This summer I attended Can Fit Pro 2011. Well, attended is a strong word as I didn’t go to one workshop. The cost of the conference was $350+ in addition to 2 days of missed work. It would have cost me upwards of $800 to attend.
What I did at Can Fit Pro 2011 was pay $10 and got more out of the event than most others. Here’s how:
Can Fit Pro 2011 and other conferences like it don’t have their value in education. For the money spent they are a terrible value. For $800 I can buy ~12 textbooks, dvds or books and learn exponentially more than I can at a conference. Throw in the fact that you are stuck in talks that you don’t want to take because they are the best options at selected times and it feels like University all over again.
Remember University? Taking courses to ‘fill out’ your degree or even out your timetable. Remember learning tiny obscure details for the purpose of testing?
The system is a**hat backwards and conference workshops are similar in vein. So why did I attend Can Fit Pro 2011 in addition to 4-5 conferences and symposiums a year? Most importantly, why should you?
Can Fit Pro 2011 Networking 101
1 word: Networking
In this post I’m going to lay out for you how to network at these events so you can get the most out of them while only spending $10. Most of this info comes from Keith Ferazzi’s fantastic book which I highly recommend called: Never Eat Alone: And Other Secrets to Success, One Relationship at a Time
Personal Trainer Networking 101 Tip 1: Identify your target(s) - I’m an avid reader and researcher already so I got a copy of the conference materials and highlighted the folks who I wanted to meet. These were people that either 1) I idolized their work 2) They were linked up in networks I wanted to break into or 3) Were doing something I found interesting that I wanted to learn from. The folks I specifically wanted to meet were Brad Schoenfeld, Anthony Carey and Marc Lebert. Brad was speaking at the event while Anthony and Marc were exhibiting.
Personal Trainer Networking 101 Tip 2: Devise a plan - I knew that Anthony and Marc would be exhibiting and therefore available all day but Brad was more difficult as he was a speaker at the event. Lucky for me, Brad was also doing a book signing for his new book: Women’s Home Workout Bible
. In addition, Brad was slated to give a talk at the trade show. Instead of paying for the entire conference and missing work, I was able to attend just the trade show for $10 after work in time to meet Brad at the signing booth for Human Kinetics.
Personal Trainer Networking 101 Tip 3: Execution (always have a soft opening) - For those who don’t know, Can Fit Pro is an entry level certification in Canada which means that the majority of the trainers at the conference were new. Unfortunately for Brad but fortunately for me it meant he was un-bothered and happy to speak with a fan when I stopped by the booth. Brad and I had sent a couple messages back and forth on Facebook about the Personal Trainer Development Center so the meeting was warm. I had met Anthony at an NSCA conference previous and brought that up when I met him. Marc and I had also exchanged a couple messages prior to the exhibition. I approached Brad and introduced myself before immediately offering him a value add.
Personal Trainer Networking 101 Tip 4: Execution (the value add) - As Ferazzi says in his book
The best way to get somebody is to recognize their importance and make them feel important. You must take an interest in who they are and what their mission is.
Now that I gained an audience with Brad, Marc, and Anthony I needed to swiftly build a relationship as it was a busy exhibition and I only had a few minutes. With each of them I followed the same protocol:
- Looked at them and smiled (don’t ever forget to smile!)
- Introduced myself with a high quality handshake
- Outlined my connection for the warm opening (always have one. It could be somebody you both know or if you enjoyed their book, piece of equipment etc.)
- Congratulated them specifically on their success (You should know if they just came out with a book, or was quote in a major publication etc.)
- Offered them a value add (Offered Brad an opportunity to be a part of the PTDC network. Marc and Anthony were offered promotional opportunities for their equipment)
But I don’t have anything to offer these amazing people?
I feel your pain. When I was up and coming this was my biggest stumbling block. How could I, a relative nobody, offer anything tangible to great coaches that have already accomplished so much? Then I found the currency
Personal Trainer Networking Currency: Links and mentions
With the advent of the internet every single person on this planet holds valuable currency. They have the influential power to pass on information to a massive network. Their social circle. When somebody ‘likes’ my article on Facebook I notice. When somebody comments on my blog, I notice. When somebody links back to me from their blog or writes about me on their blog, I notice. I take note of who the person is, what their goal is and make an effort to send a thank you.
If there is one thing you remember from this article it that you always have something to offer influential coaches. I can speak for every information marketer on the planet when I say that we honestly do appreciate it and take notice of the people actively sharing our information. It provides us with value for putting the materials together and we will do out best to get to know you back. Over time friendships form and we are happy to support you in your endeavors.
Brad, Marc, and Anthony are all friends in the industry now. Brad has become a coach on the PTDC and has helped me meet some other great people. He referred to me my editor, Kelly James-Enger, who has been paramount in putting my book together. I had a beer with Marc last week and learnt all about developing a fitness product. Anthony has sent some valuable info to the PTDC to help us teach personal trainers.
I hope that was reason enough to please share this article using your favorite social network. Please feel free to add me on Facebook or Twitter and comment below with any questions or opinions. You can also email me at jonathan@theptdc.com. I read all my own mail and will get back to your promptly.
I’m always a fan of networking on the cheap. Kudos. Since this is a newbie conference, the seminars may not have been worth the coin, but I’ve learned a LOT attending lectures/workshops at various conferences.
You’re networking plan was brilliant. I’ll have to give this a shot very soon.
Thanks Todd. I think a lot of new trainers miss the point when attending these conferences. Some of the workshops are great, no doubt, but for the most part I can learn more from a book or calling up a pro and asking relevant questions.
Some great insights on how to effectively network. Liked how you zoned in on your target and came up with an effective plan to meet your goals. Great implementation. Look forward to picking up your upcoming book!
Thanks Amir. Brad laughed when reading this article. Apparently I would have been politely asked to leave the venue if he knew that he was being duped. I guess you need some stealth commando skills in this day and age…
Great blog post man, very smart and informative.
Thanks Jon
Rob
http://www.RobKingFitness.com
Thanks Rob
Congrats on the new book. Kelly James-Enger wrote the first national article I was ever in – way back in 2001 or so!
Thanks so much. Kelly was fantastic. I’d recommend her to anyone.