in this episode:
How do you set you and/or your business apart from the rest of your competitors in a highly competitive market? What tactics can you do to become the leader in your industry? Our guest this week, Billy Polson is a nationally recognized fitness entrepreneur, presenter, personal trainer and business coach that has all the answers to help you get ahead and make the biggest impact.
Life as a fitness entrepreneur
4 steps to set yourself apart
Overall life lessons
Becoming the leading option in your market starts with 4 steps.
1) Defining your practice:
Define your skill set. What are you really good at doing? What do you enjoy? What do you have a passion for?
Find your niche client. Who is your ideal client? This is difficult to find for new trainers. If you are able to narrow your focus, you will be able to develop your technique to the next level more quickly. This will also help you with your marketing techniques.
Define your scope. You’re a personal trainer – yes – but, what other skills, tools, resources can you provide to your clients to help them move ahead with their goals? Think about all the aspects that will come into play with their journey – nutrition, transportation, scheduling…how can you work this into your business plan? This can happen by increasing your own skills or forming partnerships with others who are trained in these supplemental areas.
Research your clients. How will they (your niche client) find your service? Social media? Google? Yelp? Word of mouth? Easiest way to find out is to ask your current client how they found you, what forms of communication they use where you could potentially be found, etc.
Research your market. What are the strengths, weaknesses, and missed opportunities of your competitors? What services do they offer? What is their parking arrangement like? Do they give guests towels and access to other amenities? What is their education level? Ask all the questions.
Determine EXACTLY what characteristics of your business sets you apart from your competitors. Make sure this list is specific and thorough.
Use this information in your marketing and on your website to gain the attention of your niche client.
Take the information from steps 1-3 and adjust every element of your brand and marketing to align with these data points. This includes your graphics on your website, your social media accounts, the layout of your website, etc. When your niche client finds you, how will they know they will connect with you? Social proof is huge! – Include a Testimonial page on your website so they can see themselves in those reviews, and see how your differentiators have helped clients just like them move forward. (Don’t make the mistake of including long bodies of text here…people may not read it! Tip: Find the top 3 things that include their successes and encourage them to read more if they choose.)