One of the most important questions you can ask yourself as an entrepreneur or professional fitness is: Why should someone use my services or fitness center, as well as any and all other fitness services or businesses? Another way to ask this question is, why would someone do business with me than other businesses and options that can have? The answer to these questions is your USP or Unique Selling Proposition. This term is used by business owners to describe to potential customers, what makes their business unique and why a prospect should use their services.
Ask yourself this question when Ballys Total Fitness and Gold Gym, offers their members small monthly fees, say $ 19.95 to $ 35.00 per month, why would anyone pay for my hourly rate of $ 65.00 per $ 100 , 00? You better have a great answer to that question, and you have to radiate the answer in your confidence about your service. Having a USP, breaks the hesitation in mind your potential customer to go somewhere else and pay less, than going to you and pay more. When they have a reason why you are special and unique, then you will pay more for your education and services.
An example of a USP is 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 if the money back. This has been the USP of Dominos Pizza. Now they never even said it was good pizza, just that it was fresh, hot and to your door in 30 minutes. When 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 pay fees that are clearly higher than other gyms, is your personal attention to their health goals. You're 100% focused on their needs, their needs and desires, and are 100% committed to them achieving their goals no matter what. If you get this USP across to your clients, so in their mind, they have an answer to why pay more for your services than anywhere else.
Your business is no different from Dominos. You should always ask your self the question, what makes my business unique? Why should someone do business with me? The answers to these questions should be in all your marketing, promotional items, and one on one communication with customers for fitness.
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