How to build a solid private yoga client base

Transcript - 53 - How to build a solid private yoga client base

[00:00:00] Hello, and welcome to For Yoga Teachers. This podcast has been created to help yoga teachers teach with passion, avoid burnout and earn a fair living.

This episode is the final of a three parter, all about private yoga lessons. So definitely listen to the previous two after this, if you haven't done so already both are linked to in the show notes.

So today's episode is breaking down how to build a solid private yoga client base.

My intention is that at the end of this episode, you have a fool proof plan of retaining existing, private yoga clients. And some inspiration for how to find new private yoga clients that will want to work with you. [00:01:00] There's no point you spending your time writing your offerings or even researching advertising, if it ends up with you getting inquiries from people who will immediately ask for a discount, or people who need something that you're not an expert in.

So here's where we're going.

How to define your ideal yogis.

And then finding those defined ideal yogis in your existing client base.

Encouraging block bookings through your pricing matrix through adjustments and through sharing of all of yoga.

Setting up a referral scheme.

And finally some more inspiration to expand your private lesson, client base.

All right, let's go.

Defining your ideal yogis.

I know this fills most yoga teachers with dread and for that, I am [00:02:00] sorry, but you definitely do need to define who you want to work with. When I'm working with yoga teachers on a mentoring basis, I will often hear at this point. But I'm happy to work with anyone who needs yoga or something like that.

And that's commendable.

It really is.

But if you think about writing, let's say a caption for an Instagram post or a blog or a write up for your workshop. If you aim that copy; if you write that copy for anyone who would like to do yoga. It will end up resonating with no one.

Alternatively, let's say you want to work with working mums who are feeling the mental load of life. When you draft your Instagram caption, for example, you will write it with them in mind; and so it will land on them. And so that takes you from knowing queries [00:03:00] and no bookings, to perhaps a few inquiries that then become a couple of bookings.

You see the difference?

Luckily for you. We have a free worksheet to help you define who you want to work with. Remember it doesn't need to be perfect. You could always have your best go now. And then make a diary reminder to come back in a few months and update it with the information that you have then. Get your free worksheet in the show notes.

Finding those ideal yogis.

Once you've got an idea of who you want to work with, the chances are that you're already working with them. Go through your email list if you have one, your booking system, your Instagram followers, your WhatsApp messages, however it is that you keep track of the people that you work with, and pull out who fit your ideal Yogi and then get in contact [00:04:00] with them. I know, so many of you yoga teaches and me too, are really turned off by the idea of selling. And I agree. It really immediately makes me think of someone like signing up for something that's not right for them, and then regretting it. So instead of thinking of selling; can you think of it as informing.

These clients probably really want to work with you, especially if they've been to your classes or your workshops, and they've enjoyed them. They probably want to do more yoga. Most people do, but they struggle to find the time or the discipline or both. So, if you can inform your clients that you're now offering private yoga lessons, aimed at people like them, obviously word that in your own way, I'm thinking they're probably going to be delighted to hear more about it.

In the last episode, which was how much should you charge?

We talked about offering a discount to [00:05:00] encourage someone to book in with you by a certain date- and what we're talking about now would be a great example. So yoga teacher. We're not saying, give me your money. Ha ha.

Erm we're saying, hi client, how are you? I just wanted to let you know that I'm now offering private yoga lessons to... dot.dot to achieve whatever it is that your ideal Yogi's wanting to achieve, which might be um, to sleep better or to run faster or to be less stressed or to be a more present parent, et cetera. And I thought these private yoga lessons might be perfect for you. By the way, if you wanted to book in with me by the end of September, you'll get 10% off your first block.

If you're still struggling with the idea of reaching out to people to offer your services, go and read some of your testimonials first or do something [00:06:00] uplifting, or talk to somebody who's really enjoyed your classes and then get in touch with people. Remember you are offering them something that could really improve their life.

Encouraging block bookings.

Probably the first and best way to encourage block bookings is with your price. We talked about this last week, making your block booking price a no brainer compared to your individual session price.

Another way to encourage your private yoga clients to come back and book for another block is to offer adjustments if you're in person. Just think what can I offer this person that I can offer them in a group class? Of course, you must follow all of the adjustment guidelines. Don't forget, we've got our free adjustments checklist, which is linked to in the show notes.

From [00:07:00] experience here, I would really recommend Savasana adjustments, especially, but of course, I have to caveat and I just can't say this with enough emphasis; you must, must, must have consent, otherwise you run the risk of making your client feel worse, which just completely defeats the whole purpose. But if your client has given consent and enjoys adjustments; having adjustments, especially in Savasana can really be the cherry on the cake, it can deeply, deeply relax them at the end of their session, compound all of the good work that you've done in your session, and it really leaves them with a wonderful memory of the class as well.

You could also encourage your client to blog book by getting to know them. We talked about this a bit in the first of our three parter. Having an intake form that really allows you to understand why your client is booking private yoga lessons and why they're booking them with you.

[00:08:00] Make sure that you fully understand this information and their motives and brainstorm about what tools and techniques you could share with your client. You could work with them, you could explore with them, what styles of yoga bring them benefit and keep an open mind here. If someone comes to you because they're experiencing anxiety, you might immediately think, well, restorative yoga is rarely calming. I'll teach them that. But as you set up the first pose, you can feel them stiffen, and it turns out that they're too anxious to be still for that amount of time. So continue exploring with them; how about starting with some gentle movements, see how that lands and add some breathing techniques and see how that feels.

Or perhaps someone is working with you because they just don't feel confident to go to a studio. How could you use your time together to educate them on everything that they need to [00:09:00] know; to feel confident about going to a yoga studio? How about some Sanskrit that they're likely to hear? How about some common studio etiquette, some alignment tips or Asana clinics so that your client really knows what to look for in their body in common asanas that a teacher might not have time to teach.

But. With both of these clients, both of these examples and many, many more. There's potentially an endpoint where they won't need you anymore. When they have a sufficient toolbox or they have sufficient knowledge to manage their anxiety, or to feel confident going to a yoga studio. However yoga is so much broader than these things.

So while we don't want people to be paying for one to one with us against their will, that's not in any way, shape or form what I'm saying, and I know that you would never do that. I [00:10:00] actually don't think I've ever met a single yoga teacher who would do that. If the client has the funds and the time. You could start to think, what else could you teach them that would really benefit them? Maybe your client mentioned. Oh, that Crow pose that looks fun, but I'd never be able to do anything like that. Could you teach them step-by-step to Crow?

It's amazing what barriers people put in place for themselves.

I'm terrible at spelling.

I can never remember things.

I could never do that.

Why not.

If you work with your clients to gently show them that, within reason, barriers can be overcome, you can be sure that they will continue to work with you.

Setting up a referral scheme.

If a client recommends you to someone that books in with [00:11:00] you, then they get. Something. A hug. Some cake. A free session, a discount on the next block, a free place at a workshop that you're hosting, whatever is. Make it so good that they recommend lots of people, so then that saves you the time having to go out and look for clients.

If possible, I'd really recommend doing some of the work upfront to automate this. There's no point clients recommending you if it causes you a load of work, each time a client does refer you. If you use a booking system investigate, if this is something that is inherently available within the booking system. At Yoga Hero, we use Momence and although it does work out a few hundred pounds a month for us, it does have a referral system built-in which works really well for us.

If you interested in having a quick look at Momence, [00:12:00] check out the link in the show notes to book a free demo with them. If you don't use a booking software or you do, but he doesn't have this functionality, I would still recommend making your referral system as simple as possible. Something like recommend a friend when they booked their first session with me, your next session is free or you get a discount on your next block. Create a spreadsheet to keep track of it and diary reminders so that you don't accidentally invoice the full amount.

And once you've got your process in place, you'll have confidence rolling it out.

So it really is worth doing the work upfront and encouraging your clients to A) block book with you and B) tell their friends.

Inspiration to expand your private lesson, client base.

Now is neither the time nor the place to break down for example, advertising on [00:13:00] Google or social media, et cetera, et cetera.

However, the great news is that advertising with pay-per-click or on social media is doable in, I believe, whatever budget you have. So, if you have three pounds a day, you can advertise for that.

If you have 30 pounds a day or 300 pounds a day, you can advertise for that.

Do some research first on how to track your links and your conversions. So that, you know, if you spend X amount on this advert, it should return X amount in paying clients.

But overall, I would say don't be scared.

Pick your budget and use it to experiment with what works for you as a yoga teacher, for your area and your services. However, try the other recommendations first.

So now would be a really great time for a recap.

So yoga teacher, the ways that [00:14:00] you can build a solid private yoga client base are.

Defining your ideal Yogi, so you have them in mind at all times.

Finding these ideal yogis in your existing client base and reaching out to them.

Encouraging block bookings. This has got to be the most friction free way of ensuring future work; just ask the people you are already working with to commit to four or eight or even ongoing sessions.

Set up a referral scheme, something that means that your clients really will be motivated to recommend you.

And finally consider advertising on Google on social media or locally.

And that's it, yoga teacher. Some easy peasy steps to build your solid, private yoga client base. You can do this honestly, easy peasy.

By the way, if you have a [00:15:00] spare moment and you enjoyed this episode, Would you leave us every view or a rating just wherever you are listening to this podcast? But above all yoga teacher, happy teaching!