Making Sales Personal

As a personal trainer, the job has several important elements. First is gaining new clients and developing a strong client base. Second, and perhaps the most integral part, is helping these clients reach their health and fitness goals.

Personal trainers specialize in fitness and wellness. They have spent countless hours achieving certifications and enhancing their education. However, chances are they may not be experts in sales. So the question remains, should your personal trainers sell? And if they do, how can you help them strengthen their sales capabilities?

At Chicago Athletic Clubs, personal trainers sell training packages directly to their clients. According to Brandon Yates, the director of personal training at Chicago Athletic Clubs, he prefers this method: “The trainer has the relationship with the member,” said Yates. “We put a high priority on the trainer-client relationship and feel building in a sales manager or a ‘middle man’ would in a way tarnish that trainer-client relationship.”

Since all trainers may not have experience in sales, all new Chicago Athletic Clubs trainers go through a half-day sales workshop within their first 30 days of being hired. Yates explained trainers also have numerous continuing education opportunities to further boost their sales knowledge. In the club’s monthly meetings there is a large focus on sales training for all trainers.

At O2 Fitness, personal trainers sell their own packages as well, but according to Will Mann, the vice president of fitness, fitness directors also help with the process. “We like to call it our connection process instead of a sales process,” said Mann. “Our fitness directors are usually the best person for this, since they specialize in matching clients with the right trainer.”

If trainers within your club are also selling their own packages, read Mann and Yates’ “Do’s and Don’ts of Personal Training Sales” to enhance their sales practices.