Last week I gave you my personal top takeaways from IHRSA 2017!
Gym owners should consider using virtual fitness technology to compliment their existing group fitness timetable.
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By Sean Greeley, NPE CEO & Founder
Consistently attracting (and keeping) the right clients into ANY business is an ongoing battle.
You’ve gotta hustle to bring new clients in the door, get busy serving them, and then it’s all too easy to lose momentum with the marketing activities that continue driving prospects to your business.
Not to mention the fact that competition is always increasing in the marketplace, and if you’re not consistently developing your sales and marketing systems, messaging, and more… your business will forever struggle to make it into the big time.
That’s why it’s “mission critical” to create a rock-solid sales and marketing plan to deliver the right quality and quantity of new clients your business needs to hit its goals.
Growth does not happen by accident.
It happens when you plan and work for it…. week after week.
Read on to learn more about how you can craft a plan that gives you everything you need and then some.
“Before every shot, I go to the movies.” ~ Jack Nicklaus, Golf
All champions see the future before they create it. And whether in sports or business, success requires a clear vision and a mindset to go create that which you don’t yet have and cannot see.
That’s why the first step in creating any plan is to first answer the following questions:
Take time to make the movie in your mind. And practice working on it for at least a few minutes daily.
“Profit is not the legitimate purpose of business. The legitimate purpose of business is to provide a product or service that people need and do it so well that it’s all profitable.” ~ James Rouse
A lot of people have made a lot of money in business without ever defining their values, a purpose, or a mission.
But you’ll find it quite challenging from a leadership perspective to build a team and company that lasts for more than just a couple years without getting very clear about what you stand for, why you do what you do, and where you’re going.
Taking the time to define what your business stands for allows you to lead your sales and marketing (and your business) in the right direction.
Your purpose fuels the work to be done, and your mission will focus your efforts to achieve a goal.
The most important element for the success of ANY business is ensuring you’ve got a great market to serve that’s well defined and easy to reach.
Get THIS right and everything gets easy.
Get this wrong, and there is no amount of good messaging, technology, or magic that will deliver results.
Here are the three questions to guide you in defining your market:
Who are they?
Define who they are, and be specific.
Are you serving mainly men or women? What age range? What else do you know about them or what defines them? Are your best prospects 30-year-old new mothers, or 50-year-old executive men?
The more specific you can be, the better. Also just as important is getting clear about who you DON’T want to work with. Not everyone is a good prospective client for your business.
Where do they live or work?
For local service businesses, your location must be convenient for your clients to visit multiple times each week. Generally speaking, it’s best to be within 15-30 min travel time from where someone lives or works each day.
Get clear on this because it will further narrow down your targeting not only for online advertising, but also for identifying key partners, direct mail opportunities, and more.
Why do they buy?
At the time they signed up with you, every new client has a primary emotional driver that is behind their actions and decision to enroll in your program.
They were either feeling really bad about a problem they were struggling with (most likely), or really excited and driven to achieve a goal. We value your privacy.
Taking time to know and understand their “why” allows you to not only best direct your clients (and athletes) to their goals… but also communicate with them through your marketing in a way that will ensure you get their attention.
A positioning statement is an expression of how your service and brand fills a particular consumer need in a way that your competitors don’t.
It must answer the following questions:
We’ve already covered target market, so let’s talk about category.
There are many categories. The point is to define yours. Are you competing against other gyms? Other personal trainers? Other weight loss programs?
You can’t expect to win the war against them all. So choose a fight you can win by carving out the category you know you can own.
For defining the primary benefits you provide your clients, don’t go with just the easy ones like “weight loss” or “lose inches.”
Ask your clients what they love most about working with you.
How do they describe the benefits they value most… in their own words and language?
Then when it gets to proving your claims, list all the credibility boosters you’ve got to work with.
How long has your business been around? How many clients have you served? Have you won any particular awards? What certifications do you and your staff hold? What case studies, before and after photos, and more can demonstrate the results you’ve gotten for others?
The more you’ve got to work with here, the better.
It doesn’t matter what you say about yourself – the more you can leverage what others (clients, media outlets, and more) have said, the more credibility you’ll establish in your messaging.
When you’ve got a well-defined market, and good positioning… then more than half your marketing battle is won.
But now it’s time to go fishing.
And that means you’ve got to get the right bait on your hook.
Your “bait” in this case is your offer.
There are two types of offers: free and paid.
Free offers are generally used for list building in exchange for a prospect sharing their contact information OR to move them forward in a simple sales process.
Examples of free offers include case studies, guides or reports, cheat sheets or handouts, toolkits, free trials, free workshops, quizzes or surveys, assessments or tests, and consultations.
Paid offers on the other hand qualify a prospect for a larger sale, or discount an existing product or service offering in order to generate response.
Examples of paid offers include trial periods of services (less than 30 days is best for fitness service offerings), assessments or tests, complimentary products or services, and more.
Messaging is all about how you communicate with your prospects. What do you say to them in order to inspire them to take action?
Imagine you’re knocking on their door, they open and you’ve got 5 seconds in order to keep them interested enough to invite you in.
What will you say?
Here are some questions to guide you in the right direction:
If this were easy, then everyone would be a good copywriter.
The truth is writing copy is easy…. when you know what to say and how to say it!
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” ~ Peter Drucker
The Fitness Marketing Lifecycle is the process by which a person evolves from knowing nothing about your business, to raising their hand to learn more, to becoming a client, and then eventually becoming a raving fan who tells everyone they know about you.
Each step of the lifecycle is important. And at each step, you’ll adjust the way you communicate, the messages you deliver, and the call to action you make.
Attract: There are many ways to attract prospective clients to your business.
Just remember, when you own a local service business, don’t get stuck behind the computer.
It’s easy to get caught behind a desk… especially when you’re crafting a marketing plan or working on digital advertising.
But relationships are the goal of all your planning and activity, so don’t forget what matters most.
Get out and build relationships in your community!
That being said, there are many strategies you can use to attract potential prospects to your business and grow your list.
Capture: Capturing contact information is critical to facilitating your ongoing marketing activity.
If you don’t have someone’s contact info, you can’t follow up with them. And follow-up is the name of the game.
Maximizing conversion of capturing contact information will dramatically affect both your short and long-term sales and revenue results.
Nurture: Only a small percentage of the prospects you’re in front of will be ready to buy now.
You can’t create demand in the marketplace, but you can keep in touch and stay positioned so when someone is ready to buy… they come to you.
Sell: Selling is where ‘the rubber meets the road.’
At NPE we teach the AUTO-CLOSER® Sales System for selling large packages of premium-priced programs face-to-face.
Every prospect is qualified before meeting face-to-face for a consultation.
And if you’re selling a short-term trial program, set up an orientation that “pre-frames” the goal of the trial period while also scheduling a consultation after the trial period has completed.
Serve: The goal of business is to get and keep a customer.
And “after the sale” is where you get the opportunity to deliver such an extraordinary customer experience that your business stands out like a lighthouse in the marketplace.
“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” ~ Sam Walton, founder of Wal-Mart
During trial offers, it’s especially important that you prove you can deliver great value to your customer.
Upsell: Good businesses deliver a product or service once it’s sold.
GREAT businesses are constantly asking the question, “How can I better serve and support my clients in solving their problems and achieving their goals?”
That line of thinking will lead you to additional offerings that make good sense to add to your business at the right time.
Ask to Refer: Asking for referrals is one of the simplest and oldest forms of marketing there is. But it doesn’t happen by accident – it happens by taking action with good strategy and systems.
“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral is the holy grail of advertising.” ~ Mark Zuckerberg, Facebook
The marketing lifecycle involves a lot of systems and strategies.
Putting It All Together (Plan)
As you work through assembling the components of your plan, it’s then time to put it all together.
“Unless commitment is made, there are only promises and hopes; but no plans.” ~ Peter F Drucker
Here are a few important considerations in that process:
Lots of business owners try to craft a yearly plan.
While that can be helpful, try just focusing on 90 days at a time.
A lot of changes happen quickly in a growing business.
If you can get your marketing working 2-3 months ahead, you’ll be light years above of your competition.
And the most important aspect of every plan is consistent action.
Consistency with marketing will grow your business from a stage 2 to stage 4 business (and well beyond).
Click here to download our complete guide “Fitness Business Sales & Marketing Planning Guide”
If you don’t do stuff, then why are you watching, listening or attending?
Today in JTInTheRaw I’m going to kick some butt and maybe it will be your butt. However, I’m kicking butt because I love ya! Because I want you to be successful! Super successful.
Welcome to JTInTheRaw show 38 where I chew the thin each week on business. I am merely a conduit of information that I learn and that I think is relevant for people in business.
First up a shout out today to Kirsty from Studio 46 in Melbourne. I spent 3 hours with her talking about instilling a core values based culture. Thanks Kirsty for the opportunity to work with you!
Second shout out goes to Nigel & Ryan from Australian Fitness Network who have asked me and Chantal from the Fitness Business Podcast to be the MCs of the Filex Business Summit!
Thirdly, a huge thank you to my fitness industry colleagues – Andrew, Brent, Angus, Leanne, Matt, Ryan, Chantal and more next week – who have been contributing to our IHRSA2017 blogs – click here to read them.
Ok so now on with the show …
This week I had a coaching client fire me. She has decided not to continue with our monthly sessions. I am really disappointed and take this personally. I feel I screwed up.
I went back and looked at my notes from our sessions. I saw each month the carry over items that hadn’t been completed from the previous month. This list seemed to get longer and longer. The number of items not done compared to items done.
I chatted to an avid watcher of JTInTheRaw this week. She told me how much she loved show 37, where I shared business tips from 2 conferences I attended. She said it was one of the best – thank you Fiona! And she said I could use her name.
If you missed show 37 click here.
I asked Fiona so what is the number 1 idea & then your plan to implement that idea after watching show 37.
There was silence.
Finally, in a separate conversation with a non fitness industry person we talked about a business book that we’d both read. We agreed it was awesome. I told him that after reading the book, I looked at how I was marketing my business & I was moving more to videos to get my message out.
I asked what changes had he made.
His answer, “None yet.”
He read the book 6 months ago.
So here it comes guys n girls … pull down your pants, bend over and here comes my size 8 up your bum!
You cannot achieve anything in business or life if you do not implement!!!! PERIOD
If you have a business coach, you have to walk away with a to do list at the end of the session and then do it!
If you attend a conference like IHRSA or Filex next month, you have to develop a list of action items, prioritise, date then for completion & then start the list.
If you read a book, pull out 3 ideas you can use in business or life and plan them being used.
And if you watch JTInTheRaw do shit! Don’t just watch me, hit like when I say something cool or send me a message & say great show. Send me a message that says, ‘3 weeks ago you said to segment my database and start marketing to that group with a specific message. I did that and made X sales.’
Watching, reading, attending and even buying a course are the easy things to do. Implementing the ideas is the hard shit but it’s this hard shit that gives you a return on investment.
Buying a gym membership doesn’t get you healthy. Going to the gym gets you healthy.
Stop filling up on education and start doing!
Hit like if you sometimes are like this .. you read, watch, or attend but fail in the implementation phase. Tag someone in the comments if you know anyone like that … they’ll never know!
To avoid TFI: total failure to implement, you need 3 things:
If you look at the most successful people in business and life they make things happen by doing things. Be one of those successful people and start implementing.
Here’s your challenge, no matter when you watch this show – now or on replay – put in the comments below what you’re going to implement after watching this show.
As a quick hint on implementing … fire rifle shots not cannon balls! This analogy comes from Jim Collins in his book Built To Last. He says successful businesses don’t waste energy, resources & money on cannonballs trying to hit a target. Rather they use low cost, low energy, and minimal resources to test & measure their idea – ie fire a small bullet – then refine before launching a cannonball!
What do you think guys n girls? Do you like it? Will you help me out?
Please make me feel good by implementing ideas & then telling what you got,
Remember, pop in the comments what are you going to implement to turn what you have heard, watched or learned into actions … go!
That wasn’t too bad was it? That’s not a bad butt kicking at all!
The marketing of Active Management Memberships. We are working feverishly to improve our Member Hub to make it more user friendly – well Alicia is. I’m going to be putting together some resources for members next week. Plus building a campaign to grow our member numbers. I’d love you to become a member, bronze memberships are only 49 bucks. Pop active in the comments below and I’ll send you the link to join.
I’m writing a brand new presentation. This is all about onboarding a client for loyalty and long term success. I’m not solving retention challenges but hopefully improving retention with some science & practical examples of on boarding.
Next Friday I’m working with Steve and his personal trainers in their quest for more clients from the gym floor and converting as point of sales. So next week I’ll be live from Mt Annan!
As always let me finish with my quote of the week …
“You cannot achieve anything in business or life if you do not implement! Period!”
Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/
Last week we spoke to John Bellamy from Direct MSGing about why every fitness professional should be using LinkedIn.
LinkedIn can be the cornerstone of your cross channel marketing strategy
In shows 36 and 37 I share profound insights from the IHRSA 2017 conference and also the Superfast Business Conference.
“Bucketting your leads & customers are the future. The future is already here.”
Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/
Last week we spoke to Andrew Watson from the CSP Network about running a workplace challenge.
An open approach to fitness is where we can collectively have the greatest impact.
Listen To Andrew's Podcast Now
“Question deeply. Understand why we question deeply.”
Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/
Give your customers value in advance. You need to earn their contact details.
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If I look like poo this morning, it’s because I caught the red eye home from Perth at 5am! This is JT In The Raw!!!
Welcome to #JTInTheRaw where I chew the thin on business. For the next 14mins & 36s plus or minus a bit I’m going to help you get your #hustlemodeon by understanding today’s consumer!
Last week’s show I asked you guys to identify business books we must read, so thank you to Kristie, Chris, Matt, Lisa Simone, Angus, Jason, Elisa, Eugene, Amanda, Chantal, Greg, Brett, for your suggestions. I was hoping for 500 books we have a good list 15 or so!
If you missed last week’s show pop 34 in the comments and I’ll send you the link. Being part of the JTInThRaw community, I’m hoping we can add to the list of books to make you a better business person, leader, entrepreneur, parent, partner or even lover! So put 34 in the comments watch the show & then share your book to grow our list!
First a shout out to Jason, Karlee, Michelle, Tom, Peter, Frances, Alena, Jodi, Sara, Cindy, Shelly & Charmaine. This is the team from Life & Soul and F45 in north Western Australia. For the past 2 days, we unpacked how to operate as a Team. Then we developed a brand promise and began the journey on committing to core values. We did a great exercise called the Prisoners Dilemma to help the team identify what is happening with their Teams during meetings! Finally, to inspire innovation I took them on a journey around the world looking at cool stuff.
Life & Soul Team double thumbs up to you for coming with open minds and leaving with DOMS … delayed onset mind soreness!
I am super grateful when owners like Pete & Cindy trust me to help grow their team personally & professionally. I love it and get an amazing warm & fuzzy. Thank you Pete & Cin.
If you would like to work with me on developing your brand promise, core values and business goals send me a message! Email, private message here, call me (ask for my number in the comments) or send a raven from Kings Landing to me in Westeross – a little Game Of Thrones reference there!
Second shout to Retention Guru, Dr Paul Bedford, who had asked me to speak at his retention conference in May in Manchester in the UK. I feel humbled to be asked to share the stage with Paul, Lexie Griffiths and Keith Smith. I’m going to be doing a new presentation called Building Culture Starts Off The Field. I’m going to share 7 keys to building a winning team before even entering the field of play – ie in front of the customer. Thank you Paul …
Tomorrow I fly to LA for IHRSA. It is an honour to speak at this conference and this year I think is my 10th consecutive year speaking & I’ll be delivering 3 presentations. So today I thought I’d give you an overview of my main presentation on what is the 2017 consumer looking for in business that they are going to spend money with!
These are not exercise trends … these are consumer behaviours, needs and trends that if we meet – in any business – we will gain & keep customers, members & clients.
The challenge that we face in business is the expectations of your members and prospects are shaped by multi-nationals that have more resources – including capital – than you. When you deal with this huge companies, who understand how the consumer thinks, you expect every company you deal with to treat you the same. That includes your business.
First continuing trend and morphing trend if status.
The evolution of status has moved from:
For hundreds of millions of consumers they are on the endless search for status which now is more about their inside world: not what I have but who I am.
Our consumers are now adapting to an environment in which digital experiences are a status currency – Instagram followers; being tagged in your clubs; checking into your business.
Personal improvement is well established as the most powerful – and most sharable – form of status currency.
The challenge for your consumer, is that while they have more ability to gain and share status, there is no app for personal will power. Will power has not increased in our consumers. In 2017, there will be rising numbers of consumers looking to employ an external source of will power.
Second status I’ll talk about it: the consumer asking “How do I become a better person?”
Millions around the world, more aware that ever of their own ethics, actively want to become – and prove they are – better people. What’s more, they’ll reward brands that serve up the new tools, platforms and experiences that can help them find the answers to become a better person.
Thirdly, consumers are increasingly distrustful of mainstream media.
They’re increasingly skeptical. these networked citizens are more aware than ever of their own collective power to effect local change, and they’re looking for you to facilitate that. Step up . . . find common ground . . . and help them contribute to the community. The local community.
The next trend is to be a good person. Be a good company. In a world where hackers can place sanctions on ‘bad’ businesses, it’s wise to have positive impact! Beyond bolstering your digital security, the safest thing your brand can do? Make sure it has a net positive impact wherever it operates.
Rising numbers of your customers are asking you to make the world a better place to be. That world being their local community.
Most companies are inherently conservative. They don’t want to ever offend anyone. But as a result, this neutrality sees you just blend into the world. Many consumers will embrace the company that take a stance on a cause. When a company says “fuck you” to a common enemy like cancer, diabetes, domestic violence, you are no longer neutral and you stand out!
I know you all cannot be at IHRSA and I’m sorry you won’t hear all the details and examples of these trends I have in my presentation. So here is the deal … tell me in the comments below why you are not attending my session at IHRSA and if I think it’s a valid reason, I’ll share my notes with you AFTER the conference – not next week but the week after!
IHRSA is a big week and Chantal from the Fitness Business Podcast is going for the first time. I don’t think she knows what is about to hit her! It’s a great week and I love catching up friends across the globe! If you’re going to be in LA next week pop LA in the comments so we can look out for you!
That means I’ll be coming to you LIVE from IHRSA next week so tune in & I promise to give you a summary of my learnings!
Just before I go thanks to everyone who helped the Fitness Business Podcast have a record download month in Feb: 6460 – a massive 231 downloads per day. If you’re in the fitness industry and not subscribed to the show get to www.FitnessBusinessPodcast.com, see the best show notes in the business that Chantal writes, subscribe, get an amazing free gift when you do and you won’t feel like you are missing out!!!!!!!
That’s it for another show except for quote of the week. So here is my though for the week:
“Knowing what your customer wants is one thing. Understanding what your customer wants is deeper & will have a greater impact on your business.”
Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/
Your company’s core value defines why your business truly exists