Maintaining a High Client-Retention Rate
Client retention is critical to your long-term financial success. It will cost more money and take more time to find a new client than to retain an existing client. Take special care of your current client base, so they will continue to provide you with financial stability.
When you explain to potential clients that your current clients have stayed with you for long periods of time, they will draw positive conclusions. On the other hand, if you have a high turnover rate, you are either not running your business properly or are an ineffective trainer.
Retaining your clients is not only profitable, it's also a great selling point for your business. It shows that your current clients are satisfied with you, and that you are providing good customer service. People would not continue with you long term if they were not pleased with you.
As in most businesses, a small percentage of your customers will provide you with the majority of your business. For example, take a trainer who performs an average of thirty sessions per week. Twenty-four of these appointments are spent with ten long-term clients who train two to three times per week. That means 80 percent of his revenue is produced by only a few people. Most personal-training businesses work this way. It is wise to give these core clients a little extra attention, as they are the reason you stay in business.
How Can I Retain My Clients?
Making your clients feel special is a sure way to keep them. A good trainer will make people feel like they are getting their money's worth. A great trainer makes their clients feel like they are getting more than they paid for. There are many ways to accomplish this. After an initial appointment, send out a thank-you card and let your new client know how much you enjoyed working with them and that you look forward to working with them in the future.
During the hour you are training, focus on your clients intensely. That hour is theirs, and should feel special. If a client needs to reschedule an appointment, go out of your way to fit them into your schedule, even if it means working a longer day than you expected. It will be greatly appreciated.
You can also make a note of your clients' birthdays and send a card so they know you remembered. Another nice touch is to send weekly mass e-mails to your clients with motivational quotes, interesting facts, nutritional ideas, etc. If you have a client going through a particularly tough time, send them an individual note or e-mail letting them know you are thinking of them. Finally, give your clients something with your company name on it, such as T-shirts, water bottles, or workout towels. Everyone enjoys receiving free gifts, especially if they are useful. The little extras go a long way, and good customer service is more than a little extra. It is everything. If your clients feel you are loyal to them, they will be loyal to you.
The longer and more frequently a client trains with you, the greater the likelihood that they will continue with you for the long term. People are creatures of habit, and working with a trainer can easily become a habit for people. This is a very profitable tendency to encourage.