How To Command High Personal Training Fees

By Eric Ruth

When folks hear that Phil Kaplan commands $250/hr in personal training fees, they’re usually dumfounded. “How the heck can he get those personal training fees?” they ask. Well, the answer is really quite simple – it’s a basic economic principle: supply and demand.

Phil, and other elite trainers, have masterfully created excessive demand for their limited time. That’s the secret. When demand sharply exceeds supply, the price for your services can be virtually unlimited.

Here’s something very, very important to keep in mind – the actual supply is controlled by you. Therefore you control the price. No outside forces have domain over you – nothing or no one else can affect that supply – only you. What does that mean? It means that if you say your personal training fees are $200 per hour, then they are...end of story.

A Simple Strategy For Creating Excessive Demand

There are countless ways to create excessive demand for your services, thereby allowing you to not only ask for high personal training fees, but to get them.

Trainers like Phil who actually earn high personal training fees usually incorporate many of those ways. Phil’s on the radio, he writes articles, has a powerful internet presence, does seminars and sells thousands of information products (remember that anyone buying an information product is a prime candidate for your services – even if they live halfway across the country – think online training and phone coaching). Elite trainers don’t rely on just one way to boost demand for their services, they do lots of stuff. Way more than I can realistically address in this article – so I’ll just discuss one of them.

Make Your Clients Raving Fans

Yes, you’ve probably heard this before. You need to be “WOWing” your clients. Exceptional service is the way to do that. But that term, “exceptional service,” has many facets. Again, I can’t cover them all now. But here’s a nuts-and-bolts system you can implement immediately that will go a long way towards “WOWing” folks you serve and programming them to talk about you and send you referrals, thereby creating excessive demand.

The System

Brainstorm the 7 most important ideas, actions, concepts, etc. that your clients must know and/or do in order to achieve maximum results and enjoy maximum value from your services. List them out. Prioritize them.
Write short, one-page “articles” about each of your 7 ideas, actions or concepts.
At the end of each article, write something like “I love my clients and I love referrals. If you feel that my services warrant it, please tell your family, friends and associates about me. They’ll thank you, and so will I.”
Print enough copies of each article on 3-hole paper to send one to each of your clients – and be sure you print a few extra for new clients.
Put the first article in a 3-hole folder, create a nice, large printed label that says something like, “How To Get Maximum Results In Minimum Time From Your Fitness Program With (your name).” Affix the label to the front of the folder.
Mail the folder to each of your clients along with a cover letter explaining that you’ll be sending them a new article each week for the next 6 weeks. Instruct them to read the article, implement the guidance and place it in the folder for easy reference to help them stay on track towards achieving their goal.
In weeks 5, 6 and 7, include an additional letter with your article and cover letter that specifically asks for three names and addresses of people (referral request form) who the client believes may benefit from receiving free information about your services and a special free gift (something of value – possibly an information product like an interview with your most successful clients revealing the “secrets to their success”).
With your referral request form, include a self-addressed, stamped envelope. Be sure to indicate in your cover letter that you are including this envelope (this subconsciously invokes guilt – people are reluctant to waste postage). And finally, be certain to indicate how you will reward the client for the referrals. You do have some form of referral reward program, right?

What Have You Accomplished?

You’ve provided an exceptional value-added service that educates your clients and helps keep them on track towards achieving their goals.
You’ve generously shared your fitness expertise in a format which can be referred to even when you’re not around.
You’ve reinforced your expertise through the written word (don’t underestimate how powerful this is).
You’ve set up a real, automatic referral programming SYSTEM which can be used with every existing and new client.
You’ve capitalized on one of the most powerful influencing triggers, reciprocity. You are giving first in order to get later.
And you’re answering the client's question, “what’s in it for me?” by offering a valuable referral-reward program (although many clients will refer simply because they value your exceptional service).

An Additional Benefit To You Worth Noting:

Your seven articles can easily be adapted into a series of articles for publication in your local newspaper, into chapters for your new book, into a lead-generating free report you offer on your web site or in small space advertising, into an audio program, and probably three or four other things. Listen up – whenever you put your expertise and knowledge down on paper, you are creating a REUSABLE ASSET. Don’t forget that.

Be sure to get my free penetrating interview of Phil Kaplan by going here: www.PersonalTrainerProfitVault.com

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