After I got out of the service in the early nineties (1990's, not 1890's wise guy) I got a job as an assistant manager at a Domino's Pizza.
Back then Dominos had a very specific brand promise - Deliver your pizza in 30 minutes or you get $3 off (it used to be 30 minutes or free, but that only lasted a couple years, as it turned out to be a very unprofitable strategy).
This was a huge differentiator in the marketplace. Instead of waiting for what seemed like forever, you could ring up Dominos and you knew you were going to be chowing in 30 minutes. And if they didn't, you could tip the Pizza Driver $3 more, right you cheapskate?
So what's that got to do with your fitness business?
Well you have a brand promise too, even if you don't formally call it that. People seek your services based on your advertising, or even better, word-of-mouth because of all your raving fans. There is an expectation every customer has when purchasing your service, based on what they have seen or heard about you.
Need #4 on the Sales Level of the BHN is Delivering on Commitments, and the question we ask is;
"Do you fully deliver on your commitment to your clients?"
The quickest way to lose business reviews and get a poor reputation is to let your customers down - to not fully deliver on your commitment to them.
There are subtle ways this can happen. If you advertise high energy, high intensity group fitness classes and play polka music, not only are you going to let people down, you are probably going to have someone suggest counseling.
Seriously though, this is part of the sales cycle we don't tend to think about as much, and we tend to be "either/or" rather than "both/and".
As in, either I am focusing on sales or I am focusing on service, rather than having the systems in place to make sure both are being done, all the time.
One way you can identify if you have a problem delivering on your commitments is by measuring your churn rate. If you have as many people going out the door as you do coming in, you have a problem that you need to hone in on. Customer acquisition is a huge time and money suck when this is happening, and it can be pretty emotionally draining as well.
As an aside, we were always pretty pleased with ourselves that our retention rate was about 97%, until we realized that even at that, we were losing over 35% of our clients a year. Ugh.
Delivering on your commitments means doing what you say you will do, every time. and if for some reason you can't, you need to communicate why, every time.
Are you delivering on your commitments? Do you have the feedback system in place to prove it? Do you have systems to make sure sales and service are not mutually exclusive?
Need #3 on the Sales Level of the BHN is Client Conversion, and the question we ask is;
"Do you convert enough of the right prospects into clients to support your needed sales?"
Last time out we talked about what the "right prospects" for your business are. We know that not every lead we get in the door is going to become a client, that's just business. But if you have truly taken care to make sure you are attracting quality prospects for your specific business, you should be converting them at a predictable rate.
In the book Fix This Next, author Mike Michalowicz writes "Conversion is consideration of both sides. What do they want and what do you want." When those two things are in alignment, conversion naturally becomes easier.
We tend to focus on what the clients wants, which is natural. But have you put as much consideration into what you want out of the deal?
When we work with our clients using our Pumpkin Plan tools, one of the things we determine is your Sweet Spot. Do you get the most joy out of selling on price, convenience or quality? (hint: you can't successfully do all three). What type of clients do you really enjoy serving? What products or services do you really love delivering?
Is that what your company is doing, right now?
It may seem strange to introduce the "joy" component so deeply into a discussion revolving around sales and client conversion. But life is too short to serve customers you don't like with an offering you hate delivering at a price point that you know is too low. You didn't start your business to get the life sucked out of you, but that's sure to happen if you don't nail your Sweet Spot down, like right now.
I'll come out and say it. I strongly dislike delivering personal training, I like semi-private better, but I love coaching group fitness. Don't be a hater, it's just what I like doing. We'd been open a few years and were being encouraged by a coaching program I was in to start doing more semi-private and personal training, and I let myself get pressured into it.
We failed to get any traction, and it's not a secret why. I didn't like personal training, and I was convinced our group training was just as high quality as anything I could do semi-private. My heart wasn't in it, I didn't feel good about marketing it, and it didn't get the attention it deserved.
Bottom line. I found no joy in it, so I self-sabotaged the effort. What a baby, huh?
Now you may love training clients one-on-one and have the most incredible semi-private offering ever. That's awesome. You do you. And don't let some expert tell you otherwise.
And once you find out what "doing you" means, ask these questions:
Is my company story consistent with it?
Is my pricing consistent with it?
Is the experience I deliver consistent with it?
When these consistencies are achieved, when you have found your Sweet Spot and are living by it in your messaging, marketing and sales process, converting prospects into clients becomes a much, dare I say it, sweeter process.
And I'll go one step further. If you don't find alignment between the customers needs and your needs, you will continue to waste money on marketing that doesn't work, a muddled sales message, and a stagnant business.
Have you been wondering how to keep more money from your business for your personal life?
If you said yes, you are not alone!
After all, that is the mission of for-profit fitness business owners! As an owner, you want to keep more of your money and have a lifestyle that you have dreamt of since you decided to start your business. This is the reward you deserve after all of the heroic work you do, as you support your members and clients in wellness.
I would love to go over accountability today, as well as your money. These two things really go hand in hand. In your business, you help your members set health goals. Your members then use accountability to keep moving towards that health goal.
Well, when I talk about accountability and money in your business, I want you to do the same thing. Here at Fit for Profit, we can help you set the money goals you want. We can help you with your vision and figure out what you want from your business financially.
Once you have that figured out, you will need to use accountability to keep moving towards your goal. You will use that accountability to figure out what the baby steps are to back out of that big goal and figure out what the next step is. The following steps will also be created, so you have a flow to keep you motivated.
Of course, there may be a time when you get to Step A and then decide that Step B isn’t really the best way to tackle the next step. However, you can use your accountability to review all of your options and then figure out what the next best step truly is.
You can also use your accountability to reassess, if the steps you have decided on are not producing the results you desire. Maybe Step B wasn’t right. Maybe you should’ve tried Step C first or you should have placed an intermediate step into your plans.
If you are working on your accountability with someone who has been successful with it before, they can help you do it right. This is the same thing you do with your members. You can help walk them through their accountability steps, because you have seen so many other members take the same steps with success.
While everyone might not have the same experiences, you can still learn a lot from them. Those who have similar experiences can let you know what has worked for them and what has not. Those people with different experiences can still be a wealth of information, because some of what worked for them may still work for you.
I can’t emphasize enough how working with people in an accountability group can be so helpful. You can use this group to get fresh ideas. This is really good when you feel a little stuck and unsure of which direction to take for the future of your business.
In our accountability groups here at Fit for Profit, we always have past members coming back to check in. They are further ahead in their business than you are and they can help you see what is possible.
Remember, accountability is reminding yourself what is possible and why you decided to do this in the first place. You know, we say, we want to keep more money. We want a bigger lifestyle. We want a better lifestyle. We want a different lifestyle. It doesn’t have to be bigger or better though. Maybe it is just different.
What does different mean to you?
Decide what your different means and remind yourself of that constantly. See what other people have accomplished and see what is possible in your business. Your accountability will keep all of this information fresh in your mind, so you are willing to put in the work. This work is not always going to be easy, because change is never as simple as it may seem.
Holding yourself accountable is going to require different actions than what you were doing before. These actions can feel hard at times, so you must keep your goal in front of you in the form of accountability.
When you are on your own, it’s really easy to forget. You begin to think, “Why am I doing this??”. You get stuck in the mud and you can’t see what is ahead. A group of people who are going through the same things, or at least having an accountability person, can keep reminding you of why you are doing what you are doing.
You will see that the accountability you help your clients with is very similar to the accountability you will use with your finances. I would love to know what has resonated with you throughout this post.
Are you looking for accountability?
How do you respond to accountability?
Do you normally have excellent internal accountability?
Since you are trying something very different involving money, you may realize that you need some sort of accountability group. Or at least an accountability partner to keep you moving towards your new goals.
I can’t wait to hear what your thoughts are on accountability and how you think you can be accountable in the future. Leave me a comment to share your thoughts or drop me a message on social media.
Miquel Henderson had the same problem as many other business owners. Before implementing Profit First, Miquel would look at her outgoing expenses and either think that the amount of money left was either great, or in most cases, not so great. She would simply look at her numbers each month and then do her best to make the numbers work the best way she could.
The issue was, since there was hardly ever any money in her accounts, she didn’t always have the money to pay her expenses. Miquel also didn’t know how to use the extra money she did have on occasion.
KMMP allowed Miquel to look at her numbers in a different way than she ever had before. She was given the reinforcement that looking at things in a different way was okay. KMMP also encouraged Miquel to look at different account options, including a DRIP account. While many people are not ready for those extra accounts right away, KMMP allows business owners like Miquel to keep those accounts in the back of their mind.
While Miquel might not be ready for the extra accounts for another three to six months, she knows they are available to her when it is time to take her business finances to the next level.
Miquel wasn’t sure she was doing the right thing when she started KMMP. However, she learned a lot from the very beginning and is so glad she took a leap of faith. Options like giving her employees a raise had occurred to her in the previous months. However, she didn’t think about profit distributions for her staff until she learned about it through KMMP. She is excited to now explore that option in the future.
While Miquel wished she could be on East Coast time, so she didn’t need to meet so early in the morning, she loved every minute in KMMP. She hasn’t implemented everything she has learned yet, but is happy everything was so easy to understand.
The only section Miquel had difficulty understanding was Module 7, but that was due to her not having the information she personally needed to make the necessary allocations. She is aware that there are so many extra accounts she should consider in the future and looks forward to the time when she can sign up for the ones that will work best for her needs.
Miquel is looking forward to the next year of her business, post-KMMP. She has major plans to bring in more profits, so she is ready to open those extra accounts and continue to take her business to the next level.
Miquel can’t wait to keep connecting with Shannon, and the rest of the team at Fit for Profit, so she can keep implementing everything she has learned with KMMP.
Are you ready to be the next Keep More Money success story?? You can join the Keep More Money workshop here. Join us and see how you can take your business to the next level!
Remember when you were getting ready to launch your business? The excitement that you felt? All the hard work you had been doing was finally coming to fruition. Your space was setup and ready to go. Your equipment was gleaming. Your programming was the best you had ever crafted. Website up and running - check. Billing system ready to go. Time to open the doors!
And people did show up. And it was all good. Until it wasn't.
You see the problem with people showing up is that they are, well, people! With all their quirks, problems, likes and dislikes and personalities. We human beings can just plain be hard to deal with sometimes.
Which is why it is so important that we focus on getting the "right" kind of people through our doors.
Need #2 on the Sales Level of the Business Hierarchy of Needs is Prospect Attraction
But not just anybody will do.
The right kind of person for your business doesn't mean that they are a good or bad person. But they might be a less than ideal fit for you and your gym. Every gym I have ever been in has its own unique personality. I'd fit in some, others not so much. It is crucial that you get this right, or you are going to be wasting a lot of time when it comes to selling. If you are a power-lifting gym, and you are getting a lot of interest from prospects looking for Yoga and Pilates, your messaging needs to be tweaked, just a bit. 🙂
In the beginning we just want bodies in the door, I get it. But as your business grows, you'll want your message to be laser focused on the clients you serve best, AND the clients that will serve your business best. If your space is high energy, with lots of laughing and smiling and joking around, don't be afraid to show that personality in your marketing. You'll get more of those type of people in the door, which will only add to your already rocking place.
Look I know this isn't a new concept. Client "Avatar's" have been around forever. That's not in question.
What IS in question is have YOU done the work to create YOUR ideal client? The client who has that specific need that for who your company is the perfect solution?
When you do, and you craft your marketing so it speaks to that person, you'll attract the right kind of people to your business, save yourself a lot of time and money, make more sales, and create more profit.
Attracting prospects with that "Certain Quality" matters. We can help.