If you’re looking at people as either clients or not, you’re likely leaving a lot of money on the table and doing your sales process a disservice. But, this is how many trainers look at their prospective clients. If you have any kind of consultative process in your personal training business, you probably have about 10 stages that any person could be at at any given time in their lifespan. Let’s go over what they are and how you can better manage each stage to hopefully sell and retain more clients. All of your marketing efforts progress leads into falling into these stages.
- Suspects-Anyone in a large pool of people who could buy from your business. You know little about them.
- Prospects-A more qualified person who has stronger indicators of being a good candidate for your service.
- Leads (unqualified)-Someone who has taken some action to distinguish themselves as interested in your service.
- Qualified leads not scheduled for consult-A lead who has all the right indicators (time, budget, location, etc.) for your service, but have not set a consult appointment time yet.
- Leads scheduled for consultation-These are people awaiting their consultation appt. with you.
- Leads who have done a consultation, but not signed-Did not convert for whatever reason. Need to think about it, look at budget, talk to spouse, going on vacation, etc.
- Follow up of those not signed-This person could sign up in a day or in a year. Follow up is needed either way.
- Leads signed on as client
- Retention process for signed clients-You need to keep this person successful and happy which requires a whole process in itself.
- Referral of new lead (start back at stage 3 again)-If you’ve done stage 9, the person should refer you to others like them who are leads back at stage 3. Start the pipeline over with that new person.
Chances are you might not have ever recognized that there were that many stages. Most trainers fail in pre-qualifying leads and in the follow up process.
Tools to Manage Your Sales Pipeline
If there’s that many stages and you have many people in them at any given time, how can you keep track of it all. How are you ever going to have time to do all of that? That’s where organizational tools come in to help you visualize where each person is. And to keep you on track for following up when you need to, what tasks you need to do for each person, who to email, who to call, whose birthday it is, etc.
Tools can also help you automate the process. Like follow up. Marketing is a lot about repetition. In general it takes multiple touches before a person decides to actually pull the trigger to call you. If you get a lead, email them, don’t hear back and then throw their contact info in the trash, you’re not marketing effectively. Let’s say you get a lead, they appear to be fairly qualified. But, you use your automation software to follow up with them through a variety of channels for as long as a year or more. Maybe once a week for 3 weeks or a month. Once a month after that. It might be a year before they ever actually call you, but they were aware of your business the whole time. After a year, they may realize they have not improved at all on their own and they finally need to call you.
I have a friend who built almost her entire business off of following up with 1 lead after a year that turned out to be such a great evangelist and referred a number of other people.
Imagine if you had a system that could prompt you to do all the tasks and follow up you needed to do or just do it for you. There would be no forgetting, no mistakes, no lost sales, no lack of contact with leads for extended time, no missed occasions. All the things we’re all guilty of forgetting as humans.
You could have someone move easily from each stage of the sales pipeline to the next with the click of a button and be able to view them all in a clear and organized manner. Easier still is if they are moved on their own by taking some action that triggers a conditional workflow. Maybe they click a link in an email, respond to an email, open one, subscribe or unsubscribe, and the system takes the appropriate action you assigned it based on tracking their behavior. They may be moved to the next stage, started into another automation, a tag added to their contact, sent to another list, criteria added to their contact to reach a goal, a task added to their contact for you to do. There are many possibilities.
Let’s say you have 2 new consultations this week, your system follows up with a text to remind them of their appointment (automation) while simultaneously following up with educational content for 100 other prospects and leads on your list (follow up), and sending out a birthday card for an existing client this week (retention). This is how an efficient business should run. If you have any amount of clients currently, it’s easy to see how you can get busy and these things can fall by the wayside. But, you probably don’t want to hire someone else just to follow up with your leads manually either. The technology at our hands is a solution to this situation. Subscribe to learn more about maximizing the value in your personal trainer sales pipeline.