Networking for Personal Training Referrals
Here's a recent interview I did with best selling author Jill Lublin on networking and referrals. Jill explains how fitness business owners get more clients and customers.
The interview is transcribed and I haven't had it edited so please excuse any grammerical errors
Jill, can you tell us a little bit about what you do and who you are?
Well, one of the things - I speak across the United States and internationally on the topics of publicity and networking. I’ve written two books. One is called Guerilla Publicity, and many people consider it the PR Bible and I’m proud and honored by that. And the other one I wrote is Networking Magic, and it helps people to network, as the title implies. That book went number one on Barnes and Noble for three weeks in a row, so that’s exciting stuff.
I also teach a Crash Course in Publicity which helps businesses of all sizes - and worked with a quite a number of fitness trainers too, actually - to really support them to gain more visibility and more credibility without spending a fortune. So that’s mostly what I do, including consulting, my Crash Course in Publicity, and speaking across the country.
How can personal fitness trainers use networking meetings to build their businesses?
I think it’s key for a fitness trainers and personal training business owners to network, because the truth is - especially with something as personal as fitness - there has to be some trust and some familiarity built in. And I think it is so important that you show up in your community and let people know what you do, and help them to understand why you’re unique and special and can support them reaching their fitness and health goals. So when you’re having a conversation in person, of course, I’m sure you know how much of a difference that makes, versus just sitting in your office and helping the clients that are going to come to you. You must get out and network. My bottom line is at least once a month, no kidding, in your community.
How can trainers go about getting out it the community and networking?
I think there’s a few things to look as a trainer in terms of good places to network. The first place might be your local Chamber of Commerce, and places where the community gathers, which, in my opinion, the best one typically is the Chamber of Commerce. Also, I think women’s groups are really good places to network. Because, of course, typically that might be your main client. Obviously if you’re a trainer who specializes in sports or athletes you want to go where people who are in sports and athletes congregate.
So, first identify the kind of audience that you have. In other words, who are the people you really want to reach? If it’s women, great. You’re going to target women’s groups. You’re going to target places where women go. If it’s business owners who are busy business people and have no time to exercise, exercise and fitness for busy people, you’re going to want to go typically to more business oriented mixers and networking functions.
But what I would do is Google in “networking groups” in your community, put in your city, and typically that will show a wonderful list of networking groups. But I like to start with the Chamber of Commerce and, typically women’s groups. Those are my probably top favorites, as far as groups that produce immediate results, which, of course, is what I’m interested in. If you’re going to spend your time networking, I want to go to produce and create clients.
Can you tell us a little bit more about how trainers can use the Chamber of Commerce, if you don’t mind?
Sure. As far as using a Chamber of Commerce, the best thing to do when you go to a meeting is a few things. Number one, be prepared to really work the meeting. So, I think a lot of people go to mixers - which is a gathering at a Chamber of Commerce, that’s what they’re called - and what they do is they go to eat the chicken wings or something. I don’t know what they’re doing there, but I find that people need to be really intentional.
In other words, go to a meeting prepared to do three things:
1. Meet at least three new people. I don’t want you involved in long conversations with people. That is not what mixers are for. A mixer is to meet and engage with three new potential clients. So that’s the first thing.
2. I want to make sure you have your cards and brochures to be able to give to people, to hand out with pride.
3. And I want you to have a great soundbyte. In other words, a great way to introduce yourself to others. And that’s important too. We can talk a little more about that.
The soundbyte, would that be like an elevator speech?
That’s right. So, a soundbyte is really - it’s what you pitch to the media, it’s often what you pitch to perspective clients. I like a soundbyte to be based in what I call “problem/solution formula.” So, obviously, if you’re a trainer the main thing you’re helping people with is getting more fit, losing weight, creating better health, having health be part of their life and their routine. So what I would do is zoom in on “the problem today is that 67 percent of Americans are overweight.” Or “the problem today is, I’m aware you’re a busy business person, and you probably don’t think you have much time to exercise. How I work with people is to show them simple ways to exercise and to keep fitness as a regular part of their lifestyle. Thereby you’ll have more energy, you’ll have more vitality, and you’ll have a better business because you’re going to feel better.”
So, notice what I did. I brought up a problem, and I think it’s key when you’re introducing yourself, “Hi, I’m Jill Lublin. I’m a fitness trainer who really helps busy business people put fitness into your life. Don’t you find that you often think you really don’t have time for exercise? Well, when I work with people, what I do is help them.” And it’s all about helping people and figuring out a problem that you can solve for that person who’s in front of you.
So, you want to ask a good key question, a problem-oriented question. You know, “the problem today is…” kind of question. Does that make sense?
It makes perfect sense. What kind of mindset should trainers have when attending these meetings? For example, should they be looking more for what they can get out of the meeting, or what they can contribute? Where should they be coming from mentally?
Okay, great question. I think it’s really key - you know, when I wrote Networking Magic and I interviewed the best networkers across the country, what I found was one key commonality, and that was that mostly they were concerned about really serving people. And, as a trainer that’s your job is to serve people and to help them. So, I think you walk into an event with one question on your mind. And that is: who can I help? Who can I help? And how can I help?
So when you approach a networking even with that question in mind, the “who” question as I like to call it, what’s so wonderful about that is you really get to serve and support people in a much better way. And I think that’s really important. So, “Who can I help?” and “How can I help?” That’s the mindset. It’s not about taking. It’s not about what I can get. It’s not about how many clients I can receive. And here’s the good news: you’re going to get clients, you’re going to create value for people, because you’re coming from a place called “How can I help?” And that is what engages people.
Jill, can you give us some examples of ways a trainer can help people?
Absolutely. I think there’s a few things. As a trainer you have great secrets for how people can stay fit, how you can fit exercise into your life, how you can fit exercise in right now even if you’re a couch potato, I mean, whatever fun little stories we want to make up. There’s a few different things.
One is, write an article. So, you can write an article about “Five Easy Exercises To Do When You Come Home From Work.” Or, “Three Great Morning Stretches To Start Your Day With Vitality.” Or, “I Didn’t Think I Could Exercise, So Here’s Some Simple Tips How.” Things like that. Give people some really simple “keys,” as I like to call them, that they can do in order to keep exercise an important part of their life. And I think that’s really a good key point. And an important point. Does that help?
That helps. We might have gone over this, but can you get a little more into what should a fitness trainer do once they’re at the meeting? So, they show up at a meeting, where do they go from there?
Okay. First of all, when you show up at a meeting, you obviously come prepared. So you look great. Obviously if you’re a trainer - and I’ve noticed most the trainers I meet, obviously they look good, they look fit. Wear clothes that show off your body. That’s a good thing. You don’t want to be too sexy, per se, if you’re a woman or a man. But do I think you should wear clothes that are tight fitting and show off your body, because you want to show people that you are in good shape. I think that’s really important.
Secondly, you come prepared with cards, brochures and marketing materials. In other words, you want to be able to give people ways to connect with you. I think that’s important.
So, then, on top of that, you have a prepared introduction, like what we went over just before about tapping into the problem today, giving people a simple way that they can stay fit, telling people that you have simple ways that they can get themselves in shape, and that working with you is easy. Easy and fun.
How should trainers go about meeting a lot of people at the meetings?
Well, I think meeting a lot of people is, first of all, being open to meeting people wherever you go. I think people get in their heads something about, “When I go to a networking event, then I’m networking.” My general thought, Chris, is that when I walk out my door I’m networking. In other words, I meet people everywhere. I meet them in the drug store, the grocery store, the line for photo copy, and notary shop. I meet them on the airplanes, in the airports. I meet them standing in line at all kinds of places.
I have formed - let me tell you a great story. I was at a carwash, getting my car washed, and there was this wonderful woman who turned out to be running a non-profit dance group. Next thing I know, she’s asking me about my Crash Course in Publicity, and she said, “I’d love to come to your crash course.” And she showed up a month later, in my crash course. How wonderful! So, I meet people everywhere. That was at a carwash on a Saturday. Just know that every time you walk out your door, it’s an opportunity to do business. But you have to have a willingness to talk to people, and an openness to speak with people. That’s really key.
Should a fitness trainer be part of just one networking group, or multiple groups?
My general thought on that is that I do think it’s important to have multiple groups in your cadre of networking tools. In other words, you want to be what’s called cross-promoting. So remember, if you’re after athletes and you want to train them, you need to network where athletes hang out. If you want to work with business people, you want to hang out where they hang out and where they go to network. If you want to work with women, obviously you want to go to women’s networking groups.
So, I think what’s key is to identify at least a sub-group of who you want to work with. And then, yes, have a few. Why? Because we don’t know what’s going to bring in enough business. By the way, I also want to add, Rotary and - the service organization - Rotary, Lions, Kiwanis, those are also very good groups to network in. And I think a really good place to look for possible networking opportunities. So, go hard line. You know, your church or synagogue, or wherever you worship, that’s good networking opportunities. And, again, be willing to tell people what you do, and how you can serve them. That’s what will open up a whole new world of audience and client participation for you. I think that really makes a big difference.
What are the benefits and drawbacks of starting your own network meeting, and how could a fitness trainer go about doing that?
Well, I want to add in, Chris, even on the, as we join multiple groups - I want to share with you something that I do every three months. I look at all the networking groups I’m a part of and I see which ones are working for me and which ones aren’t. So, I do analyze, about every three months, how much am I paying for membership? How much am I really going? And, is this group working for me? So, absolutely that’s important.
I will tell you, I don’t believe a fitness trainer should be starting their own networking group. It’s a lot of work. I’d rather you be on the streets creating clients and going to networking groups.
And I also want to mention BNI as another great networking group, Business Networking International, BNI. That’s a great group to join. They’re based on a premise called “feeding you leads,” and I think they’re an excellent group. So I highly recommend you look into them too.
But I’m not a big fan of a fitness trainer starting their own networking group. I think it’s a lot of work. And, unless it’s something you’re really so passionate about, it’s not something I would take on. But you can get involved in something like BNI, or something that already exists, like your Chamber of Commerce. Also, often have networking lead groups, their called lead groups, through the Chamber of Commerce. So you can also join those, and they’re also predicated on giving each other leads.
How long - if a trainer applies these principles to networking meetings, how long should it typically take for a trainer to start to see results from the meetings, and if he doesn’t see results to change meetings, or something?
I think at least three months. You know, I do recognize that there’s a problem often times with people who go to networking events. Like, they’ll go to one and they’ll think, “Where’s the results?” Well, the results take a little time. So give results a little time. I think it’s important that you be a little patient and that you give time to develop and create relationships.
You know, I’ve been a member of my Chamber of Commerce for probably four years. I can tell you that, truthfully, I do get people coming to my Crash Course in Publicity through the Chamber of Commerce, and that’s a great thing, but I wouldn’t say I get huge amounts of clients from there. However, I think it’s very important to participate in your community and create name recognition and face recognition. And showing up at a local event absolutely does that.
But, you know, truthfully, are you going to see it the first day? You might? I mean, here’s a great example. I was t my Chamber of Commerce and a fitness trainer was in my - I was actually teaching networking at the Chamber of Commerce (but I’m also a member), and she walked in and she is now taking my Crash Course in Publicity and I’m using her training services. I went to my local gym - it’s kind of like a Curves, but a little bit better - and they also offer Yoga class. So, I took a Yoga class and that Yoga instructor is also a fitness trainer, and he’s working with me also, doing some Yoga. How wonderful! That was through networking. That was through me showing up and them showing up.
When it comes to publicity, having written a book Guerilla Publicity, I’m going to tell you that, as a fitness trainer, you’d better to be willing to guerilla publicity. Because you’re not going to hire a publicist, and - it would be ridiculous mostly, unless you have a big book and you’re somebody like Richard Simmons, or Oprah’s fitness trainer. Other than that, I would tell you, you want to be practicing guerilla publicity.
There’s a couple good things you can do right away. Number one, is do an announcement. An announcement is mentioning the fact that you are in practice, it’s the fact that you have a business. Announcements go into the local daily newspaper, as well as the business journal, and there’s a special section in there called “People in the News,” or “Movers and Shakers.” It’s a great place to expand and open your business and tell people what you’re doing. And that’s really important. So, I highly recommend putting in announcements. It’s, like, a four or five sentence piece. Look up your “Movers and Shakers” and “People in the News” section of the local business journal, which is free and costs absolutely nothing, and get yourself into this paper. I think that would be really, really a good thing. That creates what I like to refer to as the “I’ve heard of you somewhere” syndrome.
Now, also if you’re a member of the Chamber of Commerce, you can also submit a one paragraph announcement into the monthly newsletter that comes out for the Chamber of Commerce. So that’s another great place to create the “I’ve heard of you somewhere” syndrome.
And earlier in this interview I mentioned the fact that you might want to write an article. And I think that’s a really great way to create guerilla publicity. Write a 500 word article, maybe 800 words, about how to get fitness in your life, and three things people can do. Make it really practical. Make it really simple. And make it something that anybody at any fitness level can do. You know, “Fitness In 10 Minutes a Day, Here’s How to Get Started.” Those are great topics, and they’re so simple to do and I think would be really, really helpful.
The other thing I want to recommend is that you start teaching and training bigger classes. Notice I told you that my fitness trainer came because I took a Yoga class with him. Well, I and I said to him, “I would for you to train me personally.” So, teach classes and get yourself exposed in adult education facilities are a good place to do it. “How to Get Fit,” or “Fitness Through Movement.” Try teaching seminars at adult education facilities like the Learning Annex or your local adult education - every city has one through the city, often times the city has it. Or through places like the Learning Annex. So that’s a great thing to do and I highly recommend it.
The next thing I - so you’re doing articles, you’re teaching, and you’re putting in an announcement about you. And I think the really important thing to keep in mind is to remember that you are an expert. And so, as an expert, you really want to let people know that what you do is: you’re a specialist in creating fitness, in creating health, however you want to say it. It’s all good. There’s no necessarily right or wrong answer for this. But most importantly, what I want, is I want you to be willing to put your name out there in a bigger way so that people know who you are and that you’re willing to claim your greatness, in a way, as a trainer and as a special fitness expert. And I think that’s really key.
Right now, obviously, we started a new year again. Every time the end of the year comes, and the beginning of a new year comes, that’s a great time for fitness trainers to start talking about how to get fit. Or right before the big holiday season. So, November through December, right? Everybody wants to know, “How can I get through the holidays without gaining 10 pounds.” Those are great times for fitness trainers. So you want to be watching the news, as well as watching what I might call “trends” in holidays, and see where you can fit in with new ways, and new things to talk about fitness.
I think those are really, really wonderful ways to put yourself out there and not spend a fortune. I hope that was all helpful for you.
Let me ask you a quick question on the articles. Once a trainer has the 500-800 word article, what should he do with it?
The best thing to do is to put them into - there’s two places. One is to put them into, for instance, any place you’re a member of, they accept articles. Like the Chamber of Commerce, that’s why I like Chambers of Commerce. And also, I think would also be really good, is you could put them in the local newspaper. So those are excellent places. Or you can put them in women’s magazines and fitness magazines. But all those are really, really good places to get your story out there.
How would a trainer go about getting his article published in the local newspaper?
There’s a couple things you can do. You have to pitch what’s called, either the Medical Editor or the Health Editor. They might be good. Or the Lifestyle Editor. And, of course, health and fitness is a key, and an important piece that all people want to know about these days. I think it’s on a lot of people’s minds. So, that’s a really important thing.
Should it be like in a press release? Or call the actual editor?
Yes. So what you want to do is you want to create a press release that will, let’s say, give people three fitness things they can do, simple and easy, and then tell them how can they create fitness in simple, easy ways. I think that would be really the most important thing. And then you’ve got to basically call and pitch. And I think that’s really important, is call and re-pitch them, and tell them what you can provide in terms of the fact that you’re a fitness trainer and that you want to give people some really simple things to help them create health.
That’s great Jill. I really appreciate your help.
Oh, you’re so welcome.
Where can people learn more about you, your products? What would you like in a byline? If you just want to give me some information, I’ll make it into a little paragraph or something, whatever works for you Jill.
I'm an international speaker and bestselling author and I have special offer PromisingPromotion.com/special.html for anyone who'd like to get more clients and customers
Thanks Jill!
Make More and Work Less,
Chris McCombs
Personal Trainer Marketing and Health Club Marketing Specialist working with fitness business owners around the world to make more money and work less hours
