One of the most important questions that you can ask yourself as a fitness business owner or professional is, "Why should someone use my services or fitness center, over any and all other fitness services or businesses?" Another way to ask this question is, "Why should someone do business with me versus other businesses and options that they may have?" The answer to these questions is your USP, or Unique Selling Proposition. This term is used by business owners to describe to potential clients, what makes their business unique and why a prospect should use their services.
Ask yourself this question, "When Bally's Total Fitness and Gold's Gym, offers their members small monthly fees, say $19.95 to $35.00 a month, why should someone pay my hourly rate of $65.00 to $100.00?" You better have a great answer to that question, and you have to radiate that answer in your confidence about your service. Having a USP, breaks down the hesitation in your potential client's mind to go somewhere else and pay less, versus going to you and paying more. When they have a reason as to why you are special and unique, then they will pay more for your training and services.
An example of a USP is in the pizza industry. Years ago, a certain pizza maker came up with a unique selling proposition. His promise to his customers was that they would receive their pizza in 30 minutes or less. The USP was, "Fresh, Hot Pizza, delivered to your door in 30 minutes or less, or you money back." This was the USP of Domino's Pizza. Now they never even said that it was good pizza, just that it would be fresh, hot and to your door in 30 minutes. At the time of coming up with this USP, pizza deliveries took anywhere from 45 to 60 minutes, so this USP, stuck in people's minds when they were buying pizza. As a result of this single sentence, this USP, it allowed Dominos' to become the pizza giant they are today.
An example of a USP in the fitness industry, especially for personal trainers and instructors, is Personal Attention. The answer to why they pay your fees that are clearly higher than other gyms, is your personal attention to THEIR health goals. You're 100% focused on their needs, their wants and desires, and are 100% committed to them achieving THEIR goals no matter what. IF you get this USP across to your clients, then in their minds, they have an answer as to why they pay more for your services than anywhere else.
Your business is no different from Dominos. You should always be asking your self the questions, "What makes my business unique?" "Why should someone do business with me?" The answers to these questions should be in all of your marketing, promotional pieces, and one on one communication with your fitness clients.
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