YOUR BUSINESS
Your Results Are Your Certification
Why More Education Is Not Always the Answer
By Bedros Keuilian W
e should be very clear about what certifications will and will not do for your business:
• Certifications will increase your knowledge base and help you further develop your product or training. • Certifications will not automatically win you more clients.
This is a common mistake among fitness business owners, especially those who are new at it. If your business growth has plateaued and you are not sure how to reach the next step, it can be very easy to reach out for a shiny new certification. However, if you are not careful you can end up wasting a lot of time and money going down that route.
WHAT YOUR PROSPECTS SEE Your prospects are looking for one thing and one thing only: re-
sults. In the eyes of your prospects, your results are your certification. However, you also have to remember that your prospects are on
guard. They have all been burned before by scam diets and phoney products, and they struggle to relate to people who are as fit and health-conscious as we are. That is why your job as a marketer is to show that you are human
22 canfitpro JANUARY/FEBRUARY 2017
and trustworthy. Connect with your prospects on a personal level and then show them your results. Flashing a huge list of certifica- tions will not make you more relatable. If anything, it might make you more intimidating.
MINDSET CHECK Ask yourself this question and be completely honest with
yourself:
At this point in your career, is there really anything you don’t know about how to train your clients?
If the answer is “yes,” then by all means look into certification programs.
If the answer is “no,” then you need to stop and re-evaluate your mindset. Because if you are already confident in your training abilities
but are still looking around for certifications, it could be that you are trying to avoid the difficult, necessary work of going out and selling yourself. We all understand how scary it is to put ourselves out in the
public eye and ask people to buy from us, but you have to realize that selling is the one thing that will absolutely make or break your business.
If you already have the product, go out and sell it. That is your responsibility.
Bedros Keuilian is the founder of the franchise Fit Body Boot Camp and an online fitness marketing expert. Between his information products and his live coaching programs, he has helped many fitness professionals build 6 and 7 figure businesses. Contact Bedros at (800) 261-0208 or visit his website at
www.ptpower.com.
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