“Am I going where I want to go?”
Your clients are going to silently ask that question at some point. Maybe today.
What if they don’t have a quick answer?
Here’s what happened to me:
We once had a lot of powerlifters in my gym, and we eventually ended up with 15 women who could deadlift more than 300 lb.
It was amazing, and I was so proud. I put them on Instagram and celebrated them.
And they all quit.
Why?
One woman finally gave me her personal reason: “I don’t look any better.”
It was like a punch in the face.
I suddenly realized that I hadn’t been prioritizing the thing that mattered to the client. She hadn’t made the progress she wanted, and she was unmotivated to continue working with me even though she was getting stronger.
I failed her because I didn’t know her goal and I put my goal for her ahead of everything else.
Motivation: How to Create It
Motivation isn’t just “in some people.” It can be created and nurtured. In a gym setting, this must happen, and you are responsible for it.
Motivation is a balance of regular wins combined with a desire to achieve the next milestone—and eventually the major goal.
“I want to lose 20 lb.”
Great goal. But the reality is that you motivate this person to lose 1 lb. at a time and stack the wins to build momentum.
The most motivated he’ll ever be? When he’s lost 19 lb. and has a single pound left to lose.
As a coach, you need to break the big goals down for clients so they can win and celebrate regularly. That creates motivation.
Think about it: If your goal is “lose 20 lb.,” when will you celebrate?
Sometime way in the future.
That’s not good for retention. In fact, it’s horrible.
Losing 20 lb. the right way is hard, and it takes commitment over months. How do you get that member to keep working for months or even years?
To retain this client, you need him to win regularly, and you need to educate him on the process so he can spot the wins and expect more.
Here’s what I say now:
“That’s a great goal: 20 lb.! We’re going to take this 3 lb. at a time. Every time we drop 3 lb., we’re going to celebrate. I’d expect the first 3 lb. to take four to six weeks, and we’ll use an InBody test to measure results.
“We’re going to do the workouts we discussed, and here’s something cool: Tomorrow, you’re going to be a little sore, and you’re also going to be hungry. That means your metabolism is working and we’re on track! When you feel sore and hungry give yourself a pat on the back. You’re winning already!”
I’m not just telling the client “I’m an expert who’s done this 50 times before. Trust me.”
I’m telling the client to watch for signs that scream “this is working!”
See the difference? I’m putting obvious wins into the process right away so we can build momentum.
To motivate a client, you must know the client’s goal, show them the results they might not notice on their own and then forecast results to come so they can say “my coach said this would happen. I’m crushing it!”
I believe in this process so deeply that one of our mottos at my gym was “teach our clients to know more than any other trainer in town.”
The Skill Every Coach Needs
It’s easier to choose a path that’s clearly marked.
And it’s easier to stay on the path when you see obvious progress and have a guide to say “let’s rest here,” “don’t step there” and “you’re almost to the destination.”
As trainers, we often think the most important thing we do is programming or coaching movement.
Let’s be real: The most important skill is getting the client to the gym. That’s the skill you must develop to get results for members.
Don’t ask yourself, “Can I correct squat mechanics?”
Ask yourself, “Am I quick to call a client I haven’t seen for three days?”
That’s the skill that really makes a difference, gets results for clients and gives them the motivation they need to train with you for years.
