How Shampoo Can Teach Personal Trainers To Market Better

I ran out of shampoo yesterday and so popped down to the local supermarket to buy some more. (Interesting story this I know, but bear with me!!)

If you didn’t realise already, there are absolutely loads of different shampoos out there. Rather than make the buying decision easier it actually makes it a lot more complicated (bit like shopping around for Personal Trainers).

When greeted with this sort of abundance of choice, how can you stand out? One way is to slash your prices so that people use price as a way to compare. This is easy for the consumer as they just search out the cheapest and buy it.

Think about this though for a second. Is anyone buying the absolute cheapest ‘value’ shampoo the sort of client that you would want to attract into your PT business? If not then why do you try to compete on price? By doing so you will attract the sort of people that will only shop around and make buying decisions based on price.

So what else can we use to compare. There are all these different marketing gimmicks – anti dandruff, anti dandruff pro, anti ageing, smooth and silky, greasy hair etc. This is all from one brand as well – Head and Shoulders. They are trying to offer shampoo to every little niche. Think about it, if you have greasy hair and are conscious of this then you will probably buy the ‘for greasy hair’ shampoo.

Without thinking about it, I ended up buying ‘For Men’. I have no idea what is different about the shampoo for men compared to women. It is probably the same. But the fact that it said ‘For Men’ meant that I felt this was the one for me amongst all of these other choices that I had. The best bit about this though is that I didn’t even look at the price and how it compared to the other shampoos. The only thing I cared about was that I felt it was right for me as it specialised in making shampoo for men.

It wasn’t until I was using the shampoo this morning in the shower that I thought about that buying decision. (side note: the shower is great place for coming up with good ideas and being creative).

Buying Personal Training services is no different. It’s a crowded market place and the last thing you want to be doing is competing on price. So just think about how you can stand out to your niche through all of your marketing efforts. You will then become a magnet to them attracting lots of good quality clients that are less concerned about price and more concerned about results.

Ricky ‘my hair looks great today’ Knight!