How To Find Your Ideal Client

You're listening to the PT Profit podcast, episode number 75. Today I'm talking to you all about how to find your ideal client. Are you ready? Let's get started.

Hi, I'm Beverly Simpson, former fitness manager turned online personal training business owner. And this podcast is where smart fitness professionals, including trainers and clinicians, discover how to increase client performance in mood movement, package and position their products and services and get out of their own way so that they can increase their revenue to live a life that they love without sleazy sales. Welcome to the PT Profit Podcast.

What's up coach? And welcome back to another Tuesday episode of the PT Profit Podcast. I'm your host, Beth Beverly Simpson, and if you've been hanging out here for a while, then you notice that I did miss a Thursday episode and it's totally fine. Right now we are doubling down on our marketing efforts and friends, I have some really epic Thursday episodes coming your way. So don't worry, they're coming back. But right now I'm really gearing and focusing our attention to simple selling, which by the way, if you have not signed up already, go ahead and grab your free spot for the Simple Selling series. I'm really excited about this series because it is perfect for my coaches who are brand new or struggling to make those consistent 10k months. And inside of this binge worthy video series. I can't believe those words are coming from my mouth. You're finally going to unlock the missing ingredients that separates the people who are successful from the majority of people that continue to struggle. So I'm super excited. If you have not yet signed up, go ahead to the show notes and grab your free spot because once we get started started, you're going to be able to watch all of the trainings. Plus you'll get additional live coachings from me because this will be our opportunity to connect and to really remove the roadblocks that are preventing you from getting to the next level. Because if you're anything like me, I was the perfect student. I studied and got every certification that I could possibly get. But there were just things in my way and I couldn't figure it out until I finally got connected with coaches that got me and really helped remove roadblocks. And I'm so passionate about doing that for the coaches who are smart, care about the science of training and really want to make an impact just like you. So be sure to grab your spot so that we can connect during that week. So without further ado, let's just go ahead and dive into today's training all about how to find your ideal client. So I did a training on this a while back in some of my early episodes of the podcast where I really talked about should fitness professionals niche down? Because you may or may not have heard people have said things like oh, the riches are in the niches. And I really fully understand and get where people are coming from when they say that.

Because the truth of the matter is.

When you are dialing in your messaging, if you speak to everyone, you speak to no one. So when you don't niche down, you are running the risk of leaving money on the table because your ideal client doesn't recognize or realize that you can help them. This is why I personally look at niching down very different than most people in the industry because people will have you niche down and people will or suggest that you pick a niche. People will automatically go to things like age, gender association or sex or whatever it is. Or maybe they niche down and they pick moms, or maybe they niche down and they pick executives and people start to think about kind of job title, age and their gender association or their sex. And that's fine, there's nothing wrong with that. But I really encourage my people instead of thinking about those demographics per se, is I want them to go a layer deeper. Go deeper. Because think about it, a mom in Ohio at age 25 is probably going to have a whole different set of problems than somebody who is a 25 year old mom in New York. Or maybe they are a 35 year old new York. People are going to have different problems based on their location, their values, their age, their mindset. There's a whole different context and there's a whole bunch of information that influences how people think about their problems and how people feel about their problems and how people communicate their problems. So our job, in my opinion, when we're niching down, is not about determining what their demographic specifics are, but to determine dial in specifically what the problem is. Because a person who is 25 years old in Ohio might be having the same type of problem as somebody who is 35 years old in New York. And so it's really not a matter of age or gender or any of those specific type of things and more about their identity and their problems that they're struggling with. Because let's just even look at the job title mom. And I do call it I am a mom, so I do call it a job title. We're responsible for raising humans, dads and moms too, so we can say parents, but moms have a whole different level of recovery if they've carried the baby. So it is a little bit different. So it is different depending on the transformation that you provide. So I'll say that. But speaking to a mom who is a stay at home mom, they're going to have different problems or different concerns or challenges that they're facing than somebody who is a working executive mom who is balancing being a full time parent as well as being a full time executive in a job. Now, neither is bad, by the way. It's not about one better being better than the other. It's more about being able to really hone in on the struggles and the thoughts and the challenges that each person manages. Because if you're speaking to somebody who is an executive mom and you're talking about the struggles between balancing a full time responsible job while also being a full time head of household participant, that is going to speak differently to your executive mom than somebody who is not a mom and just a full time executive or someone who is a mom and isn't an executive, if it's going to hit and resonate differently. And that is a good thing. Because when you speak to everyone, you speak to no one. Does that mean you can't be multi passionate and have multiple different areas of interest and have different offers and serve different people? Of course not. But I want you to think of it like this. If you chase two rabbits, you often get none. And so for my clients, what I encourage my people to really think about instead of just the demographics, is I had them focus on the transformation that they are going to provide. What is the transformation that you are going to be talking about day in and day out? Because that is ultimately where you're going to be spending the majority of your time. And then in a second column right next to it, I want you to ask yourself, who wants that? What are the struggles of the person who wants that transformation? What is preventing them from getting there? Why are they not there yet? And when you really focus on that and start thinking about that, oftentimes I find your ideal client starts to come to life. So for me, when I was coming up with, I knew I wanted to talk about weight loss, knew I wanted to help moms. For me, I wanted to help somebody that was a, you know, maybe a younger version of myself. But that's not always true for everyone. You don't have to go through the experience in order to serve those people. For example, look at actors. Actors can pretend to be dead, pretend to be shot, pretend to have mental Health problems, pretend to be criminals and they're not traumatized, truly, those Pete types of people. So everyone has a reason why they do what they what they do. But that doesn't mean you have to serve a person that, that is like you. For example, I know tons of moms who want to work with people who aren't moms just because they're not moms. And they want to have different conversations besides being with their kids. And so for me, it's really less about the demographics and more about the common problem and experience, life experience that these people have. Because that's what your content is going to speak to. That's what the transformation is going to speak to. So that's really what I'm thinking about when I'm thinking about my ideal client and my niche. And so here are some powerful questions that you could be asking yourself when uncovering your ideal client. What is the problem? What is the struggle that they are dealing with and how are they describing it in their words? And then ask yourself, how do you solve it? How do you as the trainer, the guide, the physical therapist, the health professional, how do you solve it and what becomes possible for them when they achieve it? And then here is the toughest question and we are going to dial, we are going to really dive into this next week when we talk about nailing your transformation. But the question I really want you to think about and ask yourself is why you? Why you? It's a powerful question to ask yourself. It's going to be one of the components that helps set you apart in the market space. But why you? Who do you help do what so that they get specific results, unlike because of that's really what I want you to be thinking about when you are dialing in your niche or dialing in your ideal client. And here's the best news. You can be multi passionate because talent talks. So when you get very narrow and specific in a transformation for a specific offer and you cut through that wall of no, people listen and they will all of a sudden come out of the woodwork and say, hey, I know that you teach fat loss, but can you help me do blah, blah, blah, blah, Hey, I know I'm not a mom, but I'm really struggling with my pelvic floor, whatever it is, people will come to you once they see that talent talks and that you can do what you say that you can do. So I'll leave you with that in this episode and be sure to catch the next episode because I'll be talking about how you can dial in and nail your transformation for your client because that's honestly what is going to do the selling for you. So stay tuned. Thanks for hanging out with me today and I'll catch you on the next episode.

Thank you for listening to the PT Profit podcast. If you like this episode, chances are you're free friends will too so it would be a huge service to us if you would please leave us a review and share with your friends on your social media channels. When you leave us a review be sure to take a screenshot of it and email that screenshot to my team atinfo simpson fitness.com and we'll send you a very special Instagram podcast that will show you how to create components compelling content so that your ideal clients come to you and you go from wanting clients to a waitlist of clients ready for your services. Thank you so much for listening and we'll see you on the next episode.