Issue Date: July 2010 Web Features, Posted On: 7/9/2010

Strategic Relationships
By Mike McDaniel
I believe there are three things a professional trainer should have to be at the top of the industry: a solid work ethic, continuing education and strategic relationships. In my mind, these are the foundation to success in our industry. I am sure we could dissect this down to many more things, but in my experience, these three things will keep you at the top of your field.

Many times in the past, you have I have written about having a strong work ethic and the importance of setting a professional example. You have also read my articles on the importance of broadening your horizons with education and adding to your training arsenal. Both of these things will help you keep your current customer base and a great reputation. This month, I want to focus on the importance of strategic relationships.

Strategic relationships are popping up all over the place, whether you are aware of them or not. The reason for a strategic relationship is simple: to increase business and profit. When you walk into a gas station you will usually see a fast food restaurant. If you walk into a grocery store you will find a coffee shop. These relationships are designed to add convenience to the customer, create a warm referral, add exposure to each business and bring a little added value to their patrons.

In the past, strategic relationships kept me training from sun up to sun down! I built a relationship with a few key people and businesses for the same reasons listed above. So, who did I build a relationship with? I built relationships with people that had a profession that coincided with mine and could be a source of referral, a warm lead if you will, from them to me.

A few key relationships that have had a great impact on my training:

Chiropractic physician: I am a believer in chiropractic care. Many of these patients you will find have muscle imbalances, weight issues or require exercise as part of their preventative care. Your clients may suffer from some of the same issues and might benefit from the services of a chiropractor.

Family doctor: Not all of my clients had a family physician, and I wanted to have a physicians' release for my clients. Having a doctor that you know and trust to send your clients to can give you peace of mind as a trainer, and the relationship can generate a lot of referrals.

Orthopedic specialist: Hopefully, you will not need to refer clients to this doctor often but will get referrals from this relationship.

Supplement store: I was lucky to have a locally owned, locally operated supplement store in town with a guy who knew his stuff. I am not a huge supplement fan, I truly believe in more solid food, but ALL of my clients needed a multivitamin.

Massage therapist: This is a relationship your clients may love you for having! I negotiated a discount for the clients I was actually training as an added bonus.

There are many more relationships you can establish that could strategically work in your benefit and the benefit of your clients. Remember, the key is to bring value! A referral from a physician or another key relationship is easier to close than just walking up to someone in the club! Build your relationships and build your future!

Mike McDaniel is an authority of leadership, goal-setting disciplines, sales strategies and corporate physical fitness. He has been a professional trainer for over 18 years and owned two health clubs, employing over 75 personal trainers. Mike can be booked for speaking engagements, sales training or consultant at www.askthewhyguy.com.

Topic: Career Builder Web Column

Magazine Archives:
  • Career Builder: Non-verbal client communication
  • Career Builder: Focus on more than fitness
  • Career Builder: Build a community
  • Career Builder: Recommended readings for fitness professionals
  • Career Builder: Excellence over success

Sunday, October 25, 2015 11:01:45 PM by Anas
Interesting topic. As a BM, I am single, no kids, no drama, debt free and ectdaued. I prefer being single because it's easier. Womenless money, less time to get things accomplished in my opinion. People prefer not to become an item these days due to so-called super equality rights, feminism has definately played a major role in the decline of commitments. Most women are masculine and a ton of men of today's generation is feminine´╗┐ (in my opinion). Hope this helps.
Tuesday, October 27, 2015 10:55:46 AM by Anonymous
What a joy to find such clear thinking. Thanks for posting!
Wednesday, October 28, 2015 10:40:12 AM by Anonymous
And to think I was going to talk to someone in person about this.
Thursday, October 29, 2015 3:02:12 AM by Anonymous
Great hammer of Thor, that is powerfully helpful!
Friday, October 30, 2015 2:49:30 AM by Anonymous
I was looking everywhere and this popped up like nothing!
Friday, October 30, 2015 6:59:06 PM by Anonymous
Extremely helpful article, please write more.
Saturday, October 31, 2015 2:39:12 AM by Anonymous
Thanky Thanky for all this good information!
Saturday, October 31, 2015 12:10:03 PM by http://httplinks.co/site/firstfiduciary.com/
Thinking like that is really amazing
Monday, November 02, 2015 12:23:41 AM by Anonymous
Your posting lays bare the truth
Tuesday, November 03, 2015 11:59:05 AM by http://httplinks.co/site/tppserver.mit.edu/
The forum is a brighter place thanks to your posts. Thanks!
Wednesday, November 04, 2015 12:46:01 AM by Anonymous
Why does this have to be the ONLY reliable source? Oh well, gj!
Thursday, November 05, 2015 3:46:19 AM by http://httplinks.co/site/emathzone.com/
I'm not easily impressed. . . but that's impressing me! :)
Friday, November 06, 2015 4:04:14 AM by http://httplinks.co/site/robloxnetwork.wordpress.com/
Your honesty is like a beacon
Friday, November 06, 2015 11:30:49 AM by Anonymous
Knowledge wants to be free, just like these articles!
Saturday, November 07, 2015 4:38:31 PM by Anonymous
With the bases loaded you struck us out with that answer!
Sunday, November 08, 2015 3:53:44 AM by http://httplinks.co/site/ufamilyhealth.com/
That's way more clever than I was expecting. Thanks!
Sunday, November 08, 2015 2:58:06 PM by http://httplinks.co/site/radiantheatil.com/
Such an impressive answer! You've beaten us all with that!
Monday, November 09, 2015 3:18:49 PM by Anonymous
Ppl like you get all the brains. I just get to say thanks for he answer.
Tuesday, November 10, 2015 12:27:23 PM by Anonymous
Thanks for your thoughts. It's helped me a lot.
Wednesday, November 11, 2015 1:11:01 AM by http://httplinks.co/site/fredoldfieldcenter.net/
It's always a relief when someone with obvious expertise answers. Thanks!
Wednesday, November 11, 2015 11:15:29 PM by http://httplinks.co/site/processdivision.com/
Your posting really straightened me out. Thanks!
Thursday, November 12, 2015 6:50:12 AM by Anonymous
That's an astute answer to a tricky question
Friday, November 13, 2015 9:42:26 AM by Anonymous
All things considered, this is a first class post
Saturday, November 14, 2015 3:39:36 AM by Anonymous
I found myself nodding my noggin all the way through.
Sunday, November 15, 2015 2:19:23 PM by Anonymous
This has made my day. I wish all postings were this good.
Tuesday, November 17, 2015 4:36:41 AM by http://w3stats.info/site/wortham-austin.com/
We definitely need more smart people like you around.
Tuesday, November 17, 2015 11:34:29 AM by Anonymous
That's a posting full of insight!
Wednesday, November 18, 2015 6:03:29 AM by Anonymous
Shiver me timbers, them's some great information.
Wednesday, November 18, 2015 10:53:44 PM by Anonymous
Time to face the music armed with this great information.
Thursday, November 19, 2015 4:36:01 PM by http://w3stats.info/site/newoxford.pennsylvania.com/
You've got to be kidding me-it's so transparently clear now!
Saturday, November 21, 2015 6:38:38 AM by Anonymous
This is the ideal answer. Everyone should read this
Saturday, November 21, 2015 1:35:04 PM by Anonymous
And to think I was going to talk to someone in person about this.
Saturday, November 21, 2015 7:38:52 PM by Anonymous
You have more useful info than the British had colonies pre-WWII.
Sunday, November 22, 2015 11:55:13 AM by http://similarurl.co/site/owamo.servegame.org/
This article achieved exactly what I wanted it to achieve.
Sunday, November 22, 2015 4:29:04 PM by http://httplinks.co/site/designerweb.biz/
It's a pleasure to find someone who can think so clearly
Sunday, November 22, 2015 9:24:52 PM by http://rachelae.com/professional-insurance-coverage.html
I was drawn by the honesty of what you write
Haha. I woke up down today. You've cheered me up!
Monday, November 23, 2015 9:35:29 AM by Anonymous
Call me wind because I am absolutely blown away.
Tuesday, November 24, 2015 5:19:20 AM by Anonymous
This is the perfect post for me to find at this time
Tuesday, November 24, 2015 2:45:03 PM by Anonymous
I'm really into it, thanks for this great stuff!
I suppose that sounds and smells just about right.
Wednesday, November 25, 2015 4:02:30 AM by Anonymous
You couldn't pay me to ignore these posts!

Leave your comment
Choose an identity
Blogger Other Anonymous
CAPTCHA Validation
Retype the code from the picture
CAPTCHA Code Image
Speak the code Change the code

Copyright © 2015 Fit Pro All rights reserved.