Fitness Business School – From Small Sales to Big Relationships

Full Transcript

Hey, Pat Rigsby here. And in this episode, I want to talk with you about how small sales can lead to big
relationships. 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.

I’ve been in business for right about 20 years now, and there’s definitely been
an ebb and flow of how people approached growing a business and what was popular and what was
trendy at the time. And currently the trend is this quote, unquote high ticket selling. And it’s not brand new by any means. There have been people selling expensive offerings, expensive
solutions for a long, long time, but high ticket is definitely the, the buzz word when it comes
to selling coaching when it comes to selling services, when it comes to even selling personal
training solutions.
But one of the things that I’ve recognized through the years is a lot of times the, the small
sale can lead to a much bigger relationship over time now. Yeah, sure. Every once in a while, the first, financial transaction, the first, kind of move to somebody going from prospect to customer or
client in my world is a, a premium purchase, right? Every once in a while. But a lot of times the first
transaction is kind of a test of the waters, right? It’s somebody bought a book or somebody bought a
one time course or came to a workshop or came, I used to hold a number of live events and a
lot of times somebody’s first transaction would be a live event. And, if I look at my wife’s business, a
number of times, the in fact, I would say the vast majority of times people bought a one time purchase,
whether it was an ebook or a DVD bundle or a single product before they became a member of her
ongoing community.
And we as business owners, we want that, that committed purchase, right? We want people who
are so like, quote, unquote, committed. We want people who say, oh, I’m ready to take on the world.
And I’m ready to dive in for 12 months, or I’m ready to invest five or 10 or $20,000 or whatever it is. We don’t often behave that way ourselves. A lot of times we do a little bit of research and, and I can tell
you most of the things that I have personally bought that have been very expensive. Like when I think
of coaching or that sort of stuff, I’ve bought a, a single product first I’ve bought a more
conservative, type of program. First, I, I just actually was in a mastermind group that was the cost was like twice as much annually as I ever made in a year as a college baseball coach.
And that wasn’t the first transaction I had with that, that person that I had bought a book, I had bought
a two different, smaller programs. And when I say smaller, they were still I think one
was like $500 and maybe one was like a thousand dollars or something. So not insignificant amounts of
money at all. I mean, definitely meaningful amounts of money, but what they did was give me a sense
of, Hey, is this the, the person, the philosophy of the approach that I want to be committed to see, we
want a commitment on our end, because we want somebody to be willing to pay in perpetuity. Right?
And I don’t think asking for a commitment is the wrong answer, but I think it’s kind of odd to say, Hey,
let’s get married. We’ve never gone out on a first date the idea should be okay if I ask this person to commit, they need to know this is the right place
to commit. They need to know this is the right culture, the right environment, the right philosophy that
they want to commit to. So they may be ready to commit, but they need to know that we are the right
operation, the right organization to commit to. And so I think the small sales where you get
to demonstrate your ability to serve, to help, to have an impact, hopefully to deliver some really
meaningful, even potentially massive amount of value in exchange for what somebody’s paying. I think
that’s a pretty good way to look at it. In fact, I talked about this with clients the, the other day, and I
said, so I wanted to run a couple workshops, actually, I’m, I’m gonna be now based on the feedback, I’m
gonna be running several workshops.
And really all I did was ask, people who subscribe to my email list. I asked people who were in our
free private Facebook group, fitness business owners. I said, okay, of these topics, what would be of
interest to you? And there was actually a pretty meaningful amount of interest in most all of the topics I
said, okay. So, so I’m gonna ask, and then based on their interest, I’m going to offer a small sale where
the, the goal, the mission, the entire purpose is, Hey, I’m going to give people far more in value than
what their financial investment is. And then hopefully some of those people decide, Hey, this is the right
place for me. This is the right philosophy. This is the right approach to coaching and business building.
And I align with it. So I’m gonna upgrade and continue on, and guess what?
Some of them won’t, maybe even the majority of them won’t and that’s okay. Because we
got to figure it out together and maybe, maybe it’s not even, no, it’s just not right now. Not right now is
a perfectly good answer because maybe January’s the right time. Maybe March is the right time. Maybe
a couple years from now is the right time. But if I’ve made a good first impression, and if I’ve helped this
person, then that kind of goes in their memory bank. They’ve they’ve seen me demonstrate that I can
help them get their desired result. And they’re the ones who signed up saying that was their desired
result. They’re the ones I ask to see what kind of result they were looking for. So if you want to create
bigger relationships, sometimes the better approach is to start with small sales.

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