Something a little bit different today…
A guest post from one of the smart guys in the UK group training market, Sean Ryan.
I met Sean for the first time last November at one of Paul Morts infamous Masterminding events in Marbella. The fact that Sean was actually at the event makes him a smart cookie in my mind…
Anyway, he sent me through this article as a response to the article the other day about Pricing Strategies For Personal Trainers. Enjoy
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Over the past 12 months I have learnt a hell of a lot from three different people. Tim Goodwin, Paul Mort and Dax Moy; each of these guys have helped me develop not only my business but also the way I think about life and the experiences it provides. One of the latest golden nuggets was a simple piece of advice; to improve your marketing and customer service try to look and learn from outside of the fitness business.
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Last weekend I took the girlfriend away for a break in London and we stayed at a big named hotel. From the moment we walked in the staff were very friendly, greeted us with a smile and were happy to help in any way possible.
On check in, the lady again was very helpful and happy; they gave us a complimentary upgrade to an Executive Room. The only difference between that and standard was some free bottled water, slippers and a coffee maker.
Straight away I sent a message to my mum, “Guess what? We just got upgraded!” and that was when it hit me.
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As Personal Trainers and Bootcamp instructors I still feel the strongest piece of advertising we have is word of mouth, nothing sells a product better than someone who has used it and had a life-changing experience using it.
How can we generate more word of mouth? Easy, achieve better results and stack even more value (give them something to talk about!).
How can we do this? Well, as soon as I was upgraded at the hotel not only did I feel special (c’mon, upgraded for free? Awesome!) but I told people straight away – and that is important! Straight away to my circle of friends I made this hotel seem amazing (and to be fair it was a pretty amazing hotel!).
Perhaps we, as coaches, can use the same principle on our PT or Bootcamp packages!
For example….
If a person signs up to your standard Bootcamp program, once you have taken payment from them, upgrade them to the next level package you have…free of charge! The difference in programs doesn’t have to be huge at all. It could even be a program that isn’t listed on your site…an ‘executive’ standard program. The difference could be a longer coaching call. A 28 day meal plan rather than a 7 day meal plan. A free KCA.
- If someone joins your standard give them your gold.
- If someone joins your gold give them your platinum.
- If someone joins your platinum give them more stuff; maybe your cookbook (if you have one), a KCA or something else you can offer them!
For the upgrades I advise using something you have already made; like a 28 day meal planner, that way it doesn’t cost you anything to give them a upgrade as all your hard work is already done! Doesn’t mean you can’t throw in KCAs, Coaching Calls or suchlike.
It doesn’t cost you anything to give your clients even more value.
Try it, see what you think 
Sean Ryan
PS. For more information on how to create packages to help stack value make sure you check out Tims last post on PTC speaking about Pricing Strategies in terms of how to stack value to make the price of your programs less daunting, positioning the highest price program first to make the lower priced programs more attractive.
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