client retention - lift the bar · ― introduction to the retention course, why we’re focussing...

RETENTIONLIFT THE BAR EDUCATION WORKBOOK

CLIENT

We spend vast quantities of our time as personal trainers worrying about how we’re going to get new clients in. What type of advert will I run? How many leads will I get? Will this competition bring me in clients?

This is all justified as you’ve got to get leads to get clients, but what happens when you get a client (because you will), how do you get them and every other client to stick around?

The longer your clients stay, the easier it becomes to run a business, to keep progressing and to get enjoyment out of your job from working with the same people.

That’s what this course is all about – showing you the most effective ways to encourage your clients to stick with you for the long-term.

Client Retention

CLIENT RETENTION

Stuart Aitken

LIFT THE BAR EDUCATION


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Client RetentionIntroduction

The Retention Pyramid Level One

The Retention Pyramid Level Four

Clients for Life?

The Retention Pyramid Level Two

Quantifying Retention

Summary

Self Determination Theory

The Retention Pyramid

The Retention Pyramid Level Three

02

05

08

03

06

09

10

LESSONS

01

04

07


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This workbook will help you get the most out of the course. You will see the book mirrors the courses lesson format. For each lesson there are a number of aims that represent the key learning points for that section of the course. We have provided space to write your notes as you go through and there is spare note space at the end of the workbook in case you need more than we have provided for any of the lessons.

The space for action points is where the magic happens. We all know that learning is only useful if we do something with the knowledge so for each lesson make a note of what you are going to do as a result of what you have learnt. Make the action as specific as possible and set yourself a manageable timeframe. If you have some kind of to do list or schedule of action points make sure you transfer these actions to that and get them done.

Each lesson has 2-3 quiz questions that need to be completed on the members site in order to proceed. We have provided space for you to make a note of your answers to these questions as you go through the content so you are prepared for the questions. Not only will this workbook help you as you complete the course but, if used effectively, it will also provide you with a source of key information you can refer back to.

Good Luck!

How to use this workbook


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AIMS:

Key Learning Points

ORIENTATE THE MAP

Client consultation and baselines

― Learn how to prepare for a client ― Decide what information you need to know to work with a client ― Consider how best to gather the information

LESSON:

01


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Action Points

Quiz Questions

1. Name two areas of information we might want to explore from a client’s past (where have they been)

2. What baseline information should we look to Gather?

AimsThis section will highlight the main learning focus for the lesson

Key Learning PointsUse this area to make notes as you go through the lesson

Action PointsSummarise your learning from the lesson. What actions are you going to take as a result of what you’ve learnt? When are you going to complete it?

Quiz QuestionsWrite your answers to the questions here in preparation for completing the online quiz.


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AIMS:

Key Learning Points

― Introduction to the retention course, why we’re focussing on retention, why it’s important for your business and what this course is going to contain

LESSON:

01 Introduction


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Quiz Questions

Tasks

1. Retention encompasses EVERYTHING that you do as a trainer and isn’t just down to the “strategies” you use. Consider your whole business. How are your retention rates? Do you keep clients? Do people stay with you? Do you think you could be doing better?

1. What comes before the selection phase of the customer lifecycle?

2. How much more are loyal customers worth?

3. What is lifetime customer value?



AIMS:

Key Learning Points

― Is it expected that you will have clients have for life? This lesson will aim to debunk this, show why our clients come to us and then explain some reasons for why they leave.

LESSON:

02 Clients for Life?


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Quiz Questions

Tasks

1. Think back to the last few clients you lost - can you identify if they were planned or spontaneous? Do you think there is anything you could have done differently to prevent them leaving?

1. Why do clients come to us?

2. On the organismic integration theory scale, “it’s fun” would be under what?

3. What was the highest reason for why members leave gyms?



AIMS:

Key Learning Points

― To introduce the retention pyramid

LESSON:

03 The Retention Pyramid



AIMS:

Key Learning Points

― To introduce the first level of the retention pyramid

LESSON:

04 The Retention Pyramid Level One


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Quiz Questions

Tasks

1. How do you think you come across at this level? Do your clients trust you? Do you trust yourself? Are you consistently questioning what you’re doing? Do you think you create a good first impression?

1. What is the first level of the retention pyramid?

2. Where does retention begin?

3. What is unconditional positive regard?



AIMS:

Key Learning Points

― To introduce the second level of the retention pyramid

LESSON:

05 The Retention Pyramid Level Two


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Quiz Questions

Tasks

1. Review your current clients: For each one ask are they getting result? Why do you think they come to see you? When was the last time you sat down with them to see how they’re getting on? Do you need to take any action to sit down with them or chat to confirm if your understanding of why they come to see you is correct?

1. Who’s views are most important in the training relationship?

2. What should you do if you’re clients aren’t getting results?

3. How often should you do client reviews?



AIMS:

Key Learning Points

― To introduce the third level of the retention pyramid

LESSON:

06 The Retention Pyramid Level Three


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Quiz Questions

Tasks

1. What about the way you currently run your personal training sessions could be improved?

1. What role does your personal training sessions play in your business?

2. What’s one of the best ways to make your personal training sessions better?

3. How can you make your sessions the best part of a client’s day?

4. What is contained in the during stage of the Personal Training Session?



AIMS:

Key Learning Points

― To introduce the last level of the retention pyramid

LESSON:

07 The Retention Pyramid Level Four


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Quiz Questions

Tasks

1. Ask a new client, colleague or boss for feedback on how you’re doing. Review that feedback, identify where you can make improvements and create an action plan.

1. What is the fourth level?

2. Why would sending a handwritten thank you card be something that could help retention?

3. Why is feedback important?



AIMS:

Key Learning Points

― To show how self-determination theory can support retention

LESSON:

08 Self Determination Theory


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Quiz Questions

Tasks

1. Can you spot anywhere you may be thwarting your clients basic psychological needs?

1. What are the three needs?

2. What does organismic integration theory state?

3. What is the opposite of belonging?



AIMS:

Key Learning Points

― To show how you can start quantifying your retention rates

LESSON:

09 Quantifying Retention


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Tasks

Action Points

1. Calculate your retention rates



AIMS:

Key Learning Points

― To summarise the course and recommended resources or extra reading

LESSON:

10 Summary


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Notes


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Notes


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Notes


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Key Learning / Action Date for Completion

Action Plan

Congratulations on completing the course. The key with any education is how you intend to use what you’ve learnt. Take the time to consider the knowledge you have gained during this course and how you are going to implement it or change what you currently do. Use the space below to summarise or to plan and set goals for the implementation or follow up phase.

Complete the last quiz to earn the badge

client retention - lift the bar · ― introduction to the retention course, why we’re focussing...

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