- Most who are great at their jobs aren’t also great marketers
- The best marketing is great results
- Don’t keep all the good stuff for paying clients
- “High ticket” people have it backward
- You have to do more than extract money from people
- Help a bit for free before people pay
- The hardest part is getting people to experience your service
- You wouldn’t buy a house without an inspection, prove your value
- If you are the best decision, give people all the info they need to make the choice
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Hey, Pat Rigsby here and in this episode. I wanna talk with you about how delivering results in advance can 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.
For as long as I’ve been in the fitness industry. A lot of people have kind of touted this idea that you’re devaluing your services, or you’re, you’re, you’re compromising your time by, by doing anything below your base rate. And to be honest, I, I think there’s probably nothing further from the truth. I think that this idea that, that you should never discount the idea that you should never offer a free session or you know, a test drive or anything like that is foolish at minimum and undermining people’s opportunity to maximize their income and grow their clientele in, in most cases. And, you know, and, and maybe, maybe that’s something that you, you don’t agree with. So wonderful. Hear me out. And I’ll explain my logic here. So most people who are great at their, at their craft who are great at serving people great at coaching they, they have not often invested as much time in learning the craft of marketing and in learning direct response copywriting in you, you know, in becoming a, a really persuasive advertiser and a lot of times their ability to, to be great business owners is hampered by that because they, they don’t have that tool in their toolbox that is quite as effective a at getting people in the door.
It’s certainly not as developed as the tools that they’ve that, that they’ve really worked on to be great at what they do. And, you know, my logic has always been, if you are great at what you do, the best marketing that you can possibly provide is to actually deliver a result for a client. And sometimes that is, you know, delivered without somebody walking through your door. I mean, if you’ve listened to every episode of the podcast that I’ve done, you probably have enough of my intellectual property to build a really successful business. And, you know, I’m sure that’s true with any number of podcasts, but I don’t hold back and say, well, Hey, all the good stuff is only for paying clients. I want to prove that I can help so that somebody might be more inclined to invest with me so I can customize those solutions to them.
And so, you know, I think getting people in and delivering a result in advance of some sort of bigger commitment, whether that’s annual commitment or a, a really steep investment or something like that, it’s just such a powerful marketing tool. And right now we, we operate in this landscape of people who are probably better marketers and sales people, these high ticket people that, that really do the opposite. They say, deliver me your fee in advance. And then I’ll show you that maybe I can help. And more often than not, that leaves people really unsatisfied. They become very displeased with the result because the, this salesperson, isn’t a coach, they’re not an, they’re just a salesperson. And so they’re good at extracting money, but not good at delivering results well in a crowded market, or if you’re trying to gain some traction, you’re, you’re trying to get established or maybe in a tough economic environment. I mean, I did this even back when there was that economic downturn earned 2008, 2009, or, you know, maybe you’ve got an audience that you’ve not been able to convert at the rate that you want.
You know, it, it’s so simple to just say, okay, I’m gonna lower the risk for the person that I’m engaging with. I’m going to offer some sort of free sample for what I do. And maybe it’s just getting on and doing a brainstorming session on zoom with clients, or with prospects, maybe it’s a discounted or a free trial or a test drive. Maybe it’s a love it or leave it type of program where somebody can try it for a little bit. If it’s not for them, you’ll give ’em their money back and they can go on their way. I I’ve done all of these. I’ve done free sessions. I’ve done. I mean, we used to do a 30 day free test drive of a health club that I owned because I felt like our health club was the best in its respective market. And the, the interesting thing was that 30 days was enough to get somebody in the door when maybe a three day pass or a seven day pass. Wasn’t enough yet when we moved from a seven day pass all the way up to a 30 day pass my conversion rate on day one held at 58% people who walked through that door. That first time still 58% of them joined on day one of a 30 day trial, because the hardest part is to get somebody to experience what we do. And we believe that what we do is the best available option.
Then, you know, we are, we’re probably missing the boat. If we’re thinking that we can represent that in, you know, on a flyer or a Facebook ad or anything like that, nearly as well as doing it in person, let somebody walk into your four walls, letting somebody experience what you have to offer. Now, you know, I, I get it. Some people say, well, that’s devaluing my time. Well, if I buy a house, I certainly get to do a walk through of the house. I certainly get to have an inspection of the house. If I buy a car, I get to test drive the car. Anytime somebody’s making a meaningful decision, a meaningful commitment, we want them to be informed. If we’re actually good at what we do, we want them to know what they’re getting into. They shouldn’t be going into something blind. We want people to make the best decision. If we believe we actually are the best decision. Now, if you are all sizzle and no stake, then sure, maybe you want people to make an uninformed decision. But hopefully if you are listening to this and you listen to any number of my podcasts, you know that that’s not the person I tend to try to serve. So if you are not focused on delivering all’s in advance, I would encourage you to give it a try. It’s a great differentiator.
We’ve done everything from test drives of coaching programs, like business growth accelerator. I mean, we’re doing that right now. As I speak, we’re doing a six week free test drive. We’ve done $1 trials for certifications and coaching programs. I’ve done escalated payments for franchises where, you know, I would meet somebody where they are and only increase the royalty fee after we had helped demonstrate an actual benefit and all, all of those things certainly worked out in my favor. And it allowed me to kind of stand out from the market where everybody else said, no, you pay me first and then I’ll help. So if you’re looking for a way to create a surge in your own business, I’d recommend delivering results in advance.
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