Every nutrition counselor should have a pipeline of prospects they can later convert into paying clients. How does the conversion take place? How do your nutrition professionals move their prospects out of the pipeline into signed and paid counseling sessions? Well, it usually doesn’t happen automatically. Most nutrition counselors earn new clients by building and nurturing those relationships from the ground up. You could have the most killer personality, a top-of-the-line education and an impressive resume. But, none of those matter if they’re not shared, if you don’t tell people who you are and what you can offer them.
Nurturing prospective clients should be part of every nutrition counselor’s daily routine. If not, many of your “high-performers” may find their success short lived. As nutrition and fitness professionals, we are never done marketing. It’s part of the business. By implementing a consistent system in contacting and evaluating prospects, nutrition counselors can be consistent top performers, booking more appointments and making more money, all year round.
Here are some things they might be doing wrong and may not even realize it – things that could jeopardize nailing those potential clients.
1. They don’t follow up.
If your nutrition counselors are not consistently following up with their leads, they’re letting revenue slip through their fingers. They have to strike while it’s hot. And those “hot” clients won’t be hot forever. Many prospects never end up becoming paying clients because somebody didn’t follow through. For example, if you get a voicemail when calling leads, leave a message and be sure to call back after a couple days. If prospects cancel their initial complimentary consultations, have them reschedule as soon as possible. And if members call you and leave a message, call them back right away!
2. They don’t have a plan.
Many professionals have a list of potential clients, but don’t have a clear plan in converting them into paying clients. When there isn’t a plan, chances are they won’t hold themselves accountable in nurturing those relationships to become more than prospects. If they aren’t motivated to pick up the phone and make calls, then honestly, those people don’t have a reason to give them the time of day.
3. They’re not excited to talk to their prospects.
Why should anyone listen or care what you have to say if you don’t care. Enthusiasm is key to being a good salesperson. If you’re not excited about what you’re doing or what you can offer someone, then your chances of being a consistent top performer are slim to none. If you’re not excited, you’re not going to try, and you’ll see that person as not being worth your time and energy. Who wants to hire and pay anyone who just doesn’t care?
Melissa Garcia is a personal trainer and nutrition specialist at Treehouse Athletic Club in Draper, Utah. She can be reached at melissag@tacfitness.com.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
