TOP TIPS FOR PROFESSIONAL DEVELOPMENT

Why Are You More Successful With Some Clients/ Members Than Others?

By Peter Anderson A

s an ex Personal Trainer and Club Manager I wanted to highlight an important profiling tool that I feel the fitness industry would benefit from, ‘DISC’. In my many years of experience working with different facets of industry

and seeing first-hand the impact of this tool on all aspects of performance and ‘success’, I believe that there is an opportunity for the fitness industry to learn from other areas of industry.

As a service industry it is our job to understand our customers and help them to achieve their goals. For example, to be able to understand what drives and motivates one client or member over another gives you an overwhelming advantage in terms of being able to recommend solutions and approaches that work for that particular individual. Two people might have the same goal but how they want to achieve it may be very different. Understanding what this difference is, and responding to it through your programme design, will give you a distinct competitive advantage.

In simple terms, DISC can help you to understand behavioural types and how to best help your customers to achieve their goals in a way that is motivational for their specific personality type.

In 1928 Dr Marston published ‘Emotions of Normal People’ which forms the basis of DISC Theory. Marston’s view was that all people have four different motivational needs that drive behavioural preferences. Although each of us will show all four of these preferences at times, an individual will generally display one or more consistently. Marston developed this tool to help us understand motivations and behaviour, both in ourselves and others.

The preferences I refer to are described as:

Dominance (D) This person’s preferences include: l Getting quick results, energy and action, stretching but achievable challenges, being able to see the outcome, being in control, competition, mental stimulation (no long periods of repetition).

For example, you may find a client with this type of personality is often loud, forthcoming with their opinion and will need to have their programme updated regularly to keep them interested.

Influence (I) This person’s preferences include: l Seeking approval from others, making a good impression (likes attention), talkative, motivational environments, being enthusiastic and optimistic, group exercises, short bursts of activity (due to low attention span) and for things to be fun.

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If you have a client with “I” as a leading characteristic, use lots of varied methods, they like gaining approval, so make sure you keep them engaged and offer them praise regularly.

Supportive (Steadiness) (S) This person’s preferences include: l Things to be consistent, predictable routines, a supportive approach rather than dictatorial, needs to know why they are doing things, time to adjust, reassurance, a dependable coach, happy with repetition.

Clients with “S” characteristics will need to be shown things regularly. They like a consultative approach, so buy them into the activity though positive reinforcement of goals achieved.

Conscientiousness (Compliance) (C) This person’s preferences include: l Clear explanation, doing things right technically, details and rationale of the program, a mechanism to monitor and analyse their performance, a sound systematic approach, and reassurance in their coach’s technical ability.

Finally, “C” types of characters love to be technical, they want to be corrected and they should be told why they are doing an activity. They want to be reassured by your knowledge; they will be likely to question you.

DISC allows you to simply ‘profile’ your clients or members which will enable you to identify their preferences and therefore help you to design their program in the most effective and motivational way. Granted, you will still need a strong knowledge of the science of fitness training in order to help your clients to achieve their goals; however the bottom line is that clients and members will only pay you if they know that you understand them as individuals and help them achieve their goals in a way that is right for them.

Implementing the principles of DISC with clients and members is just one of many opportunities. It can be used in any situation where you interact with others; a good situation in which to use it is with colleagues or partner organisation contacts.

You can find out more about this tool at: www.ascensio.co.uk THE AUTHOR

Following a successful career in leisure, Peter ventured into consultancy and has been helping organisations like Griffin Hotel Group, BMA, PGA European Tour, Sanctuary Spa Group and Kent County Council improve

their performance through people. The REPs Journal 2013;27(May):24