Full Transcript
Hey Pat Rigsby here and I want to talk with you about how you can alter your business model and get far better results. Let’s get started.
Welcome to the fitness business school podcast. The show for fitness business owners who want to grow their income, increase their end impact and improve their lifestyle. Be sure to listen to the end of this episode, because we have a brand new special offer exclusive for listeners. So stay tuned.
So this episodes may be a little bit more philosophy with, with some strategy than just kind of grassroots boots on the ground type of tactics. But, you know, if you think about marketing in general, what we’ve traditionally done is say, okay, the, the goal here is to identify who our target market is, the, the person that we wanna serve and we go sell that person something. And then we invite them to be part of our community, right? We connect with them. We we connect them with other people, you know, they become a part of our world. And I think that fortunately for, for years, I kind of did it in a little bit different way. But what I noticed is over the last couple of years, the way that I approached it has become more and more widely accepted. And that’s targeting that right person still, but then inviting them to be a part of our kind of ecosystem our world, our, I, I talk about it being kind of like a small town and then derive our sales from that.
We get our clients from that, that kind of world. And if you think about this tactically, it is kind of the difference between figuring out who you want to target, running an ad to a program for people to buy when they initially become aware of you. And then if they choose to buy it, then they get to be part of your world, versus the idea online, maybe somebody opts into your free email list, somebody joins your free Facebook group, somebody listens to your podcast, and then they start to connect with you. And maybe they’re even connected with other people if they are in a Facebook group or something like that. And then from that kind of smaller community that you are aggregating, that’s where your clients come from now. I, I think that this whole approach to your business model has really changed in that sense. For a lot of people now, for me, I, I think this was how I looked at business, man. It, it is definitely how I’ve looked at business the entire time I’ve been online.
But I even think about being a college baseball coach and treating people that I was recruiting is if they were my current players, caring about their results, caring about what was going on in their lives, trying to treat them the way that that made in a way that made them feel like they were a current player. But if you think about the, the, the business that, that you have, think about how much easier it is. If you are getting somebody to join your kind of club, your, your kind of broader reaching neighborhood, this little world that you’ve created and get to know you and get to like you and trust you and feel like, Hey, I’m in the right place. I belong here and then make them offers versus you trying to get somebody’s attention in in, in, in a, a marketing landscape where getting somebody’s attention is not easy at all. And not only are you trying to get their attention, but you’re trying to get them to stop what they were doing and thinking about, and being interested in, in that moment, shift gears, start looking at something else and make a buying decision all in this just incredibly rapid kind of sales cycle.
When I don’t think most of us buy things that way. And so if you can kind of flip this business model around and you say, okay, how do I connect with my person? How do I invite them to be a part of the, the world, the ecosystem that I’ve created, that, you know, kind of positions me as the mayor, if you will, in this community that, you know, kinda shares a lot of the same interests and maybe some of the same values. And ideally if it’s a local business, they, you know, they, they all are in a proximity that they could be your client. Well, then with those people now we make offers. Now we invite them to, to be part of our program.
It’s so much simpler and you get to do so much more real market research, not some survey that ha has kind of limited benefit a lot of the time, but actually being attentive to what people are saying and doing when you are not prompting specific answers, you know, how are they behaving in this community? What are they responding to? What are they interested in? What questions are they asking? So if you’ve not thought About the, the marketing model that you employ and that, that kind of conversion process that you employ lately, for me, this is a, a, a better way to maybe think about building your business. Just kind of in line with that whole coach people until they pay you to coach them, but it’s more or less kind of invite them to be a part of your world. And then let them move further and further into that world to become a paid client in, in a way that makes them feel like they’re not being sold. They’re selling themselves.
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