HIT Personal Training Client Retention Secrets

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Pete Cerqua

So you’ve started getting good at getting strength training clients, but are you – or your trainers – doing things that drive business away without realizing it?

Million-Dollar Trainer Pete Cerqua returns to talk about why your approach to client retention matters when it comes to building a successful fitness business and the things you can do right now to make sure your clients keep coming back.

Pete walks you through where trainer-client relationships go wrong, why you need to be softly and subtly selling all the time (and how you can do this), designing a workout that will help you get and keep more clients, how to stand out if you’re in an area with a lot of competition, and more.

Make sure you’re not losing clients without realizing it and tune in to this one!

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Show Notes

01:22 – How does a million-dollar trainer get personal training clients?
01:40 – What were Pete’s retention rates?
02:45 – On working with other trainers (and some red flags that could bring down your business)
04:03 – Where trainer-client relationships go wrong
05:11 – “What if I hate sales and selling?”
07:19 – Personal Trainers: do you know what your actual product is?
11:28 – What workout is going to sell the best for you?
13:44 – On measuring progress and framing strength training as a game
15:37 – Examples of selling outcomes to different types of clients
17:27 – Clients care about the little details that many trainers miss
19:05 – On “medical exercise” and the time Pete was challenged by a judge on “you cannot get hurt” with his workouts
20:47 – How would Pete handle a potential client who’s into CrossFit?
23:57 – Why soft selling is more powerful than you think
26:11 – How to be different so that you stand out
31:58 – What does “I am part of the equation” mean?
36:57 – It should be clear to your clients that they can’t get the same workout with you from anyone else
40:08 – If your client isn’t getting value, they will slowly plan to leave you
43:10 – Pete’s most (in)famous workout
45:23 – What your clients might think about your session prices
52:20 – What if your clients want to do cardio?
55:30 – Two big things you should focus on
56:40 – Pete talks about the Resistance Exercise Professionals group