Why is a PT Client’s Lifetime Value important?
You may have heard or read about a PT client’s lifetime value. Here is a direct definition from Wikipedia…
“Customer lifetime value (CLV) can also be defined as the dollar value of a customer relationship, based on the present value of the projected future cash flows from the customer relationship. Customer lifetime value is an important concept in that it encourages firms to shift their focus from quarterly profits to the long-term health of their customer relationships. Customer lifetime value is an important number because it represents an upper limit on spending to acquire new customers.”
Based on this definition, you can understand why it is important for you to know the actual dollar value of all personal training clients.
This information can help you make decisions about advertising, what demographic to target or identify a revenue gap you can fill.
There are proven ways to keep your existing PT clients and turn your new PT clients into lifetime raving fans for your business.
It’s all about the human touch and it is something that’s often missing in business dealings today. Your PT clients are all human beings who have a wife or husband, kids who don’t listen, a mortgage that’s too big, a house that’s too small, a swimming pool that needs cleaning and a garden that needs weeding.
They are concerned about their health, they like to laugh, eat out, go to the movies and want to be happy just like you.
The more you treat your PT clients as friends, the more they’ll talk about you and want to do business with you. You spend more time at work than at home. So make it fun and deal with them as if they were your friends.
And guess what? They will be your friends.
Over the next few days we will be sharing Create PT Wealth’s 15 Top Secrets to making friends with your PT clients!
Secret #1 – PT Client getting tools Send Birthday Letters to your PT Clients
Everyone likes to be remembered on their birthday. Personal birthday letters are the easiest to implement.
Why not send a little gift? But not tacky pens please.
Maybe a gift voucher to a restaurant. (The restaurant should give you the voucher FREE or at a 60% discount since it introduces a new customer to them at no cost.) Or a couple of movie tickets or something they can do as a special event.
Here’s what you could say in your letter…
There’s something special happening this month on the 24th!
It’s your Birthday!!
I’ll bet you knew … So here is a very HAPPY BIRTHDAY wish from all of us at
“Your company name here!!”
And, because it’s your birthday, I’d like to give you a gift to celebrate this special occasion.
Please go and enjoy yourself on us!
And have a very Happy Birthday,
Your name here!
Secret #2 Make regular “How’s thing’s calls to your PT Clients
Pick up the phone for 15 minutes each day and call 3 customers for no other
reason than to say …
“Hi, I just called to see how things are going.”
When was the last time you called your PT Clients when you didn’t have to?
Your PT Clients will appreciate that you are thinking of them. It makes them
feel that you really care. Do this regularly and you’ll have so much business
you won’t know what to do with it.
Secret #3 – Send out small bags of nuts or healthy mix to your PT clients
nclude a bag of lollies with your next sale, together with a handwritten note. “I thought you might like these, they are my favourites.” Or, instruct your staff to include them with every job, product or delivery you do.
Attach a little note saying “Here is a little something for you to enjoy.”
You will not believe the impact this will have on how people remember you and your business. When your PT Clients talk about you, they’ll say: “My personal trainer, the one who sends us these great healthy nut mixes.”
They’ll keep them, they’ll eat them and when you forget to send them a packet they’ll call you up to ask where it is. Yes, this has happened to us and it will happen to you, try it.
I will be adding more Top Secrets to this page tomorrow!