- Don’t fall in love with what you sell
- Strive to help your clients
- Provide templates instead of saying “do this”
- Give your clients frameworks
- Support, accountability, coaching, templates are all pieces of the puzzle
- How do you make it easier to adopt your advice?
- Lower the friction to good behaviors, add friction to bad behaviors
- Make anything outside of the “other 165” simple to do without supervision
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Hey Pat Rigsby here. And in this episode, we’re going to go through part six of a six part series about what we’re doing in our business to generate better results for our clients and to create more revenue and how you can apply the same kind of general tactics or themes to your business. Today, we’re going to talk about being a more complete solution for your clients. 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 impact and improve their lifestyle. Be sure to listen til the end of this episode, because we have a brand new special offer exclusive for listeners. So stay tuned.
One of the interesting challenges I think we face as a business owner is falling in love with what we sell. We fall in love with the service or the product, and sometimes you, you start to lose sight of the fact that the real job is to help the client achieve the transformation that they’re seeking, right? So it’s not, Hey, I have you know, a coaching program for fitness business owners. It’s, you know, I help fitness business owners do X in my case increase their income heightened their impact and enjoy a better lifestyle or more freedom. And I think if you can kind of flip your viewpoint around to being more of that, like helping your clients achieve the transformation they’re seeking, then, then it opens up a whole world of possibilities for different things that you can do to help and serve them. In our case. There, there are two things that I know that, that we’re doing that are kind of bigger initiatives along with some of the smaller kind of simpler initiatives. Like, so I’ll start with the small ones before I get into the, the, the bigger projects, because, you know, I would encourage probably anybody to do the same. I mean, there are things that we can all do to make it easier for our clients to execute what we want them to write.
You know, for me creating templates or frameworks for anything we’re going to ask a client to accomplish. Like for example, one of the things that we’ve asked clients to do is install a point of sale referral promotion. Well, you know, telling them when to do it, giving them a framework of how to present it and what their referral offer or ask should be, and kind of saying, okay, pick from one of these simple models to execute well, that’s an easier way for them to achieve that step in their transformation than saying, well, you should do this or piling all the referral stuff on people at once. Right? And, and, and I think that somebody could do the same thing in their business by like giving clients frameworks for how to start the day with a healthy or energizing or supportive breakfast, for example, giving them frameworks that they can choose between depending on their circumstances and preferences.
And, you know, I think if you have these frameworks or templates and then you help people kind of modify them or tweak them, if you will, you’re going to be better off. You’re going to, to, to make it easier for people to be compliant without being dictatorial and without being so rigid. It’s not something they can stick to. So I, I think the more we do have that, where we’re giving people kind of this, I mean, it’s almost like a coloring book where the lines are there and they get to color them in with their own preferences, if you will. You know, I think that’s one thing that we can do to help people achieve the transformation they’re seeking. And that’s kind of how we’re approaching it internally now. Sure. The more coaching, the more accountability we provide, that’s a piece of it too. And, and that really plays into being this complete solution because providing support and accountability and being more of a hybrid style business where, you know, you’re using the tools available to you, whether it be apps or texting, or, you know, any sort of platform to keep people on track when they’re not under your direct supervision in your jam, all of that’s a piece of the puzzle too.
So along that kind of line you know, a while back, we started to slowly introduce a software platform called automatic members. And really what it is is this software engine that kind of does all the basic things that somebody’s going to need from an external marketing standpoint in their business, you know, create landing pages deploy emails, text message you know, things that we would give people the tools for whether it be in fitness lead academy or in business growth accelerator, you know, giving people done for you, emails, giving them text for landing pages that moves them closer to what I consider like the goal line. But if we want to move them even closer than we could probably go ahead and put it in the software where all they have to do is edit it to deploy it. And you know, so that’s a big step for one of the things that we’re doing. It’s like, how do you make it easier for people to implement the things you’re asking them to implement?
How do you make it easier for people to essentially adopt the habits and behaviors you want them to adopt? I mean, I mentioned it before in this series books like tiny habits and atomic habits, I think do a great job of reminding people to lower the friction points when it comes to the behaviors they want to be consistent with, and then add friction to the things they don’t want. And I think for, for us in my business, if I want somebody to send three times a week emails, then giving somebody the emails is a big step in the right direction, you know, a much bigger step than just teaching them how to write emails. Then if I put the emails in a software and all they have to do is kind of edit and hit send even easier, same thing with landing pages or any sort of text messaging or anything of that nature. And I think that it is one of the ways that we’re getting people step by step closer to the transformation they’re seeking. Another thing that we’re doing to be a more complete solution is I’m partnering with Dr. Mike Roussell to launch nutrition O S which is really going to be a turn key, kind of, I think two parts system may be the simplest way to explain it for installing nutrition, nutrition, coaching in a business. The first part of it is, you know, an effective nutrition coaching curriculum that somebody can stay within their scope of practice and deliver to clients.
So having a turnkey nutrition system is obviously going to help clients get, you know, get the results that they want quicker more easily, because you know, all of their results are in some way linked to their ability to eat more supportively. So having something that people can execute big step in the right direction. But the other step, and this is where I think most of the other nutrition certifications probably don’t go far enough, even if they address it at all is creating a, a business operating system for, for this. So basically B being able to run it is a within, inside the business where you can you know, you, you have all the marketing, you have the, the follow-up, the sales process, the, the model, the pricing, all that stuff. So it, it almost becomes, you know, like a license or a franchise type of mindset. But again, for somebody who’s already operating a successful training business to add another business with all the stuff they already have on their plate might be daunting. So if we can kind of give them this thing in a box that allows them to deliver better results to their clients and you know, and add another profit center of the business, then all the better.
So how does this work for you? Well, obviously regardless of whether or not you are having an interest down the line and the nutrition S approach or using one of the other options out there you know, integrating nutrition into what you do, integrating recovery into what you do, doing more with accountability, being more than a workout instructor or a workout provider, being a more complete solution, I think is critical. And then anything that you’re going to ask clients to do where it’s not under your direct supervision, think about why they might not do it. What bottlenecks come up, where do they get stuck, where do they stumble? And then try to make that step easier, simpler for them to get past you. You can’t do it for them in most cases, but you can certainly kind of be more creative and find ways to do things that don’t make it easier. Like I just said, you could take a you know, instead of giving somebody this overwhelming meal plan that maybe a whole lot to follow and super restrictive, you could solve one step in their nutrition at a time you could address breakfast, you could give them templates, you could give them food swaps.
You could you know, you could make it as easy to execute as possible, and you could hold them accountable for, for implementing it and even have a short-term challenge or process for them to get it in place, to start to instill that in a consistent way. So, you know, hopefully that, that kind of a way of explaining it helps you brainstorm some other things that you can do to to, to really just see your clients journey as your job, instead of saying, okay, I’m going to deliver this program. So, okay, I’m going to help these people do this thing. And if you do that, like I said, it opens up a world of possibilities, not only in things that you can do better, but in ways that you can create a more lucrative business. So that’s the end of this little six part series of what we’re doing in our business now to deliver better results for clients do provide a better experience to grow, to generate more clientele and business. Hopefully you got some cool takeaways that you can put into practice in what you’re doing, and if you’d like to connect and do our free 30 day test drive of BGA, just to see how we’re doing it and enjoy some business growth yourself. Shoot me an email [email protected] and I’ll get you all the details.
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