Fitness Business School – Attracting Your Ideal Prospects

Full Transcript

Hey, Pat Rigsby here and in today’s episode, I want to talk with you about attracting your ideal prospects. 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 when we’re looking at attracting our ideal prospects, sometimes I think this is a really confusing topic for people, right? It it’s almost like people are what I would consider, like level one or kind of at the far left of the continuum, where they will serve anyone who’s interested in what they have to offer and are
willing to pay. You know, if you get a pulse on a credit card, you’re my client. And then on the flip side, the other people, when I talk about like their ideal clients or ideal prospects, they have like all these hoops to jump somebody through that makes them this ideal person.

Like, you know, they, they have to meet all these criteria. And you think about, like most businesses, even high-end businesses, like it usually kind of boils down to okay, does this person have a problem that they want to solve? Do they have the desire to solve the problem? Do they have the means
to solve the problem? Do they have the willingness to do what it takes to solve the problem? And then can you solve the problem for them or help them solve it? Like, that’s it, right? If we think about most businesses, like if you are you know, hiring an accountant or a financial planner or an attorney, if you’re
hiring a plumber, if you’re, you know, I mean, if you’re choosing almost any service provider, that’s usually the criteria, right? Like, it’s not, oh, they have to be committed and they have to believe in my philosophy about this or that it, I mean, it’s usually based around that, that problem that they wanna
solve and the, you know, the, the means and desire and willingness to do what it’s gonna take to solve it, right?

Like, so you know, if somebody’s not willing to do, you know, to execute the process, you’re telling them that they’re gonna need execute, then that probably disqualifies them. If, if they are willing to do it, but they don’t have the means to pay whatever your fee, that probably disqualifies them in some way. But,
you know, when you’re thinking about identifying who your ideal prospect is, the filter I think you should be running through and hopefully that that simplifies it for you. Because man, I mean, when, when you get it right, when you know who your person is, right? When you know what,
what they want or what they’re trying to escape from the problems they’re trying to solve, the goals they’re trying to achieve, and you get clear about it, everything becomes so much easier, right? You can become the number one solution in your market for that person because you get to speak their
language, right?

You get to market in ways that produce more of the best leads because you know who you’re talking to. You know, what’s important to them, you know, how they feel, the things like the movie that’s playing in their head, if you will. And, you know, that’s a big opportunity for you as a business owner. Like, you know, all of us in that early stage probably are serving a group of clients that are made up of both right? Fit clients and then those that they may not be our ideal person,
but we’ve gotta pay the bills, right? Like, we’re trying to gain some traction in marketplace. But if we think about the lens I just kinda gave you to potentially look through that, that lens of, you know, does this person have a problem? Because that’s number one, if they don’t believe they have a problem,
they don’t really have any compelling reason to change.

Now that problem doesn’t have to be this acute, hey severely overweight or you know, that type of thing. Or I’m, you know, deeply in pain. It could be just, you know, I’m not, I’m not happy with the way I look. I’m not happy with the way I feel, whatever they perceive as a problem. If it’s a compelling
enough problem for them that they’re willing to do something different or they’re, they’re seeking a different path, you know, if, if we find that person right, and now clearly we have to be able to solve that problem for them. So there has to be a match in that regard. I mean, they could have a problem,
but you know, if it’s a professional athlete that’s trying to improve some facet of their athleticism, and you’ve only ever worked with fat loss clients, and that’s probably not a match.

And once we get past that, then we have to figure out like, well, does it it make sense for us to do this together? Do they, do they have the means? Which a lot of us in our industry, we jump to that first. We think, well, man, are they financially qualified? And I would tell you that the bigger the problem to solve
and the desire to solve it, the more qualified somebody becomes, the more allocating their means toward that solution becomes real for them. I’ve seen any number of people throughout the years invest a higher proportion of their, their personal income than you would expect because the desire was
so strong. And then I’ve seen plenty of other people who they, because they didn’t really have any desire, you know, they’re, they’re kind of capped out at paying $10 a month no matter how many millions of dollars they have.

So you know, we have to have that. And then are they willing to do it? You know, is it convenient for them to do it? Are we going to be able to connect in a way that we can help guide them to where they’re trying to go? You know, if we think of it in that way, that’s our ideal person, right? That’s the, the
person that we want to serve. It’s not some silly avatar that we come up with some fictitious name and, you know, all these other, you know, kind of I, I think all these other kind of fictitious characteristics that you know, that’s not the people we deal with. The people that we deal with, you know,
they all have very full lives just like you do. And, you know, they may have the means and they may have a problem they wanna solve, but maybe the desire’s not quite there, or maybe the willingness to comply with whatever we’re gonna ask of them isn’t there.

So they can’t go from where they are to where they want to be. So, so we have to, we have to understand that person. So hopefully you’re already working with that person in some way, right? Like, because here’s how I would think of this. If you are attracting your ideal prospect, you know, that’s a,
you know, a thing that needs to come from some experience, it’s not something that comes from just a hypothesis. Like, no, this would be great because I hear that this is a really, you know, a really hot market, or this is a market where, you know, it’s affluent, so I should go tap into that. Well, hopefully you’ve already delivered some of these results so you have some evidence there. And we can look at our people that we’ve served that fit into this market, and we can kind of build this persona, we can build this set of characteristics that I just alluded to, and we can say, okay, well I’ve worked with with Paul and he meets these criteria in this way, so I need to go find other people that do that.

So if you want to attract your ideal prospect, that’s where we start. We’ve gotta know who they are. We’ve gotta know who we’re trying to serve, and, you know, what is going to kind of be the set of characteristics that they need to have in order to be a viable prospect. For me, if we start there, that’s
gonna be the foundation to build off of. So many of the other things that you can go back and listen to other podcasts or you can read about in the newsletter or any of the other resources I provide, you know, creating lead magnets and that sort of stuff, it’s all built around this. Like, you have to create
something that’s going to get this person to raise their hand to go from being invisible to you to visible. You have to show up where they are so you are now visible to them. And if you do those things, now we can attract that person that we wanna serve.

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