Acquiring new clients is one of the biggest challenges faced by fitness professionals, especially in an ever-evolving market.
For Personal Trainers, the ability to attract and maintain a diverse client portfolio is essential for growing their business. With increasing competition and the proliferation of various training methods, including digital ones, mastering marketing and client relationship strategies is becoming increasingly important.
Dinis Silva is a Personal Trainer and shares with us his vision on acquiring new clients, emphasizing that the effectiveness of these strategies lies in how they are tailored to each professional's needs.
From the power of "word-of-mouth" and the use of social media to implementing trial sessions and using paid advertising, strategies may vary, but the goal remains the same: building trusting relationships with clients. Throughout this article, we explore how these approaches have been used by Dinis and how they can be applied by other professionals in the field to ensure sustainable business growth and continuous client satisfaction.
What Are the Main Sources of Acquiring New Clients?
For Dinis, referrals from current clients are the best acquisition strategy: “When a client recommends your work, the new client arrives with a high level of trust, which facilitates the conversion process.” Additionally, social media play a crucial role: “They are the main driver of our work,” but it is important to use the right strategy to communicate with the target audience, especially since “values must be consistently associated in all posts.”
Other sources include upselling, increasing the purchase of additional services from current clients, former clients who may return, as well as group classes and gym circuits, which allow direct contact with potential interested parties. Furthermore, “using the gym's database to make personalized calls is a traditional strategy that still yields results,” he adds.
“Word-of-mouth Is the Best Method”
When asked about the use of paid advertising, Dinis stresses the importance of clearly defining the “persona,” i.e., the target audience, before proceeding. Knowing exactly who the type of client seeking services is makes it possible to create more efficient campaigns with better returns: “Gender, age, location, and even personal interests of potential clients help target ads so that investment in advertising is effective.”
Regarding "word-of-mouth", Dinis has no doubts that it is the best method for acquiring new clients: “If you have a referral coming your way, it means your current student is satisfied with your service; all the information they provided worked in your favor, and they already know practically everything about you and how you work”.
And when there is satisfaction, loyalty needs to be nurtured: “I have always enjoyed creating communities among my students.” WhatsApp groups are an excellent example, as “they greatly facilitate communication: with one message, we can reach everyone,” says Dinis, who has no doubt that “genuine closeness makes us top performers!”
“The Best Thing About Objections Is That They Are ALWAYS the Same”
Regarding challenges in client acquisition, Dinis believes the biggest obstacle lies in managing the objections that arise: “We have audiences for all tastes, demand is increasing, and we have an excellent growth opportunity every day.” The difference? For the Personal Trainer, it lies with those who seek to learn more about sales and people: “The way we present the service will dictate its outcome. The better prepared we are for objections, the easier it is to overcome them. And the best thing about objections is that they are ALWAYS the same!”
Another non-negotiable is the trial session: “I have always managed to make a great impact on clients through in-office physical assessments and leading the potential client to purchase, but certainly, for those looking to grow their client base, this should be strongly present.” Empathy can make all the difference and can be created during this session: “It’s 30 minutes where we can shine with good preparation; it is foolproof! Even if the client cannot proceed with personalized training, they have had the experience and may share it with more people, potentially expanding your referral list.”
About this “initial approach,” the specialist shares what he usually does: “Make the client smile in the first few seconds, break the ice, and then we can proceed with the training much more relaxed.” Then, apply the “80/20 rule (80% of what the person likes vs 20% of what I think they need): We should take the potential client out of their comfort zone, avoid using methods they are already familiar with, and take the opportunity to discuss points we find important during the session without being overly technical or showy,” he exemplifies.
Long-term motivation is ensured through SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bound), which keep students focused and prevent frustration. Additionally, Dinis encourages his students to “train for health,” not just aesthetics, promoting “consistency” as the key to success.
Where Is the Difference in a Commercial Approach?
Dinis has no doubt that “all methods are good as long as they work: the difference lies in the ability to understand our strengths and weaknesses and improve them.” And the best tip is: “The one who is genuine and truly interested in helping the client always wins.”
Sharing his example, the Personal Trainer says his strategy involves always giving more than promised in the first approach: “One of the biggest mistakes in the sales process is making promises. We want to sell so badly that we say everything that comes to mind and then don’t fulfill even half of what was said.” Therefore, “it is very important to communicate to the client what forms the basis of the service: all extras work in our favor and build trust to keep investing in our service.”
Final Considerations
Genuineness and trust are the guiding words throughout the client acquisition process. Success always involves balancing technical development with a strong emotional component, creating trusting relationships that make clients feel they are investing in more than just physical training.
This, combined with dedication and a client-focused approach, are the main drivers for continual growth of a client portfolio. And, as Dinis Silva says, “The one who is genuine and truly interested in helping the client always wins.”
Happy Training!
