The Referral Marketing System, with Bill Cates
It’s not what you know, it’s who you know. That’s not to say knowledge and skill don’t matter; but they mean little if you have no clients. You can be the most qualified person in your field, but if people don’t perceive and spread the word about the underlying value of your work, you don’t stand a chance financially.
Not a ‘people-person?’ Feel uncomfortable asking for referrals? Don’t have time for networking? Bad news: if you want to run a successful personal training business, you’re going to have to find a way to deal with it. Good news: it’s not as difficult as you might think. There are simple steps you can take to increase both referrals and introductions and improve your chances of capitalizing on those opportunities.
“Some people are afraid to ask for help, and they see that asking for referrals is kind of a weakness. The truth is, as any psychologist will tell you, being able to ask for help is a sign of good ego strength. In this case, we're asking for help to help others. We're asking for help to bring the important work we do to other people.”
– Bill Cates
About Bill Cates
Connection. Engagement. Leverage. Those are the cornerstones of Bill Cates’ Referral Marketing System, a proven method to increase client referrals–and ultimately revenue–without increasing marketing expenses. Bill has three published books, live talks, and online resources have helped 170,000 professionals successfully expand their client base. In this episode, Bill applies his extensive knowledge about increasing the occurrence and effectiveness of referrals and introductions to the fitness industry.
• How to make your search for referrals and introductions more narrow and purposeful
• The ‘consistency theory,’ and how social events can give your business a boost
• Why confidence–not aggression or arrogance–is key to selling your brand
• How nurturing ‘centers of influence’ leads to reciprocal referrals
• Finding your personal ‘why,’ and how to communicate your passion to others
• How to effectively discuss professional certifications with clients
• Finding the right time and place to request a referral
“All things being equal, people do business with people they like. All things not being equal, people still do business with people they like. They may have to drive further or pay a little more for you, but if they like you and they see the value, they'll do it.”
– Bill Cates
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Want to hear an episode with someone else on how to make exercise irresistible? — Listen to my conversation with Pete Banbury and Haydn Parry. We discuss understanding injury management, and why therapy and fitness are inseparable. Pete and Haydn also share why trainers need to focus on cultivating client experiences too.
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