A Powerful Strategy for Penetrating the Corporate Market
By Eric Ruth
Would you like to be the "resident corporate wellness expert" for businesses close to you, and magnetically attract great personal training prospects (corporate executives and other professionals) from that rich pool of potential clients?
With the growing awareness of how dramatically health affects on-the-job performance, many smart companies are scrambling to find ways to offer support, information and programs to improve their employees’ health (and the company’s bottom line). This presents an excellent opportunity to the savvy fitness professional with a solid strategy for capitalizing on this demand.
I was recently asked by one of my customers to help devise just such a strategy for a corporate health fair he was attending. He had secured a booth at the fair to offer bio-impedance body fat analysis to the attendees and wanted to know how he could leverage that opportunity to market his services.
Here's what I advised him to do at the health fair, and how any fitness professional can leverage events like this to gain new clients and become a resident corporate wellness expert in their area:
1. First, keep in mind that your primary goal at the health fair is to generate qualified leads. I like the body fat analysis because many people are curious about such things - as they should be - and will therefore be open to being tested. However, there are some - possibly the ones who need it most - who will be too self conscious to have the analysis performed. So you want to present multiple offers to the health fair attendees in order to capture as many qualified leads as possible.
2. Consider beefing up the analysis by offering some form of report of findings and suggestions for improvement that you will mail/email to the person after the fact. This gives you a great "reason why" to capture their contact information and to follow-up.
3. For those who may not want the analysis, offer some form of valuable information, such as a report on "Five Steps To Fat Loss: How To Eliminate 1-2 Pounds of Body Fat Each Week". You can create the report beforehand and make it available to people at the fair in exchange for their contact information. I suggest you make a nice big banner or poster you can put at your booth advertising the report, with a sign-up sheet below it (or a jar for people to drop in their business card). Of course, one of the five steps will be working with a trained and certified professional who holds you accountable, provides expert guidance and instruction, and motivates you to succeed.
4. Have a raffle/drawing with a big, valuable grand prize, possibly something like one month of free personal training. Collect business cards (although it's best if you can get their home addresses, too) for the drawing. Obviously only one person will win the prize (but if properly advertised it should generate lots of great leads of people who WANT personal training). All the other people who entered the drawing should be notified that although they didn't win the grand prize, they did win. In this case, the second prize should be something like one or two free training sessions with you/your staff. In working with over 1,000 independent personal trainers, studio owners and club trainers, we have found that offering 1-2 free sessions is a great way to introduce people to your services in a non-threatening, low risk way, allow them to sample what you offer, and results in a very high conversion to paid clients. Keep in mind that we all "buy" our customers/clients. Offering a free sample of your services (and the grand prize) is a comparatively low cost to secure new clients. The secret to your success with this method will be determined by your ability to educate the prospect about the value of your services.
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