Fitness Business School – Generating Quick Wins – Pt 3 – Have More Conversations

Full Transcript

Hey, Pat Rigsby here and in today’s episode, I wanted to talk with you about another way to generate some quick wins and grow your business. 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 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.

As I continue down this path of talking about how you can generate more quick wins for your business and taking some of the things that we’ve used successfully
over time. The next one that comes up is just this a, a strong push to generate more conversations. And now this may not always feel like the most common quick win, the first two that I talked about were more like packaged programs, but a lot of times it’s easy for us to drift away from
generating conversations, and we lose sight of the fact that almost all of our conversions originate through conversations.

So I know in my world, if sales ever seem slow, if things seem stagnant, the quickest way for me to start generating some wins is to make sure that me, our team, we’re having more conversations with people that we can potentially serve. And if you shift your focus to this and you say, okay, what are
the tools that I have in my toolbox to generate more conversations? Well, the obvious one is direct offers, but not sending people to a sales page with an order button a registration link, but actually sending them to an opportunity to get on the phone. And I’ll take it a step further. If you’re sending them
to a calendar where they can schedule their own appointment, that’s not even gonna yield as many conversations as actually just being interactive in the moment. Whether you’re doing it via email, whether you’re doing it by text messenger, whatever, and asking for appointments there on the spot saying, Hey,
do you have any time today or tomorrow?

Hey, how about two o’clock today or three o’clock tomorrow? Because every extra step we ask somebody to take, it’s a way for them to kind of quote unquote abandon cart. So what we want to do is ensure the conversation, reduce the amount of friction between the ask of the conversation and actually
having the conversation and talk to as many people as we possibly can. So we can use direct offers, and we just wanna make sure that those offers feel like invitations to get on the phone and find the right fit. And ideally, that’s what they should be. I know in my programs, that’s what they are. If it’s not gonna be
the right fit for somebody, we don’t want to invite them in. We’re not trying to get them on the phone. We don’t take credit cards like I don’t know if I have ever taken a credit card over the phone personally.

But what we can do is get somebody on the phone, find out if it’s the right fit, or steer them in the right direction. So we can do this with direct offers, whether it’s a deadline driven offer, an invitation to something that is ongoing or evergreen, but we can use direct offers to do that. Obviously, we can use
things like the PS the super signature I use in emails. Another really easy way to just continually invite people, but we have to have a different way to frame things, right? If we’re gonna invite people to a call and they’re not necessarily going, they’re not ready to decide about a program. If we make a
direct offer about a program, we’re gonna get the people who are, they’re trying to make a decision, right? Am I going to join a program? If I am gonna join a program?

Is this the program? So that’s a small segment of your audience. The next segment of the audience that we can get on a call is people who have a desire and they’re not really thinking about the program. They’re thinking about the problem they’re trying to solve, the goal they’re trying to achieve. And if we lead with
that, then we gotta be able to give them something. So I know for us, we get people on calls using our ideal business client assessment, and after they go through the assessment, and mind you, they’re the ones kind of doing this self-evaluation. Some of them end up wanting to join programs or invest in solutions
because we can point out specifically how we can help. Now, not all of them do, and we don’t really want all of them to, we want to give something away that’s valuable.

We want to give somebody the assessment and we give them a toolkit to solve some of their problems on their own if they want to do it in a self-directed way. But if they want help, then we wanna show them in that conversation how we can help. But we know that, let’s say that we do 10 of those ideal business client
assessments with people, well, maybe two of those people become clients, and that’s great, right? I don’t have any concern about oh, wait a minute, every assessment needs to turn into a client. No, every assessment needs to turn into an opportunity for the person we’re talking to improve. And if we
can give them tools or clarity on how to improve, and that’s what they feel like they need, great. But what I can tell you is those two people who became clients we’re not becoming clients if we didn’t talk to them.

So there’s that opportunity to give something away in exchange for the opportunity to have a conversation. So you lead with some sort of benefit to this person, Hey, I’ll help you solve this problem. Hey, I’ll design this program for you. I’ll talk through your nutrition plan for you, do an audit, and give
you a game plan. There are so many things we can do in that fashion. And sometimes I know with athletes we’ve talked at length about taking people through some sort of performance evaluation, a combine type environment where hey, they can go look and see what their results are right in the moment.
They can see where they stand before they go spend money to go to a showcase or go to somebody’s prospect camp or something like that. They can know how they’re gonna stack up so they know, Hey, is it worth the money for me to go?

Am I gonna put the right foot forward? Well, the other advantage there is when they have this objective data, they can say, well, wait a minute. I need to improve in this area. And we can show them how we can help. So giving away something of value to somebody in exchange for a conversation where we do have
the opportunity to present assistance if that’s something they’re interested in. Again, a great way to have more conversations. Sometimes just reaching out to people that have indicated interest before and prompting a conversation just saying, Hey, I just wanna check in, see how you are. Just wanna check in
and see if you’re still interested. We have some things coming up, or just wanted to check in and see if you were thinking about what you’re gonna do for training, if you’re gonna be starting a program this January.

Simple conversation prompts, just reaching out to people. Again, this is more of a volume play, a little bit like an assessment or a gift or something like that. Just reaching out to people. Invariably some people think, yeah, you know what, I’m glad you reached out. I needed to start a program, or I was interested in talking to you and they just didn’t take the lead. And now you took the lead. And then the final way that you can create more conversations is just build conversations into all of your new lead experiences. So if somebody opts in for a lead magnet, then on the thank you page in that initial follow-up sequence, start a conversation. Start a conversation by making it about them, by indicating an interest in them, asking questions about them. Lead in that conversation in the format that they’re already engaged in, whether it’s email, landing page, text, whatever.

And then work to transition that to more interactive conversations, like a phone call, like a like a Zoom meeting or in person in your facility. And then finally, the other thing that you can do to facilitate conversations is ask your clients to bring guests. And we’re gonna do a separate training on this kind
of partnering partner programs and, and bring a buddy type things in the fourth installment of this quick win series. But ask people to bring guests, right? Don’t put stipulations that they have to be, you know, interested in joining a program or something like that. Just encourage people to bring guests, because the
more people that walk through your door, the more conversations you have, some of them become clients, some of them become advocates or fans. Either way, you are getting more conversations and conversations lead to conversions. Now you may think, well, hey, there’s a lot of wasted time and I wanna close 90% of the people I talk to. You can close 90% of the people that you talk to, but you will in turn get fewer clients. More conversations means more conversions, more clients. So if you want to grow your business, this is the third in this series of quick win opportunities to grow your business and increase your revenue.

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

Before you go, I have a quick announcement:

One of of the things that we’ve been doing with our current clients is taking them through this Ideal Business diagnostic and really what it is, this checklist that allows you to pinpoint exactly what your business needs next so you can keep improving, keep growing, and build a business that you love to own, one that pays you well, one that allows you to have the impact you wanna have and one that allows you to have a lifestyle that you truly enjoy.

In this diagnostic, we walk through everything and we do an evaluation and can instantly pinpoint what you need to do next to build that business that you want. I’m going to extend this opportunity to get on with either me or my team and take you through this evaluation and fix your business’s most vital needs fast.

So if we take you through this, you’re gonna be able to make those vital changes that you need to finally have what I call your Ideal Business. If you’d be interested in going through this entirely free, risk-free diagnostic with us and learn what you already have in place, what you’re doing well and where are your greatest opportunities for rapid improvement are just shoot me an email with diagnostic in the subject line to [email protected].

Again, an email to [email protected] with diagnostic in the subject line will get
you scheduled and take you through this evaluation to help you build the business you want.