Fitness Business School – Find Your Hidden Clients

Full Transcript

Hey Pat Rigsby here. And in this episode, I want to talk with you about the hidden clients that you already have access to. I’ll tell you more in this episode.

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.

One of the things that I’ve learned through my own business, that I’m a hundred percent sure is applicable to your business. And you’re listening to this as well, is that you already have a group of prospects who will buy as long as you don’t drop the ball. Now, maybe you think your current database of prospects is more like a list of tire kickers or people who aren’t serious or people who just wanted something free. And you got them on the list when you made some offer, but they’re just a lost cause at this stage. But the truth is that list is probably full of great leads. It is full of future clients and the problem isn’t them. It’s you you’re treating these people who were interested enough to connect with you and give you permission to follow up with them and show an interest in the problems that you solve. The solutions you provide, the goal is you help people achieve well. You think of them as failed prospects and you treat them accordingly.

A lot of the time when the reality is, I mean, they’re, they’re going to be future clients, whether it’s with you or with somebody else now of the people who respond to any offer, half of them are going to buy it at some point, right? The, the research that I’ve seen actually courtesy of my friend and mentor Dean Jackson, is that of people who show an interest in some specific thing, right? It doesn’t matter if it’s in rolling in some sort of training program or buying a refrigerator or whatever else, half of them are going to buy within the next two years. Now, what that means is if you have a list of 400 people who shown an interest, 200 of them are eventually going to buy. Now that doesn’t mean they’re going to buy from you. It doesn’t mean they’re going to buy it from a business. Exactly like you, it means they’re going to buy a solution to the problem. They perceive that they have, that they thought that you might be able to help them with. So that could be some sort of home workout program. It could be home exercise equipment. It could be joining a big box health club, but they’re going to buy, they’re going to buy something.

And the other thing that research tells us is of those 200 people, right? So if you’ve got 400, 200 are going to be buyers of those 200, only 30 of them are ready to buy now. And when I say now, I mean like the first two to three months, right there in that kind of decision making stage. Now, if you think about yourself as a consumer, if you take off your proverbial business owner hat, and you think about the way that you shop, it starts to make a little more sense, right? We think of these, these folks is okay, they’re interested. Well, why aren’t they taking action now?

But then when it comes to us making our own buying decisions, it’s not uncommon for us to shop around for us to do research for us to read reviews for us to you know, think about buying something that that’s a meaningful purchase. It doesn’t matter if it’s, Hey, we’re going to get our kitchen remodeled or I’m going to buy a new laptop or, you know, we’re going to shop around. And, and we we’ve started to talk about buying a new car. There there’s this, Hey, I’m talking about it. I’m thinking about it. I’m starting to investigate it mode. And then there’s the next stage. It’s the, okay, I’m making a decision now mode and only 30 of those 200 are in the I’m ready. I’m making a decision mode and the other 170, they’re going to make some sort of buying decision over the next couple of years, that is specific to the, you know, the, the reason they gave you their contact information in the first place, right?

Losing weight, getting in shape, starting to exercise, doing some things to take care of themself they’re going to, to buy, but they just weren’t ready now because maybe it’s just the beginning. And when they started to think about this, this kind of, Hey, I’m going to do something in January. I’m going to you know, after the kids start back to school, I’m going to do something. You know, they start to investigate. They start to ask friends, maybe they read reviews online. Yeah. They start to watch videos. They’re there, they’re just in discovery mode. And there’s the people that more often than not, we’re writing off. They, you know, we, we say, well, they’re not serious. They’re not committed. So it’s just time to chase new leads. But honestly, there’s, there’s a much, much better way. The better approach is to follow up in, build a relationship with all of them.

That list that includes the hundred and 70 future buyers somewhere, educate them, motivate them, help them get to know you like you trust you over time. Some of them are going to move from interested to ready. And it’s going to feel like a pipeline. It’s going to feel like this trickle where, you know, every week one or two of them is going to say, Hey, I’m ready now. So they’re going to reply to an offer you make. And that doesn’t mean they’re going to buy from you. What it means is they’re now in decision-making mode. So they may have replied to multiple offers. They may have called multiple facilities, but if you’ve done your work to set the stage, if you’ve laid a strong foundation of positioning yourself as somebody who can help them and can be trusted to help guide them from where they are to where they want to be, you become more of that obvious choice. So let’s put this in as simple terms as possible. If you want to really start to connect with those hidden clients that you already have access to start by treating everyone you come in contact with as a future client, all the way up to the point that you have a reason not to. So when they’re ready to buy, you know, you’re going to be there for them. And don’t try to decide when they’re ready, that’s up to them. But if you follow up and you take this approach, when they’re ready more often than not, they’re going to choose you.

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