For today’s post, I’m posting a slightly modified version of a response to one of my VIP clients.
The back story is that he built a fitness business which he sold in order to move his family to a new community, where he knows no one.
At this stage in his new business, his job is to begin to develop the resources for planned new business. One of those resources is the community.
He has been tasked with going out and meeting community leaders for the purpose of building relationships.
This is an incredibly value step that’s missed by most fitness business owners.
This step can be incredibly frustrating if things are not leading immediately to new business.
Here is my response to him.:
First, you’re doing a great job. You’re out there meeting people and getting to know the political and business leaders in the community. This is a great investment of your time and energy that will pay dividends for years.
I understand your frustration that they have not expressed must much interest in your fitness business.
This is a good thing. It means they are seeing you as a business person rather than a fitness person.
It’s far better to be perceived as a business person first, and fitness expert second at this point in your career.
Being perceived as a fitness person first and a business person second casts you in a less significant role in the community, until you are established.
This can leave you wondering if this is all worth it.
Your opportunity will come in the follow-through and follow up. It takes time.
You’ve written thank you notes and followed up as we planned. You are going to stay in contact. It might be a cup of coffee, it might be helping them with the project they’re working on, it might be at another community meeting.
At the right point in time the opportunity will present itself for you to secure prospective leads for your fitness business.
In this situation a third-party referral often works best.
It starts with asking if your contact knows of any people who are looking for a fitness program or a Personal Trainer. It’s a safe way to ask the question because it does not put them, and your relationship/friendship on the line. In other words, they don’t feel like you’re pitching them.
If they are looking for a fitness program, they will let you know that right away. In most cases they will keep you in mind when they hear of conversations where people are looking for a trainer.
Your primary goal is to maintain a relationship with these leaders for the long-term. Being too pushy at any point will put your relationship at risk.
Build a friendship and to give to the community in any way you can. Help them achieve their goals. In time your stature and status in the community will grow based on respect for you and your contributions.
When your name came comes up in the community, especially when you’re not present, it’s always good to have leaders who will recognize your name and say good things about you. It helps your existing clients by confirming they made the right decision to be part of your program. For prospects, the leader’s endorsement is an encouragement for them to pursue the opportunity with you.
And this is just the tip of the iceberg.
Have faith and remember your goal is long term.
