Fitness Business School – Build Your Business with Big Rocks

Full Transcript

Hey Pat Rigsby here and in this episode, I want to talk with you about what I call big rocks and how that can help you grow your business. Let’s get to it.

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.

So what are big rocks when it comes to growing your business? The, you know, if you’ve ever seen this kind of video description of this, a professor will put big rocks into some sort of jar container and then illustrate how, you know, if you then put in smaller rocks and then pebbles, then sand around it. If you prioritize putting those big rocks in first, you actually get more done and you took care of the most important things first. Whereas if you start with the sand and the pebbles, you never end out having space for the bigger rocks. So you know, it’s probably beyond the scope of a an audio podcast to do much of the video, but be sure to check that out on YouTube or something. If you want to understand the, the visual nature of this, but basically what it comes down to is big rocks are your most important activities or for the purposes of what I’m talking about, your most important activities, clients or projects.

And, you know, they’re the things that usually lead to the majority of the results and rewards in anything that you do. So your goal should be to replace the less effective with the more effective, and this can go for anything from a marketing process to a type of client. Now I’m going to kind of take an intermission from teaching you this and just help you understand that most of the time when big rocks are talked about it is through the lens of how to plan, how to prioritize. So it’s usually based on projects and tasks and that sort of thing. But I want you to think about it in a different way, maybe through the lens of what you actually want from your business. And, and this can kind of carry over into the rest of your life. So it could be the type of client that you want, right? So it’s anything that we want to make a priority, not necessarily a task. So, you know, if you can focus more of your efforts on your best clients and less on the lower return ones, you’re going to have a healthier business. If you can focus more effort on higher return marketing activities and less on the lower return ones, you’re going to make more money. You know, I mean, you kind of get the picture.

It all sounds good, right? But how do you apply it? Well, focusing on big rocks is really all about choices. It requires you to think differently than you probably are thinking now. And frankly, then virtually all business owners think big rock thinking requires you to spot the few really important things that are happening and give them significantly more attention than the greater volume of unimportant things. To start applying this type of big rock thinking, you need to be constantly seeking out those things that we’re calling the big rocks. That means you need to analyze more, right? We need to, to aim more and not just stay busy and react to the urgent. Now, when it comes to marketing, that means you need to determine what your best lead sources are for your top clients. And those sources become the big rocks. They become the priorities things you should focus on developing when it comes to client.

All you have to do is go into your software that you use to manage your business and identify who spins the most, who stays the longest. And then if you track it, hopefully who refers the most frequently. And your focus is now seeing where those people came from, how to get more of them, and then how to maximize the relationship of the ones that you already have. Now make no mistake. This requires focus, not just being able to, to look at everything and give everything the same amount of weight, the same amount of attention in reacting to whatever pops into the top of your inbox, whatever shows up on social media, it requires you to really kind of prioritize things and make decisions and concentrate on a few areas that can create the type of business that you want and really increase your progress and improve your results the most. And if you can identify where you’re getting back more than you’re putting in, you can really up the stakes and make a killing when it comes to improving your business.

Plus along those same lines, if you can determine where you’re spending time and effort and money, and you’re not getting back a meaningful ROI, you’re not getting the type of clients you want. You’re not getting the number of leads that you’re hoping for. You’re you’re not having time with clients that stay longer. Then we can de-emphasize those things and kind of cut our losses. Now, in this context, the, where can be anything, the, the big rock can be anything. It can be a program, a type of client, a marketing channel, or even a staff member, right? So when we’re thinking about this, it’s basically what are the things that are really winners in our business right now, things that are working at a high level, let’s invest more time, money, energy, resources with those people. And you know, it kind of squeezes out a little bit of the rest and that’s how big rocks can shape your business. So here’s what you need to do. Take inventory of your current offerings, which ones are giving you the best returns, take inventory of your current client base, which ones are the best clients and most profitable, the ones you want to spend the most time with take inventory of your current marketing activities, which ones are giving you the biggest return on investment of time, money, and effort, and then take inventory of where you’re spending your time.

This may be the most important one of all, which activities are giving you not only the best financial ROI, but also the best ROI when it comes to satisfaction, when it comes to impact, when it comes to meaning and fulfillment. And once you determine something is working well, double and redouble, what you’re pouring into it, find ways to invest more into that. And if you find something isn’t working quite as well, start to move away from it, outsource it, delegate it, de-emphasize it. And really kind of feed the winners and starve the losers. That’s it, it’s simple, but it will really transform your business.

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