Hello Fit with Flair readers! My name is Jennifer Jordan and I’m the gal behind For the Glow and Everyday Glow. I’ve been in the health and fitness industry for over 15 years (don’t do the math, I’m holding steady at 21) and just recently moved the bulk of my business online. With personalized attention and services being signatures of my brand, moving to the virtual (ahem, impersonal) world came with quite the learning curve. Today I’d like to share with you the steps I take to connect with my online clients in order to truly understand and grow with their evolving needs.
There is nothing like an auto-responder to ruin a first impression. When a client hands you a little moolah and entrusts you with their health, show them that you’re invested in their results by welcoming them in person. With For the Glow being online, that means a personalized email that welcomes them to Glow, introduces them to the community, and sets the stage for getting to know them better. Let’s not forget this: It’s often the little gestures we do that prompt our clients to refer us to others. You’ll never go wrong by going the extra mile!
One of the elements that sets For the Glow apart from other online programs is that private Skype coaching is included and encouraged upon sign-up. I have office hours during the week where Glows can book times to consult with me for a quick question, or to begin intensive coaching. I know not every fitness professional will go this route, and as Glow grows…I’ll have to adjust this or clone myself. But for right now, it works! Having face time with my clients helps them to see that I am a real human, approachable, and…incapable of having a good hair day. Seeing me in “real life” helps them to open up and share their struggles, which in turn helps me to better direct them to success.
As we all know, there is no such thing as “one size fits all” when it comes to developing programs related to health, fitness and nutrition. Each one of our amazing clients comes with a different health history, biochemistry and ideals for what they want from our services and it’s so important for us to be in tune with that. When I first started to shift my business online in 2008, I struggled with this concept: How could I create online programs without sacrificing the customized services I’m known for? I’ve managed to stay in tune with my clients and fine tune online program development, thanks to the following resources:
—> Survey Monkey: An online survey system (used in conjunction with Mail Chimp) that allows me to poll my clients and pick their brains.
—> Focus Group: Within Glow I have a select group of members that serve as my focus group. The group is comprised of women I’ve specifically selected due to their diverse backgrounds & goals, and they are truly the pulse of Glow. Before I release a product or program to my members, I send it to the focus group for a complete dissection. It allows me to understand how the program will be received to various demographics, and allows me to fine tune and add in customized options.
Blog ‘n Vlog
It’s impossible to encompass the needs of all my online clients within one program, so I utilize my blogging/vlogging skills to fill in any gaps and to discuss methods that they can use to customize programs. I also use the blog to add updates to the programs, so that their material is always fresh and up to date with the latest research and findings.
Ebb and Flow
The needs of your clients will ebb and flow over time, and in my opinion…that’s a pretty good sign that we’re doing a great job as coaches! I couldn’t write this post for Jaime without slipping a little Zen Jen into the mix, so I’ll leave you with this final tip: Transcend your ego. It’s so important in this business because if you’ve done your job to the fullest extent your capable, there’s a good chance your client’s needs will change and in turn they will need you less. Also, tuning in to the authentic needs of a client at times could mean you’re not the best match for them. Let it go, and more importantly…let them go and help to point them in the right direction.
As technology continues to provide us with more ways to auto-pilot everything, it can be very tempting to throw in the towel and head that direction. However, I believe that if you truly want to understand the personal needs of your client, you’ll need to remove any impersonal tools used in discovering them. Best of luck in your endeavors!
Jennifer Jordan holds over a decade of experience working in women’s health as a nutritionist, fitness instructor and wellness coach. Currently, Jennifer is the main gal behind the Glow, in addition to teaching in the Seattle area. Connect with her online: Web | Blog | Facebook | Twitter | Pinterest |