Ever heard the lie about how competition is healthy?
It’s pretty common among trainers to believe that a bit of competition around the corner is a good way to keep you motivated and driven to grow your business and get more clients.
And I can see where people are coming from with that. It definitely sounds like a great way to light a fire underneath someone who isn’t doing everything they can to make their business as big and as successful as possible.
Sure, we all fall into slumps sometimes and need a bit of encouragement to keep working on our business instead of letting it sit stagnant. But if you believe competition is healthy, then you are, my friend, incredibly mistaken.
If you really think about what you’re saying when you tell yourself, “It’s O.K. to have competition, it keeps my business healthy and makes me work harder,” you’ll realize that all you’re really doing is making an excuse for your mediocrity.
Because deep down, I’ll bet you realize that if you truly fulfilled your potential and actually put everything you had into your business you could become the most known, respected, and paid trainer in your town.
And when you’re the absolute best in town people are going to choose you over your competitors which means some of them are liable to go out of business.
So what you’re really saying to yourself is this: “I’m not good enough to put all these other shmucks out of business, there are still hundreds of people who choose their training over mine, but that’s O.K. because competition is healthy.”
And that, my friend, is atrocious.
How the HELL are you O.K. with the fact that hundreds of people in your town, maybe even thousands, think that you’re second rate?
Even if you’re more expensive then those competitors it doesn’t matter because if you make prospects want you enough, if you’re good enough to build real demand, they’ll fork out the extra cash.
And maybe you feel guilty about putting other trainers out of business. I get that. They’re just like you, they might even be friends of yours, and they’re just trying to make a living. It sucks to squash them like a bug and take away their livelihood.
But consider this: You’re an awesome trainer, right? And you train because you genuinely want to help people. For you, it’s all about making sure your clients get the best care, support, and guidance possible so that they can get the best results possible.
And when they come to train at your place, it’s no joke— you’re dead serious about keeping them safe and transforming their lives. So if you’re completely honest, you can’t really trust anyone else to take that kind of special care with your clients.
Yeah, they might be just fine with someone else, but you can’t be 100% sure they’re getting the proper training unless you do it yourself!
So if you really believe that you are the best then you owe it to your clients and the people in your community to put those lesser trainers out…
With this perspective it really isn’t about beating them or puffing up your ego, it’s simply about getting your clients the results they deserve.
But first, you actually need to become the most known and respected trainer in town.
Here’s how you can do that:
1. Community Involvement
If you want your community to recognize you then you’ve got to show your face— a lot. You need to be everywhere, be seen everywhere, and you need to be at the front everyone’s mind.
But I don’t mean with billboards and advertisements; that’s not the kind of presence I’m talking about. What you want to create within your town or city is a reputation of respect, authority, and involvement.
The easiest way you can start to build this reputation is through charity work. Donations are good, they can make a bit of a stir, but it’s better to host events. Launch a fat loss challenge or a Train-a-Thon where you collect donations and raise money for a local charity. Get in touch with your local paper and have an article written about your event. If you don’t have any local charities, call the Fire Department or Police Department and offer to hold a fundraiser for them.
Make sure you remind your clients, send lots of emails, and get the word out about your challenge so that your community recognizes the good your doing.
Another great way to build your reputation is through networking with your fellow small business owners. Most towns and cities have a pretty vibrant small business community so make the effort and get into that community.
Find groups, hang-outs, mixers and even Chamber of Commerce meetings where you can form relationships with fellow small business owners.
Once you form those relationships then you can start using cross marketing and promoting strategies to get referrals from all those business owners and their customers.
Is there a tanning salon in your town? Awesome— offer to send them referrals if they’re willing send out an email to their list on your behalf.
Do you have a local organic or health food store? Cool; ask if you can host a healthy shopping class where you lead groups through the store and show them how to buy fat burning, weight loss promoting foods. Then pitch your training with a Low Barrier Offer or discount.
If you get a little creative there are all kinds of different ways you can use networking to make an impact on your community and grow your reputation.
You’ve got to get so good at marketing yourself that with a few clicks you can flood your community with your message, your philosophy, and your training. But you aren’t going to do this with traditional marketing methods.
Instead, you’re going to conquer the Facebook Funnel and master Email Marketing so that you can always be at your community’s front of mind awareness.
Facebook is king. And as far as I’m concerned, it’s only getting bigger. So it’s absolutely imperative that you learn how to advertise on this platform.
Don’t worry, it’s not all that tough, but you need to make an advertising account and figure out how all the tools work.
(If you need help with this, my buddy Josh Carter has an amazing tool that can walk you through everything and show you exactly how it’s done. And it’s pretty affordable too. Check it out here.)
Once you’ve used Facebook to build your list and get people on your low barrier offers, that’s when you hit them with your emails.
Email marketing is, by far, your most valuable tool for staying in touch with your current clients and connecting with your prospects. If you fail to execute this properly all of your efforts on Facebook will be wasted.
I’m not going to go into huge detail here because I’ve already shared about this in many other posts. Head on over here to get more details on how to write successful emails that get engagement and convert.
Finally, and most importantly, you can really only become the most popular personal trainer in town by providing the absolute best results.
There’s no better way to get referrals, build your reputation, and put your competitors out of business than providing your clients with amazing results.
And like we already said: you’re a great trainer. So if your clients aren’t getting the results they should be, you probably know what you’re doing wrong.
So tighten up your training, push them, motivate them, and encourage them as much as they can handle, and get them performing on the level that’s going to get you the reputation and recognition that you need to be considered the best.
You can do all the marketing and networking in the world, but if you can’t get people results, they’ll never stick around long enough to launch you into that number one spot.
It’s time you crushed the competition. If not for your sake, do it for the well-being of your clients.
Get these three strategies working for you and do whatever it takes to become the best and only trainer in town.
Committed to your success,