Remember how your parents used to tell you stories about how much rougher things were in the old days? The stories your grandparents told were even worse. There were no buses, and supposedly they walked an hour to school each morning in two feet of snow, uphill, both ways.
At 32, I even have stories about the old days that I tell to the high school and college kids I train. Like how there was no such thing as cell phones or the internet when I was their age. Man, does that make me feel old.
Anyways, there was something else that I, Alwyn Cosgrove, Joe DeFranco, and CJ Murphy didn’t have in the old days either. When we were young, up-and-coming, aspiring trainers/strength/performance coaches (or any other of the 846 titles we use), there was no one out there who specifically taught people in the fitness industry how to become more successful. We had to learn things like how to open a private training facility, how to get more clients, and how to generate publicity all on our own the hard way.
Luckily for all of you up-and-coming fitness professionals reading this right now, you don’t have to do things like we did and make the mistakes that we made. There is someone who has stepped up to the plate and can help you out in more ways than you could ever imagine. His name is Jim Labadie.
Jim has been an invaluable resource to countless fitness professionals
including me,
Zach Even-Esh, and
Alwyn Cosgrove. As Alwyn has said, “When the
student is ready, the teacher will appear. If you’re reading this that means you
recognize that you aren’t living up to your true potential. When you are ready
to unlock your potential for success, Jim Labadie is that teacher. He has the
key. He’s the best there is.”
Read on to find out what Jim Labadie can do for you.
Jason: Jim, first of all, I want to thank you for taking the time to do this interview for us here today. I know you don’t like to beat around the bush or waste time so let’s get right into it. Briefly tell everyone a little bit about who you are and what you do.
Jim: Thanks for the opportunity, Jason. I really appreciate it. I work with fitness professionals and strength and conditioning coaches who either own their own business or want to own one. Simply put, I help them make more money and live a better life. I’ve worked as a personal trainer and owned an in-home training business. When I was at the University of Delaware, I was a volunteer strength coach. I sat for the CSCS while still in school and found out I had passed it once I’d graduated. The men’s lacrosse and women’s volleyball teams were my responsibility, but I also worked with the football and men’s and women’s basketball teams. Oh, and I was certified as a USWF Level One Club Coach. Not sure that even exists anymore. Anyway, I really don’t know shit about training anymore compared to the regular readers and contributors of Elite FTS. But I do speak the language. If I couldn’t, I wouldn’t be able to do what I do.
I realized my “calling” when I was involved with Ryan Lee’s Elite Sports Training Alliance. I was listening to conference calls with Alwyn Cosgrove, Stephen Holt, and Brian Grasso, and I quickly came to the conclusion that not only was I not even remotely close to their level, but I had no desire to become so. And I’m a big believer that if you don’t love what you’re doing and you have no desire to be great at it, you’ve got no business doing it.
So anyway, that’s what led me to do what I do. There are many things I suck at but helping trainers make a better life for themselves ain’t one of them. I’m great at what I do because I love it.
Jason: Ok, there are many trainers or private strength and conditioning coaches reading this right now who would love to instantly increase their income. What are some of the biggest mistakes you see this population making on a regular basis that prevent that from happening?
Jim: How much time have you got? Seriously, I could go on for a couple days about the very foundations of success and the counterproductive internal programming that most professionals in this industry have. The sooner you come to realize that you were programmed like a friggin’ computer beginning the second you came out of your mother’s birth canal, the faster you’re going to become successful.
I find it extraordinarily interesting that fitness professionals are amazing at creating successful images in their mind of the body they want to create, the PRs they want to set, or the goals they want to achieve. Yet, many can’t find two dimes to rub together. They are entirely unaware that if they could simply change their belief systems around their financial success—including believing that they deserve it—money would literally be attracted to them like a magnet.
And believe me, I know what it’s like to be broke-ass-broke.
The first thing they need to understand is:
Basically what I’m saying is that most strength and conditioning coaches or fitness professionals aren’t thinking thoughts of financial success. It’s cliché as all hell, but if you cannot see it, you cannot be it. What are you teaching your athletes to visualize—success or failure?
Now close your own eyes and imagine your bank account. What do you see? What would you like to see?
Jason: What can trainers or coaches do immediately to get more referrals and more clients walking in their door? Since most of our readers work with athletes, what specifically can we do to get this population interested in our services?
Jim: You’d be amazed how many fitness professionals I speak with whom don’t ask for referrals. And those who do don’t do a very good job of it. So here’s the deal. Assuming you are great at what you do and clients achieve the results they hired you to help them get, start with the initial sale. Let the client know first and foremost you expect them to become a walking, talking billboard. Politely and confidently explain that no amount of money you can spend on marketing is going to build your business like a successful client can.
Remember, this is a business RELATIONSHIP. This is a two-way street. If you over deliver to your client, do you really think that they will have a problem raving about you and the results you helped them achieve?
Jason: Not at all. Good point.
Jim: Next, you need to educate your current client about what a referral looks like. Essentially, you are painting a picture for them of what they USED TO look like. And I truly mean paint them a picture with words. The more images you conjure up in their mind, the more likely they are going to visualize someone who would be interested in hiring you. Then when they have the picture, you should also list ways they might know this person. It could be a family member, a friend, a teammate, a coach, someone from their church or temple, someone from school, a kid they know from camp, etc.
You should also constantly remind your clients that you are looking for referrals. Don’t be a pain in the ass about it but do it on a regular basis. And here’s something I learned from my friend Joe Stankowski—whenever someone refers to you immediately, write them a hand-written thank you note and send them a small token of your appreciation. And that’s regardless of whether or not the referral actually becomes a client. It’s really like Pavlov’s dog. The more you reward, the more you instill the behavior. Oh, and send the card and gift to their place of work if possible. You want as many people as possible to see what you sent them. I think you can figure out why.
Jason: Yeah, that’s a great idea and definitely makes a big difference. You have a great product (available at www.howtogetmorepublicity.com) that teaches trainers and coaches how to become known as the local expert in their area. Briefly explain how fitness professionals can get the publicity needed to really build a training business?
Jim: Simply put, they decide to. Set the intention that you are going to speak everywhere you can speak. And you are going to write for every publication that will accept you work. Period.
And how do you do that? You ask. I know that may not seem like the greatest advice, but it really is as basic as that. Experts in any field are good public speakers and write for publications.
What I advise my clients to do is make a list of every singe person they know and the people those people know. Then make a list of the things you need to build your business. In this case, it’s publications to write for and places to speak at. Can you honestly say you don’t know somebody who knows somebody who can hook you up? If you stink at public speaking, get your ass in a Toastmasters Club as soon as possible. They’re all over the place. Find one near you at www.toastmasters.org.
Jason: Good stuff. Now, let’s say a private strength and conditioning coach opens up a small 2,000 square foot facility and on the other side of town is a 50,000 square foot, multimillion dollar facility. What does the little guy do to compete and not only survive, but thrive in that situation? How important is it to carve out your own niche, and how do you go about doing that?
Jim: If you don’t offer something unique, you’re dead. But I believe that holds true whether or not a “big guy” opens his doors near you or not. Obviously, this doesn’t necessarily apply to a strength and conditioning facility, but I was reading recently about a new health club called Retro Fitness that only plays 80’s music. Apparently they can’t sell memberships fast enough.
What makes you better? What makes you unique? What can you offer that a 50,000 square foot facility can’t?
And if it’s a big corporation with deep pockets, don’t try and compete on price because you’re going to get your ass handed to you. The smart thing to do is to become the expensive option.
Jason: Since you mentioned becoming the expensive option that leads me right into my next question. You talk a lot about “velvet rope marketing.” Could you tell us a little bit about what this is, what it means, and more importantly, how it can help us make more money?
Jim: What happens when you tell a kid he can’t have something?
Jason: They want it even more.
Jim: Exactly. Do you really think adults are something more than big kids? The more exclusive you make something, the more they want it. Ever go to a nightclub with a velvet rope outside of it? Have you ever seriously thought about all those people just dying to get in?
Let prospects know you don’t take on just anyone as a client. Again, let them know you expect them to become a walking, talking billboard for your business, and if they aren’t willing to do the work necessary, you will have to decline them.
Now that may seem nuts to some of you reading this, but I assure you it works like magic. It allows you to charge more and makes selling your services so easy it’s ridiculous.
Jason: Lastly, let’s say a fitness professional has made it big in their local market and after many years of success, they decide they want to take it to a national level. What are some steps some one in this position could take to make it big, start writing for the top websites and magazines, and be recognized as one of the top names in the industry?
Jim: Two things—be great at what you do. Not good but great. And network with the best of the best.
Now that there are guys like me and Ryan Lee teaching strength and conditioning coaches and trainers how to do this stuff, there are more and more professionals looking to get their name out there. So to me that means if you want an edge, you need to hang out with the A-list. They’ll help you get your name out there. And the best part about guys like you and Cosgrove is that you’re more than happy to give back and help others become great at what they do.
Jason: Thanks again, Jim.
Jim Labadie is a fitness entrepreneur who has helped thousands of fitness professionals create the businesses of their dreams. To discover how he can help you please visit http://www.TrainandGrowRich.com.
To download your free copy of his e-book, 63 Must Have Sales Tips for Personal Trainers, please visit http://www.ptsalestips.com.
Elite Fitness Systems strives to be a recognized leader in the strength training industry by providing the highest quality strength training products and services while providing the highest level of customer service in the industry. For the best training equipment, information, and accessories, visit us at www.EliteFTS.com.
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