As a new business owner, you’re on an exciting journey to build and grow your venture. One key to your success is keeping your clients happy and coming back to you. In this article, we’ll explore why this is so important. Client retention, which means keeping your clients with you, is like a secret ingredient for your business. It’s not just about making sales today; it’s about building a loyal client base that keeps coming back. When your clients stay happy and engaged, they not only help your business succeed, but they also become your biggest cheerleaders, referring their friends and family to you. In simple terms, it’s all about keeping your clients happy and watching your business thrive. Let’s dive into the world of client retention and discover how to make it work for your business!
Client retention is the process by which we hold onto our loyal clientele. This means that we focus on the clients we have for the long haul, and less energy needing to find new ones. On average, it costs five to 25 times as much to acquire new clients than it does to retain our existing ones . So it makes sense to do our best to hold onto a client base that already meets our needs.
Not only does the cost factor in dollars and time factor into retention, but the ability to attract new business through referrals and word of mouth also increases. A happy client, one who is getting results and enjoying their experience with you, will sing your praises at any point.
Furthermore, having a solid and consistent client base:
So how do we get there? How do we turn our clients from one-shot wonders to clients that consistently turn up, time after time? Let’s jump in!
As fitness professionals, we know how to motivate our clients. We know how to get them to do exercises and push through tough sessions. However, what causes them to continually come back and pay for our services?
There are a few factors here. Firstly, we must create deeper client relationships to help with engagement. Business News Daily  states that “customers need to feel appreciated and valued for more than just the money they spend”. This means, that what we provide for our clients in, and out of our sessions must exceed the money spent on our services.
This does not mean that we need to be cooking for them, shopping for them, or tending to their every whim. There are many other things we can be doing to provide ‘value’ to their training, many of which do not cost us a thing. Remember, to feel valued, connected, and heard are important human factors that we can apply to our business practices with our clients. Some suggestions on providing value include but are not limited to:
The next time you are with a client, take 5 minutes to sit down with them prior to starting your session with them. Ask them about how their training is going. Ask them what roadblocks they are feeling. Discuss how their day-to-day life is. Really listen and reflect on their responses. This simple task will go a long way in motivating them to continually come back to you and engage with their programs. Take note of how your interactions change with them when you add just a little extra care at the start.
It is in its name, Personal Trainer. We offer a personalised approach to our clients’ training, and this is where our focus needs to be. Clients want to be seen, heard, and effectively coached toward their goals.
For personal training, clients expect a training session but it is all the things around that, the experience and our interactions with that client, that add to the value.
A blog from Storyly  noted there are five important factors for implementing customer engagement strategies:
Sourced from storyly.io 
Letting our clients be heard, be seen, and be a part of our community creates a level of trust and belonging to the mix. Every client is different, so our approach to engaging them in our business practices also needs to be different. What works for one client, doesn’t always translate to another.
Some strategies to increase client engagement in your PT business can include
Client engagement strategies don’t take much effort. All it takes is a little more care, some time to stop, and really think about how we are interacting with our clients and how this may cause long-term effects.
So the next time you interact with your clients, think about ‘How can I add value to this person’s experience? What small thing can I do today to enhance our relationship tomorrow?”
Disclaimer: Where Certificate III in Fitness, Cert III/Cert 3, or Fitness Coach is mentioned, it refers to SIS30321 Certificate III in Fitness. Where Certificate IV in Fitness, Cert IV/Cert 4, or Personal Trainer is mentioned, it refers to SIS40221 Certificate IV in Fitness. Where Master Trainer Program™ is mentioned, it refers to Fitness Essentials and SIS40221 Certificate IV in Fitness. Where Master Trainer Plus+ Program™ is mentioned, it refers to SIS30321 Certificate III in Fitness and SIS40221 Certificate IV in Fitness. Where Certificate IV in Massage or Cert IV/Cert 4 is mentioned, it refers to HLT42021 Certificate IV in Massage Therapy. Where Diploma of Remedial Massage is mentioned, it refers to HLT52021 Diploma of Remedial Massage.