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our success image is one of the most important things you can develop in your professional life. Contrary to what some people may think, how we’re viewed by others is something almost completely under our control. Realizing this is one of the most liberating feelings you can have, because once you do, you’re free to cre- ate the image you want.The term success image was first coined by the marketing consultant Jef- frey Lant. He uses it in reference to the easily identifiable personality that a con- sultant projects; this then makes it easier for a prospect to understand and relate to the consultant.
In today’s marketplace, people want to deal with an expert - time is too short and money is too valuable to spend any of it dealing with an amateur. But there’s more to it than just that; the term Lant uses is the accessible expert. In ad- dition to expertise, you also project a warmth and accessibility:
An image should be clean, crisp and capable of being understood in an instant – it let’s the prospect know, in an instant, that you are
not only capable of solving his problem but that you are also a per- son they want to be with, 5 an individual the client prospect
wishes to spend sustained amount of time with.
When I first got started as a trainer, I didn’t really care much about how I looked or how I came across. I wore a chain, a pinky ring, and displayed other poor taste. These behaviors served my needs but conveyed nothing of value to my cli- ents. However, when I started my independent practice and was solely responsi- ble for the success of it, the way I viewed myself started to change. It was then I began to pay careful attention to how I looked and presented myself. I realized that I wouldn’t be able to succeed unless I projected that I was the best at my pro- fession; therefore, I consciously sought to convey this image. I purchased new, matching , tasteful training uniforms, and spent time bringing up my training knowledge and diversifying my training techniques. Not coincidentally, I saw my credibility and income grow at the same time. I also put a greater focus on client care and service. I carried a training log for each of my clients to every session and started paying close attention to their training experience and session design. Once I started adopted my version of this accessible expert image, my success story in the field of personal fitness began.
Just like me, your success as a Top-Level Trainer will be based largely on your success image and how you’re viewed in the marketplace. Too many train- ers don’t consciously look to create a success image; they don’t think about the importance of how they look or how they’re viewed by their clients and the pub- lic. For that reason their growth in the field is severely handicapped. Just care- fully analyze any other field or business, and you’ll find it’s the image that’s the main determinant of the marketability of the product. This rule applies in a heightened degree to the independent consultant like you. Crafting an image that is not only appealing but also appropriate and easily identifiable is very valuable.
Let’s take a look at some sample success images.
The Expert Trainer
was still not very confident in my training skills, my physique, or my ability to command a high salary. I compensated for those short-comings by dressing a bit more professionally than your average trainer. I recommend this success image to any trainer that temporarily needs a boost to their perceived credibility. This im- age is characterized by khaki pants instead of sweat pants, and a an embroidered short sleeve polo shirt. The shirt should have the name of your training business on the front and the words “Personal Trainer” embroidered on the back. You should wear this shirt to each and every training session, even when you train the client in their home.
This image would be especially valuable to younger trainers; for example a 20 year old will come across much more polished and professional if they are in the semi-uniform of the Expert Trainer success image. If you’re dealing with a population that puts an emphasis on technical skill, for example the pre-natal population, senior citizens, or post-rehab clients, then this would also be a perfect look to establish mega-credibility. These can be very lucrative client groups, es- pecially if you adopt the right image.
Also, if you’re just getting started as a trainer and aren’t yet in as great shape as you’d like to be or don’t have much experience, you can adopt the Ex- pert Trainer image to emphasize your technical skill (which you should be work- ing to grow rapidly) rather than, say, your personal experience.
The Guru
This is a somewhat eccentric image that can be adopted by a trainer with lots of experience or credentials in fitness. Rather than taking away from their credibil- ity, it adds some flavor to it.
A perfect example would be famous body-building trainer Charles Glass. Charles has his own unique style and eccentric personality which is unique to him and separates him from any other trainer on the market. However, he’s unique only to a point; you’ll still always see him wearing the same colors and the same types of clothes in all of his interviews and media appearances. And you’ll al- ways see his assistant trainer wearing a Charles Glass Training shirt with his slo- gan on it. It’s obvious Charles pays careful attention to cementing his role as an authority in his clients’ and the public’s mind.
other example is bodybuilding trainer Geno Silvane located on Queens Blvd in Queens New York. I trained with Geno in preparation for my competition last year, and he too is the quintessential Guru. His client list and credentials allow him to basically do whatever he wants, setting his own hours, training structure, wardrobe, etc.
Boxing coach and personal trainer Dave “Scooter” Honig, co-author of a fitness book with LL Cool J, is another example. I’ve met Dave personally on many occasions, and he too has a funky way of dressing and acting. But he’s a an older trainer with credentials and a client list that’s impeccable – he can get away with this at his level, but acting like him wouldn’t be advisable to most.
The Guru image isn’t for everyone: it’s suitable only if you have tons of ex- perience and/or credentials. For example, you’re a champion athlete in your area or are famous for some other reason (not just a genius in your own mind). In most cases though, the guru image is just something that comes about naturally, rather than one you consciously adopt, and even in that case it’s still tempered with pro- fessionalism.
Master Trainer
The success image of the Master Trainer would be the most ideal for any Top- Level Trainer, and is the one you’ll see most often adopted by trainers on televi- sion and in the media. The clothing of this image is usually characterized by an athletic outfit – it could be a tasteful matching track-suit or fitness shirt and pant combo. What separates this outfit from typical gym clothes is that it’s something more new and expensive than something you would normally workout in or wear to the gym. While it’s still a wardrobe appropriate for fitness, you have the feel- ing that this person has come to the gym for a professional matter, not to workout themselves. This wardrobe is combined with exceptional grooming and a very positive personality. This is the type of image of celebrity trainers like Gunnar Peterson and David Kirsh, but can be easily taken on by anyone. This image is es- pecially useful if you’re in an environment where you’ll be training around other people who may be potential clients, such as a private gym. While it seems like common sense to appear as experienced as possible, most trainers in these envi- ronments pay no attention to how they look.
A priority for you in these environments is to differentiate yourself as a leader and an authority. The advantage of this type of outfit is that it distinguishes you as a Personal Trainer, even if when you aren’t currently conducting a training session. Through this wardrobe it will be obvious to anyone that sees you that you work in the fitness sector in some capacity.
What defines the Master Trainer image? Open a Nike catalogue, and often times most of those matching outfits qualify. If you have Nike Town in your area you’ll have no problem at all finding clothes for this look; if not, you’ll probably need to go to the biggest and best sporting goods store in your area. Top this im- age off with a good physique, excellent grooming, and you’ll be your best adver- tisement and well on your way to being booked solid at the highest rates possible.
Player/Coach
This is an image that I used to employ in my younger days. I used to take part in the dynamic workouts I gave my clients, things like boxing and sprinting with, and also leading them through other intense exercises. Although I was expecting to sweat with them, I in no way wanted to wear common work-out clothes while I was on the job. I also wanted to portray a vibrant image in order to attract the young fit clientele I was looking to specialize in.
This image gives you more lee-way in your choice of outfit: for example you can wear shorts, an arm band, or sports (not baseball) cap. The difference is it should match well. When I employed this image, I combined it with an embroi- dered muscle-t, which was black, tight fitting, and had my logo on the front and “Personal Trainer” embroidered on the back. I complimented this with shorts in the summer, an armband at times, and a sports cap when I felt it was necessary. I felt like this image was my most potent, setting me apart as the complete package, and encouraging exactly the market I was targeting to seek my services.
This image is effective if you’re conducting outdoor sessions, where your training will be hands-on and probably require you to get involved and sweat. Don’t confuse this with a trainee outfit (one of the negative images listed below). Again, the clothes must match, be clean, and set you apart from someone merely working out themselves – no wife-beaters or old gray sweat pants!