02 Increase average dollar sale
Of the sales you ’ re currently getting , what strategies do you have in place to increase each customer ’ s average dollar sale ? There are many different opportunities to do this ; through upselling , educating your clients , and providing something superior to your competitors ’ service offerings .
Upselling is about offering something else to your existing customers when they purchase from you . What can you sell as an add-on to what your customers are already buying , that will increase the value of the sale ? PT ‘ add ons ’ can range from massage services ( if qualified to do so ), to supplementary virtual training sessions and products such as fitness equipment or apparel . As long as the upsells you offer are authentic to who you are as a trainer and add real value to your clients , it ’ s likely that at least some of your client base will be happy to make additional purchases from you .
Upselling to clients who already buy from you ( and trust you ) is easier than getting new customers . For every sale you make that is higher in value , your average dollar sale will increase and your revenue will grow . A small increase to each sale , compounded over one year , can make a huge difference to your bottom line .
It generally costs money to generate more leads and it doesn ’ t guarantee a higher profit in the business
03 Increase number of transactions
Having a repeat business culture is essential in the fitness industry . With the exception of initial consultations , many PTs offer multisession packages and recurring direct debits for ongoing training , rather than one-off workouts . If this isn ’ t already part of your business model then you should probably consider making it so . Even then , you need to ensure that the last session in a package doesn ’ t signify the end of the client ’ s time training with you , and that the direct debits don ’ t get cancelled .
So how can you get your clients to come back , over and over again ? Ask yourself what your clients want and whether you are doing everything you can to provide it . Are you delivering friendly service to your customers , and treating them like royalty ? Building relationships with your existing customers will increase the trust they have in you and make them more likely to keep training with you .
An often neglected business practice is following up with customers to find out if they are happy with their experience . Do you have a follow up system in place ? Showing your clients that you care about providing them with the service that they want is a powerful tool for increasing customer loyalty , thereby increasing your number of future transactions .
These three strategies can each dramatically impact your bottom line , but if you don ’ t map out and track your financials , you won ’ t be able to identify the gaps , ascertain the actions required to bring you closer to your targets , or see where your actions are resulting in the desired outcomes . Financial success doesn ’ t happen magically – you have to plan it , strategise it and work for it .
Suzzanne Laidlaw Suzzanne is an internationally accredited business coach , global leader in business planning and author of What ’ s Your Plan ? Passionate about supporting business owners to achieve their dreams , Suzzanne knows what it takes to overcome adversity and function at the top level to achieve extraordinary results .
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