Why They Pay, Stay and Refer
I spent the weekend at a HUGE marketing seminar in San Diego.
There were some serious heavy hitters in attendance both from the fitness industry and internet marketing in general.
But the reason I’m writing this post is to tell you about the hotel we stayed at.
The event took place at the Hard Rock hotel. You’d think all hotels are the same, right?
They’re not.
It all started when we pulled up to the hotel valet. The valet greeted us; they opened the car doors, immediately started taking our stuff out of the SUV and into the hotel and asked us if this was our first time in San Diego.
The front desk was totally different then any other hotel front desk.
It was open.
The check-in clerks were each standing at their own kiosk - there was no barrier separating them from us.
It was really welcoming.
As we were checking in the clerk asked what music I would like playing in my suite as I walked in. (how many hotels do that?)
In fact the clerk’s nametag had her name on it (that part is normal) and the name of her favorite band.
How cool, right?
Can you see how this hotel is WAY different then any other?
After a long night partying (I mean networking) a group of us went to the café in the middle of the night to grab a bite. The late night menu was missing my favorite food item - but all I had to do was ask and they made it happen.
How cool is that?
Finally when we were ready to leave the valet pulled up my SUV with two fresh cold bottles of water inside and they had tossed out the old empty coffee cup that I had left inside.
I valet my car all the time and I’ve never experienced that kind of service.
My point to you is this. I booked my suite at Hard Rock because the event was happening there and I needed a place to sleep.
But, in the future when we go back out to that part of San Diego the ONLY place I’ll stay from now on is the Hard Rock hotel because the experience was so awesome.
In fact I’m going back up to San Diego right after Fitness Business Summit for some R and R and guess where I’ll be staying?
You guessed it… The Hard Rock Hotel.
IT’S All ABOUT THE EXPERIENCE. That’s why people stay and refer.
Think about Starbucks. You can get a cup of coffee anywhere. But you can only get the Starbucks experience from Starbucks and people go back over and over again and pay a premium for THAT experience.
This applies to your personal training business too.
People may sign up for your services because they want to lose weight, get in better shape, or to just feel better and you should deliver what your service promises
…but they’ll stay and refer others because of the experience and unique and special service you deliver.
Every SUPER successful fitness professional I know delivers more than just results. They deliver an EXPERIENCE that their clients want to be apart of and want to share with others.
Everyone wants to feel special. Everyone enjoys the EXTRA services. And everyone wants to be a part of something cool.
And that something is what separates the ordinary fitness business from the multiple six and seven figure earning fitness businesses.
What EXPERIENCE do you deliver to your clients? What’s so unique, special, and attractive about what you do that would make a client want to stay and share your services with others?
Be more than just a personal trainer, studio, or boot camp. Be known for an experience.
Comments on Why They Pay, Stay and Refer »
Wow, since you put it that way!!!
You are so bang on all the time!
Thx Bedros
“Be more than just a personal trainer, studio, or boot camp. Be known for an experience”..i love it!
I never thought of putting it that way..but that is excellent!
Kevin Yates @ 3:15 pm
another “a-ha” moment after reading this.
Thanks again Bedros
Yo Bedros!
Great post, bro! I wrote in my journal a few weeks ago “HOW CAN I MAKE MY GYM LIKE DISNEYLAND?”
A straightup stone-cold-cool place to be. (That Stuart Wilde book uses a hotel as an example of an experience that can be unforgettable)
So, rockin’ tunes (maybe a DJ soon), Steve’s Unbelievable Bribe, personal phone calls, all sorts of stuff is going on now.
Can’t wait for this weekend, it’s gonna rule!
~ Luke
perry mosdromos @ 3:53 pm
Hey Bedros you hit it out of the park again man. That is the number one thing I try to convey to my trainers. We need to give our client the best experience. Period. That person is paying us $80-100 and they want to feel special and they should. Man, everywhere I go customer service is the shits. No one gives a crap anymore nor do they take any pride in their job. Be attentative and make that person feel like they are getting what they paid for and more. You will have clients for life.
Right on point Bedros - And the best part is, you’ll only attract the people the appreciate the highest quality — exactly the type of clients you want to train -
Yup, that’s the way business should be run - I’m going to have to check out the hard rock now whenever I get to San Diego!
Irene Diamond, RT @ 7:43 pm
Great info- if more people paid attention to the details (in all industries) there would be a lot more happy customers.
One easy thing we do when people check out is offer them a piece of fresh fruit. (They love it and it’s healthy) You all should try it.
Simple, but effective!
Bedros,
Spot on mate… Theres no doubt that by giving your clients an amazing experience that it will have a profound effect on your business and ultimately your bottom line.
Aside from that it’s a whole load of fun giving it to them.
Greatly looking forward to Fit Biz Summit mate…
Cheers
Adam Toohey
Andy Whitson @ 10:39 pm
Hey Bedros,
Great information as always! I keep thinking about that summit that I did not get signed up for! Man… I’m kickin myself. I would loved to be there! Just starting my Biz a few months ago it would really help I’m sure! Take care…
David Gomez @ 2:04 am
Wow, great info! Perfect timing, I will make sure that I deliver an EXPERIENCE to my class attendees THIS WEEKEND and have them want to continue coming back.
I have been learning so much from your blog lately, that I will plan and save for your next event.
Keep me informed on when you are coming to WA. Thanks again for the great info.
Bedros - just bought and watched close clients and your pt business course - great stuff really!
questions
1. In your book and on the dvd you use the 4 weeks to a month model but steve hochman and josh carter in a recent post show the 52 weeks a year divided by 12 model to get a slightly higher figure as the trainer would lose 1 months pay if they simply did 4 weeks to a month…so 48 weeks in a year which is mathematically wrong
my long time client is having issues understanding this basic math. any suggesstions Bedros?
2. also, I have 2 30 day trials of hitech trainer. if in the event i decide at this time i dont want them - do i need to cancel both?
3. i bought the pt book first, then the close clients dvd not knowing of the price adjustment for the pt course. am i entitled?
ALL OF YOU NEED TO BUY BEDROS PRODUCTS. I HAVE BEEM DOIN THIS FOR 11 YEARS AND THIS HAS TRULY BEEN AN INVESTMENT FOR THE AGES
Jeff Jowers @ 11:15 am
Bedros your the man. i wish i was in cali at the fbs but was not able to make it this year.
I have a question and knowing you have some crazy ideas with things I thought id come ask you this.
In my area bikini coffee stands are very popular and i contacted one of the local ones about training her employees.
Right now my location is a bit slow so I am thinking about trying to get them into my boot camps and group sessions.
I actually have a meeting with the owner and wanted to figure out some ideas of how to leverage it.
What I was thinking is allowing her to have her employees train with me for free in groups and in classes and she can then say she has given them a membership to train for being employees of hers.
My idea was to then give her stands flyers in return for the free training to her and her employees as well as use them all as human billboards.
Do you have any ideas on how to leverage this opportunity or ways to go about it to maximize the response I get back?
graham @ 6:03 pm
Brilliant post mate
Cheers g-man