Fitness Business School – Embrace Your Producer Role

Full Transcript

Hey, Pat here and in episode number two of this three part series about becoming a producer, we’re going to dive deep into something that you can start doing literally today to generate more business and start seeing more revenue. 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.

Today I really kind of want to dig in and give you something that you can put to use something that’s actionable, that you can literally start generating results with at the conclusion of this video. But before I do, I want to tell you a quick story. So a handful of years ago, I was the co-owner and CEO of a fitness franchise, and we had our big national event. And one of the things that we did to raise money for charity was this, this kind of auction where I would go and do site visits for people who had the highest bid. And one of my site visits was to a facility in Texas. So they bid, I went down, flew to Texas. The owner of the facility picked me up. We, we spent some time together talking and it was clear through going around the town that he, you know, he was a well-respected committed member of the community. He was connected. He, you know, he, he was personable. People liked him. He had great relationships. We went into his facility and it was, it was great. It was clean. The equipment was good. The culture was nice that the stuff that they were doing was really great. I mean, I felt like, Hey, this is the type of place that I would love to go. It’s a type of place that I’d be comfortable sending my family easily. The type of place that, that I could see thriving and being just an actual, like a, a leader in their respective market.

So we got down to, to talking about the business and it was kind of just plugging along. It was just kind of getting by, they were doing about $14,000 a month, which isn’t, it isn’t bad, but it was not, you know, not enough money to say, Hey, I’m doing great. It was probably a point of of friction in his life for the amount of work he was putting in to generate that amount of gross revenue, knowing that he had staff, he had a, a nice location that the rent wasn’t exactly cheap for. So we talked about this and we put some things into practice, but what became abundantly clear to me in the time that we spent together, when I was there was, he was really just reactive. He was a great coach. He, he was a great leader for his team, but he was just really reactive. When came to business growth. He was not proactively selling the opportunities that he had. He had somebody walk in that was in a program. And, and he was just going to give them more information about this program.

And I said, no, sit down with them, do a success session on the spot. Next thing you know, he had sold a $1,600 program right then and there, right? Just this kind of little kick in the kick in the pants to say, let’s start embracing our role as a producer. So we talk more and more about the opportunities to make this shift to simple switches. It wasn’t going to take more time. In fact, I was a hundred percent convinced. He could spend less time and grow his business if he embraced the role of producer. So we set out on a mission the next 30 days after I left, he was going to check in with me each and every day. And we were going to really just hold him accountable for production, for generating new business, for generating leads for moving them through this pipeline for asking for sale.

And lo and behold, 30 days later, he’d done over $31,000. When he had been doing typically in that $14,000 a month range, he had done his best month with this simple shift, no ad spend no, no high ticket offers that we were going to go sell. And do John paid in full is nothing to artificially inflate. What was happening here? This was just a simple shift in his behavior, starting to do things just a little bit differently. No, no additional overhead, no, no shift in having to do something he was uncomfortable with or felt like might be a little unethical or sleazy or whatever. It was basically just, okay, we’re going to embrace the role of generating new business because we know we’re the best at what we do in our respective market. And it’s our responsibility to introduce people to it. It’s our responsibility to invite people, to be part of it and experience how we can help them become the best version of themselves.

So that simple little process, it really kind of lit a fire under me because it was so obvious that, you know, we didn’t need to go run some massive advertising campaign. We didn’t need to go completely re-engineer some of these business. Sometimes it was just as simple as turning a few little dials and changing our mentality about really selling is helping and making sure that, that he was going to make this shift and change this culture in his business in the way that he thought. And it worked like crazy. So when I opened, when my new business, when I launched my new business in early 2015, I said, you know what? I’m going to put this to the test with a group of people, instead of just a single person. I said, going to invite 10 people in, and I’m going to promise them that we’re going to have your best month ever. I actually ended out with 11 because I got the final two you came in at once, right? So I just went ahead and took them of the 11, 10 had their best month ever. The other one had a really good month, best month in a while, but he had just lost a corporate component of his business. And there was no way we were going to be able to generate that much to offset it in that kind of timeframe.

But we did the same stuff. There was no go out, spend a bunch of money on ads. It was simple accountability to execute and implement strategy that anybody could do, because I had to make it easy to execute because we were only going to get results if they were able to implement. And that how this producer challenge was born by execution, by implementation, by building new habits, all easy things that honestly anybody can do no different. You implementing these types of things. Then you asking clients to implement simple things like big hydrating when they wake up, making sure, sure. To take a walk during the course of the day, we’re not talking about hyper complicated stuff. It’s just being consistent, being accountable, taking responsibility, and really starting to play off offense in your business once again.

Now I’m guessing you did that at one point in your business because that’s how you got into business. You had to go out there and be proactive to kind of lay the foundation. But somewhere along the way, you got busy, you got clients, you got responsibilities, maybe a team, and that starts to ebb and flow. Well, we can make that shift back again now. And so I want to give you something you can put to use today. So with my clients, one of the things that we do is we employ something called a 10 minutes sprint. We basically say, you know what, no matter what, how busy you are in a given day, you’ve got a 10 minute window in there that you can do something to be proactive, to play offense. And we give them a list of prompts of examples that they can do. They can text our clients and try to reactivate them. They can ask current clients for referrals. They can send out messages, whether it be an offer or messages to confirm sales consultations, they can do things internally to try to upgrade somebody to a paid in full upgrade them to a bigger package or program, sell them nutrition, coaching, supplements, something of the sort that basically we got this list of actions that we can employ that we can just do in 10 minutes. And sometimes even in our in-person meetings, we’ll say, okay, we’re going to put 10 minutes on the clock. And we’re just say, do, as many of these things that you can do, you can send out emails. You can send out texts, you can message former clients. You can send out a cut and paste engagement, email we’ll give you. And we’ll see people in that 10 minute span during one of our live meetings, generate a thousand, maybe even $2,000 cover the entire cost of them flying to the meeting, staying in a hotel, their meals, whatever else, just in that one 10 minute sprint. So when you think, Hey, you know what? There’s no way I can squeeze anything else in today. There’s no way I can get at go network in the community. There’s no way that I can go set up some funnel or craft an email campaign. You can weave in a 10 minute sprint most, any day, any time that something finishes 10 minutes early, anytime that you just really kind of allocate that 10 minute block of time in your calendar.

You put this into action and you’re going to generate some momentum because what you’re going to see is these small actions they compound over time. And this 10 minute sprint done 3, 4, 5 times each and every week is going to generate you five, 10, $20,000 or more over the course of the year without you really having to do anything big. It’s just that compounding effect of small actions. Now the 10 minute sprint is one simple thing that you can do to really grow your business. And we’ve got a bunch of other tools like that in the toolbox, but you know, I want to give you some other ideas. So I put together what we call our producer checklist, all of these different things that you can do to embrace the role of being a producer of taking responsibility for playing off it’s in your business. Again, you can download the producer checklist version 2.0, we’ve updated it, upgraded it to really be hyper relevant in today’s landscape. You can download that. And that’s going to give you all sorts of ideas that not only that you can do in a 10 minutes sprint, but things that you can do to improve your business, to generate better results for your clients and in turn, get better retention, generate more referrals to develop your team so you can delegate and elevate your role in the business to sell more, to generate more leads, to maximize client value with the clients that you do have.

All of these things are touched on. There are ideas for everything on this producer checklist to be sure to download it. Hey, thanks for listening. We’ve got this three part series where we’re really focused on becoming a producer and hopefully getting you to join us as partners in this upcoming producer challenge. So there’s a link below. If you’d like to learn more about the challenge, click it, and hopefully we can work together to help you build the business you want.