Fitness Business School – Connecting with the Right Prospects

Full Transcript

Hey, Pat Rigsby here and in today’s episode, I wanna talk with you about what you need to do to connect with the right 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 many people get into business thinking, man, if I do a great job, if I just deliver a great service, I know what people just flock. To me, it’s kind of the old field of dreams kind of thought that, Hey, I’ll build it, and people will come. And unfortunately, that’s, that’s just rare. Now, eventually, some people get to you know, that point where they, they do have the, you know, the market status that they, they become kind of magnetic.

I think of Cressey Sports Performance as a wonderful example of that, that, you know, they are a destination. Now, they’re, they’re almost kind of like the Disney world a baseball performance that people seek that out. That’s kind of like the mecca of you know, that, that field, and, you know, it’s
cool, it, you know, it’s a wonderful thing to aspire to, but their business like so many others, that’s not how it started. That’s not how it, it even was in that intermediate stage. And, you know, businesses need to you know, they need to be proactive in connecting with the right prospect, and they need to do
it with some consistency. But I think the foundation of it is thinking in terms of who I’m trying to connect with in the first place.

And what am I trying to serve or what am I trying to say, or what kind of message am I trying to get out? So, you know, I, I think that you can really distill this down to three core things. The first is you gotta find the problem that you solve. And this doesn’t mean that you can only solve one
problem, but frankly, when you’re reaching a person, they’re probably thinking about the one problem they need to solve. So you may have to have a couple different messages, but because you, the problem has to be really relevant to the person you wanna solve. So how do we define the problem you wanna
solve? Well, I think there are two steps, right? Like you have to be capable of solving it, and you have to have a really strong desire to solve it.

You have to be really passionate about it. So think about if you are like, let’s say you work with young athletes and you really just, you, you wanna work on making them faster and helping them move better. You know you have to be capable of doing that, right? Like, you have to be able to, to deliver on
your promise. So you have to be able to help people get faster, move better. But then I think you have to have that desire to, to do it. That it has to be something that you’re, you don’t have to be the best in the world at it to start, but you have to be able to be competent and capable. And then if you don’t have
this desire to do it, then you know, you’re, you’re going to probably get kind of burned out on, on this career path pretty quick.

Has to be something that you like. Like, I love solving business owners problems. I love helping them get to where they’re trying to go. The people that I know are really curious, like the most successful people, they’re really curious about how to be better at what they’re doing. So, you know, I think if you’re really
excited about seeing the people you serve get better, you know, you become passionate, you study, you explore you find ways to keep improving. So I think defining the problem you solve, that’s step one. Step two we’ve gotta get clear about the person that we want to serve. We gotta find that. So now
you may think, well, the, the person we want to serve is just anybody with that problem that I alluded to in step one. But there’s more than that, right? So the person we wanna serve, they need to have that problem, right?

So they, they need to, like in the example I just alluded to, they, you know, they, they need to get faster. Like if it’s an athlete, they, you know, maybe they need to get faster and move better. That needs to be something they’re trying to improve on or fix. Number two, they have to have the desire to solve this
problem. It’s not enough to have a need. Like there are plenty of people who would probably benefit from joining a training facility to improve their fitness, to improve their, their health, but they don’t have the desire to do it. So they don’t, so there has to be a desire there. The third thing that needs to be in
place, they have to have the means. And now the means isn’t just financial though. There has to be the, the ability to do it in a format that, that makes sense for both parties.

So like, going back to the example I just alluded to with, with speed training, like if you, like, let’s say that these are football players and they need to get faster. Well, if it’s the middle of their, their preseason or in season where they’re practicing like crazy, they’ve got games, they, they’ve got school. If it’s in season
they may have the financial means, but they do not have the space. They do not have the time, capacity to do something with consistency a lot of times. And so so there has to be a different path. If that’s your market during that time of year, you have to probably find a different way or, you know, maybe a
secondary market that’s off season or finding some sort of solution that compliments what they’re doing and fits into the time they have.

But problem, desire to solve, means to solve, and then they have to be reachable. They, you know, there has to be access to that person. Like you could want to work with people, but if you can’t find them with consistency, then it doesn’t matter. So that’s your ideal prospect. That’s the person that you wanna
serve. The combination of those four characteristics having the problem, they really wanna solve the problem. They have the means to solve the problem, and they’re reachable. They’re people that you can market to. So we’ve defined the problem we wanna solve. We define the person we wanna serve. And
then the third one, be where they are. Again, it sounds super simple, but you would be amazed at how so many business owners are almost dancing around the obvious, right? They may know that, hey, these athletes are all gonna be in this one place.

They’re all gonna be at this camp where they’re working on skill development. But I’m just gonna make some posts on in Instagram instead, be where your people are. Who has your audience and what do they want in exchange to allow you to reach them? Like, so if I wanted to work with baseball athletes on
the performance side of stuff, not the skills side, who has access to them? Well, travel teams, college, I mean, high school coaches middle school coaches, skill instructors, camps that they attend. There are Facebook groups that their parents belong to. There are certainly people that have emailed databases,
whether it be equipment vendors or info product salespeople or whatever else. There are people that have access to who I wanna reach. They, I mean, if they’re already playing games, they’re, you know, venues that they’re playing at, there are tournament hosts or organizations that they sign up that have
these teams, they have those rosters.

Who has your audience? And yes, social media works in that way. We can certainly pave Facebook for access to a segment of their audience that is our person, but that’s not the only way to reach them. So we need to be creative and think about who else has that audience. So that’s it. If you want to connect
with more of the right people, define the problem you wanna solve, define the person you wanna serve and be where they are. It may sound like the simplest thing in the world, but if you are not getting enough people in your pipeline, then put what you’re doing under the microscope and see if it checks all
three of those boxes. See if you’re doing those three things in the way that I just explained it. And if you are not, and I’m guessing you may not be, if you are not, there’s your opportunity for almost immediate and potentially limitless growth. So that’s how you connect with more of the right prospects.

Thanks for listening to this episode of The Fitness Business School. Now, before you go, I have a quick announcement:

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