The
fitness industry is fast paced, has an ever-changing face and an abundance of
fitness professionals in every town offering their services to make you a
healthier and happier person. So I ask
the question, in such a results based industry, why do we often see such a lack
of results (I am of the belief that 'results' can mean different things to
different people, not just to look like fitness models)? Personally, I believe that there is a lack of
understanding of how to communicate with the customers on a deep enough level
to really understand what they want and many are not looking at the four Rs
that will bring long term success to their fitness business:
1.
RAPPORT – knowing your client inside
out and bonding with them will improve motivation.
2.
RESULTS – this is what they are paying
for, so the quicker you get there the better.
3.
RETENTION – if you hit 1 & 2, then
you have a happy, long-term client.
4.
REFERRAL – if you hit 1, 2, & 3
then the existing clients will bring you new business week after week!
I’ve spent 14 years in the fitness industry and have conducted thousands of hours of 1-2-1 time with
clients, so it’s safe to say my communication skills have been honed over
time. Importantly, I recognised early
that it was a key skill that could help me be successful in this business and
directed many hours of study to improve it, including taking a psychology
degree at university. Sadly, I look
around the industry and can see that it is an area that is often overlooked by
many fitness professionals and is not even on their radar of skills to work on
to improve their performance. Quite
frankly, there is absolutely no point in having a brain full of the best
fitness, lifestyle and nutrition advice if you can’t communicate your message
to your clients.
Last year I looked into how many businesses in the corporate world use psychometric
assessments to understand their staff and improve performance in the workplace, so explored how this concept could work with my clients and if it can
be used to improve the chances of them achieving results. Thomas International Sport's PPA (Personal Profile Analysis) assessment has provided a
perfect fit for what I was after. In
just a short 8 minute online assessment, I have access to a wealth of information
about the candidate's behaviour, including: how best to communicate with them; how to
manage them; how they might behave under pressure; their biggest fears; how to
maximise their potential, to name but a few. This type of insight into unique behavioural traits could otherwise take months to recognise in some cases.
I
know what you are thinking, “surely this can be found out in a standard
consultation”. Of course it can, but I have found over the
years that many people just tell you what they think you want to hear. This may be due to nerves, pressure, feeling
intimidated, or the fact they are acting on a burst of new found
motivation. Whatever it may be, I’ve
personally found that using a psychometric assessment approach removes the
chance of this happening and gives you tangible information to adapt your
approach to your client, or if you are placing clients within a team of fitness
professionals, provides valid data to help you match them to an appropriate trainer. Ultimately it raises your level of customer service to new heights, which can only be good for your business.
Here
are a few scenarios where using the Thomas International Sport PPA has
helped me:
- New
clients who are after short-term goals; If you have limited time for rapport-building then the PPA gives an
abundance of information to really help get to know your client before you get
them in the gym.
- Clients
undertaking significant lifestyle changes; Analysis of the PPA gives an
understanding of how someone may act under pressure. Introducing significant exercise and dietary
changes could create a lot of stress in someone who has never done it before, so being aware of how your client might react is vital.
- Existing
clients who have hit a plateau; PPA analysis reveals how the
client might be feeling at that precise point in time. It may uncover emotional or work related problems that are adversely
affecting their ability to focus in the gym or stick to a nutrition plan. Your client may not want to talk to you about
specific issues, but at least with this objective information you are able to recognise and manage the situation by adapting your
approach.
I’m
not saying that incorporating psychometrics into your methodology is the only
answer to getting results for your clients; I’m not even suggesting that it will suit every customer you have, but I am
asking you to look at your fitness business and ask the question, “Do I really know what my clients want?". I’d be very
surprised if there was not something more that every single fitness professional could do to
improve their communication skills. I know it’s helped me.
