Fitness Business School – Delivering Results in Advance

Full Transcript

Hey, Pat Rigsby here and in this episode, I wanna talk with you about one of the most important
things that has helped me in business. So 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.

I’m a huge fan of what Frank Kern calls delivering results in advance now. I don’t know that that
was language that I always probably understood like, you know, that’s his way of saying it, but that
mentality is something that I’ve for whatever reason, I kind of intuitively intuitively gravitated to, from
my days as a college baseball coach, I kind of thought of myself as taking on the role of the, the
prospective players that I was recruiting. I wanted to go ahead and behave like I was their coach and
help them and serve them. And hopefully they would just kind of gravitate to embracing me as their
coach. But I think, you know, when, when we’re talking about marketing advance, I think your marketing should generally help the people that you talk to get the result they want. You know, I talk a lot about coaching people until they pay you to coach them. I mean, if you’re doing that in your lead generation, your follow up, I think you’re gonna see your results improve for me, even low risk trials to experience our best stuff has always been really, really important.

I kind of always laugh when you get the, the high ticket people that, that are out there in the industry.
And, you know, that’s a really popular phrase right now, and things run in cycles, but this idea of most of the people that sell quote unquote high ticket don’t have nearly as much value to deliver. So their whole objective is to get you to prepay, because if they’re reliant on you paying over time, they, they know deep down inside, you know, they know that they’re not going to measure up to the price they’re
charging and they’re, yeah, they’ll have plenty of ways to rationalize this and whatever else and say,
Hey, you gotta have, you know, skin in the game to be committed or whatever else.

But in my mind, commitment is something that, that, that should be attained or earned because of fit
and because of quality. So, you know, I’m a, you know, a huge advocate of just letting people experience things and see if it is a fit. See if you know, it is what they’re looking for. I I’d rather earn somebody’s business than try to talk them out of their money and then have to deal with the, the consequences of it later. Now I’m not gonna say that this, this mentality isn’t without downside, right? I mean, if you lower the risk for people joining and the investment goes down, you know, a lot of times we’ll do $1 trials on things or, you know, that sort of thing. You, you risk getting people who may not be willing to do what it takes to implement and execute.

But if I’m weighing the pros and cons of each, I think it might be a better option because it’s kind of a
tryout for both sides, right? Yeah, you have to filter through some more people, but you have the ability
to off ramp somebody just like they have the ability to off-ramp themselves, if it’s a bad fit. You know, I
think a lot of times people get so caught up trying to vet on the front end and they vet exclusively by
price. And, you know, they’re probably losing out on 20 or 30% of the business that they could could
have in my experience. And I, those are just my numbers. I don’t have like some industry wide number,
but they’re also missing out on the opportunity to, to, to find people who fit their culture, who fit their
you know, their approach, their mentality.

And, you know, I think if you’re only mechanism for vetting is a pulse and a credit card, you’re gonna
have a lot of people who are a bad fit by every other means come into your program. So for me, this
mentality of results in advance is a wonderful way for you to get more people in the door. You know,
and you don’t have to spend so, so much time qualifying on the front end because you can get really
good at delivering on the back end. And, you know, I mean, just getting comfortable with the fact that
somebody may be a great person. They’re just not a great fit for you. And so we direct them to
something that might be a better fit. I, for me, that’s a very much a, a more enjoyable way to approach
business.

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