Fitness Business School – Fix Your Marketing Pipeline

Full Transcript

Hey, Pat Rigsby here and in today’s episode I wanna talk with you about some fixes for your marketing pipeline. 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 to the end of this episode because we have a brand new special offer exclusive for listeners. So stay tuned.

So I recently did a talk on optimizing your ideal client pipeline and talk through it from more of a mindset standpoint. I talked through it from like the way that philosophically I think that journey works, and more importantly, probably through the lens of the, the actual consumer, the the person that we want to bring into our business. So today I kind of wanted to flip things around and give you some practical steps to make sure that you have these boxes checked in order to build the business that you want.

And if you want to fill your pipeline, if you want to get more of the right people in the door, here are some boxes that you need to check. And if you kind of overlay that philosophy that I talked about in the other episode and, and have all these things in place, you’re gonna see your business likely grow
exponentially. So let, let’s walk through some of this. The first one is, do you have a lead magnet running that brings you in leads consistently? And if you don’t, we need to find something that’s gonna be attractive to your ideal client. So that’s one, having a lead magnet running. Number two, are you
proactively generating leads from at least one offline channel, one online channel, and through referrals each and every week? Now, you may be thinking, man, that’s, that’s a lot to ask each week.

Referrals. And maybe, maybe it is a lot to ask if you’re not doing it, but if you’re trying to grow exponentially, all three channels have to be working all the time. And notice I said one offline channel, one online and through referrals. So we’re not talking about you gotta have at least 20 things going at
once. It’s three. So do you have all three of those working all the time? Third, do you have an onboarding email sequence in place that both puts your best foot forward and invites people in to experience what you do? So it gives them next steps if you don’t. Again, this is essentially making a great first impression when somebody opts in, whether it’s for your lead magnet or just opts in for more information on your website. Do they get a series of emails that make the first impression that you want you and your business to make?

Number four, do you have at least one or two other ways that you’re following up with prospects in place? Text messaging is an obvious one. Facebook Messenger or a free Facebook group. Phone calls. Do you have those other things in place? We want to at least have one other one in place. And if you have a
business that’s already doing at least 10 or 15 grand a month, you should probably have at least two others in place. All right, next up, number five, do we have a super signature on our emails in place? If you’ve ever seen the PSS on my email, that is what we call a super signature. I learned this from my
friend and mentor, Dean Jackson. And it’s basically just making sure that people know that you’re open all the time, that you’re taking new clients all the time. We’re, we’re essentially giving them a short kind of invitation to different ways that we can move that relationship forward.

Next up number six. Are you sending at least two to three emails each and every week? And if you feel like two to three emails is too much, you’re wrong. It it, it is not what you send, it’s what they see. And the average email open rate is not nearly what we would like it to be. The average inbox has so many
emails. We’re not getting somebody typically to consume three emails a week. So if we want to at least be visible, we’re gonna have to send with some frequencies. So two to three emails a week. Next up, are you making an offer to at least one segment of your audience, if not your entire audience, each and
every week? And if you don’t have that in place, then we should be, it could be as simple as, Hey, would you be interested in coming in and doing a free week with us?

It could be a paid offer, it could be a deadline driven offer for a challenge or some other program. It could be a referral request to get people to bring a guest, but we need to have an offer to invite people in to experience what we do paid or free at least every week. Next, do you sales train? Do you actually
practice selling? So when you do get sales opportunities, you are confident, you’re well equipped, you’re able to convey what you want to convey. It’s practice like sales training is basically just it’s practice. And if you’re not dealing with a high volume of traffic the way that big box health clubs might be, you
probably need to practice. You probably need to grab one of your coaches, grab a peer. If you’re in one of our coaching groups, grab another coaching client and just go back and forth and walk through the conversation you want to have with prospects.

And if you’re having anybody else on your team, do sales ha practicing with them. The the idea here is we want to be able to put our best foot forward and convey what we want to convey whenever we meet with somebody. We don’t wanna fumble through our words. We don’t wanna be unprepared for
the conversation. We don’t wanna sound desperate if we’ve not had a lot of sales opportunities in a month. And the easiest way to get comfortable with this is to practice. All right? So next, do you address all the fears and concerns your prospects have? And maybe all is overkill, but most, the most common
fears and concerns your prospects have to make it simpler to join. In the emails that you send, the conversations that that you have, do you make it or about the common obstacles that people run into that might prevent them from joining or prevent them from staying?

And that’s a big one because we are at a point now where many, if not most of the people that you encounter that come in to experience what you have to do, they’re not first time exercisers. Now, in some cases that may not be true. Sometimes you may be meeting with first time exercisers, but most
businesses that we see are dealing with people who’ve at least belonged to a health club or a Y M C A or something in the past if not some other training based business. And so if they’ve got an experience but they’re changing, then odds are there’s something that they want different from what they’ve
experienced in the past or some reason they stopped. Do we have a conversa? Are we prepared? Do we have a conversation ready to help them understand why this time is gonna be what they’re looking for?

And then finally, are you tracking your pipeline? And do you have weekly standards in place? So if you’re not tracking your numbers, if you don’t have standards, hey, this is how many leads, this is how many prospects we want to raise their hand, this is how many conversion opportunities we wanna have. This
is how many new clients we get. If we’re not tracking that, then we’re kind of just throwing stuff against the wall and hoping it works. And I think we know no different than with, with training clients, we do an assessment. If we craft a plan based around that assessment, we’re probably gonna get
better results and, and have a better experience than if we just let somebody come in the door and wing it. And the same thing holds true here. When you are dialing in your pipeline, do you have steps that you can track so we can figure out what’s working and maybe discard or improve the things that aren’t, get
that stuff dialed in now.

So those are really practical fixes for your ideal client pipeline. If you kind of mix those with this idea of everybody’s an individual, everybody’s important, and we want to make it about them. If you do that coupled with the the tactical fixes that I just provided, man, you’re gonna see your business grow
and you’re gonna see those, those people that kind of slip through the cracks all of a sudden actually come through the door. You’re gonna see more of the people that you get to show an interest in what you have to offer actually buy. And you’re also gonna see more of the right people in your business. So
they stay longer, they pay more, and they refer more consistently. So if you wanna improve your ideal client pipeline, there are some fixes.

Thanks for listening to this episode of The Fitness Business School.

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