A guide to securing a client for life by nailing the initial health screening

It’s true that first impressions count, so it’s important to understand the role that an initial health screening has in securing a client. Regardless of the client’s needs or wants, initial health screenings are a sales meeting, with the opportunity to gain a new client. Fitness instructors can create a client for life by providing valuable insight in their initial health screen. From creating an inviting environment to addressing achievement goals , here are a number of ways to win your clients over from the start:

1. Take control of the conversation by beginning with goal talk
   It’s important to provide expertise from the get-go, and taking control of the conversation from the start is the easiest way to do so. Clients seek the help of fitness instructors for a reason, so it’s important to begin with that. Ask them what they want to achieve, listen carefully and take notes. By taking charge at this point, the client will recognise that you care and the meeting will be off to a successful start. When you understand the client’s motivation and why, paraphrasing back to the client is an effective way to continue to provide value, care and attention.

2. Focus on results, not packages
   Once you understand where your client is coming from, you’ll want to create a very brief training plan. By providing this kind of instant value, the client will feel motivated and catered for. This step is important because it gives the client an idea of what training with you would be like – if they are already impressed by what they see, the next steps are easier.

3. Cater to the barriers
   Catering to an objection is an opportunity to close a sale – it’s important you address each and every barrier the client brings up. By being proactive, fitness instructors can clarify, cater to and discuss objections without the client feeling unheard.Some objections include money, time, a bad experience or mental barriers. By addressing each one through problem-solving, assurance and flexibility, the client will automatically feel secure, and may even begin to start working through their objections individually.

4. Get the buy-in and book them in
   Another great way to secure a client is to book them in before agreeing on a price – this will give you both the time you need to settle into the partnership. This is the foot-in-the-door technique, and it works by convincing the client to agree to a smaller decision before pulling out the big guns. By approaching your first sessions in this light, the client will gain a clear understanding of the value you offer and attach worth to the dollar figure when it comes up.