Below you’ll find a transcription of this episode originally broadcast as a video. You can find all the videos in the “Incredible Insights” series here
Hey, I’m Sensei Sarah and I’m here with another Incredible Insights episode for every Personal Trainer who wants to add value to their services but can’t figure out how to get started.
The problem with adding value is that it can be difficult to see beyond the idea that clients are paying for your time.
It’s frustrating because if you can’t demonstrate how much value you bring, potential clients won’t see any reason to pay you – so they’ll choose someone else to train them.
And when we can’t get new clients, we start to question our skills and doubt our capabilities.
And what makes it even worse is that the longer that little voice of doubt keeps talking, the louder it gets, and the more we believe it.
So, we try lowering our prices or giving things away for free but that just makes it harder to make money even though we end up working twice as hard!
When it comes down to it, all we really want as trainers is for potential clients to easily see how much value we bring, without having to toot our own horn (because I don’t know about you but that just me feel super uncomfortable!).
So, here are 5 steps you can take to clearly demonstrate your value, without feeling embarrassed or weird!
Step 1: Know the result you’re offering to help your clients achieve. Like it or not, your potential clients don’t care about you. They want to know what’s in it for them. If you’re the trainer that helps new runners complete their first 10km race – say that. If you’re the trainer who helps chronic back pain sufferers finally get out of pain for good… say that.
This step is critical because people pay attention to what interests them and if you can’t get their attention, you may as well not even bother having a conversation with them at all!
Step 2: Acknowledge the main training style you offer. If your result is helping someone run their first 10km race, then your main training style will be endurance training. With back pain sufferers it could be mobility training.
This step is important because it gives you a value starting point. If your potential clients only got this, they could probably still achieve the result you offer – but you want to be able to demonstrate more value than this
Step 3: Acknowledge everything else your potential clients would have to consider if they wanted to achieve this result most effectively. With running it might be strength training, nutrition, speed training, injury prevention, injury management etc.
The more “extras” you can up with in this step the better. Think of absolutely everything… even down to travel arrangements, race entry, course preparation, equipment, etc.
Step 4: Acknowledge all the different ways you can offer support. It might be through email, direct message over social media, text, phone, video call, or even in-person.
This step is critical if you want to demonstrate your value because YOU are the most valuable asset in your business!
Step 5: Create three bundles: Minimum, Middle, and Maximum.
For your Minimum bundle, identify the absolute minimum someone would need to achieve the result… maybe it’s a 0-10km training plan and a basic strength training plan. if you add to that email support from you, you’ve got a Basic or “Essentials” bundle that you can price low for those potential clients who don’t need a lot of hand-holding and don’t want to pay much.
For your Maximum bundle, include absolutely everything that you could possibly do to help your potential clients achieve the result with the least effort, or most quickly. This could be as far as arranging their travel, doing their race entry for them, or even including a voucher for new running shoes! Go all in here! In this bundle they also get maximum access to you, like in-person or direct phone access.
For your Middle bundle, think about what most people could manage comfortably with and put those things in your bundle along with a medium level of access to you. That might be email support along with the occasional 1-1 session and regular direct messaging over social media.
Now you have three different options that potential clients can choose from, with three different price points – and when you put them side-by-side, your clients can easily see how much value you offer.
Ooh, and that brings me to a bonus step of putting these bundles on a professional-looking price list, whether that’s on a printed price list that you can give to your clients or on your website (or both).
I go into more detail about this subject and how to find the result that you are uniquely qualified to offer in my new book “How to Find Your Voice, Your Value, and Your Va-Va-Voom!” which you can get from Amazon here.
As a cool extra bonus, when you register your copy of the book, you’ll get free access to a handout with all this stuff on it and a whole bunch of extra resources in the exclusive “Resources Collection”. You’ll find the link to that inside the book!
I hope you found this video useful. If you did, please leave a comment, give us a like, or even share it with your friends!
Thanks for watching, I’m Sensei Sarah and I’ll see you on the next episode.