What is a customer really looking for when they buy personal training or group training? They would say they are looking for guidance, professionalism, education and motivation. But what are the core emotions or deep-seated desires that drive a client to pay for your services? What is the single greatest thing they desire?
In a word, it’s change. They desire a change from their current norm. They want something different from what they have experienced up to this point. They want to feel something, either physically or emotionally, different than what they have been provided before. They are seeking a change in their physique or a change in their mindset. They are looking for a different type of motivation or modality than they have partaken in previously. It’s a trainer’s responsibility to give the client change.
The argument to this concept is that no one wants change. They want things predictable, and want a known outcome and stable course of events. In your life, how do you react when something is moved from its current location? You generally have a hard time accommodating to that new spot. When a business that you frequent changes something, you initially react negatively and then adopt over time. Humans are creatures of habit and routine.
It is that mindset we must overcome as trainers with ourselves and our clients if we want improvement. We must objectively look at where our weaknesses are and how we can improve those areas. Whether those weaknesses are physical or behavioral, we need to recognize them and work on how to change them positively.
The change can also be in our programming of sessions or how we introduce exercises. Even if we have a method by which we train clients, we need to adjust that method and change per clients’ needs and abilities. Always being able and willing to change is one of the key characteristics of successful people and businesses. Change is inevitable, and that is a good thing. We know that by changing the stimulus we give our bodies we can adapt and become stronger, or more flexible or more cardiovascular efficient.
Therefore, we must get our clients to change their current behaviors in order to see that positive outcome, as we must also be willing to change our own training methods and modalities to effect those changes.
At least that’s how I see it from the trenches.
Vic Spatola is a NASM Master Trainer, Martial Arts Expert, Fitness Business consultant and educator at Club Greenwood in Denver, Colorado. For more info email vics@clubgreenwood.com.
