In a very interesting interview we did with Adro Sarnelli from "The New Me" earlier in the week I was extremely impressive with Adro's passion, professionalism and business approach.
It was clear that Adro is doing what he loves, and that is why he will be successful. Through his own experience on The Biggest Loser (which he won!), along with his further study, he now has the knowledge and skills to change people's lives for the better. His own journey from 155kg down to 80kg and discovering a whole new perspective on life, health and fitness has driven him to create a unique business so he can give the gift of health to others that are in a similar position to what he once was.
During this interview one point really stood out to me, and I thought I'd share it with you.
Stay True To Your Market / Your Niche!
In Adro's business they ONLY accept people over 100kg's into their program.
So he is focused in on a niche market (one could argue that people over 100kg's is not really a niche with the obesity numbers in our country constantly increasing) and he is quickly becoming the expert in his field. In doing this Adro can be confident in his program to create change and he doesn't have to worry about diversifying his Operational Systems to include fitter clients under 100kg.
The point that Adro made that I found really interesting was that even in the early days you have to stay true to your market. Sometimes you will have to knock back work and potential sales because they simply do not fall into your chosen market.
Now, this can be easier said than done in the growth stage of your business. How easy would it be for Adro to accept a 90kg client who meets with him with cash in hand, ready and keen to join his business? In this situation I'm sure Adro would offer the client some advice, and refer them to another respected professional that would cater for their needs.
"If you only want to train overweight people, you can't train underweight people cos they pay the bills!" - Adro Sarnelli
Staying true to your market gives you a much higher chance of becoming the 'expert' or 'go-to' person in that particular niche. After listening to Adro speak, I am absolutely confident that he is that expert in training obese clients over 100kg's. I know this because that is the only thing he does and he does it extremely well.
Summary!
It is fine to be a generalist, but if you choose to target a niche market then you must stay true to it. Diversifying and breaking away from your business vision in order to bring in some extra cash does nothing for your credibility and can prevent you becoming the expert in your niche.
Ask yourself: "What is my business known for?"
Travis Beckley from PT Business Systems.
PT Business Systems has been created to assist new and existing Personal Trainers build profitable businesses based on proven information and systems.
With over 17 years of experience in the Fitness Industry owning and operating Personal Training studios we have decided to share our experience and successful business systems online.
For instant access to more PT Business Systems and to download our free ebook "How To Continue To Earn While Your Clients Are Away" visit http://www.ptbusinesssystems.com/
No comments:
Post a Comment