Fitness Business School – Being Simpler

Full Transcript

Hey, Pat Rigsby here and in today’s episode, I wanna talk with you about how to build a better business by being simpler. 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.

The number of people that I encounter that talk about, you know, wanting to kind of be an influencer on some social media platform, whether it’s Instagram or TikTok or whatever else, is astounding because I think that there’s this assumption that if they have a big audience, then
that’s going to directly correlate to them making a lot of money. Whereas I’ve had any number of conversations with people who’ve had anywhere from 10,000 followers to multiple millions of followers, people that just weren’t making any meaningful amount of revenue, and I think they missed the mark
that, you know, it’s, that that’s not necessarily you know, the way things work.

There’s having reach certainly can be valuable, but that’s not exactly some direct linear path to business success. So if we want to think about this, like the first thing you need to do is know who you wanna work with, and you gotta really know them. You gotta know who that person is, what they’re about,
what their pain points are. Not some silly avatar where we’ve drawn up this kind of hypothetical person that has this perfect life except for this one problem that you magically solve, but an actual real person that has a full life and a busy schedule and multiple responsibilities. And we’re gonna show them how
we are gonna help them still pursue these, these goals and solve these problems that they have, that you are uniquely qualified helping them with. So we gotta know that person. And then this is where I think it just falls apart for a lot of people.

They’ll go through some silly avatars or size as part of somebody’s signature course or something like this, and then they’ll say, okay, well, I’ve got this, and now those people are just going to magically flock to me as if you have a tractor beam that’s pulling people to you. And it’s not the way it works at all.
You are purposefully having to go and connect with those people. And for so many people that I work with, because definitely, you know, three quarters of the people I work with are primarily offline. Certainly work with a number of people who are online, but more people are offline. And man, they’ll go buy somebody’s social media kit and, you know, their monthly drop of posts or whatever else, and then they’ll put stuff up and they’ll say, well, I’m not getting any business. I’m like, because you didn’t actually connect with anybody.

And we are trying to start a relationship. We are trying to go purposefully connect with somebody. And I kind of revised the language that I used in my business model. I used to talk about attract, convert, and deliver, and I shifted it to connect, convert, and coach, because attract probably implied this you know, this initial connection where people would just be attracted to you because you, you were this beacon instead of you taking personal responsibility for going out and
initiating that connection. Well, if we know who our people are, we know where to find them. And just posting things on social media is not the only way to find them, especially if you’re offline. Because realistically, if you are offline, there’s a geographic proximity. People are gonna have to either work or
primarily live in for them to be able to be your client.

And if you are going to do that, you need to go out and connect with these people. You need to have conversations with these people. You need to demonstrate that you can actually help them solve their problems and reach their goals. And if people have a desire and if they see that you can solve their
problems, because that’s really what business is, is business is solving problems. I don’t care if you think about any business on the planet, they’re essentially solving a problem and maybe it’s making something easier for you. Maybe it’s filling a void, whatever it is, but they’re solving a problem. But we
need to be able to demonstrate to those, those folks that we can solve their problem. And in the process, hopefully we can get them to, to know more about who we are. We can get them to like us, because people definitely prefer to buy from people they like.

And through demonstration and social proof, we can get them to trust us. And then when that happens, we invite them to become clients. We do that. We over deliver like crazy. We give them the result they’re looking for through an experience they enjoy, they stay, they refer, they become somebody who
gives us a review and becomes social proof. So they become part of our marketing toolkit, so to speak. But that piece in the middle that you know, that part from you figuring out who you wanna serve to actually connecting with them, man, the people drop the ball. And if you wanna see people in our
industry who, who are stuck in what we call the launch stage, that typically under $10,000 a month stage, they’ve not consistently found a way to connect with new people that they have the ability to solve a problem for.

And until you can do that, business is always gonna be a struggle because your pipeline is gonna be pretty dry. You’re not gonna be able to, you know, to consistently add new business to, to offset any attrition that you may have. So if you want to pick up the pace, if you want to be better, if you want to
build a more consistent business, focus on connecting with more people that have a desire, that have a problem that they wanna solve, and just make that part of your daily kind of production checklist, if you will. If you do that, everything else becomes significantly easier because when you’re connected with
them, they’re gonna provide you the opportunity to, and I’ll figure out how to better articulate an offer that’s compelling to them. They’re going to, you know, everybody’s gonna be on their own clocks. Even if you find the right people, they’re not always on the same timeline.

So by connecting with enough of the right people, you know, you’re always gonna have this steady flow of people that are on the timeline that allows them to start. Now, there’ll be some people who start later, but there’s always gonna be somebody every week, every month that is ready to start now. So if
you are stuck, if you wanna make things simpler, focus on driving that connect unit with personal interactions, with personal relationships. If you do that, you’re gonna see your results skyrocket, you’re gonna see your business improve, and you’re gonna have a much, much simpler way to build the
business you want.

Thanks for listening to this episode of The Fitness Business School.

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