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When it comes to closing the deal with a client, let’s face it: it’s not as easy as selling eyeliner to 9^th graders going through a My Chemical Romance phase. But enough about my part-time job at Hot Topic. Today, we’re talking about making sales and landing clients as a personal trainer.

Determining your close ratio as a personal trainer depends on several factors, including the market, lead quality, your own personal skills, and the method of approach. Here’s a breakdown to help you understand what to expect and how to navigate the ups and downs of client acquisition.

Understanding the Numbers

1. Box Gyms: In larger, corporate gyms, trainers often report an average close rate of around 10% after giving an assessment. This means that out of every 10 assessments given, approximately one results in a new client. This average can vary based on the gym's location, the quality of leads, and the trainer’s approach.
2. Free Sessions: Offering free sessions can lead to a much higher close rate, especially in smaller, more boutique gyms. Clients who come in for a free session are often already interested in training and are less influenced by external ads or billboards. This can result in a higher conversion rate since the client is already somewhat committed. Additionally, they are able to see your services and not just hear about them.
3. Cold Calls: When it comes to cold calls, the success rate tends to be much lower. Cold calling typically has a lower conversion rate because you’re reaching out to people who may not be actively seeking a personal trainer. However, the value of cold calling lies in the volume. Even with a 1% success rate, if you’re making numerous calls, you can still generate significant opportunities.

Embracing the Reality of Personal Training

Understanding these numbers is crucial, but it’s equally important not to let them discourage you. Personal training is unique in that failure is part of the process. You won’t close every deal, and even the clients you do gain may not always achieve the results you hope for.

The Key to Success

1. Accepting Failure: Embracing the fact that you won’t win every client is essential. Accepting this reality helps reduce the fear of rejection and allows you to focus on improving your approach.
2. Responding to Losses: The true measure of success in personal training isn’t just about closing deals but how you respond to setbacks. If you manage to make substantial improvements with even 40% of your clients, you’re among the top 1% of trainers.
3. Continuous Improvement: Use every interaction as a learning opportunity. Analyze what works and what doesn’t, and continuously refine your approach to client acquisition and retention.

In the end, personal training is about resiliency and adaptation. While you’ll face many challenges and rejections, how you handle these experiences will define your success.

Closing deals isn’t as glamorous as they make it seem on Million Dollar Listing Los Angeles. Mostly, you will be met with resistance, indifference, and no money to show for your time. That’s out of your control. But how you respond is up to you. Embrace the journey, learn from each interaction, and focus on making a significant impact with the clients you secure.