I joined a gym this week.  I had not been in a weight-room in 13 years, so it's not like I'm a workout kind of guy.  The thing is my wife has consistently gotten better looking every year we've been married.  Seriously! She looks better now than when she was 21.  Who does that!?  I, on the other hand, have gained 18 pounds in the last three years.  So, I figured it was time I start doing my part.

Though it was the word of mouth that sold me, I was still impressed my first time at the gym.  I was struck by how thoroughly and confidently they signed me up.  I realized that this was not very different form "closing" on an account.  I think that with some consideration, we will see that their method of gaining a new member will translate well into our method of adding a new client.

The Walk Through

Being exercise illiterate, I was honestly intimidated by the thought of the equipment.  I am still a little afraid of free weights.  I just know that one day I'll find myself stuck underneath a bench-press bar and have to be rescued by a girl.  Be that as it may, I felt much more comfortable after our walk through.  I was shown which rooms contained what types of equipment and told where to go (and where to avoid).  I felt that I could show up the next morning and workout without fear.  And, that I did.

Regardless of your industry, many of your potential clients will be new to your area of expertise.  I know that I get clients all the time who are self-professedly computer illiterate.  It can be comforting to these people for me to walk through the basics before we get started.  That way they know how to get their feet wet when they're ready.  This goes back to education. "Education breads confidence; silence breads fear." --Aaron Sorkin  Don't scare your potential clients!

The Assessment

Once I had signed up, I was given a full assessment: blood pressure, body fat percentage, measurements, the works!  At first I thought this was silly.  I don't need a tape measure to tell me that my arm is scrawny or my stomach flabby.  I've got a mirror for that.  Then I remember that this is a results oriented business.  In fact, I was there for results.  It's great to feel good and have energy, but I can accomplish that with a Caramel Latte.  I was there because I wanted results.  You can't measure results if you don't know where you've started.

Often our clients too want to see results.  For me, that is sometimes just a better looking website design (which can be difficult to measure).  Sometimes they want more traffic, referrals or sales.  The more measurable the results, the more important the assessment.  I always try to understand the business and industry of my clients before I do any work with them.  I want to know their history and where there fit in the big picture.  Still, I could certainly do a better job of assessing their current position before trying to move them forward.

The Plan

After my current state had been analysed and my goals had been ascertained, it was time for a plan.  The folks there gave me a workout plan that was tailor made to move me from my specific point A to my specific point B ... only not really.  Let's me honest; this isn't rocket science.  You want to trim fat and tone muscle in a weight room?  Run and lift weights!  I imagine they start everyone off with these simple axioms.  On the other hand, the equipment was adjusted, the weights were set and the repetitions were calculated based on my size, strength and ability.

Odds are you have a sort of routine that you use with each of your clients.  I mean, the ability to mass-produce goods revolutionized the workforce, and there's no reason we can't mass-produce services as well.  However, I've never met a single client who fits into someone else's cookie cutter.  Even if your business is something as simple as lawn maintenance, everyone wants their grass a different height.  Don't be afraid to put a system in place.  Just make sure to build in some flexibility.