Happy 235th birthday to the United States Marine Corps. I have always had a deep respect for the military and for the United States Marine Corps. Several of my friends have served in the Marines and I am thankful for their service. Today, I want to talk to you about how to market and sell your fitness business like the U.S. Marines.
When we talk about marketing we typically are referring to one of the 4 p’s.
Price
Promotion
Positioning (Place)
Product
One of the biggest mistakes personal trainers and fitness clubs make in their marketing is they fail to position themselves in the marketplace. Positioning, is critical to a successful marketing campaign. More often than not, personal trainers and fitness clubs fail at strategically positioning themselves in the marketplace. Typically, what happens is the fitness club or personal trainer wants to be for everyone. I understand that no one wants to turn down business but if you want to market and sell more you need to take a page out the Marine playbook.
Many people might not think that the Marines market and sell, however, that is far from the truth. Let me tell you about a great example of the Marines marketing an selling to potential recruits. One day I was at an event and I remember hearing a Marine Recruiter get up in front of a crowd after several other branches of the military spoke, whom went on for ten minutes talking about their particular branch of service and the benefits of joining. When the Marine recruiter took the stage it was quite different. The Marine recruiter said the following:
” Ladies and Gentlemen, I am not going to take up much of your time here. Many of you are not qualified to be a Marine, and my estimate, with a crowd this size, probably only a handful of you have what it takes to be a Marine. So, if you think you are one of the few and proud that can join my brotherhood, see me afterwards.”
How many people do you think went to visit that recruiter afterwards? More than half, but the lesson to be learned here is this.
The Marines position themselves as an elite group of the military. The Marines do not want just anyone. They want the best and bravest men and women this country has to offer. They are selective as should you be. You should not just be for everyone, as well. Decide what you stand for and position yourself in the marketplace as that.
Here are some examples.
You may be the best at providing services that market to adults or maybe you are best at working with post-rehab patients. The point I am making is you need to decide who you are best at serving and position and market yourself that way. Do this and people will flock to you. And yes, you will get people who might not fit that speciality but by standing for something as opposed for everything you create credibility. the funny thing also, is it is amazing sometimes when you tell someone that they are not suited for your business they want to be with you even more.
Go market and sell like the United States Marine Corps!
Happy 235th Birthday U.S.M.C.
Coach Dave