Fitness Business School – Craft Your Client Journey

Full Transcript

Hey, Pat Rigsby here. And today I want to talk with you about crafting your client journey. We’ve got a
lot to unpack here, so 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 much of the time when I talk with people about business, you
know, we spend time on the areas that they feel that they have challenges, right? They, they think, Hey,
I need more leads, I need more clients. And admittedly, a lot of the time they get stuck because they, don’t necessarily have, uh, the same perspective as the prospect has on what somebody wants.
What somebody feels like would be enough of a, a, a magnet to draw them in and actually in invest
time and money and effort and energy into starting a program.
So one of the things that, that I like to do is look at it from the, the end point and work our way forward,
because sometimes that’s, that may be the simplest way to grow your business, is by really digging deep
into your client journey and then figuring out how you can just share that with the people that you want
to bring on board. And if they’re attracted to it, then you know you’re going to have the right prospect
client kind of transition because they know what they’re getting into. So, as I see it, there are kind
of three important general like buckets in the, the client journey. And the the first one is the, the
rewards, right? The reason somebody comes on board, they have a desired outcome for
doing business with you that, I mean, they wouldn’t be investing time and money and effort and energy
if they didn’t want something better and different if they didn’t wanna solve a problem or achieve a
goal.
And the other part of this, like if you’re selling something that has a defined endpoint,
and this probably is a secondary thing, but it’s still valid, is that that kind of proverbial pot of
gold at the end of the rainbow. Like, Hey, I completed this challenge type of thing, right? When we think
about somebody going and doing like an obstacle course race, they give ’em a
medal or a t-shirt or something at the end if they complete a 5k, it’s, it’s about finishing maybe
with your best time. It’s not always about winning so when we think about the
desired outcome, the, the reward, we should be pretty clear about what somebody wants when they’re
coming to do business with us, right? Like, what are they looking for? How do they want to feel?
And it doesn’t have to be this really specific number on a scale, it may be the way that they feel it may being able to do things that, that perhaps they were unable to do
when they started with you they felt like, Hey, I’ve, I’ve lost
some of the the vibrancy and endurance and strength that I used to have, and I’m
regaining that maybe it’s eliminating pain. Maybe it’s, uh, fitting into certain clothes, maybe it’s
feeling confident when they go on a vacation or when they’re gonna be wearing their favorite outfit
going to an event. So you need to get clear about what somebody actually wants, because frankly, the
people that you are working with, they’ve told you at some point, if you’ve been listening, they’ve told
you what they want, what their dream come true result is.
And so when you are articulating this to prospects, what, what’s great is all you’re doing is kind of
recycling what your happy clients that you’re currently working with to achieve these goals have told
you. You’re not having to invent some just magnificent copy. You’re basically just saying,
okay, this is what’s happening in my gym every day. This is what we’re moving towards. So if you’d like
to achieve that, I can help you. So that’s the first part of the client journey is just understanding the
destination people are trying to get to. The second piece of it is, we’ll, we’ll call it the tools, right? They,
they are basically the things that you’re going to use to move somebody from where they are to where
they want to go. And a lot of times we get hung up on the basic tools.
We think, well, I’ve got dumbbells and kettlebells and bands and mats, and I’ve got racks and
barbells and bumpers and everything like all the, the weight stuff. But invariably, if I say to a,
a coach like, Hey, are you guaranteeing your service when somebody comes to you? Are you
guaranteeing a a, a result? And they’ll say all too often they’ll say, no, I’m not guaranteeing
something. I can’t control what somebody does when they’re not with me. They’re not compliant. Well,
maybe we need tools for that other 1 65. My good buddy Doug Spurling does workshops on this all the
time. He teaches it in the programs that we, we host together. The other 1 65. So do you have tools that
facilitate people’s success in the other 1 65? So they’re, they’re recovering well, they’re
making good nutritional choices. There’s, there’s some accountability, there’s some problem solving.
Do you have tools and resources that help people stay on track and go where they aspire to, to be? And
then finally, we’ve got the process, right? The process is kind of the, the path, if you will, that that
should be the, the path people are on during this journey with you, this, this client journey that they’re
taking. And we have to accept that occasionally they’re gonna get off the path, right? Like we’re asking
them to do new things, to adopt new behaviors, to embrace new habits. So occasionally they’re, they’re
gonna be off on the shoulder of the road. They may even take an off ramp here and there. How do
we get ’em back on the path? How do we reduce the overwhelm for them? We’re, we’re eliminating the
decisions that they have to make. That’s one of the perks of working with us, right?
We think of ourselves as these magnificent coaches, but sometimes being a really good coach is
eliminating all the bad options so people can focus on the right things and just do the next right thing. What we wanna do is create this path for somebody that they know that, hey, if I follow this path, I’m
going to arrive at where I want to go. And we know that, hey, we need to create tools to make it easier
to stay on the path. And we need to have a plan when people fall, kind of fall off onto the shoulder of
the path or, or taken off ramp, we have to have a way to get them back on, because frankly, that’s kind
of why they hired us. They, they weren’t going to do the path on their own, or at least not at the pace
they wanted, so they needed us.
So when we think about a client journey, once we know all those things, right, we, we’ve, we’ve been
able to craft this kind of sketch of this client journey. You’re gonna see gaps, you’re gonna see kind
of missed spots. You’re gonna see proverbial like potholes along the way. And we get to fix those things.
We get to, to say, well, hey, you know what? We see a lot of people that fall off in this spot. How can we
improve it? We may not be able to resolve it completely, but how can we make it easier for them to stay
on track? Or how can we make it simpler for them to get back on track if they do fall off the
path, right? So that’s what I think about when I think about a, a client journey. It’s not this hyper
complicated thing or whatever else, because everybody’s is different, right?
There’s the, the path that your typical client that you wanna serve is on. There’s the, the place that they
wanna arrive at that destination. They’re the tools that you are using to, to help kind of move them
along that path and make it simpler to to to stay on track or get back on track if they go off. And
then we’ve got almost like a kind of a success track. This is what being on the path
should look like so we can tell them what to expect. And so we can troubleshoot because we know what a successful journey looks like. And so when somebody’s not doing something, we have the ability to course correct. We have the ability to kinda reroute and get them back on track. Now let me tie this together as we, as we wrap this up. Not only will this help your clients get better results, will they stay longer?

Will they pay more? Will they refer more people to you? But the other thing that this will do for you is
allow you to share the path with people, right? It will allow you think about this, almost like somebody
going to college. I can go on any college’s website and see what the expected curriculum for a freshman a sophomore, a junior, a senior is for any major, right? I can figure out like, this is what the journey looks like. This is what to expect. Now obviously there are all these other things that go into being a college student, but you can articulate that, that process, that path to people so they understand the journey and they understand, like when you’re talking to them or you’re creating marketing assets, you’re putting videos at, you’re writing emails, you get to talk about, Hey, here are the tools that we use to keep people on the path.

Here are the, the guidelines we’ve put in place that help people succeed. This is where most of the
people we work with are trying to go. If you’re trying to go there too, here’s how we can give you a
really, really probable way of getting there that you may not be able to do on your own, or maybe
others have failed in helping you with in the past. We are gonna be able to do it. And frankly, if you have
enough confidence with what you’ve done when you created this client journey, man, you may be able
to guarantee it in a way that nobody else can. So if you are looking for a way to make your business
better and you’ve kind of been stuck on how to attract new people, you’ve kind of been stuck on getting
lead flow and new clients in the door, maybe we start at the end and think about the client journey and
then just start sharing that with the prospects that we encounter.
If we do that, probably gonna find a lot of people say, Hey, wait a minute, that’s exactly what I’m looking for, and that’s exactly what I need. Do that. Watch your business grow.

Thanks for listening to this episode of the Fitness Business School. 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 leads and client?”

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