By the time you have gotten past the title and read the first line of
this article, you should already have the one reason in your head why
a prospective client would hire you. If you don't, then you may have
already discovered the biggest obstacle to the success of your
personal training career!

What we're talking about here is a very important sales tool known as
a "Unique Selling Proposition". Basically, this is the single most
important thing about your business that makes you stand out from
other professionals in your industry. The basic, bare bones, from the
gut, instinctive answer that comes to your mind when someone asks,
"Why should I train with you instead of another trainer"?

After all, isn't this the absolute most important question that you
could possibly answer? Isn't this similar to a question that you ask
yourself every single time you are about to spend money?

When you are headed out to the grocery store, you decide to go to a
particular store. Why? Better prices, usually, although that is not
always the answer.

If you are going to get gas in your car on the way to work, you choose
a specific gas station to fuel up. Why? Price sometimes, but often
with a convenience store, location is more of a deciding factor.

What about if you are going to go shopping for clothes? What makes you
decide to go to an anchor store like Sears or JC Penney instead of
going to Target, or Wal-Mart? Certainly not price, since the
department stores are usually cheaper. Why did you go to the mall?

By now you should be starting to see a pattern developing here.
Whether you are talking about buying groceries, gas, or clothes, each
time when you decide to shop at a certain establishment, there is
always some underlying reason WHY you decided on that store. Whatever
that reason is, that is the Unique Selling Proposition of that store,
and the way they got your business!

For grocery stores, it is often selection that brings in customers.
Gas stations have price wars, but in the end it often ends up just
being about convenience. Clothing stores

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