Fire All Your Clients

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Now Hiring: Partners
Throughout my fifteen years as a fitness professional, colleagues have complimented my work by commenting on the work ethic and results of my trainees. My trainees have complimented my work by keeping my book full and giving me the results that my colleagues notice. So how do I get the results? How do I keep a full book of high achieving, focused, and dedicated trainees?

I pre-qualify who I work with.

Let me be clear… I don’t care if it’s a Benz in the lot, I care if it was on time for our appointment (or fifteen minutes early); I don’t look for a Rolex, I listen for determination and a hunger to grow when goals are spoken; I’m seeking partners.

I’m not interested in taking any more clients… ever. Clients are consumers. They want to pay for my time, put their faith in me, and hope that I’ll change their life or, (it hurts to say this) some just look to talk about my services as a status symbol. I, like many other trainers, have been credited with changing many lives. Let’s be clear: neither I, nor any other trainer, is in the business or capable of changing anyone else’s life. I provide options and direction. I offer education and motivation. Clients set their goal and if they take what I offer, they will reach that goal. Many make progress, but when they leave their comfort zone, they quit. They choose to remain a client, consuming my time like a commodity, but never investing to change their self. I’ve had many trainees meet their goal and still remain a client. Once the goal is met, even before, I advise that we set the next goal to continue progress and continue their investment and truly make it a lifestyle. They meet the goal and want to ‘maintain.’ Maintenance is boring, so they wander, lose focus, and come back into me months or years later wanting to push the reset button on the goal we set way back when. They never invested in changing themselves. They PAID for my time and knowledge to meet a goal, but they didn’t INVEST in change.

Partners invest. They bring a goal, conviction to achieve that goal, and an understanding that the next goal will be waiting when we get there. Partners want to learn. They want to use me as a resource, but know that I’m not their guru. I’ll give them my professional opinion, provide them additional resources that I approve, and consult them on any outside opinions they bring to me. Additionally, I like to recommend that some of my trainees get a good PT certification. Some trainers worry that this will devalue their service – I offer them an exit to the profession. Like I said, I’m no one’s savior, but I’m not taking hostages here, either. I want my partners to have a better understanding of the knowledge behind the effort. My partners won’t always be training with me, but I will always be a resource for them. In turn they will be a resource for me – teaching me, enriching my professional and personal life, and filling my book with referrals.
That’s how I fill my book with driven, goal oriented, knowledgeable success stories. I seek driven, goal oriented people, cultivate knowledge, and we partner up on the story.

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-B

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