Small businesses that market personal services have a huge advantage over large chains whose service tends to be generic, and whose employees tend to be over-managed and underpaid. As a fitness practitioner or other small personal service provider, you have the autonomy to add personal touches and creative elements that make your clients feel special and keep them coming back for more. As your own boss, you get to call the shots, and reap all the profits!
1. Keep It Local
There is no point in investing time, money and energy in advertising and marketing to the world at large. If you are a personal service provider, you are most likely to find clients within a small radius in your own community. Get your name out there by networking with local schools, churches, community centers, neighborhood associations, realtors and civic leagues. Get to know the “regulars” and staff at your local coffee shop. Advertise on community websites like Nextdoor.com.
2. Stay in Your Lane
Trying to be all things to all people can be exhausting, and when you spread yourself too thin, you run the risk of not pleasing anyone. Focus on the things you are good at and knowledgeable about. For example, if you don’t know the first thing about mixed martial arts, you are probably not qualified to help someone train for a match. Be forthcoming about your strengths, and honest about your limitations.
3. Go the Extra Mile
Take customer service to the next level by acknowledging how much you value your clients. Keep a calendar of special occasions for each client and send a card for birthdays, anniversaries, graduations and other meaningful events. Bring them coffee and a muffin from time to time. Going out of your way to make sure your clients are satisfied will build your word-of-mouth reputation and bring in new clients by the droves.
When you work for yourself, you have the autonomy to provide extra services, juggle your schedule and negotiate pricing to meet the needs of your clients. Offering customized services gives potential clients a say in what they want and how they want it. For example, they may want shorter, more frequent sessions, a flex schedule, or a specific mode of service. Clients are often willing to pay a little extra to get what they want, so be sure to customize your prices as well!
5. Spread the Love
Perhaps the greatest appeal for clients of small service providers is the personal bond and relationship they build with you. You become an important person in their lives who helps to keep them healthy, grounded and looking fabulous. Open up and let the love shine into your personal service sessions. In exchange, your clients will sing your praises and reciprocate with gifts, tips, and referrals.
Successful marketing builds successful businesses. The W.I.T.S. Business Management Success Series offers continuing education courses geared specifically to personal service businesses, to help you market your services and grow your client base. Some of our standout courses include: Insider Secrets of Advertising and Marketing; Attracting Club Members; Developing Relationships; Developing Your Marketing and Promotion Strategy; Establishing Your Brand and Image; Being REAL and Creating Relationships on Social Media; Social Media Strategies for Attracting Clients; Finding Your Customers on Social Media, and many more!
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