Fitness Business School – 3 Fixes to Help You Sell More

Full Transcript

Hey, pat Rigsby here. And in this episode, I want to talk with you about three fixes to help you sell more. So let’s get started.

Welcome to the fitness business school with Pat Rigsby, the podcast for fitness entrepreneurs who want to make more income, have greater impact, and enjoy more freedom in their ideal business. If you’d like an accelerated route to these goals, email me at [email protected] and put BGA in the subject line and I’ll get you all the details about our business growth accelerator program.

When I talked to fitness business owners, they, they invariably they want to generate more revenue. They want to generate more sales and, you know, the, the place that they usually start, it always kind of reverts back to lead generation. They spend so much time saying, well, you know, if I just had more leads, if I had more, more leads, I convert them all. I, you know, and if somebody walks in, they’re going to buy and, well, I, I believe that there is a degree of truth to that. Usually there’s more to unpack. There’s more to dig into as far as opportunities to improve revenue opportunities to, to, to tighten up processes, to opportunities, really, to generate more of what they’re looking for that go beyond just generating more leads. So I wanted to talk with you about three things that you can do to improve sales now, to give you a little bit of of background with this.

My philosophy, when it comes to selling really was, was rooted in being a college baseball coach. There was a, a process to you know, connect. I identify and connect with people who could be prospective players in our program. There was a process to follow up. There was the objective of getting people on campus and then making offers to the appropriate people and hopefully, you know, getting yeses from the ones that you wanted to make offers to. So, you know, this th this whole selling process is something that I’ve had a great deal of experience with for 20 plus years. And you know, what I recognized very early on when I built my first training business to 420 clients in the first 18 months in a small town in central Kentucky, was that all the things I was doing, his baseball coach, when it came to recruiting, really correlated well with, with the sales process that we were using to, to be successful in, you know, in this completely different business. So when I’m talking with you about about this, some of something, this is just rooted in just recruiting, no matter what you’re doing. And then there are some other things that I think that, that maybe we overlooked. So let’s focus in on three things that I know can help you get better and probably get better, better, pretty quickly.

The first one is, are you getting enough sales opportunities? Now, I want to clear five this a little bit, because lead generation and getting somebody to, to, to identify as a, as a prospect in my mind are two different things. Lead generation is somebody who indicates any interest in what you do. So if somebody downloads a lead magnet from Facebook, if somebody fills out an inquiry form on your website, if somebody calls your facility, if they walk in all of these things are lead generation, it’s basically building up this pool of people who might have an interest. And you know, that that may be where, where there some untapped opportunity, because when I’m saying, do you get enough opportunities to sell?

The next stage in that journey, is, does somebody become a prospect? Are they actually willing to come in and go through your sales process, whether that’s a trial a success session, some sort of assessment or consultation, but whatever you’re doing, are you getting enough people to that stage in the journey? So this, this can be fixed to a number of different ways, generating more, leads, more people that are just raising their hand and saying, I have some interest I’m ready to kind of do some research in this. I’m kind of investigating, starting a fitness program, joining a facility making a change. So, you know, are we getting enough people in the front end of that pipeline? So do we have lead magnets out there working for us, or do we have a plan either organic or paid, or a combination of both you know, online on and offline, are we generating enough referrals?

Are we doing things that feel the funnel and get people to this stage of being a true prospect, a sales opportunity? So the thing that has worked best for me and my business and has worked best for the people that I have had the opportunity to coach over the past decade, the half is, you know, tracking sales, content, tracking sales opportunities, understanding that we need a predictable number of people to come in and sit down and in front of us. So we can talk about how we may be able to work together, to help take them from where they are, to where they aspire. And so if, if you are not tracking that number, if you’ve not identified that number, then you don’t have it. You don’t know what you have. And most business owners that I talk with when they say, well, if I could just get more people in the door, they made me right. But they don’t know how many more would actually be be necessary to, to be enough to, to hit their targets. So, you know, a simple way to think about this is okay, if I need 10 new clients a month, how many people do I need to sit down with to get that 10? Is it 50 15? Is it 20? It’s not two. Anybody that tells you that they’re closing 10 out of 10, isn’t doing selling, they’re basically taking orders. They’re no more a salesperson. And the person that’s the drive through Chick-fil-A. And you know, if someone, but he walks in with their credit card in hand saying, I’m ready to go, then really all you could do is talk them out of it.

So are we getting enough sales opportunities, track it, identify a number. You don’t have to be perfect from the beginning. You need to come up with a number and then if you hit it, you’re going to know, okay, well, Hey, I, I said, we need 15, we had 16, but I only closed, you know, six of them when I was projecting that I was going to close 50% of everybody that walked in through the door. So maybe I need to get 20. So are we getting enough opportunities? That’s number one, number two, are we close closing a high enough percentage of the people who walk through this, the door and in my mind, a good number for closes is probably in that 60 to 60 to 70% range. Again, if you’re closing 90 plus percent of the people that you sit down with, we’re probably not sitting down with enough people. We aren’t getting enough people to that prospect stage because let’s face it. We’re asking for a commitment from people, right? We’re asking not just for a financial commitment, but a commitment of time, commitment of getting of their comfort zone, rearranging their life, probably asking for support from the other people in their life, whether it’s direct support of people being on board with them, or kind of a passive support of, Hey, my significant other old pick the kids up at school because I have a training session. So if you know, if we’re getting people to come in and experience what we do, what is the right percentage? Well, I think 60 to 70, it is solid. It means we’re seeing enough volume that some people are going to say, no, they’re going to say, you know, what? The price is too high. The you know, I’m not ready to, to make the type of commitment that, that I need to get the results that I say I want. So the only way we’re going again, we’re going to know this is if we track things.

So we need to track and identify a goal of how many prospects actually walk in and go through our sales consultation or our sales process. And then we need to track how many of them become paying clients and ideally get that number upwards of 60%, but probably falling in that 60 to 70 range. So that’s number two. And then number three, the next sales fixed that that seems very straight forward, but often gets overlooked. Is do you charge enough? Because if you’re charging more, we need fewer yeses to reach our financial goals. If you’re charging them more, you can invest more back into the clients that you have. So they stay longer, they get better results. They have a better experience. If you’re charging more, we can reward referrals more effectively. We can spend more to acquire clients. So are you charging enough or have you taken the approach of, you know, what, the gyms and my market all charged $159 a month. So that’s where I need to be, or they charge 1 59. So I need to be 1 49, the come in. And when the price swore, you know, the idea here is you want to be true exchange of value. You want to deliver something so valuable to your clients, that it’s okay. If you charge a little bit more than the competition, you’re giving your client more than the competition gives their clients. So, you know, if you’ve not raised your rates in a while, we probably need to put that under the microscope. If you’ve not priced according to value.

And you’ve just priced according to the competition or priced based on fear, fear of people saying no, then we probably need to look at raising prices. Because again, if everybody’s saying yes, then we probably need to charge a little bit more because everybody shouldn’t say yes for, for this not, we’re not for everybody. We’re for the right people. We’re for the right fit for us. And a lot of times that has to do with price. So if you’re looking it, fixing your, your sales, improving new, you know, new client generation, improving revenue, improving personal income, you know, the answer isn’t always, Hey, I just need more leads the answer. Isn’t, you know, getting more, more people from a Facebook ad or having the, the latest lead generation tactic deployed. Sometimes it’s making more of the opportunities you have. Sometimes it is charging what you’re worth. Sometimes it is tracking your numbers to see where there are potential bottlenecks to see where there opportunities to improve without ever having to spend more, to generate additional leads. So if you’ve been thinking about fixing your sales, put your business under the lens of these three questions, I have a feeling you’re going to find some opportunities to improve grew fast.

Thanks for listening to this episode of The Fitness Business School. And before you go, I have a quick announcement. When I first connect with a fitness business owner, they almost always ask me, “How can I get more leads or how can I get more clients?” Well, I have an exclusive offer for you and it’s going to help you do just that. As a listener of this show, you can test drive Fitness Lead Academy for six full weeks for just a dollar. Fitness Lead Academy is a one of a kind program where you get done-for-you marketing tools and coaching to attract more qualified prospects and convert them into paying clients. Imagine having three marketing emails written for you each and every week for easy-to-deploy promotions provided to you that are proven to convert and they’re ready to use and proven ads and social media posts given to you each and every month as well. Plus you have access to three weekly live video coaching sessions to help you with everything from dialing in your brand to navigating things like building funnels and getting ads approved. You get all of this and more when you join Fitness Lead Academy. And to prove that FLA can serve you as your virtual marketing department and not only save you plenty of time, but also consistently bring you more leads and clients, you can get access to the entire coaching program for six full weeks. Again, for just $1. If it delivers for you in the way that I expect it will, you can continue on for just $199 a month. So basically, just one additional client each month and you’re ROI positive. And I’m sure that if you apply what we give you, you’re going to get more than just one additional client each month. And you’re going to likely save at least 10 hours a month to take advantage of this special offer. Just go to TestDriveFLA.com to try it out for six full weeks. If it’s not what you’re looking for, you can cancel it any time.

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