Leading Your Business, Department or Clients Will Differentiate You & Make You More Competitive In A Crowded Market
In just seven days, you will learn the leadership tips of the world’s best fitness business innovators, entrepreneurs and leaders.
In just seven days you will walk away with what you need to do in your locker room, to lead your team on the field.
FitnessBiz 2017 has two amazing presentations that are full of simple actions you can do immediately as well as more strategic actions:
Success Strategies For Ultra High Performers
During this presentation, Chantal will share the most common elements that are amongst the best leaders in our industry. You’ll walk away from this session with practical tips on how you can take their advice and weave it into your own career and business. As the host of The Fitness Business Podcast, Chantal has spent more than 1600 hours interviewing hundreds of leaders from the fitness industry. Every leader comes from a different sized business and has a different story. Her ring side seat in their journey of business development means you benefit as she shares insights into their successes and advice on how to lead your exceptional fitness business.
Building Your Fitness Business Starts Off The Field
In this highly engaging presentation JT uses a game of sport as an analogy for the great game of your fitness business. When we are at work, we are on the field and it is game time, which makes it challenging to focus on strategy and culture! Our staff are the players on the field. They are head down and competing hard as they carry out our game plan or strategies to win the game. But as any sportsman knows, many games are won (or lost) on what happens on the practice pitch and in the locker room. This presentation will share the 7 keys to building a winning team to ensure your on-field performances leads to business growth.
The answer to this simple . . . NOTHING! They are just names but they mean the same.
The most important cog in the machine we call a business is a customer. With that customer our machine can operate. No customer, no operation!
This means the more and the better you know your customer, the more efficient your machine will operate.
There are three key questions that you need to answer on your customer, so you can build an avatar or buyer persona:
Who is your ideal customer?
Where are they hanging out?
What are their challenges?
Then you better have a product that can solve those challenges!
Seriously, when you know the answer to these 3 questions, your life just got 1000% easier. Your marketing and sales process will be impacted positively as you will save money, energy and resources as you speak directly to them, with your:
Content Marketing – The social media posts/memes, blog posts, videos, should you create will speak to them
Paid Traffic – You will know what paid traffic to use, as you know what platforms they use.
Product/Service Creation – You can design specific products, offerings, challenges, services and more when you know your customer.
Copywriting – What you do in your email marketing, ads and sales letters will lead them to buy from you.
I know this is a sweeping statement, so put yourself in the shoes of a consumer. If the message is not clearly speaking to them, they don’t hear the message. If you want to speak to them, then know them!
Many businesses consider knowing their customer means knowing the following:
Average age:
Gender
Marital Status
Ethnicity
Religion
Socio-economic status
Job title
Level of education
Summed up these are demographics.
Many of us in business have grown up with demographics. This was how we marketed, the problem is these days “demos” just don’t tell us enough.
For example: 4 women who are demographically the same all have different needs based on one major variable in the life: kids! This means, they are the same demo and then what they are seeking from a gym, a personal trainer, a group fitness class, group training or even an internal 8 week challenge will vary based on having:
No kids
Kids at a pre-school age
Kids school age
Kids self sufficient age
And then potentially kids who have left school.
Your job is to really understand the needs and wants of your customer at a much deeper level. You need to fully describe them. When you know this information you can shape the product, the message and the advertising avenues accordingly.
I want you to imagine playing a game with nothing to aim for – soccer with no goals; rugby with no try line; netball with no rings; softball with no bases. What’s the point of the game?
Now I want you to imagine playing that same game with those goals, rings, lines and bases but no scoreboard! What’s the point of the game?
Who the f#@k would play a game with no goals and no scoreboard? So why do so many businesses have no way – zip, non, zero – ways to determine at the end of the day, week or month whether they are winning or losing?
Why? Because they are just too damn lazy when there is money in the bank! When our bank account is in the black we are often not concerned how we got it in the black, because we are happy.
Great leaders and teams, know what actions got that money in the bank!
Welcome to show 52 of JTInTheRaw where I chew the thin on business and yes you heard right . . . this is show 52!
A whole year has passed since I launched this show.
It was in fact a very sunny Friday morning on the Gold Coast and just 2 days before I ran my first marathon! A double celebration weekend.
The show started off with me taking a leap of faith that people may watch as I talk about business and life. Quickly I realized I knew diddly squat about life and I should stick with what I know – business! And that’s what I’ve done just chewed the thin on business!
My highest ranking shows seems to be shows where I have a rant. And the show that springs to mind is when I didn’t just rant, I went on a tirade, about personal trainers selling their clients into pyramid schemes. It was show 42! If you missed the show pop 42 in the comments and you can listen to my rant plus hear the tell tale signs that a staff members is going to leave you! 42 in the comments and I’ll send you a link.
I have done shows at IHRSA, Filex, in hotel rooms, on the side of the road, in gyms, in Times Square New York and even in a closed café in Manchester.
And to be honest I love what I do. I love looking at the show view numbers and the “likes” and “hearts” or any other emoticon I get after a show.
In fact, how I score the success of the show is:
How quickly do I get to 500 views;
How many shares I get; and
Obviously how many likes.
If I get to 500 views I am stoked! And if I can do that within 24 hours of going live I am doing cart wheels!
I aim for 20 shares of the show.
And to be honest I don’t set a target for likes, just hope they come . . . so please keep them coming.
So if you like these numbers are my goals and how I keep score of JTInTheRaw!
Which brings me today’s show . . . the business scoreboard!
Pick up a pen and write this down: “People play differently when they are keeping score.” Let me say that again “People play differently when they are keeping score.”
What and how are you keeping score in your business?
Quite simply if the actions you are doing daily to achieve your weekly, monthly or even annual goal are not captured on a visual scoreboard and updated regularly then they will disappear in to the distraction of day to business that we call whack a mole!
The scoreboard in your business – no matter the size of your business – tells the team where they are and where they should be. This is critical information required for the team to problem solve and make decisions.
This is why a great team cannot function without a scoreboard that compels action from them. Without a scoreboard your team lacks energy, intensity lags and the team just goes into operation mode.
Ok so you need a scoreboard. Easy right? You can whip one up this morning!
Noooooooooooo!
You and your Team need to build a player’s scoreboard. This has to be designed to engage the players on your team.
To drive execution in your business, remember the scoreboard has data to indicate:
Here is where we are at right now;
Here is where we need to be.
In 5 seconds or less any Team member – no matter how many hours they work or how many weeks they have worked for you – can determine if your business is winning or losing.
The fundamental purpose of the player’s scoreboard is to motivate them to win!
A minute ago I asked you to write something down: people play differently when they are keeping score. The emphasis here is on THEY! There is a very different feeling when the team update the scoreboard rather you. When your team first designs and then updates your scoreboards they begin to connect their behaviours with reaching the goals. You need to let go and empower your team.
What should your scoreboard look like?
Here are 4 design points:
Keep it simple! You need data to manage the game. Your team just needs the data to play the game.
Make it visible to the team. Your team must see the scoreboard several times a day, so they never forget what they are playing for.
It must show actions and results. The scoreboard needs to show what the team can affect and what they are getting from those actions.
At a glance know the score. Your team must be able to determine quickly if they are winning or losing. When they can, you have game. When they can’t you have data.
Scoreboards are a key way to engage your Team.
In a 2001 article in HBR it was noted “the power of progress is fundamental to human nature but few managers understand it or know how to leverage progress to boost motivation.”
The scoreboard shows progress! It will drive results. And it will instill a culture of winning.
What is the score in your business today? Who knows it? And what needs to be done between now and 5pm to determine if Friday is winning!?!
I hope this message resonates for you and may give you a little nudge to tweak your scoreboard.
If you know someone whom you think could benefit from understanding why they should have a scoreboard in their business, please tag them in the comments below.
Just quietly, we are in the process of building scoreboards for Active Management and The Fitness Business Podcast.
Build your scoreboard so everyone knows if you are winning or losing.
What do you think? Hit like if you love the idea of a scoreboard in your business.
Now I have some huge news for #JTInTheRaw, actually 3 bits of news:
Did you know EVERY #JTInTheRaw can be viewed on You Tube. There is a #JTInTheRaw You Tube Channel. Just pop JT in the comments below and I’ll send you the link to the channel.
Beginning in September, I’ll be launching the #JTInTheRaw podcast. You’ll hear more about that in August.
I am in the process of writing an ebook full of JTisms! These are fun facts, tools and thoughts to help your business and your leadership. This will be available in late August, stay tuned for how to grab a copy.
Perhaps the biggest news, I am going on holidays next week! A genuine holiday where I will be off the grid work wise for 11 days! I have promised my family to be present in body and mind on the holiday, which means there will be no #JTInTheRaw next Friday – you get a break from me! This is why you should hit up the You Tube channel and watch your favourite show! Pop JT in the comments and I’ll send you the link.
I will see you on Friday 14th July!
Before I go . . . the famous quote of the week . . . as our theme today was about scoreboards I want to remind you of why you should have them: “People play differently when they are keeping score.”
“People play differently when they are keeping score.”
Thanks for all your support over the past year . . . and here’s to another year of you guys and gals watching #JTInTheRaw. That sounds so wrong but so me!
And thanks to the amazing feedback we have received on the new Member Hub. Here is one example from Sylvia: “I didn’t use the Member Hub enough in the past as it was too difficult to navigate. This new one is super easy. I’ll definitely be spending more time to see what’s available.”
So what has inspired today’s show?
I just finished an Industry Leaders Roundtable, where one question that was asked was “we are having a lot of difficulties finding suitable candidates. Are they out there? Are we just not attracting them? Salary? Reputation? Strategies?”
My observations of business are these: If I score your time, energy and resources for driving leads or prospects to be customers as 9 out of 10; generally I would score your time, energy and resources for driving leads or prospects to be staff members as 2 or 3 out of 10.
Which is really quite paradoxical as in most businesses great people will lead to enquiries to become a client of yours.
Let me ask you: why would someone want to work with you?
Many of us develop an ‘elevator pitch’ on why someone should be a client or customer or simply buy form us. But do we have an elevator pitch for why someone should work for us.
And most importantly, is this pitch full of uniqueness?
I believe your elevator pitch needs to be short and punchy, to pique the interest of the candidate. This will then give you an opportunity to cover off in more detail on why someone would work for you.
And then can you prove your pitch?
You do that by having testimonials from your staff. Just as you would collect reasons why your clients are your clients, you use the same formula for why your staff are your staff.
Marketing your business for a place to work is just the same!
If I were looking for a job, here is a checklist in order of what I would seek:
Why is this business in business, so I can see if this matches my personal why;
Clear core values of the business, so I can assess if they match my values;
Is there crystal clear direction for the business – ie goals for the business. And just as importantly, have they historically lurched between goals and strategies haphazardly or stayed on course;
Is there opportunity for professional development to make me better at my role, a better team member and a better person;
Will I get opportunities to speak with and learn from people in a senior role;
Do we operate as a Team or in silos;
Once my KPI’s are set are they really set;
Can I speak with any current employees I want to see what they say about working for the company; and
Is the salary competitive and enough for me to live my life without any undue pressure?
And while not on my checklist, I want to know your company’s position in the industry. What I mean are you the BEST personal training business or gym in the suburb, city, state or country?
Are you or your business positioned as a leader in the industry, so that when I meet others in the industry and I say I work for your business they say “WOW! You are so lucky!”
For many employees it is a status thing for them amongst their peers to say who they work for – provided that business has an awesome reputation.
When I was starting off in the fitness industry, if you were an aerobic instructor the #1 place to teach aerobics was at Healthlands with Richard Chew. That’s where all the aerobic champions worked. You’d do anything to get a job there.
Do you have that same reputation? GYST and started positioning yourself.
If you quickly analyse my suggestions, you’ll see it is JUST like marketing your business for prospects! But for whatever reason we don’t spend the same time, energy or resources.
Start building yourself as a quality employer so you have a line of people wanting to work for you.
Let me share my 9-point checklist again plus the extra points I suggested. As I do, do a quick self-evaluation to determine if this is something you can improve. In fact, pop the corresponding number in the comments below, if you think it is an area you can improve – psst you can have multiple numbers in the comments that’s ok!
Do you have an elevator pitch on why people should work for you?
Do you have testimonials from current and past staff? Can the applicant speak with any current employees they want to see what they say about working for the company?
Do you have a clear why you are in business; Are the core values of the business clear and publicized so all applicants can see them? Is there crystal clear direction for the business – ie goals for the business. And do you have a history that you do not lurch between goals and strategies haphazardly and you stay on course;
Is there opportunity for professional development to make applicants better at their role, a better team member and a better person;
Will they get opportunities to speak with and learn from people in a senior role;
Do you operate as a Team or in silos;
Once the KPI’s are set are they really set;
Is the salary competitive and enough for them to live their life without any undue pressure.
Is your company positioned as the leader in the industry.
Let’s see what people say . . . want them again quickly?
Ok remember pop in the comments which of these can you work on . . .
Do you have an elevator pitch on why people should work for you?
Do you have testimonials from current and past staff? Can the applicant speak with any current employees they want to see what they say about working for the company?
Do you have a clear why you are in business; Are the core values of the business clear and publicized so all applicants can see them? Is there crystal clear direction for the business – ie goals for the business. And do you have a history that you do not lurch between goals and strategies haphazardly and you stay on course;
Is there opportunity for professional development to make applicants better at their role, a better team member and a better person;
Will they get opportunities to speak with and learn from people in a senior role;
Do you operate as a Team or in silos;
Once the KPI’s are set are they really set;
Is the salary competitive and enough for them to live their life without any undue pressure.
Is your company positioned as the leader in the industry.
By no means are these the only benefits for being an employer of choice but I would suggest for many people looking for a job most of these 11 are relevant, perhaps a different order but relevant.
My Big Hairy Audacious Goal for each of you watching, is that within 6 months you have a line of people wanting to work for you. You never have to advertise for staff again, people are knocking down your door to work for you because of your reputation.
If you agree with that BHAG, hit like! Go . . .
Now if you know anyone who would benefit from hearing this checklist on being an employer of choice please tag them in the comments below by popping their name in.
Thank you.
Now back in show 49, which was 2 weeks ago I talked about the importance of getting out of your physical business to work on your business. If you missed show 49, click here.
I explained you simply don’t have the band width to slip 30 minutes of quality strategic thinking between clients or putting out fires in your business.
I set you a challenge: for the next 90 days commit to 6 half days – ie every 2 weeks half a day to work on the strategy of your business.
This show was 2 weeks ago, so have you had your first offsite meeting? Have you? Have you? Tell me I want to know!!!
If you have AWESOME!
If not . . . Diarise TODAY 4 hours every 2 weeks for 3 months to work purely on the business! Do it! Accept the challenge.
I hope you got value from the show today. As always I am very grateful to anyone who shares the show . . . thank you. I am also excited to hear from those who action things I share, so don’t be afraid to drop me an email or FB me and tell me what you have done.
Thanks for tuning into JTInTheRaw show 51 and let me leave you with quote of the week which is a reminder of my goal for you:
Your BHAG: within 6 months you have a line of people wanting to work for you.
Your consumer is changing – Are you keeping up? Consumer Trends E-book
Success in business, regardless of the size of your business, is answering this question “What do my customers want now and next?”
Wouldn’t it be awesome to peer into a crystal ball and be able to get valuable insights on both what your current members and potential members are thinking and wanting from companies and brands in 2017?
This ebook will rock your socks off with four worldwide trends that lead consumers to love you, stay loyal to you and tell others about you..
