Personal Fitness Professional - June 2008 - (Page 15)

in a friend’s beach house, where I designed my ideal calendar. Three short months later, I was living the ideal. The most powerful ability I took from that escape was the ability to say Go to our Magazine Archives at www.ﬁt-pro.com for the rest of Phil’s article! after an accidental meeting with a psychologist, a scientist adept at human inﬂuence, that I realized the mistake I was making. I was simply a vehicle, not an outcome. Nobody wants to run on a treadmill. People, however, are will- “no.” I thought, for some odd reason, that if a client can only train at 7:00 PM, I was obligated to aﬃrm the time as an appointment. As soon as I learned to say “that time doesn’t ﬁt into my calendar,” a miracle occurred: My clients suddenly became ﬂexible. Insight #3: Nobody wants a personal trainer. I thought ﬂyers and business cards were going to build my business. I put them on counters in retail stores, posted them in strategic places and on bulletin boards all over town. I waited for the phone to ring. My ﬂyers all featured my picture, my credentials and, in big bold text, the words “Personal Trainer.” As much as I hated selling, I knew I had to supplement the inadequate return my ﬂyers were bringing. I knew I had to reach people, so in those rare moments when I could summon up the courage, I’d ask, “Would you like a personal trainer?” Needless to say, I wasn’t an overnight success. It was only ing to run on a treadmill to burn fat. What they really want is to burn fat. Nobody wants to change a light bulb. What they really want is to illuminate a room so they avoid walking into coﬀee tables and walls. Nobody wants a personal trainer. They want a change — a physical change. That now-obvious insight instantly taught me to change my communication, and uncomfortable “selling” become enjoyable persuasion. I learned to speak and use the language of beneﬁts and to promote my services with the discussion of outcomes, and rejection quickly became embrace. Phil Kaplan is the author of Personal Training Proﬁts and a Secure Fitness Future and the e-program, Change Your Mind, Change the World. Respond to Phil’s arguments by emailing him at phil@philkaplan.com, or visit philkaplan.com for more information. ● JUNE-JULY2008 · WWW.FIT-PRO.COM 27 15 http://www.?t-pro.com http://philkaplan.com http://www.nfpt.com http://www.ptmgr.com http://www.ptmgr.com http://www.nfpt.com http://WWW.FIT-PRO.COM

Table of Contents Feed for the Digital Edition of Personal Fitness Professional - June 2008

Personal Fitness Professional - June 2008 Contents Letter From the Editor, Writers To Franchise Or Not To Franchise? Current Controversies Insuring Success Case Study Exercise Spotlights Raising Rates Through Better Session Design Mark Your Calendar The Perfect Ad The Movement Triad Exercise Spotlights Product Profile New on the Market Spotlight: Brian Boyle

Personal Fitness Professional - June 2008

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