HOW TO INFLUENCE CLIENTS IN THE VIRTUAL FITNESS WORLD

Since the onset of covid, our world has become virtual. Online meetings, virtual doctor visits, increases in online education, and the tremendous growth of virtual fitness. What is important to note is that presenting virtually requires a certain and different skill set. It is not just about turning on a computer and moving in front of it. Engaging an audience is more difficult in the virtual space as well as maintaining safety for your clients without human contact. There are many topics to cover in regard to success in the virtual world, but in this article, we are going to start with how to influence your clients.

If I asked you, as a fitness professional, what is your most important role, you may say things like to improve the health of others or motivate people to get in shape and feel good. Your most important role, however, is the ability to influence others. Without the ability to influence, you cannot motivate others toward their goals. Influence is simply the ability to inspire others to act. To be an effective influencer, you need to know the behaviors of a successful influencer. Dr. Jeffry Adams (2011) studied executives and found that successful leaders shared the same behaviors among them that made them effective influencers. Out of this research, he founded the Adams Influence Model (AIM). This model can be adapted to any scenario or industry, but can easily be adapted in the fitness world, especially in the virtual setting where human physical contact is not possible. Practicing these behaviors can improve your quality as a presenter, enhance your revenues and elevate client satisfaction, all of what is needed for a successful business. The five traits that Adams identified include: knowledge-based competence, authority, status, effective communication, time, and timing. We will discuss these in the context of the virtual environment.

Knowledge Based Competence

The first important element is possessing a solid knowledge-based competence. Unless you display a strong grasp of fitness and wellness concepts, you will not gain the trust or respect from your clients. Knowledge can be displayed in many ways such as effective cueing, correct alignment recommendations, appropriate coaching and knowledge when answering questions. This is especially important in the virtual setting since you lack the ability for hands on corrections and ease of communication.

You also cannot underestimate the importance of certification which demonstrates to your clients that you have achieved a standard of excellence that sets you apart from non-certified presenters. Certification does not only build your knowledge base, but also engenders trust from your clients. Along with knowledge-based certifications, the expert virtual presenters are beginning to be certified in virtual presentation. A credential in this area polishes your presentation and takes you to a level of excellence that will impress any audience. In the virtual setting, the ability to communicate in more detail with directional cues, helps the participant feel connected to their instructor, even if it is through a screen.

Authority and Status

Webster’s on-line dictionary (2024) defines authority as the right to give orders and make decisions. As a fitness leader, you inherently have the power to give directions to your clients and to make decisions for the programs that you present. A great influencer does not abuse this right but engages rather than dictates. There is a fine line between authority and arrogance, and arrogance will certainly alienate your clients.

 Status is your standing or rank in the given situation, and is closely aligned with authority. As the leader of your class, you are the highest-ranking individual, so you have status with your clients. As with authority, it is important to not exploit your status which will also come across as arrogance.

Communication

Communication is simply the ability to connect to others. This connection can be made in a variety of ways. Mehrabias, A. (2019), researched communications patterns and created his 7-35-55 rule. He identified that 55% of communication is unspoken, meaning body language, 35% is verbal, and 7% is the identification of specific words. In other words, your client will pay more attention to your body language and demeanor rather than what you say. To be effective with your communication, here are some recommendations.

Body language- 55%

• Maintain a professional and confident demeanor.

• Dress appropriately for the class.

• Beware of your facial expression and keep them positive, smile.

• Do not include any gestures that may offend someone.

• Be attentive to your clients-they are the most important and all that matters to you now.

• Minimize distractions and focus on your delivery.

• Make sure that your camera helps the participant to see your body language clearly and effectivly.

Vocal- 35%

• Keep your voice positive.

• Be clear with your cueing and corrections.

• Answer questions clearly and if you do not know the answer, do your research before you respond.

• Never criticize or single out any client.

• Never discuss sensitive topics that may alienate any class members i.e. current events, religion, or politics.

• Here is where a good quality mic becomes important for the participant to clearly hear all cues and directions

Words- 7%

• Keep your language professional and caring.

• Never use vulgar language or swear words.

• Limit the use of slang.

Time and Timing

It is critically important for fitness professionals to understand this concept of timing and to be able to assess the readiness of the client to commit to making positive changes in their lives. If the timing for them is not right, it will be impossible to force them to change. You always need to meet them where they are, and not where you think they should be.

The AIM provides a great roadmap for you, as a fitness professional, to improve the quality of your delivery and enhance your ability to influence. The most successful professionals continually learn and strive for excellence. Take advantage of certifications, consider getting expert help and certification in the virtual environment, and continue your journey. It is an amazing one.

REFERENCES

Adams, J., & Erickson, J. (2011). Applying the Adams influence model in Nurse Executive Practice. JONA: The Journal of Nursing Administration, 41(4), 186–192. https://doi.org/10.1097/nna.0b013e3182118736 

Mehrabias, A. (2019). https://worldofwork/2019/07/mehrabians-7-3-55-communicationodel/. retrieved 5-13-2024.