What is client retention?
Client retention is the rate at which clients stay with a particular business. In the case of personal trainers, it is how often clients retain your services. Simply put, client retention is customer or client loyalty. Having good client retention speaks volumes about your services. If you can keep your clients excited and progressing toward their goals, they become walking advertisements for your training business.
Old Clients vs. New Clients
When you sell your services to someone familiar with them, they are more likely to buy because they already know, like, and trust you. The effort you will need to get that sale will take less time than marketing and introducing yourself to an audience unfamiliar with you or your services. In terms of dollars, gaining new clients costs at least five times more than keeping existing clients.
Tips for retaining clients
Be realistic and truthful. There is a difference between being mean and being truthful. Being honest will help your client have an objective view of where they are and know how to move forward. Speak with your client about why unhealthy food choices negatively affect their progress toward their goals. Tell your client why losing 15 pounds in 2 weeks is both harmful and unrealistic and discourage the pursuit of such a goal. Be truthful and honest but remember to be kind.
Show genuine interest in your clients.
Ask how their day is going. Ask about the plans for the day. People like to feel seen and heard. If your client can tell that you genuinely care about them, they will be more likely to retain your services because people go where they feel wanted.
Educate your clients.
You can provide value through various avenues like client sessions, social media, and email newsletters.
Run a seasonal challenge for your clients
Running a challenge keeps enthusiasm throughout the year. If you run your training business online, having seasonal challenges is a great way to build excitement among your clients and attract new clients for the coming seasons.
Carry the energy
Show excitement and enthusiasm during your client session. Give them a high five when they make it through a challenging set. Cheer them on when they are working through a challenging set. If you show up to a training session with a disinterested attitude, your client will feel that energy, making the experience less enjoyable for them.
Maintain contact with your clients
Accountability is part of your service. If your client does not show up for a training session, always check in with the client. They retained your services for a reason. If they could've gotten in shape on their own, they would've.
What is the #1 method for retaining clients?
It's about the "know, like, and trust" factor. Building relationships with existing clients is a meaningful way to retain clients. When you start working with a new client, take the time to get to know the client—birthdays, likes, dislikes, hobbies, habits, etc. However, while you should get to know the client, do not interrogate the client. Be genuinely interested in what the client has to share with you.
Want to learn more about the business side of personal training? Check out the related posts for topics like goal setting, niching, etc.