Know your client...

by Dev Chengkalath
(Toronto, Ontario, Canada)

Many trainers fail before they even begin with a new client.

Here's why: Needs versus Wants.

What does your client need? What does your client want?

Though they may seem similar, "needs" and "wants" are VERY distinct. The client only really cares about what he or she wants. The rest is a bonus.

For example, you may find that your client "needs" postural work, or has muscular imbalances, or a weak core. However, if they hired you to help them lose fat, and all you do is try to balance them out, you're risking losing a potential long term client. This also means you could lose the referral business that almost always comes from happy, satisfied customers.

What should you do? The easy answer, help them lose fat!

But here's where you over-deliver. As part of your client's fat loss program, just add components that will also give them what they need. So don't sell your client on all the benefits of your XYZ program on posture and muscle balance when all they want is to know if they'll be leaner.

Know what they need, give them what they want.