You say tomah-to, I say tomay-to—what's the difference? Does it really matter if you refer to your personal training rates as fees or an investment? In my opinion it matters a lot! It can be the difference between making a sale and seeing the prospect walk away. How you view your services has a tremendous impact on how you build a customer relationship. If you think you are quoting a fee when talking about your training you may feel awkward quoting your prices. When you aren't confident in your approach to sales you make it difficult for the prospect to have confidence in you. Most likely they will "have to think about it" and you've just lost the sale.

When you refer to your personal training services using the word "fee" it sounds to buyers as if they are incurring an expense. Subconsciously you may feel you have to validate why you charge a certain rate. To my ears, “fee” is synonymous with the word “tax.” I know I have to pay taxes but I don't particularly like it.

When you refer to your personal training rates as an investment it takes on a whole different meaning. Think about it. What does an investment mean to you? Typically when you invest in something you receive a return. You expect to receive a benefit— like investing in your education, or building a retirement savings plan. You add to your wealth or your personal growth with an investment. That's exactly what your clients or prospects need to think  when they choose to train with you. It's an investment in their health and wellbeing.

I no longer refer to any of my services as fees. When you book a business coaching session with me you have made an investment in the growth of your business. I work with you to help you build your business, and together we ensure your success. Every dollar you invest in business coaching to grow your business is valuable. As your business coach I work to earn that value during every session so you feel you have invested wisely in your decision to do business with me. I strive to bring value to every coaching call. I'm so passionate about this that if your business doesn't grow I will refund you 100% of your investment.

Did you sense my passion and commitment in the paragraph above? This is exactly what I communicate to my prospects. I firmly believe that they are investing wisely in themselves and their businesses.

As a personal trainer you can do the same thing. When clients invest in you as their trainer they trust you to help them achieve their goals and help them get results. You invest your time and energy to make that happen and they invest their money in you. Your clients aren't spending money but investing in themselves and achieving a specific goal.  So it's not just about whether to use the word fee or investment. It's about what those words say to you and to a prospect.

Donna Hutchinson is the author of the How To Guide To Starting Your Own Personal Training. She is a Marketing/Business coach and works exclusively with independent personal trainers and small fitness studios. She can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or www.edgefit.ca
 

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