What Business Are You In?


Me, I’m in the business of making dreams come true.

I know that may sound funny, but let me explain what I mean.

When you first meet with a client, they’ll tell you what their goals are. What they won’t tell you is their dream – until you gain their trust and they sense that you genuinely care about them.

The goal for the 40-year old mother of three may be to lose 30 lbs., but the dream that spurs her goal may be fitting into that little black dress in the back of the closet and the thought of dancing in the arms of her husband once again, just like they did when they were first married.

Be in the business of making dreams come true.

The goal for the 16-year old boy may be to get stronger and bulk up, but the dream may be to gain self-confidence, stand tall, and not fear being bullied at school.

Be in the business of making dreams come true.

The goal for a couple nearing retirement may be to achieve maximum health, but the dream may really be the fear of becoming disabled, on a myriad of medications, and suffering a slow, painful death like one of their parents did.

Be in the business of making dreams come true.

What are your clients paying you for? Personal training? That’s what the contract says. Yet, in their hearts, they have hired you to help nurture their dreams into the reality they want so strongly that they can taste it.

Making dreams come true is the road map to success in client retention. They are a stepping stone for you to traverse with your client in building a deeper, richer relationship that will not only help them achieve their dreams, but also to help you achieve yours along the way.

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