MUST DO: New Client Follow Up Trick

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I believe it is vitally IMPORTANT to follow up with new clients after you make the sale and they become a client. They need to know that they are not just a number and that they will be taken care of. Plus, they need reassuarance that they made a good decision in choosing you over your competition… Here’s how I make sure I set the tone to forge a great relationship from the start,  incite referrals, and get future package renewals:

Since I don’t actually meet with any of the new clients coming to my studio (my CPTs do all the new client consultations) I like to make sure I still make my presence known.

I want all the new clients to know that I’m not an absentee owner…

I also want to set the tone of the studio and create a welcoming and fun training environment. This goes a long way to cementing a strong initial first impression. Plus, if we get it right, they’ll want to tell all their friends and family members about our studio and the EXPERIENCE they are getting!

The first thing I do is introduce myself if I see them walk into the studio for their intial consultation.

I let them know that their CPT will take great care of them and that if they have any questions they can always feel free to contact me.

After they go through their consult I also try to say goodbye to them and welcome the to the studio (assuming they signed up – 97+% sign up rate!).

Then, every Monday (only one day a week) I input all new invoice into my merchant account (see Merchant Account under resources) for their recurring billing or one-time upfront payment. After I enter their information, I also send them a personalizes email from a template I created ( I ONLY create things once to save time).

Here’s what I email all new clients on Monday nights:


I just wanted to check in and personally congratulate and thank you for joining the Stephen Cabral Studio Community!

Myself and the rest of the team really try to make this the most professional and fun environment in Boston to workout and achieve your health & fitness goals.

If at any time you ever have any questions or comments please do not hesitate to contact your fitness professional or myself. We’re here to make sure you reach your goals and that means you can call or email us whenever you need us to answer your health & fitness questions.

I also don’t like to interrupt your training session while you’re here at the studio, so if you ever want to talk with me personally always feel free to stop by my office, email me at this address, or give me a call here at the studio.

Again, we’re happy to have you as part of the Stephen Cabral Studio community and I sincerely look forward to hearing and seeing your successful program results soon!

Committed to your success,

Coach Cabral, CSCS, CPT, NS
Owner of Stephen Cabral Studio
Health Consultant for MTV, Men’s Health, NutritionData, Gather, EDGE


All I have to do each time is replace the client’s name and press send – it’s all about systems! That’s how you scale and grow!

It’s an easy thing to do and it goes a LONG way in creating relationships… and in the service business (which is what we’re all in) it’s all about relationships!

Feel free to use as much of this email template as you’d like and I hope it works as well for you in retaining clients and setting the tone as is has for me!


Comment on this Content

  • Michael Houle

    Thanks for the quick response! I like your approach. I agree that soft-sell is the way to go. I like how you let your thorough assessment do the talking for you!

  • Hi Michael,

    I will go more into this in a future post dedicated to it, but it all comes down to everything you do before asking for the sale.

    The sale should have already happened half way through your assessment. Our comps are convinced that we are the ONE for them after we attentively listen to their goals and take them through our assessments.

    We are educating them the whole time and not talking down to them.

    THEN, we offer our professional recommendation on what will be best for them based on what we just went through…

    It’s all a soft sale and we never push anything on anyone.

    Plus, our closing rate is so high since we prequalify everyone who comes to meet with us by making them fill out an online PARQ like the one at and usually we talk with them over the phone.

    We don’t want to waste our time or theirs… our approach is a little different that way.

    We’re not in the business of convincing people to start a training program.

    Hope that helps!

  • Michael Houle


    I can’t believe you have a 97% close rate!! With that being said can you post something giving us your process or “pitch” in regards to closing people. I know you take then through an assessment and have the gifts like the water bottles and towels, but when it comes down to asking for the sale, what approach do you take. If this is already posted, I apologize, but if not, I’d love to her your process from welcome to close.

    Mike H.