime how happy they are training with you. As soon as they say that, just recite the same line about the new opening in your schedule. It’s almost like you are presenting it in a way that it is a favour to them not a burden. So, if you are looking to add clients to your schedule and you are not asking your clients for referrals, start immediately! Try my approach and see how it works. Once you feel comfortable try to create your own approach.
Go get'em!
Yours in Fitness Business Success,
Ben Dulhunty
