Michelle Bridges: ‘You need to understand what clients want’

The founder of one of Australia’s leading health and fitness brands, Michelle Bridges, has highlighted the value of understanding the needs of clients in order to succeed in business.

According to Ms Bridges, the key to success for any business person is about understanding what the client wants and delivering it for them.

She said to My Business' sister publication The Adviser: “You need to understand what it is that the client wants, even when, sometimes, they don't know what they want… Neither of you - whether it's the client or you the trainer [or] the person that’s applying for a service … - can get from A to B if you don't know what they [the clients] want B to look like.

“You've got to have a bit of a road map. You need to understand the map, the lay of the land, what it is that the client is looking for, and if they don't know what it is they're looking for, you've really got to tap into your skillset to be able to distil that information and figure it out with them along the way…

“Sometimes, it's a lot of hand holding, sometimes it's a lot of anxiety, and sometimes, it's a lot of tears to get them through. I guess when I've been in that situation, I really have to stand on solid ground that I know what it is that I'm doing, I've got myself well and truly clued up in my skillset and that I believe I can be this person's rock and get them through.”

Michelle BridgesMs Bridges said that, like many business owners, one of her key motivators is the reward of a happy client.

“The greatest achievement of my professional life has, without a doubt, been the amount of people that I've helped change in many ways, shapes, and forms. It might be that they've got better health or they can now run a five-kilometre charity event, or they can feel good about the fact that they can fit back into a dress that they haven't worn for the last twenty years…

“They feel confident about themselves and that they've got their confidence back to the point where they're now making other changes in their lives… and they're starting to believe in themselves again.

“That has definitely been my most rewarding moment, particularly when I meet these people in person. That's the coolest thing ever. I love it. I can't get enough of it.”

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