Last week our latest Matwork graduates were treated to a brand, marketing webinar from the fantastic MiBrand Fitness Business Coaching giving them invaluable advice on all aspects of branding and marketing for their new Pilates business. One of the key impressions I gained as I eavesdropped was how as teachers we should serve not just sell to our clients. How we need to add value to our product, to always bear in mind our client's needs and goals and help them reach them rather than simply offer a class timetable and payment plan.
This really resonated with me when the following day I received a call from a fantastic instructor who after running a successful class had suddenly lost numbers. She understandably was disheartened and explained maybe it was due to a small price increase (£1 a session) caused by a venue hire increase. She was considering offering a discount but remembering MiBrand's advice we discussed adding value instead, of offering something for that small price increase such as a short daily video routine, an e-book showing some spine mobility moves or a training diary. The essential element is, of course, knowing your client's needs and goals. Maintaining and generating new interest could be easily created by understanding why they are attending and offer an additional product or service to promote this. So it may be a holiday prep routine to do at home which you introduce on the first day of a new block, a series of desk based exercises to help relieve neck and shoulder tension or record of flexibility tests.
I think once you adjust your mindset to how can you serve your clients instead of how to make them buy, you completely reverse your strategy and find work so much more rewarding and enriching!
For MiBrand's 6 Steps to a Successful Business Brand Plan click here
As always I would love to hear your thoughts!