FBC
TRAINERS » Member Service
Are You Product-Centric or Customer-Centric?
Keep your existing clients happy and enjoy an influx of new business by focussing on your customers.
BY GREG LAWLOR
ucts and services to gain traction and results for financial gain. But today, the fitness businesses
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that are thriving in this very competi- tive environment are differentiating themselves by taking a customer-cen- tric approach. This involves creating a positive consumer experience by
34 Fitness Business Canada July/August 2012
s business owners, program managers, consultants, per- sonal trainers and instruc- tors, we often push our prod-
providing information that is of pro- found interest to their audiences. This information could be, for ex-
ample, simple steps to improving their activity level, nutrition or overall well- ness. Most importantly, it is informa- tion that breaks down the barriers of intimidation and motivates and en- courages people to come to your facil- ity. It is information that creates value for the client and potential client and increases their confidence in you and your services. If you are trying to attract the
inactive population to join your club, start by finding out which issues are of most interest to them. Then you need to determine the main obstacles for this group, take time to understand the obstacles and then address them in your marketing, staff training and overall customer experience. I suggest you avoid a slogan re-
cently seen on a fitness vehicle: “If it doesn’t kill you, it will make you bet- ter!” Do you think that this will make your target market excited to work out with you today? Alternatively, how many times is
the industry guilty of saying that get- ting fit is easy? It is one of the biggest lies, and it hurts our industry. Exercise is hard work, and every time a group says otherwise we lose. Seth Godin, a bestselling author and very successful marketer, talks about
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