Looking ahead to some business planning in 2015? Each New Year brings forth new clients waiting for an invitation and opportunity to change. It is also a chance for us as trainers to capitalize on potential business growth. If you’re looking to increase your client base in 2015, consider hosting a well-planned TRX Demo. Most people have heard of the Suspension Trainer and Rip Trainer, but still fear the unknown ‘torture’ of the straps and sticks. How can you get new people in the door and efficiently turn a demo into a potential long-term client? Use the following check-list and hit the easy button to host a simple yet productive TRX Demo.
- DO look ahead and select your demo dates well in advance so you have the time, space, and access to the Suspension Trainers and Rip Trainers that you need. A demo is an opportunity; don’t let it sneak up on you. Be a planner.
- DO advertise at least one week in advance on social media and ask your existing clients to SHARE the post and get their friends to LIKE it. Incentivize the most shares or likes with a drawing for a small giveaway (i.e.: H2O bottle, wristband, etc…) Be viral.
- DO choose your day and time wisely. If it’s a weeknight, offer it right after work. If it’s too late, they’ll go home and stay home. I typically choose a Wed evening because this is one of the evenings I offer my introductory boot camp. The other day I find most people can attend is Sunday late afternoon-early evening, which is another day I offer my boot camp. Everyone is home! If they can make the demo days, they can make my boot camp! Be accessible.
- DO have demo participants sign a waiver as they walk in. Be smart.
- DO encourage existing clients to attend and ‘help’ with the demo or attend if they’ve referred a new friend. It’s less intimidating! It also makes them feel good about their progress and sends a message to potential newbies that you value your clients and are proud of them. It also shows them the physical progress they can expect if they train with you, so it’s a carrot. Better yet, have your client volunteer/s give an impromptu testimonial. Be effective.
- DO tell your story. They might know your name already, but not YOU. Tell them your background and expertise, what to expect throughout your session, and why you enjoy what you do! Be authentic.
- DO briefly mention the creators of the ST and RT…it is unique in the industry and the stories are attention grabbers. There is a reason we begin every TRX Education Course with the origins! Be proud.
- DO have a few simple exercises that speak to you on why the ST and/or RT are effective modalities and worth learning. Be the expert.
- DO have a call to action. Have registration forms on hand for your next boot camp, and incentivize sign-ups that night. (i.e.: small discount or giveaway) Be prepared.
- DO have promotional material there or at least business cards—you want them to walk out the door with something in hand. Be memorable.
- DO consider a #PROMO on social media for the demo attendees. Most people attending this demo are most likely risk-takers with some sort of competitive nature. A little competition surrounding your new sign-ups can blow up in a good way. Consider having a t-shirt contest for the best testimonial attesting to why they need your TRX session. They write or film it, post on social media, tag you and your business…voila. Free marketing for a small price. Be social-media savvy.
- DON’T make the demo longer than 30 min. Talk to them, get them moving, and then interact and answer questions when you’re done presenting. I’ve made this mistake before and it’s no fun seeing them searching the room for squirrels or the closest exit! Be concise.
- DON’T give them a full workout. Make this a teaser with 8-10 exercises max. Paint the picture and invite them back for more! Be purposeful.
- DON’T embarrass them with extreme exercises. Before TRX Training was the hot ticket with trainers, I took a session by Fraser at a conference. The workout we did was a mere 6 minutes--I was horrible and thought I was going to die. This was clearly geared towards skeptical trainers, not new clients. This motivated me and the crowd of trainers was hooked, but that experience could crush potential clients. Your purpose is to show effectiveness and scalability, not to scare them! I do, however, share my initial experience to bring a sense of realism to the room: I started at ground zero and got better with hard work. If this scares them…let them go! Be professional.
- DON’T be wishy-washy about sign-ups. People work well with a set deadline; so don’t leave your class, small group training, or boot camp sign-ups open-ended. You have X number of straps or sticks and X number of spots available until X date. Consider offering a refer-a-friend incentive with a 3-day deadline. Be exact.
- DON’T undersell your expertise. Your time is valuable and you have put in countless hours of course work, online training (CORE), and practical training application. Charge for this! Look at other local clubs/niche training studios/personal trainers and get a feel for the going rate. Do you want to be the top of the pricing structure? Perhaps. Perhaps not. You know your market and the demographic you seek. TRX modalities infer a limited number of participants—this is not a yoga studio packing in 75 people per session. Be of value.
- DON’T devalue your time. If you give away training sessions for free, it is worth just that. A demo is a teaser and an occasional marketing technique to create buzz and peak new interest. Giving away free sessions on top of that is of no value to anyone. I’ve made this mistake as well! Free classes and sessions are a coupon worth the paper it’s on. Be in demand.
- DON’T use negative recruiting tactics. Sell yourself, your skills, and the unique modalities. Do not discuss other trainers or clubs during your demo or boot camps. Focus your energy on who you are and why your training is worthwhile, not why the dude across town isn’t the place to go. Confidence speaks volumes; so don’t make criticism your MO. Be positive.
The list above is pretty easy once you’ve gotten them in the door. Advertise, demonstrate, educate, enroll, and ultimately let them experience your unique, cutting-edge training that is sure to knock their socks off in the New Year! Be the change.
Author Kari Woodall is a TRX Senior Course Instructor and runs Woodall Training in Middleton, WI.