THE
OF CLIENT
RETENTION:
EMBRACE YOUR INNER SHERLOCK
The more you can find out about your clients, the more you can help them engage with fitness.
WORDS: KATE SWANN & KRISTINA MAMROT
In this series on client retention,
psychologists Kate Swann and Kristina
Mamrot provide unique insights into what
makes your clients tick, and how to keep
them coming back week after week, month
after month, year after year.
The 30-second article
• By showing genuine interest in your
clients, most will happily tell you all
about their lives
• Don’t be afraid to ask questions – if
you step on any toes, your client will
be quick to let you know
• Everything you learn will increase
your understanding of how you can
help clients achieve their goals
• By demonstrating interest in your
clients and helping them open up,
you will achieve the first steps to true
engagement.
24 | NETWORK WINTER 2015
n the previous article in this series
we discussed how to use
empathy to develop ninja listening
skills. Here, we’re going to take our cue from
Sherlock Holmes and become detectives…
So, what does being curious and listening
hard to the smallest of details have to do
with personal training? Everything, people,
everything.
As psychologists, when we engage new
clients we like to find out as much as we can
about them. It’s like detective work – and it’s
great fun! Most people love talking about their
favourite subject – themselves. And if you’re
genuinely interested in learning more about
them, they’ll be only too pleased to fill you in.
Don’t be afraid to be guided by your
natural curiosity. If you stomp over any
boundaries or step on any toes, your
client will be quick to let you know. They’ll
shoot you a speedy frown, or brush away
your question – your cue to respect their
boundaries and back off.
Of course, we’re not suggesting you
psychoanalyse your clients – that’s our
job. We’re talking about digging out your
magnifying glass, putting on your deerstalker
and finding out what makes them tick when
it comes to their fitness and health.
Ask your client:
• What’s worked in the past, and why?
• What hasn’t worked, and why?
• What do they find fun, and why?
• What are the obstacles going to be, and
why?
• What’s going to be a cinch, and why?
• What are their short term, and long term,
goals?
I
The twists and turns the conversation
can take are endless, and provide great
opportunities to further engage your client.
Everything you learn will increase your
understanding of how you can help them
achieve their goals.
Let’s take a look at detective work in
action.
PT
So tell me what made you decide
to join the gym?
CLIENT
Well, I’m a bit thick around the
girth at the moment, and my
partner’s worried about my
health and has been nagging me
to do something about the
weight. I used to work out at the
gym when I was younger, and I
really loved it. But life got kind of
hectic… I don’t really know how
or why, but I gradually stopped
goi