Sell Them What They Want, Give Them What They Need

What if I told you that the key to a successful nutrition business isn’t just about having the best knowledge or following clinical guidelines to the letter? The truth is, the most profitable nutrition businesses understand that perceived value and client retention are just as critical as evidence-based practice.

In this episode of How to Build a Profitable Nutrition Business, I took a deep dive into what truly makes clients come back. I even ran a survey to explore what people actually find valuable in nutrition and fitness services. The results? Eye-opening.

The #1 Mistake That Drives Clients Away

I learned this the hard way. In the early days of my nutrition business, I was getting plenty of referrals, but my retention rate was poor. Clients would come in for their first appointment, and then… crickets.

It wasn’t because I lacked knowledge. I was following all the best practices, giving out science-backed advice, and ensuring every consult was textbook perfect. But textbook perfect wasn’t what my clients were looking for.

They wanted results. And they wanted to feel like they were getting something tangible out of their sessions.

The Power of Results-Driven Nutrition

One of the biggest mindset shifts I had was around weight loss. As a dietitian, I was always taught that slow and steady wins the race. I believed that gradual, sustainable changes were the best approach.

But my clients? They wanted fast results.

Now, before you panic, I’m not saying we should promote unsustainable or unsafe methods. What I am saying is that if a client wants to lose weight quickly, they will find a way to do it—with or without your help.

Wouldn’t it be better to guide them in a safe, structured way?

I looked into the research, and guess what? Rapid weight loss, when done correctly, can be just as effective as slow and steady approaches. So instead of resisting what my clients wanted, I started working with them—helping them achieve results while ensuring they maintained muscle mass, got enough nutrients, and transitioned to a sustainable way.

The result? Happier clients who stayed longer.

The Secret to Higher Retention: Productising Your Services

Here’s a game-changer: The more tangible value you provide, the more your clients will stick around.

I ran a survey with 50 people who had seen a nutrition or fitness professional and asked them what services they received. Then, I compared their answers to their perceived value of the service.

The results were clear:

• Clients who felt they got great value received, on average, six tangible products throughout their journey.
• Those who felt the service had little to no value only received one or two products.

So, what are these “products”? Here are some of the top-performing ones:

✅ Diet analysis – This was the #1 most valuable service. People loved seeing a breakdown of their diet and nutrient intake.

✅ Customised meal plans – Generic meal plans weren’t rated as highly, but personalised ones were a huge hit.

✅ Recipe eBooks – Clients loved having resources they could refer back to, especially when branded with your business name.

✅ Body scans & assessments – Any physical measurement (like body scans or skinfold tests) was perceived as valuable because it gave clients a tangible metric to track progress.

✅ Printed resources & guides – Clients retain less than 20% of what they hear in a consult. Having printed materials helps reinforce your recommendations.

The takeaway? Clients don’t just want to be told what to do—they want something they can hold, track, and refer back to.

Why Retention is the Key to a Profitable Nutrition Business

Here’s something that every business owner needs to understand: Keeping a client is cheaper than finding a new one.

In fact, according to the Harvard Business Review, retaining a client is 5 to 25 times cheaper than acquiring a new one. Think about it—if you’re constantly trying to bring in new clients because your existing ones don’t stick around, you’re spending way more on marketing, advertising, and outreach.

But when you focus on providing real value, getting clients results, and giving them tangible takeaways, they stay. And when they stay, they refer their friends. That’s how you build a profitable nutrition business.

The Bottom Line: Are You Truly Client-Centered?

As health professionals, we all want to provide the best service possible. But sometimes, we need to ask ourselves:

💡 Are we focusing too much on what WE think is best, rather than what the client actually wants?
💡 Are we resisting certain approaches just because they don’t align with our personal beliefs?
💡 Are we offering services that clients can’t just Google for free?

The most successful nutrition businesses know how to balance evidence-based practice with real-world client expectations. They listen to their clients, deliver results, and provide tangible value that keeps them coming back.

So, if you’re looking to build a thriving nutrition business, focus on what truly matters: results and value.

Want More Strategies for Growing Your Nutrition Business?

If you found this helpful, make sure to subscribe to the podcast for more insights on how to build a successful, profitable nutrition business.

Some articles mentioned in the podcast that you might find useful:
 

• https://pmc.ncbi.nlm.nih.gov/articles/PMC5702468/
• https://pmc.ncbi.nlm.nih.gov/articles/PMC3780395/
• https://hbr.org/2014/10/the-value-of-keeping-the-right-customers
• https://www.mealzee.com/nutrition-fitness-professionals-value-research

And if this resonated with you, share this with a fellow nutrition professional who needs to hear it! 🚀