All discounted packages and sessions have a clear expiration date.

The last thing you want to do is not expire the sessions or packages you’re offering, have a client buy in November and then drag out the discount through March or April. If you’re offering Black Friday discounts and deals this year, make sure the redemption and usage of each package, session, or punchcard has a clear expiration date.

Don’t discount so much that you’re resentful in just a few weeks.

An expiration date can help with this one, too. Sometimes, business owners discount so much from a place of eagerness or desperation that even with an expiration date, the discounted rate is so low and/or the package length is so long that they grow in resentment.

For example, if you filled up your schedule with a bunch of discounted sessions, only to have an influx of new client inquiries in January, your schedule may be too full to take on new clients at your higher/normal rate. Of course you’d feel resentful because of this!

Make sure your systems are in place.

If you’re anticipating an increase in inquiries and signups due to your Black Friday deals, make sure your automation systems are in place so you’re not overwhelmed by manually on-boarding individual clients, creating response emails from scratch, manually scheduling consults, etc.

Market more than just the discount.

Trust me- you don’t want new clients signing up with you just because your Black Friday discounts make your work “cheap.”

Clients looking for a “cheap” personal training are almost always nightmare clients. Not always… almost always.

Be loud.

The online space and the fitness space is loud, noisy, and super full. Plan on showing up for weeks in advance building in education, value, and future-casting the transformation of working with you. Plan your marketing content in advance so you can show up consistently throughout your Black Friday Deals window.

Consider a different offer that’s not your main service.

I don’t recommend offering discounts on your signature offer or bread and butter service. Instead, consider offering a small discount on an introductory package of 3 sessions or something similar. You can also forego a discount all together and offer something that you don’t normally offer throughout the year.

For example, you may not typically offer a 3-pack of sessions, but part of your Black Friday Deal could be introducing something like this.

Other ideas might be selling a discounted pre-recorded workshop, a small discount on an e-book that you offer, or a portion of your online course or online training program.

You don’t have to offer Black Friday Deals.

Don’t let peer pressure swindle you into offering Black Friday deals if you don’t want to, don’t have the capacity, or don’t have the systems set up in order to handle doing so. I almost never offered Black Friday deals because I didn’t love the idea of attracting people who were shopping for a deal or discount. Instead, I wanted to work with clients who valued what I offered at any price-point all throughout the year.