Mark Ottobre, founder of Enterprise Fitness, outlines a four-stage sequence for scaling a personal training business: develop a market-tested offer, master sales and objection-handling, build a converting landing page, then invest in paid ads. He warns against spending on Facebook or Google ads before you can close high-ticket packages and handle objections confidently.
Personal trainers, it is Mark Ottobre here, and I say personal trainers because I'm making this video for the personal trainers out there who are looking to grow their business and just give you some sound business advice because there are a lot of charlatans out there who are selling you absolute nonsense. So here we go. A lot of trainers want to run before they can walk, and what I mean by that, there are a lot of trainers who want to jump to doing things like Facebook ads and Google ads and this ad and that ad and just spending money because that's what everyone else is doing. You know, they want to be seen more than they want to be rich and wealthy. They want to be seen, they want to be famous. Now I'm going to encourage you not to play that game, not to play the game of you can see me too, I'm doing this too, because that is a great way to go broke. That is a great way to make no money whatsoever and ultimately do it for people who will forget about you. So some sound business advice: before you think about marketing, you should have a really good damn offer. And Alex Hormozi, who probably most trainers are familiar with, talks about his, the offer, the $100 Million Offers book. But it's true, it's 100% sound advice. You want to have a good offer before you start marketing. And these are the fundamentals of business that go a hell of a long way. Now once, let's say you establish that offer to the marketplace, now what's the next step? You need to learn how to sell. So if I asked you, if you did a sales consult with me and I gave you the objection that, it's too much money, or, oh, I need to think about it. You don't have 4 or 5 things that you can say to that. If you don't handle that objection, you have no damn right advertising because you're gonna waste your money. Why am I so confident to say that? Because if you don't have a confident sales process, then when people come and see you, if you can't close the deal, then you're generating all this traffic, you're speaking to the 3% of the market that have already decided to buy. But even that 3% can have hesitations on buying when they're faced with the time, money, energy, effort, you as a salesperson, as a business person, you need to close that deal, you need to collect the money. Now, once we establish that yes, you are confident, you're able to sell higher ticket packages in the $2,000, $3,000, $4,000 mark, $5,000 and above, then and only then we will move to the next phase. Wanna look at optimizing our landing page or optimizing our website, a tool that we put out to the web that converts people to leave their details. Just to recap, we've got our offer of what we actually offer our customers. We want to work on that first, then we move to selling, make sure we're able to sell. My litmus test for selling is if I give you an objection and you can't bang give me 5, it's 5 different ways to handle that one objection, then you're not ready. You should be able to handle these objections with confidence and practice, practice, practice before we start spending money on getting more traffic because ultimately doing that is going to blow a hole through our pocket and we're going to waste the opportunities that were otherwise created. So then we create a landing page or a website, something that we can put out on our Instagram, our Facebook, because I know you guys love doing that. We put it out to the webs and people click on it and it has the ability to capture that person's details and then get them in front of you. So meaning that you go on my websites, there's a, you know, book an appointment now button. You click it, you leave your details, One of my friendly sales team members will get straight onto you, usually within the first 5 minutes. That is a smooth sales process from whoa to go. I don't want to be spending money on ads if I'm not contacting them and I'm not able to close the deal. That would be a waste of money. So then we have our converting page. Now, now, step number 4, we drive traffic. This is now when Facebook advertising, Google Ads, whatever the case may be, whatever paid form of advertising you're gonna do, this is when we really crank up the dials. And if you've done steps 1 to 3 correctly, you know that you can get a return on step 4. But what I see 9 times out of 10 is trainers wanna start at step 4 for some bizarre reason because they think it's more technological advanced and let everyone else do the other 3 steps and they don't need to worry about it. Now you really need to, to focus on steps number 1, 2, 3 that will make step number 4 give you a return on investment, which is what you're always driving for the minute you put dollars behind an ad. My name is Mark Ottobre. I'm the owner and founder of Enterprise Fitness. We have almost over 400 Google reviews. We have a 5-star rating on our personal training studio. I mentor trainers as well as help folks at my gym get amazing results. I help trainers build the business of their dreams, get more leads, more clients, more freedom, make more money. And ultimately, it's my mission to raise the standard of personal training worldwide. Hope you found this video interesting and helpful, and if you have, make sure you like and subscribe. Peace out.
