Closing The Information Gap To Make More Sales #59

Dec 15, 2020

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This episode deals with the issue of the informations gaps that are present in the fitness industry, in both trainers and clients.

The Episode: Closing the Information Gap to Make More Sales

Many problems that trainers face are rooted in the asymmetry of knowledge in the field of fitness. This plays out in clients not fully understanding the information that underpins their programs but is also an issue where trainers might have gaps in their own training and education. Today we talk about some of the steps that trainers can take to smooth out these points of friction, looking at reinforcing realistic expectations and creating programs that keep clients engaged. We have found that these disconnects often lead to a lack of drive and confidence in trainers and understanding the underlying science can help you overcome these issues and improve all areas of your programs!

In This Episode

The asymmetry of information in the fitness industry [0:19:41]
Surprising gaps in knowledge for trainers as well as clients [0:24:01]
The amount of work it takes to actually create the right program [0:28:04]
Helping clients get over the rocky terrain to rewarding results [0:32:40]
Misconceptions around training protocols and watered down information [0:37:55]
The dangers of accepted information in the training industry [0:42:02]

“There is a massive asymmetry of information between people who buy our services and us.” — Jonathan Goodman

Getting Everyone on the Same Page

Misinformation and skewed expectations are in the recipe for difficulties down the road. The goal for trainers should be to have the most comprehensive knowledge-base possible and then to be able to communicate the necessary parts of this to any client. The transfer of information is so important, as it can help clients with motivation, dedication, and patience towards their goals.

The Issues That Arise from the Information Gap

Encountering gaps in information can lead to an array of problems in any training relationship, notably around pricing and value. Creating the right kind of program for a client, one that actually addresses them specifically and targets their goals is more work than most people think. Often results take more time than clients will initially be prepared for and so maintaining commitment and focus is part of the trainer's job. You have to be able to fill in the gaps to help clients buy into the program!

Practices for Becoming a More Informed Trainer

It seems that there are often preconceived notions that trainers hold, and these can be around client expectations and abilities. These theories need to be checked in order to filter out the ones that do not stand up to reality. With so much biased information out there, education is a pursuit that takes a little more than cursory glances over blog posts. Seek out the original source material, and do the research, this will help fill in the gaps and ultimately reflect in the quality of service you offer.

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