Here is what resonated for me on this week’s podcast with Michelle Bowden on using presentation and communication skills to connect with your clients, members and teams:
It doesn’t matter how good your message is if no one is listening!” Michelle Bowden
And Michelle’s top tips were:
When you are more persuasive and clear about what it is you are trying to achieve, you get an outcome quicker.
If you want to be a better communicator, you need to dedicate time to improving and practicing your communication skills.
Presenting is communicating and every time you communicate you are sending a message.
The way you communicate your messages dramatically effectives your effectiveness as a leader.
And lastly, I want to remind you of Michelle’s three tips, which were:
You May Not Be An Accountant BUT You Are A Critical Cog In The Financial Success Of Your Business
In order to make our fitness business (no matter the size) more profitable we have to:
Raise our prices; or
Sell more to our current customers; or
Sell to more customers; or
Examine our expenses; or
All of the above
The ‘Get Financially Fit’ Quest this month for Active Management members is focusing on our cash flow, expenses and our professional help to achieve profitability. You can join the fun as we focus on getting our financial shit together.
The ‘Get Financially Fit’ Quest is for Active Management Members and you can become a member today by clicking here. Your investment is less than a dollar a day and you will not only get that investment back in the ‘Get Financially Fit’ Quest, you receive:
Over 200 social media tiles to create engagement on social media platforms;
Monthly marketing templates that just need your logo and club details inserted;
Professional development videos for you and your team;
Virtual roundtables run by world leaders in their field of expertise;
A network of International fitness business owners you can connect and engage with; and
More resources to make life easier as a fitness business owner or manager.
Business success is never easy. There are so many moving pieces to achieve our goals, so this month we want to focus on one moving piece: the expenses. The ‘Get Financially Fit’ Quest will add to your cash flow, increase your profit and help you feel in more control of your business.
Your first decision is do you want a financially fitter business?
If the answer is yes, then get your business financially fit this December and become a member now!
If you are already an Active Management Member . . .
Once on the Member Hub you will see a Forum (green line with white writing) that says ‘Quest Central’ and below that a thread (black writing that will have a small red box with ‘NEW’ in it) that says ‘Get Financially Fit – starts 1st December.’ Click on this thread.
Step 3
Click on the ‘Who is in?’ thread at the bottom of the page and type “I’m in!” This will tell us which members are participating in the quest and you will immediately receive a badge and points in the Game of Fitness Leadership.
HINT: Your first tip to successfully complete the ‘Get Financially Fit’ Quest is as soon as you register, go to your diary – paper or computer – and allocate just one hour every workday for 2 weeks beginning 1st December. Have the discipline to do this NOW and manage your time to work on the business not in it. Not every challenge will take 60 minutes, so you will have some extra time in your day!
How To Participate
Step 1
The Quest begins today with your first daily challenge. Login to see what that challenge is and in your hour set aside for getting financially fit, complete the first challenge.
Step 2
Collaborative thinking and sharing in the ‘Get Financially Fit’ Quest is where the real learning happens. Go to the Daily Challenge in the Member Hub (by logging on) and share what you did, your experience and any advice you have for your fellow members. You will learn from their experiences and they will learn from you.
Step 3
Repeat every work day for 10 days.
Enjoy the ‘Get Financially Fit’ Quest and share your successes on the Member Hub. We know you’ll have many!
Show 21 today, where if you hang there with me I have:
A rant on celebrity trainers and how they piss me off for not being ‘part’ of our broader industry. That is to come!
Some very exciting news for my business;
Plus the regular #AskJT question.
First I want to share with you an interesting opportunity I want you to know and then capitalize on in your business: in every business around 20% of our customers would pay 30-50% more if we had a product to offer.
A the Industry Leaders PT Roundtable we discussed premium packages and some of the ideas that were floated were amazing! So cool for the consumer. A huge opportunity for business.
The reason people won’t pay more for what you do, is because you don’t think they will pay more. You have the limiting belief not the consumer!
Get to work on your premium products:
Have a limited number.
Sell them for a restricted time.
And make 2017 a ripper year for you!
#AskJT
Each week you can ask me any questions on work, life and anything in between.
This week I was chatting with someone and they asked me a question I have never been asked, “JT why are you not telling people you are an expert? You’re a fitness industry veteran, you’re on the Fitness Australia Roll of Honour as a leader, you’ve owned clubs, you have bought and sold them, and you know your shit. Do you feel embarrassed to self promote?”
WOW! They hit me right between the eyes! It said I need to seriously look at my brand, my message that’s going out and I need to better position myself as an industry expert.
For whatever reason in business, many of us try to remain humble. Yet the consumer wants to know that they can:
Trust us;
Know what we are doing through proof.
You shouldn’t be ashamed of what you have achieved! There are two fitness businesses that have done that:
Vision Personal Training have a video for their weight loss challenge & Andrew Simmons nails it – we’ve been doing this since 1999; we’ve helped thousands of people lose 134 tonnes or 84 RAV 4s!
Jumpstart Personal Training say on their website: Since 1997, Jumpstart has trained over 2,000 locals and run over 50,000 sessions. We’re that good, our clients stay with us, on average, for 5 years.
You have a story to tell that positions you differently from your competitors. Don’t be shy, humble, bashful or any other verb to indicate not telling people you are good at what you do!
If you can see what I mean, then I want to know. I want you to write the word ‘story’ in the comments below. This will show me you are going to work on your story to show:
Credibility
Trust
Thanks for questioning me Kayley. You challenged my comfort zone and I have some work to do!
OK here comes my rant . . .
#JTRant
Would you go to a surgeon to have an operation who doesn’t have any qualifications or isn’t registered with the Medical Board? Would you go to an accountant who has no formal qualifications or not registered CPA?
Then why the heck do people go to ‘personal trainers’ who have no qualifications or are not registered? Can someone please answer me that?
Can someone tell me, that if I have a good enough body to take selfies with my shirt off how that makes me a personal trainer?
It doesn’t sit well with me and it shits me that people who are doing the right thing, getting qualified and then registering with Fitness Australia, or the peak body in any country, and then getting no support from that same body to educate the consumer.
I Googled a few ‘famous’ celebrity trainers and many appear to have at least completed Cert IV in Personal Training – although less than half actually say they have a PT qualification. But none of them said if they are registered.
I Googled several trainers the next level below ‘famous’ who have thousands of Instagram followers and many of them have no qualifications other than rock hard abs and a soft porn instagram account.
Now as Geoff said on my Facebook feed yesterday, “There’s plenty of very qualified people that are still muppets.”
Geoff is 100% right.
So I am not saying qualifications are the be all and end all but we need some qualification process.
I think what angers me more is what are our peak fitness bodies in each country doing? If they want to build their own brand, support the people who are playing by the rules and help build trust between the fitness industry and the consumer then call out the charlatans!
I’m quite serious, take a scalp! Get on every media outlet and call out a celebrity trainer or an Instagram trainer who may not be qualified or not have the Industry registration.
There are some great trainers who are playing by the rules and they are getting no support from the industry bodies. If the industry body wants credibility then go hard on the charlatan trainers!
And if you’re a celebrity trainer or qualified Instagram rockstar then for goodness sake start telling people you are registered with the peak body and you follow the CEC rules, that will help educate our consumers! And make our industry stronger!
Tell me below do you agree? Or disagree? I’m putting out there so join me with your opinion.
Now for Active Management news
As many of you know we have an online membership program. Members receive unbelievable value for just 300 bucks a year. I mean there are at least 17 marketing templates which is worth 3400 bucks minimum. There are over 400 social media tiles ready to load on your social accounts that are guaranteed to get you likes, comments and shares. Another couple of thousand worth of value.
We currently have over 500 members and my goal is to have 2000 members by the end of 2018! This means sales and retention of our members. So to ensure our current members are gaining maximum value in 2017 there will be 3 opportunities to join. Our focus will be on serving our members with quality resources and content. So only 3 months in 2017 will you be able to join.
Every minute you spend designing a marketing piece, writing a staff form or something else, is a wasted minute as there is probably a resource on the Member hub you could use.
Show 22 will prove very challenging next week. You see I am booked in for a colonoscopy. As guys get closer to 50 we need to check down and in there! So that’s on for me next week. I’m not sure of my procedure time, so I’ll keep you posted on when #JTInTheRaw show 22 will be!
Quote of the Week . . .
“We choose to help someone, thank someone and take care of those around us. No leader of the country can stop that choice. The choice to lead is in all of us.”
I guess in the future many of us – no matter the country we reside in – will be able to remember where we were when it was announced that Donald Trump became President elect. As so many described, it was a historical day for the US.
And I’m not going to make any comment on the result or the individuals but what I will say is in the democratic world that we live in, there is always a winner and a loser in an election. Whether we are happy or not with the outcome, we all had a chance to impact the result and we should be grateful for that opportunity.
And in our own little world, we can kiss or hug our parents, partner or children and then we can do something positive with them or for them.
We can be the leaders we want to be with our own families, at work or in our communities.
We choose to help someone, thank someone and take care of those around us. And no leader of the country can stop that choice.
The Team from ABC Financial who have confirmed they are going to be our newest partner on the Fitness Business Podcast. This is super exciting and very cool.
NSW Waratahs who have asked me to be their ground announcer one of their games in 2017. Could this be a new career path for me?
And a special shout out to Zoe my little girl who is having her band try-outs today. And she has never played a musical instrument and it is band try outs today, so perhaps my shout out should go to the volunteer band master who has to listen to 100 odd year 2 kids playing a variety of instruments!
#RefillYourCup Challenge
We are now entering week 2 of the #RefillYourCup challenge. I talked about why it is important to look after ourselves last week in show 19. If you missed show 19 click here.
I want you to give yourself 15 minutes every day for 77 days to answer the following questions to #RefillYourCup:
What are you grateful for?
Who do you appreciate?
What opportunities did you see today?
What are the top 3 things to do tomorrow?
How are you travelling in your 84-day plan in regard to work; personal; family.
This exercise will boost your personal vitality, add positivity to your mood and help improve the brand that we call “YOU.”
I challenge you to do this daily as part of your routine. Are you up for it?
#AskJT
You can ask any questions you like and each week I’ll endeavour to answer them.
This week’s question comes from Peter in Brisbane who asked me, “December & January are bad months for me in business. I never do any promotions and have no sales. Is this normal?”
Peter a great question and this is 100% normal. It doesn’t matter what month of the year it is, if you are not doing any marketing then it will be a bad month. I don’t care if you’re selling gym memberships, personal training, cars, houses or widgets . . . when you don’t ask people to buy your product they won’t.
In December everyone is spending money. They are generally spending for other people but they are in the habit of taking out their wallets or purses and opening them. Your job is to give them a compelling reason to open it and spend it with you!
In January, you could say is slow as people are in holiday mode. But not everyone is going away, not everyone stops spending in January and so again you need a compelling reason for them to buy from you.
The reality of business is this Peter – if you plan for a bad month, you will have a bad month. Plan for sales and a strong month and you will have a strong month.
I am in Sydney ALL week! Wahoo! So next week is a big week of writing, planning, catching up and ticking items of my project list for Alicia!
With so many things I need to do next week here is my plan and it may help you:
Over the weekend I plan to go through every project I have to complete in the week.
I will list them out from maximum income producing to least income producing.
I will code them as either creative or operational.
I will then allocate 45mins in my diary to each item based on their priority and having the creative items in the morning and the operational items in the afternoon.
If after entering all my items I have any time left over, I’ll allocate review time of the major items and further work on them.
Why only 45 minutes? It is going to be like interval training. I will go hard for the 45 minutes and then recover for 15mins. Then go again. If I know I only have 45mins I’ll work lots harder to get more done.
Next Friday is FitnessBiz Brunch in Sydney. This is the last education event for 2016 that I’m doing so Sydney people get along & grab a ticket at activemgmt.com.au. I’m sharing the cheapest marketing strategy you will ever do! Plus taking you on a tour of over 40 health clubs around the world.
And of course I’ll continue with my #RefillYourCup Challenge.
Quote of the Week . . .
“We choose to help someone, thank someone and take care of those around us. No leader of the country can stop that choice. The choice to lead is in all of us.”
Welcome to show 19, I have been in Perth this week where I had an awesome time! I worked with 3 clubs:
One club I worked on the service we deliver during the sales process. We talked a little about to how to close more sales but more focus was on how to be remarkable from prospects and members.
One club we designed a 12-month marketing plan.
And then the final business we talked about leadership, being an employer of choice and strategised the acquisition and retention of members.
I want to say a huge thanks to the owners and managers that invited me to work with their team. Your teams were open to ideas.
It was a great opportunity! And thank you! I am very grateful for the opportunity and the amazing feedback I have received.
In Show 18 I set you a challenge. Click here to watch show 18 and hear my challenge.
I wanted you to smile more to people. I wanted you to say please and thank you more. Did you do it? What response did you get? Tell everyone in the comments below . . . go!
I noticed the politer I was, the response I received was warmer.
Let me give you an example. Some of you may have seen on Facebook what happened to my bag on a Qantas flight. It looked like it had got caught in the conveyor belt and was completely trashed. I was furious – actually that was an understatement. When I got to the hotel I rang Qantas and gave them what for and achieved zero!
The next day I had to take my bag to baggage services back at the airport and show the damage to my bag, clothes and the 11 pieces of my fav drink bottle. Now I had calmed down and I thought I am going to change my mindset about this incident as being angry will get me nothing and I’m only talking about a bag and some clothes.
When I got to the baggage services, I was smiling, polite, patient and I felt empathetic toward the staff member – they would be used to being abused and I was determined not to go down that road.
I was consciously polite. I was authentic. I wasn’t faking my politeness. And I genuinely smiled – a lot!
The result a wonderful interaction with the staff member of Qantas. She exceeded my expectations. And I walked away thinking “WOW! What an experience!”
I am 100% positive that experience correlated with my politeness. The result of this conversation reinforced to me the power of smiling, pleasing and thanking people.
If you didn’t accept my challenge last week, then please accept the challenge this week of more smiles to people. I want you to say please more and thank you more. And tell me what results you get!
The 84 Day Challenge For A Thriving You
If I could promise with just 15 minutes every day you can have greater vitality, lead a thriving life and have a massive positive impact on your family, your partner or your work mates or Team would you be interested?
I am quite serious, 15 minutes every day of doing what I am going to share with you will boost the brand we know as ‘you.’
Every day, for the next 84 days – that is 12 weeks – I want to challenge you to write – not think or type – actually write with a pen and paper the answers to the following:
What are you grateful for?
Who do you appreciate?
What opportunities did you see today?
What are the top 3 things to do tomorrow?
How are you travelling in your 84 day plan in regard to work; personal; and family?
Will you do it?
Go on give yourself permission to be happier, thriving and increased vitality version of you.
#AskJT
You can fire any questions to me using #AskJT. Tweet me, FB me or email me.
This question comes from Brian in London. Brian sent me an email and asked, “My best performer in sales is not a team player. She doesn’t follow the culture of the business. She is a negative influence on not just the sales team but the whole business, including our clients. BUT she is selling nearly double the units to everyone else. I have tried everything with her. What should I do?”
WOW Brian, a star performer selling double what everyone else is selling. AWESOME! We all want one of them in our Team. But we don’t want the negative behaviour, as I read your email I knew it would be too good to be true.
Let me say if you think you should fire someone then you should!
If you have counselled her Brian – as you say you have – then despite her amazing sales numbers I would let her go. Perhaps the reason she is double everyone else is because everyone else is performing 50% less because they are disengaged owing to her negativity.
An easy metaphor for understanding what happens with a negative Team member is that of a rotting piece of fruit in a fruit bowl. The one piece of fruit begins to rot and then that rotting moves to the piece of fruit next to it and the rotting spreads until finally every piece of fruit is rotten and we have to throw the whole bowl out.
Brian before your Negative Nancy infects anyone else with her negativity, suggest a career adjustment. Do all the legal requirements but move her on.
If you think you should fire someone then you probably should!
Reading This Week
I wish I had something to report on what I have read this week but I haven’t read anything! I have been prep’ing for work with the clubs and didn’t open a book or a magazine! How bad is that?
Can I just say Chantal’s interview with Jay Baer in show 75 I think is the best show ever! It is incredible and so many takeaways for anyone in business – especially in marketing and handling complaints.
Then this week, Chantal backed it up with Susan Fowler. She wrote a book called “Why Motivating People Doesn’t Work And What Does.” And this interview is simply fascinating! She is right in the grill of how in business we motivate people and challenges the paradigms. It is a truly thought provoking interview for anyone who has a team or even for fitness people who have to motivate people to work out! I hope the producers of the Biggest Loser listens as it will completely change the way trainers train the contestants.
Next Week
First up for ALL the Active Management members watching today, tomorrow we have the 3rd Virtual Roundtable with our legal Ninja Scott McKenzie. Scott is an expert in all things legal and he specializes in the fitness industry! He will be online every day in the Member Hub to answer your questions and share powerful insights into the legal aspects of running a business. Seriously, log on to the Member Hub and join the conversation.
On Wednesday, one of my coaching clients has a new studio they are opening, so I am going to swing by and check it out. I’m also going to do a face to face coaching session with at least one other coaching client too. I find the occasional face to face coaching sessions are something that my clients really love.
I have the last of my two day Industry Leaders Roundtable for Personal Trainers. We are meeting in Melbourne and one of our members is in the Hot Seat! She and her business partner will be presenting their business plan for their second studio. We will listen and then help strengthen their business plan. This is always exciting and a powerful asset to being on a Roundtable.
If you are interested in knowing about the Roundtable as a personal trainer, then type ILR in the comments below and we can organize a chat. And if you know a personal trainer who you think should be on a Roundtable, then tag them in the comments and if you have been tagged then lets talk!
#JTInTheRaw show 20 will come from Melbourne next Friday morning. I’ll be squeezing a quick show in before day 2 of the Industry Leaders Roundtable.
I really appreciate it when you hit like on the show; when you hit share and share the show; and am very grateful when you tag someone in the comments for them to watch the show. So if you liked todays show, now is the time to hit like!
Quote of the Week . . .
“In our life, we give so much to others. We must remember it’s a positive to slow down, take stock and refill our own cup.”
Sydney Fitness Businesses: Your Tips To Improve Member & Client Retention in 2.5 Hours.
Australia’s best micro-fitness business conference is even better in 2016 with TWO amazing presentations with JT. FitnessBiz has been strengthening the Australian fitness industry since 2007 in sell out sessions. With limited numbers you can be guaranteed a personalised experience that will inspire, educate and drive you to implement proven strategies.
It is your turn Sydney (North) on the 18th November (click here to see all Australian locations and dates) andas a special BONUS when you get your ticket in the next 48 hours you will receive a FREE copy of our ebook: How To Turbo Boost Your Fitness Business With Powerful Neuromarketing Strategies (valued at $99)
Take a journey around the planet as JT shares his insights from gyms, studios, franchises and PT studios across the planet. He will share photos and stories from places he has visited. See examples of great websites and marketing campaigns. This is your opportunity to see the world of fitness without leaving the country!
Customer Service Is Your Unforgotten Marketing Tool
Online reviews and social media have replaced the water cooler referral system. In days gone past we learned about gyms we should join from workmates at the water cooler, school playground or at a dinner party. Now every day, people review your facility with the comments and engagement on-line with your brand. In this entertaining session, you’ll learn how important your customer service is and how to embrace the clients who complain. You want them complaining, so you can get better!
Date: 18th November 2016 Time: 10:00am to 12:30pm Venue: The Union Hotel, 271 Pacific Hwy, North Sydney Cost: 79 per person
Bonus: Book in the next 48 hours and receive a free copy of How To Turbo Boost Your Fitness Business With Powerful Neuromarketing Strategies(valued at $99)
Active Management members (excluding Bronze) receive a complimentary ticket to FitnessBiz Brunch plus discounts for additional staff members to attend. To redeem your free ticket login to the member hub and follow the instructions in the forum under ‘FitnessBiz Brunch/Summit 2016’.
Want to become a member?
Become an annual member of Active Management for only 24.90 a month and receive:
A bonus free ticket to FitnessBiz Brunch (that’s TWO tickets)
A copy of How To Turbo Boost Your Fitness Business With Powerful Neuromarketing Strategies (valued at $99)
Plus over $5K worth of resources for your fitness business including: professional development videos, social media tiles to educate and engage with your fans, and the fastest growing on-line network of fitness business owners & entrepreneurs.
Welcome to show 18 and I’m coming to you live from DMAC Fitness in Wollongong. It’s a brand new PT studio for one of my NSW PT Industry Leaders Roundtable. Wanna have a quick look?
On a somber way to start the upbeat #JTInTheRaw I want to pass on my condolences to the Aussie families that have been torn apart this week after the Dreamworld accident. This was horrific and so many people will be impacted. I also want us to spare a thought for the young 18 year old on her very first day at work who was in charge of the safety switch of Thunder Rapid. Her life has also been changed forever.
As a friend said to me on Wednesday these people will grieve, be sad and move on with their lives but they will never ever forget what they witnessed. Their lives are changed forever. And forever is a long time for some of these people.
My thoughts go out to everyone involved from the family, to witnesses, to staff and the rescuers.
#JTShoutOut
Shoutout #1 … A shout out to Marc Gagnon and the IHRSA Team who have asked me to return to speak at IHRSA in LA in 2017. Every year I nervously await the email from Marc. I feel very excited to be speaking as I’m 99% sure this will be my 10th consecutive year speaking at the world’s largest fitness business conference. Thank you for the opportunity Marc & IHRSA.
Shoutout #2 … goes to Bill Moore, CEO of Fitness Australia. I ran into Bill yesterday in Melbourne airport – literally ran into him. As he walked through security & the Qantas Club, I watched & listened to Bill interact with the Qantas staff. He was so polite – lots of pleases & thank yous. His actions slow, courteous & deliberate putting people around him at ease. And he smiled at everyone. It made me think two things – what great leadership qualities & we’re lucky to have him representing the fitness industry. And secondly, it costs nothing to be polite & has an impact on the receiver of your politeness! Thanks Bill for the reminder of old fashioned manners. I’m going to work on mine!
In the comments below, tell me if you’re going to work on your smile and pleases & thank you’s in the next 7 days & beyond!
#AskJT
You can fire any questions to me using #AskJT. Tweet me FB me or email me.
From Richard who Facebooked me, I’m launching my new group training program & nothing like this exists in my town now. It’s a very different service to gym workouts and even PT. How do I tell people about the benefits of this service?
Your marketing message Richard is not about what you do but rather what you enable to happen. This means asking this question …
“Why does that matter?”
When you ask this question – perhaps several times – you get to the heart of the matter. You get to the core reason someone would buy your product. You can then focus on a specific outcome or the result they’ll achieve.
For example Richard … your group training program’s benefit is a high intensity workout, right?
Why does that matter?
It means you burn more fat in a shorter workout.
Why does that matter?
It means it’s a more efficient workout.
Why does that matter?
It means you can spend more time with your family or friends not at the gym.
Boom! You got it Richard! The core personal result of your product for your customer.
Everyone watching right now, think about what you do or what you sell and ask ‘why does that matter to my customer?’ Keep asking that and like an onion peel each layer back until you get to the essence of what your product or service does for you customer.
I’d love you to tag someone in the comments below or share this blog with anyone you think could learn from asking ‘why does that matter?’
Listening This Week
This week I listened to the Convince & Convert podcast. Firstly, this is an intriguing podcast. It is a woman reading the top blog post for the week from the Convince & Convert blog. What an easy way to give added online presence to your business!
The podcast was talking about competition & strategies to compete. Well actually, it was just one strategy and one perfect for the fitness industry – if not the industry you’re in.
Ready … here it is … to compete stop chasing better & focus on different.
This strategy hit me like a tonne of bricks being dropped on me! In my business, like yours, there are now more consultants than ever before. I like their Facebook pages and I am constantly thinking how can I do something better, keep up or be better than them.
Well I have been so profoundly impacted by this strategy that my 2017 business plan will be what can we continue to do differently with a goal to launch something different every 3 months.
I’m not going to focus on my competitors I’m going to focus on my customer in 2017 – are you with me?
Give me a like right now if you are also going to focus on your customer not your competitor.
Next Week
Is a full week for me!!!
Monday I’m hanging with Steve Jensen from Impact Training as we brainstorm how Impact and Active Management can work more closely. We’re also chewing the thin on monetising our services – in other words thinking differently not better!
I’m off to Perth for the rest of the week. I’m working with 3 different facilities. I’m super pumped as I get to help them on their service models for members in the trenches stuff and then help the owners and managers lead their teams better. I love doing this strategy stuff – it’s always cool!
Next Friday will be show 19 & I’ll be in Sydney! I have no idea where! So pop in the comments below any ideas of where the #JTInTheRaw should be next week – exotic location or maybe you want to visit your gym and come live from there! I’m open to any ideas!
Quote of the Week . . .
“To compete stop chasing better & focus on different – Jay Baer”
Show 17 coming to you LIVE from BrisVegas this morning! What a thriving metropolis this place is!
Thanks for tuning in this morning to my musing on business and life.
Congrats to the Aussie Netball Diamonds on winning the Constellation Cup last night after defeating the Kiwi’s. Well done girls!
If you hang around for all of today’s show then I guarantee you will learn a profound marketing concept that COULD change how you promote your business!
But first a rant . . .
#JTRant
At the end of my rant, I promise there is a customer service message for you in your business!
Ok I need to unload and you guys and girls are going to hear it . . .
We are currently getting some renovations done. Well actually that’s not quite correct we have paid our deposit and we are 4 now weeks past the original start date, so I guess using the word ‘getting’ may not be quite correct.
Now I am not going to bore you with the details of the challenges we have had with our builders but my rant is this . . . if you are dealing with customers that have NFI then you MUST up your communication! In fact, even if they have an idea then up your communication!
As virgin renovators we don’t know the in’s and the out’s. We are not aware of timelines of previous jobs, staffing levels, and any other bull shit variable that has been given to us over the past 4 weeks.
The result of poor communication:
Before the renovation has begun, we already are not feeling the love;
We distrust our project manager as we feel he has stretched the truth with us;
The likability rating of our project manager is negative because he is not attempting to connect with his customer;
It is obvious the business owner promises one thing to get the business and the foot soldiers can’t meet those expectations resulting in: over promising and under delivering!
In the last 4 weeks we have experienced first hand how NOT to do business! And to be honest we are suffering massive buyers remorse but a signed contract and a huge deposit means it is too hard to change.
Rant over . . .
Now I know many of you thinking “Wow JT! That’s a first world problem!” It is not a major thing for you but for us it is a big expense and a major decision for us. So don’t judge.
So what are the lessons for all of us in business:
Communication with new clients. I talked about onboarding new customers back in show 14, if you haven’t watched that show put 14 in the comments below & I’ll share the link with you. Don’t assume your new customers know anything. Help them, coach them and communicate with them.
Ensure people in your business don’t operate in silos. If you are unaware of what each other are doing, you may well promise something that cannot be delivered by your team and that breeds distrust between you and your customer.
Employ people who smile! A smile boosts the likeability rating of your staff and when you have people representing your brand who don’t smile, it makes connecting difficult – if not impossible.
#AskJT
If you have questions for me, tweet them using #AskJT, Facebook me or email me!
And I have two questions to answer this week on marketing!
The first question from Donna all the way from the US of A who asked me “What should my marketing budget be?”
This would be one of the most common questions I receive and the answer is possibly simpler than you think: as much as it takes Donna to get the customer you want!
There is some background work we need to do first Donna. Let me explain . . .
Firstly, you need to know the life time value of your customers. That is how much is a customer worth in their life as a customer with you.
For example, on average your customer stays 20 months and pays you $100 a month. The average life time value of a customer is $2000.
Step 1 in your business – no matter the business you are in – know the life time value of your customer.
Step 2 is know the profit margin in that life time value. So following the same example, let’s assume that the cost to service that customer is $800 – so you make $1200 profit!
Now Donna let me answer your question this way . . . if I said to you I can guarantee you a new customer who will meet your $2000 life time value and therefore produce you $1200 profit with an advertising piece that will cost you $200 would you do it?
Absolutely.
What about 400 bucks? That would mean your profit drops from 1200 to 800 bucks. I think you’d be tempted.
So how much should your marketing budget be?
Your budget then: what ever you are prepared to spend to get a customer who will reach or exceed your life time value of a customer.
Give me a thumbs up if you like that answer?
My second question this week comes from Dave from New Zealand. Thanks Dave for reaching out and asking “What should I put in an advertising piece?”
Well Dave, the answer to that is HUGE! But I am going to simplify it as much as possible . . .
You should put in your advertising piece – whether that be a printed flyer, an email, a video, a Facebook ad (ie any type of marketing piece) – the advantage to them for using your product or service.
You should put in your advertising piece the advantage to them for using your product or service.
The consumer when deciding to purchase something is self-centred. They’re buying a result for themselves. They’re not buying the product they are buying what benefit they will get from you. It is a selfish and self serving decision.
The only reason this customer is going to deal with you moving forward is because you are going to help them. Acknowledge that Dave and in your marketing piece show, tell, prove, articulate, explain, educate or convince them that you can help them.
Does this help Dave?
Give me thumbs up if you like my answer.
Remember send your questions to me for show 18 by using #AskJT on Twitter or the comments below or email me directly.
Next Week
After 2 weeks of heavy travel, next week is just a day trip to Melbourne for the Personal Trainers Industry Leaders Roundtable next Thursday. So that gives me 3 days to work on my business.
I am getting my butt kicked by Alicia for a long list of items on my to do list NOT done. So I plan next week to tick off some of those items. This includes working on the Fitness Business Podcast, writing Active Management’s Green n Growing enews, and excitingly prep’ing for clients I’m working with in Perth in 2 weeks. Can’t wait to get over there!
I will be following up on my to do’s from my Roundtable meetings over the past 2 weeks.
Next Friday is the NSW Personal Trainers Industry Leaders Roundtable. We are visiting a brand new studio and I can’t wait to see it! So I’ll sneak in #JTInTheRaw show 18 just before we kick off the Roundtable.
Remember please share the show if you think there is someone who should go to war for talent, should join the Industry Leaders Roundtable to enhance their business or come to FitnessBiz Brunch.
Quote of the Week . . .
“In your marketing show, tell, prove, articulate, explain, educate or convince your customer that you can help them..”
I just listened to this week’s podcast as part of #Podtober and Chantal’s interview with Rasmus from IHRSA, Wexer and REPEAT is sensational! If you’re in the fitness industry this is compulsory listening, click here to listen. #JustListen.
If you stay tuned in today, then you’ll hear why we need to go to war for talent, the role of leaders in companies, and a great opportunity.
#JTShoutout…
Three shout outs this week go to:
# 1 Jai & Hamish from Proactive Business Podcast and Steve & Matt from Gym Wipes. Thanks to these two companies for jumping onto the Active Management supplier directory. Great to have you on board! FYI – we are building a supplier directory for people who want to talk to fitness business owners. If you’re keen to know more give me a yell. If you’re an owner or manager, check out www.activemgmt.com.au/supplier-directory.
#2 Daragh, Cindy, Troy, Amber & Brikitta from the Club Owners Roundtable. We just had an incredible 3 days of working out together, exploring new and enhanced ways to run our fitness businesses, and providing invaluable feedback to our host. We had some powerful discussions and honest chats. Thanks guys and girls for your candor, honesty and for just being so damn cool!
#3 Emmett Williams from MyZone who with Lorna Jane, Maria Teresa Stone as the latest inductees in the Fitness Australia Roll of Honour. I know Emmett and this is well deserved honour. Congrats mate.
#AskJT
If you have questions for me, tweet them using #AskJT, Facebook me or email me!
This week I had a question from Ben who asked me “What is the Industry Leaders Roundtable that you speak of?”
The Industry Leaders Roundtable is the most unique personal and professional development program in the fitness industry. Ten non-competing business owners coming together to collaborate on making their businesses stronger.
Perhaps a better answer Ben is this:
Roundtable member one says they have extended the length of membership from 300 days to 500 days thanks to Roundtable ideas.
Roundtable member two says they saved $20K thanks to a focus on the expenses on the P & L
The Industry Leaders Roundtable in Australia and REX Roundtables in the US and Europe are the most unique environments for business owners. If you want any information on joining the Club Owners Roundtables or any of the PT roundtables I run, email me now.
Book Review
This week I’ve been catching up on my reading of the Harvard Business Review. Yes I am one of those geeks who read this magazine! There is always an article or a concept discussed that is relevant to small business.
A component of an article I read really popped for me and it was title ‘Go To War For Talent.’ The article said that HR is traditionally focused on compliance, record keeping and support. But the future of business – your business – is based on how you attract and keep talent.
This means human asset management must be a priority for every business. As the business owner or manager you have to be focused on improving:
Recruiting
Screening
Onboarding
Compensating
Engaging
Retaining
Developing
What’s probably more important is that you must create an engaging workplace or environment. You must continually improve your reputation as an employer of choice.
Last week we talked about having staff work in their strength zone. That is having them engaged. If you missed show 15, click here to watch.
What are you doing to be an employer of choice?
If you are competing for talent, what are you offering above and beyond compensation/money to attract and keep talent?
I challenge you to develop a 3 or 5 or 7 point list of WHY people should work for you and stay working for you.
No matter the size of your business, you need to go to war for talent. It is a strong metaphor, going to war but the labour market is tight and you can no longer not have a focus on your people. Pour your energy in to your greatest asset to your business the people.
Interestingly, Ryan from Australian Fitness Network shot me the link to video interview with Simon Sinek. Awesome!!!! Thanks Ryan
And it was fascinating that some of Sinek’s insights reinforced designing your leadership to be an employer of choice.
Sinek said:
We are social animals & we respond to the people and the environment we are in. This means, it is not just the people but the environment that leaders are responsible for!
He gave an example of Noah a barista:
Four Seasons – “I love my job because every manager asks how I’m doing, do I need anything & I can be myself”
Caesars Palace – “Managers check to make sure I am doing everything right & catch me doing things wrong.”
This is the same individual responding to ‘work’ differently based on leadership.
Many times leaders think they’re responsible for the results … Leaders are responsible for the people who are in turn responsible for the results.
Take care of the people & environment and the business will go just fine.
Tonight I’m off to the Fitness Australia Gala Dinner, so if you are there grab me and tell me what you think of #JTInTheRaw.
I have some very cool chats planned on Monday and Tuesday. Everything from coaching sessions, to new industry product knowledge and some personal training sessions for Active Management members in #CatchUpMonth. If you are an Active Management member who wants some PT sessions to get the most from your membership, click here.
It is week two of Roundtables and next week it is the Aussie Anytime Fitness Franchisees turn. We head to Queensland for a club inspection and then chatting around unique marketing strategies.
Next Friday is FitnessBiz Brunch in Brisbane. And I have to admit this is a really exciting presentation as I take inside gyms, studios and boutiques from around the world. I give SO many tips to help make your business better. Grab a ticket at www.FitnessBizBrunch.com.au.
Next week will be show 17 from Brisbane!
Remember please share the show if you think there is someone who should go to war for talent, should join the Industry Leaders Roundtable to enhance their business or come to FitnessBiz Brunch.
Quote of the Week . . .
“Leaders are responsible for the people who are in turn responsible for the results.”
NSW Fitness Businesses: Your Tips To Improve Member & Client Retention in 2.5 Hours.
Australia’s best micro-fitness business conference is even better in 2016 with TWO amazing presentations with JT. FitnessBiz has been strengthening the Australian fitness industry since 2007 in sell out sessions. With limited numbers you can be guaranteed a personalised experience that will inspire, educate and drive you to implement proven strategies.
It is your turn Sydney (South) on the 4th November (click here to see all Australian locations and dates) andas a special BONUS when you get your ticket in the next 48 hours you will receive a FREE copy of our ebook: How To Turbo Boost Your Fitness Business With Powerful Neuromarketing Strategies (valued at $99)
Take a journey around the planet as JT shares his insights from gyms, studios, franchises and PT studios across the planet. He will share photos and stories from places he has visited. See examples of great websites and marketing campaigns. This is your opportunity to see the world of fitness without leaving the country!
Customer Service Is Your Unforgotten Marketing Tool
Online reviews and social media have replaced the water cooler referral system. In days gone past we learned about gyms we should join from workmates at the water cooler, school playground or at a dinner party. Now every day, people review your facility with the comments and engagement on-line with your brand. In this entertaining session, you’ll learn how important your customer service is and how to embrace the clients who complain. You want them complaining, so you can get better!
Date: 4th November 2016 Time: 10:00am to 12:30pm Venue: Revesby Workers Club, 2B Brett St, Revesby NSW 2212 Cost: 79 per person
Bonus: Book in the next 48 hours and receive a free copy of How To Turbo Boost Your Fitness Business With Powerful Neuromarketing Strategies(valued at $99)
Active Management members (excluding Bronze) receive a complimentary ticket to FitnessBiz Brunch plus discounts for additional staff members to attend. To redeem your free ticket login to the member hub and follow the instructions in the forum under ‘FitnessBiz Brunch/Summit 2016’.
Want to become a member?
Become an annual member of Active Management for only 24.90 a month and receive:
A bonus free ticket to FitnessBiz Brunch (that’s TWO tickets)
A copy of How To Turbo Boost Your Fitness Business With Powerful Neuromarketing Strategies (valued at $99)
Plus over $5K worth of resources for your fitness business including: professional development videos, social media tiles to educate and engage with your fans, and the fastest growing on-line network of fitness business owners & entrepreneurs.
l receive a FREE copy of our ebook: How To Turbo Boost Your Fitness Business With Powerful Neuromarketing Strategies (valued at $99)
