Hey guys Armando here and I wanted to share something I shared recently at the sold out “Weekend with Sam” event. If you are not serving and following up with your clients whole-heartedly with true intentions of creating a lasting relationship and value then you will struggle in your business. Maybe not today but eventually you will be found out and when another trainer shows up that truly cares for them you can bet they will jump ship.

More on that in a second but first…

At Sam’s event there were so many great speakers but the underlying theme of many speakers at Sam’s event was said best represented by the character of Polonius prepares his son Laertes for travel abroad with a speech in Shakespeare’s Hamlet.

William-ShakespeareThis above all: “To thine own self be true,

And it must follow, 

as the night the day,

Thou cans’t not be false to any man.” 


Are you following Shakespeare’s Advice?

Are you truly being authentic to who you are or are you settling and putting on an act for others?

This is not a rhetorical questions.

Answer it, now!

If you can’t honestly answer a “HELL YEAH!” with every fiber of your body then reassess and find out why not and fix the problem. Don’t beat around the bush. If you don’t like teaching boot camps then stop or find someone who loves and delegate it. I am serious about this. Life is to short and when you don’t enjoy something or are doing something just for the money you sell your clients short and offer little value than what you are capable of.

That is unacceptable.

Tony Robbins talks about giving your clients’ 10x’s the value. Are you giving that much value? If not how can you step up your game, step up the value?

One way is communication. As we said prior the Fortune is In the Follow-up. Be sincere. In our business we focus on using as many resources to leverage our follow-up. We use email, e-zines, newsletters, testing, voice broadcasts, phone calls, social media, postcards, letters (yes a handwritten letter via snail mail), and good ol’ fashion belly to belly talking.

Here is the KEY!

All those resources I mentioned above are only tools. The right tools in the hands of an idiot won’t bring success. You must use them correctly. Let me clarify I think most trainers are physically capable of mailing a letter correctly or sending an email. What I am talking about is your MESSAGE. If when you are using these tools you are not being authentic and actually speaking to your clients and prospects like human beings then they will tune you out.

“Focus on building a relationship and adding value to each person you meet and you will never lose, guaranteed!”  – Armando (Ha, yes I just quoted myself)

To summarize all my ramblings:

1. Get Shakespeare on me (“To thine own self be true.”)

2. Follow up with your clients

3. Always communicate authentically and be true to yourself

4. ABC – Always Be Caring!


Make it an amazing day.


Armando “The Professor” Cruz MSPT, ATC, CSCS