This week on Industry Change, Richard sits down with influencer, former athlete and best-selling author, Steve Brossman. They discuss how to position yourself as a personal trainer so you stand out as the ‘blue box’ in a world of ‘brown boxes.’
Steve has been in the industry for over 30 years now, involved in everything from owning health clubs, to writing best sellers to being a professional athlete. He applies the same formula today that he did way back in 1983 not only to his businesses but to his clients. Over the years he has coined the phrase “Your perceived position predicts your profit.” The way people see you will determine what you can charge them. I’s all about diversifying and not competing in the same way as others in the industry. Whether you’re new to the industry or a veteran, its essential to find your speciality and how you do things differently, then use that to position your business and find success.
Because nobody knows how good you are until they unwrap the box. You might be the best in the world, but you are packaged in a brown box, sitting next to all the other brown boxes. When you position yourself right and find that unique thing that sets you apart you suddenly become a blue box in a sea of brown boxes – and guess what? People choose the the blue box.
So, how do you go through that process of re-packaging yourself and finding your position of power? Here are our 5 tips:
1. Look Back At Your Results
Look at the major result you’ve achieved for your clients then look at what you did to help them get those results. This is where you should be positioning yourself. In that way you’re not selling yourself (buy me I’m good), but you are selling the results that you achieve for people.
2. Be the Best In Their World
So many times we think we have to be the best in the world in order to call ourselves an expert. It’s actually untrue. You simply need to be the best in their world. ‘Their’ being your client or prospect. Have you helped someone? Have you helped a group of people? Then you’re the best in their world and have the ‘right’ to say so.
3. Be Passionate
When you get your personality and passion through the lens, people buy you. They want what you have. Tell people what you stand for and more importantly what you’re against. People are attracted to like minded people. So when you show your passion – people who think like you will want to be around you. Similarly, people rally around a cause – and if you are passionately against something, like a certain kind of exercise or diet – people will be attracted to you.
Don’t hide your passions – they are one of the things that sets you apart.
4. Be Different Or Get Out Of The Game.
If you’ve been in the game for a while as a trainer then most likely you have a specialty – even if you don’t realise it, there is something that energises you more than anything else. That’s the something that’s different about you. Don’t just be another trainer – the world doesn’t need a just another trainer, the world needs YOU. It’s just a matter of finding that thing and positioning yourself around that.
5. Have A System To Sell Your Results
What do you do step by step to help your clients achieve their results? Write it down and then if you can, put it in a graphical format. Then give it an awesome name that is outcome based. This is much more powerful than just having a conversation with your leads around your packages or pricing. Because now you’re not just saying ‘buy me, I’m good.’ You’re showing people that the process you have actually works.
As well as positioning they also discuss, how to keep up with online trends, finding your message, social media, video marketing and how to work with your partner. Watch the full episode to hear it all!
To connect with Steve you can go to his website or follow him on Facebook.
