what’s it take to make the top dollars as a fitness professional?

FITNESSPRENEUR’S LIFE

MAKE TOP DOLLARS AS A FITNESS PROFESSIONAL

I’m often asked, “What’s it take to make the top dollars as a fitness professional?"

The truth that I share all the time is that fitness professionals are limited by three main factors. These factors determine how much you make every time. No matter where you work, no matter what your market is, you can not escape these factors and they are what generally hold most trainers back.

The three factors are simply time, price, and demonstrable value. The first two have finite limits. There is literally no way to get around them. But the third one is what I want you to think about. That’s the one that you do have control over.

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STOP TYING YOUR FUTURE TO LIMITED FACTORS…

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FITNESSPRENEUR'S TIP:

Don't waste time on things you can't

control. Don't throw more of the same at the problem. Think

differently.

2

And I’m here to help you redirect your energies toward expanding that third factor of demonstrable value.

Before I look at that, let’s review why time and price are limiting factors.

Time

It’s hard to build wealth when you’re trading your hours for money. This is a fact across every business and service. Why? Because the day only has twenty-four hours.

You will hit a ceiling in the number of hours you can work. And there’s no way you can work the full twenty-four hours (I hope), so you’re looking at less time.

And that’s assuming that you have people to train during that time. If you can’t make it, say if you get sick, then you’re not making income during that time. If your client can’t make it, whether they’re on vacation, out of town or whatever, then you’re not making money.

Being physically there in order to make money puts you at a severe risk of not making any inroads into a successful financial future.

The only way to earn top dollar is to scale the message and multiply the number of people that you’re training. That’s increasing the number of people you see per hour, per session, or per event. You could create a webinar to create some leverage and really move beyond a one-on-one hourly framework.

FITNESSPRENEUR’S LIFE: MAKE TOP DOLLARS AS A FITNESS PROFESSIONAL


















3

PricePrice is the the other limiting factor.

The fact is that no matter how good you are, you’ll always hit a ceiling with how much people are willing to pay for your services. No matter how good you are, no matter how specialized your training is, there’s only so much that people can pay.

In essence, you’re limited by how much you can get people to see the value in your work. Your articulation of the service, your presentation, all work toward determining your value. But again, that has a cap.

The top people, depending on where you live, can charge up to $200 plus an hour. That’s about it. To go bigger than that requires a new framework or way of looking at the problem. You’ll need to really focus on marketing your service and determining what your customers are really looking for.

Your ability to provide transformation is what I mean when I talk about demonstrable value.




A single product can change the world if it has value. People will pay top dollar if it will change their

lives.

















4FITNESSPRENEUR’S LIFE: MAKE TOP DOLLARS AS A FITNESS PROFESSIONAL


Demonstrable value

It blew my mind when I unlocked this idea that the greatest value for someone is the ability to be taken from where they are to where they want to be.

People let go of their sensitivity to pricing and pay whatever you want when you give them the chance to transform into better versions of themselves.

GET ON BOARD WITH THE ONLY FACTOR YOU CAN CONTROL

















5

What do I mean?

My mentor, a great marketing guru named Dan Kennedy, bowled me over when he told me that he can charge over a hundred thousand dollars for writing just one sales letter.

I was like, “Whaaaaaat?!"

But see the problem is, I’m just looking at the product as one sales letter. Dan explained to me that the true value of that letter is that he’s now transformed that client’s ability to market consistently. That one asset to the right

business owner can be worth millions of dollars over time.

So he puts it plainly to any and all potential clients. Are you willing to reap the rewards of millions of dollars in sales by putting down one hundred thousand now? If the answer is yes, he takes them on. If the answer is no, thank you very much. Please move along. Next.

We have to value what we do. The biggest mistake you can make is to take anybody and everybody. Instead, we should embrace the idea that we’re looking to transform the right people. And that’s the demonstrable value that we can deliver to them. That’s how you create the opportunity to make top dollars.

So that’s the idea. What does the actual execution of this look like?

Value Ladder I’d like to introduce the concept of the value ladder. This is a sequential and strategic way to increase your value as you develop your relationship with your clients.

In order to maximize your value ladder, you’ll need to consider how you’ll approach clients when they walk through the door and how you can continuously move them up the ladder. At each step, you’re adding value to what you’re providing to them.




Make people believe you are the person

that can add value to them. That’s how

you develop loyalty.

















6

They get more value and you get more money. You make the top dollars by moving them along your predetermined value ladder.

Most fitness professionals have trouble conceptualizing this. Even if they understand this concept, they don’t know where to begin. Frankly, the beginning of every client’s assessments aren’t impressive. When they walk through the door, they’ve been through many introductions and basic programs. And the club or studio also goes through this with every member and they don’t take the time to make this special.

We have to learn to deliver more value right at the top so that people can feel inspired enough to go further with you. They need to be given a belief in themselves so that they can say, “Cool, what else have you got?"

The fact is most people have been through programs and diets and fads. They haven’t worked. That’s why they walked through your door. They’re looking for a solution to a problem they have.




Listen to what your customers are say-

ing & what's behind that. That's where the real solutions

are needed.



















That is the mentality you need to take. Not let me impress you with all my knowledge. That’s what most trainers do. They confuse all that learning that they do and assume that the typical client will be impress.

Want to impress a client? Solve something for them. Get them to a better version of themselves.

Your typical trainer will look at someone and notice a problem and just attack that problem. There’s never much thought given to the idea that something else might be wrong.

So if I see someone that’s tight in their chest, I might follow with a line of questioning that asks, “Do you get a lot of neck cramps and a lot of knots in your back?” A series of probing questions like that can lead to a discovery of all sorts of issues, like neck and back pain.

GET THEM TO A BETTER VERSION OF THEMSELVES

















Now you’re able to solve a whole host of problems. Rather than just positioning yourself as the person who can help them lose weight, you’re the person who can alleviate their pain which leads to increased productivity which leads to a greater ability to earn income and more time with their family. You’re providing a value beyond just whatever they came in for.

The majority of people come in with one problem (weight loss, getting fit for a team, etc.). Your job is to see what other problems you can help them solve. Find it and follow through. Once you find those problems to solve, steer the client to your specialized programs. You’ll need some typical front and feeder programs that target what most people suffer from. I’m talking about fat loss, a 21-Day Slim Down, an Ab Attack Challenge. Anything that has to do with weight loss and energy revitalization is hot right now.

Now you’ve got them. You will have people understanding that you are the person or facility that can continue to add value to them.

We’ll look at more of Step 2 of the Value Ladder in the next article. But for now I want you to concentrate on what you can offer on the front end. Think about your intros and assessments and have that pipeline ready to offer your clients.

Think about programs that speak to the most common pains out there. Those are your areas that experience the most tightness, the most discomfort, the most pain.

Get something in place to handle those and you’ll be on your way to making the top dollar figures that you deserve.

I know you have the courage and ability to impact more lives, launch the business you deserve and live the Fitnesspreneur’s life.



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As a certified High Performance and Funnel Optimization Coach, Vito La Fata, is the NO BS business & personal brand coach to the wellness and fitness professional or company that is looking to get outside the box of the industry and start learning how to grow a personal brand online and offline utilizing a hybrid business model of offline and online marketing strategies that deploy customer value optimization systems in order to create as much benefit and offering for the customer and as much profit and lifestyle for the company as possible.

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what’s it take to make the top dollars as a fitness professional?

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