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    raining business. That point is that you need a Unique Selling Proposition, and contrary to popular belief, having a lower price is not the one that you want to choose. In fact, lowering your prices can help you to actually LOSE customers, and will definitely help your business to a lower bottom line!

    Now ask yourself the same question again, only this time, really take the time to think about the answer. Why should someone train with you instead of another trainer? It is possible - in fact, even likely - that you may not have a good reason! If that is the case, your

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    By the time you have gotten past the title and read the first line of this article, you should already have the one reason in your head why a prospective client would hire you. If you don't, then you may have already discovered the biggest obstacle to the success of your personal training career!

    What we're talking about here is a very important sales tool known as a "Unique Selling Proposition". Basically, this is the single most important thing about your business that makes you stand out from other professionals in your industry. The basic, bare bones, from the gut, instinctive answer that comes to your mind when someone asks, "Why should I train with you instead of another trainer"?

    After all, isn't this the absolute most important question that you could possibly answer? Isn't this similar to a question that you ask yourself every single time you are about to spend money?

    When you are headed out to the grocery store, you decide to go to a particular store. Why? Better prices, usually, although that is not always the answer.

    If you are going to get gas in your car on the way to work, you choose a specific gas station to fuel up. Why? Price sometimes, but often with a convenience store, location is more of a deciding factor.

    What about if you are going to go shopping for clothes? What makes you decide to go to an anchor store like Sears or JC Penney instead of going to Target, or Wal-Mart? Certainly not price, since the department stores are usually cheaper. Why did you go to the mall?

    By now you should be starting to see a pattern developing here. Whether you are talking about buying groceries, gas, or clothes, each time when you decide to shop at a certain establishment, there is always some underlying reason WHY you decided on that store. Whatever that reason is, that is the Unique Selling Proposition of that store, and the way they got your business!

    For grocery stores, it is often selection that brings in customers. Gas stations have price wars, but in the end it often ends up just being about convenience. Clothing stores get a lot of their business from the brand names that they carry, rather than their rock-bottom prices.

    Those 3 examples were chosen to illustrate an incredibly powerful point for you in your personal training business. That point is that you need a Unique Selling Proposition, and contrary to popular belief, having a lower price is not the one that you want to choose. In fact, lowering your prices can help you to actually LOSE customers, and will definitely help your business to a lower bottom line!

    Now ask yourself the same question again, only this time, really take the time to think about the answer. Why should someone train with you instead of another trainer? It is possible - in fact, even likely - that you may not have a good reason! If that is the case, your

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    t, instinctive answer that comes to your mind when someone asks, "Why should I train with you instead of another trainer"?

    After all, isn't this the absolute most important question that you could possibly answer? Isn't this similar to a question that you ask yourself every single time you are about to spend money?

    When you are headed out to the grocery store, you decide to go to a particular store. Why? Better prices, usually, although that is not always the answer.

    If you are going to get gas in your car on the way to work, you choose a specific gas station to fuel up. Why? Price sometimes, but often with a convenience store, location is more of a deciding factor.

    What about if you are going to go shopping for clothes? What makes you decide to go to an anchor store like Sears or JC Penney instead of going to Target, or Wal-Mart? Certainly not price, since the department stores are usually cheaper. Why did you go to the mall?

    By now you should be starting to see a pattern developing here. Whether you are talking about buying groceries, gas, or clothes, each time when you decide to shop at a certain establishment, there is always some underlying reason WHY you decided on that store. Whatever that reason is, that is the Unique Selling Proposition of that store, and the way they got your business!

    For grocery stores, it is often selection that brings in customers. Gas stations have price wars, but in the end it often ends up just being about convenience. Clothing stores get a lot of their business from the brand names that they carry, rather than their rock-bottom prices.

    Those 3 examples were chosen to illustrate an incredibly powerful point for you in your personal training business. That point is that you need a Unique Selling Proposition, and contrary to popular belief, having a lower price is not the one that you want to choose. In fact, lowering your prices can help you to actually LOSE customers, and will definitely help your business to a lower bottom line!

    Now ask yourself the same question again, only this time, really take the time to think about the answer. Why should someone train with you instead of another trainer? It is possible - in fact, even likely - that you may not have a good reason! If that is the case, your

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    tion to fuel up. Why? Price sometimes, but often with a convenience store, location is more of a deciding factor.

    What about if you are going to go shopping for clothes? What makes you decide to go to an anchor store like Sears or JC Penney instead of going to Target, or Wal-Mart? Certainly not price, since the department stores are usually cheaper. Why did you go to the mall?

    By now you should be starting to see a pattern developing here. Whether you are talking about buying groceries, gas, or clothes, each time when you decide to shop at a certain establishment, there is always some underlying reason WHY you decided on that store. Whatever that reason is, that is the Unique Selling Proposition of that store, and the way they got your business!

    For grocery stores, it is often selection that brings in customers. Gas stations have price wars, but in the end it often ends up just being about convenience. Clothing stores get a lot of their business from the brand names that they carry, rather than their rock-bottom prices.

    Those 3 examples were chosen to illustrate an incredibly powerful point for you in your personal training business. That point is that you need a Unique Selling Proposition, and contrary to popular belief, having a lower price is not the one that you want to choose. In fact, lowering your prices can help you to actually LOSE customers, and will definitely help your business to a lower bottom line!

    Now ask yourself the same question again, only this time, really take the time to think about the answer. Why should someone train with you instead of another trainer? It is possible - in fact, even likely - that you may not have a good reason! If that is the case, your

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    raining business. That point is that you need a Unique Selling Proposition, and contrary to popular belief, having a lower price is not the one that you want to choose. In fact, lowering your prices can help you to actually LOSE customers, and will definitely help your business to a lower bottom line!

    Now ask yourself the same question again, only this time, really take the time to think about the answer. Why should someone train with you instead of another trainer? It is possible - in fact, even likely - that you may not have a good reason! If that is the case, your business is surely suffering as a result, and coming up with your own Unique Selling Proposition should become your highest priority.

    Here is a brief but hardly all-encompassing list of ways that your business may stand out from your competitors. Even if none of these ideas apply to you, utilize this list to start thinking of other ways to make yourself a more appealing option for potential clients than your competitors.

    Customer Service. This has been one of the most basic business success secrets since the dawn of time, yet personal trainers often don't take care of their customers nearly as well as they should. For some great tips on customer service, see the article 'Personal Training: 6 Secrets of Award Winning Customer Service' at the following URL: http://www.completepersonaltrainingbusiness.com/article2.html

    Experience. People have always valued businesses who have a lot of experience in the service being provided, and that is certainly true for personal training. Your client's very health and well-being is in your hands! Don't expect long-term personal training clients if you don't have the knowledge to get them the results that they are looking for.

    Education. Although education is certainly no substitute for experience, in a health profession such as personal training, you won't get far without the knowledge to get your job done properly. This can include your basic certification, your Continuing Education Credits, and any applicable college or trade school classes you take during your career.

    Niche. Having a niche market is probably the most effective way to stand out from the crowd! If you are a trainer who "trains everyone", how can you possibly be very good at training a particular group of people? How can you claim to be the best trainer in town for athletes if you only train one athlete, and your other clients include a housewife, a corporate CEO, a teenager, a police officer, a kindergarten teacher, an elderly couple, and a swimsuit model? Specialize in ONE group of people, and not only will it build your credibility, but you can charge more for your sessions, since you are specialized in training that particular niche.

    Value. Another basic tenet of business success, yet one that trainers often overlook. When all is said a

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