Marketing your services is a huge topic, but a good starting point is understanding why people decide to buy.
This brings us to the fascinating concept of:
Consumer Behaviour
One simple yet effective way to think about buyer behaviour is through a model called “The Buyer Black Box.”
This model explores how a consumer reacts to external and internal factors when deciding whether or not to purchase.
For us as Pilates and fitness professionals, this understanding can shape our marketing strategies and how we communicate with potential clients.
It can be broken down into easy to follow steps with an action plan to help you make the most of this part of buyer behaviour.
Step 1: Identifying the Problem
The first thing a potential client does is realise they have a problem or goal they need to address.
Knowing what challenges your ideal class members are facing can help you tailor your marketing to address these specific needs.
Some common examples include:
- Preparing for a big event: Wanting to lose weight or tone up.
- Managing ongoing health concerns: Issues like joint pain, back problems, or stiffness.
- Preventing injuries: Improving balance to avoid trips and falls.
- Addressing discomfort: Enhancing posture to ease neck or back pain.
- Seeking connection: Combining fitness with a social outlet.
- Remaining independent: Staying fit and mobile for daily life.
- Enhancing flexibility: Simply being able to put on shoes without strain!
Action Plan:
Take a moment to think about the types of problems your current and potential clients might face. Reflecting on this can help you create more relatable marketing messaging.
Step 2: Searching for Solutions
Once your potential client identifies their need, they begin gathering information. This might involve:
- Browsing social media
- Reading blogs or magazines
- Talking to friends
- Checking out flyers or local ads
Personal referrals are one of the most powerful tools at this stage. Look after your current clients, and they’ll be your best ambassadors. Consider ways to show your appreciation when they recommend your services:
- A handwritten thank-you card
- A small gift, like a bunch of flowers
- A free class or discount for referrals
These simple gestures go a long way in building goodwill and creating a ripple effect that brings more people through your doors.
Action Plan:
Take a look at where you are currently marketing your classes and evaluate if your ideal clients "hang-out" there.
Step 3: Evaluating Options
At this stage, consumers weigh up their choices. Here’s where you want to stand out. Ask yourself:
- What makes your class unique? Are you offering a specialised method, like Groovelates or Pilates for back care?
- Who is your competition? If there are other instructors in the area, what differentiates your services?
While price may be one consideration, it’s not always the deciding factor. Often, clients are willing to invest in a solution that truly addresses their needs. Your unique expertise, environment, or approach can be worth more than a cheaper alternative.
Action Plan:
Take a look at your timetable and ensure you offer something that will attract your ideal clients to sign up with you.
Step 4: Making the Purchase
Once they’ve decided to commit, make the buying process as easy as possible:
- Streamline booking: Can they book a class online in just a few clicks?
- Be inclusive: Do you have options for clients who are less tech-savvy?
- Minimise hassle: Keep paperwork to a minimum.
The simpler it is, the more likely they are to follow through.
Action Plan:
Get a friend or collegue to take a fresh look at your booking processes to ensure they are easy to complete.
Step 5: Post-Purchase Experience
What happens after they attend their first class is crucial.
Their experience determines whether they’ll:
- Return for more sessions
- Recommend you to friends and family
Make sure your clients feel welcomed, supported, and valued.
Ask for feedback to ensure you’re meeting their needs and delivering a top-notch experience.
Action Plan:
Put a "follow-up" procedure in place whether that's a follow up email for people who have done a trial class with you, sending out a quick home-programme to new joiners,or inviting them to join an online support group- whatever fits well with your specific offering.
Final Thoughts
By understanding the steps your clients go through and the factors that influence their decisions, you can better align your approach to meet their needs. Take a moment today to reflect on what small changes you could make to:
- Address your clients’ problems more effectively
- Simplify the buying process
- Enhance their experience
These tweaks can have a big impact on attracting and retaining clients in your Pilates and fitness business!