Fitness Business School – “How Do I Get More Clients?”

Full Transcript

Hey, Pat Rigsby here and in this episode I want to answer the common question: How do I get more clients? So 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.

One of the most common questions I hear from both, you know, people who come into our coaching programs or people who engage with me through, you know, my email mail or social media is how do I get more clients? And, you know, obviously it’s a pretty common question. I mean, that’s just part of being a business owner, but I can basically tell you that, that there, there’s kind of this filtering process that I go through to identify why they’re not getting enough clients. And you know, it’s just a four step process and we need to identify what the bottleneck is. So I’m gonna go ahead and take you through that four step process right now. And I think you’ll be able to look at your own this, if you are not getting enough clients and understand where you can improve, that will kind of open the flood gates if you will. So the first, the first reason people don’t get enough new clients is the people that you’re making offers to. Don’t actually believe that you can help them, right? They’re, they’re skeptical.

Maybe they’ve had past experiences that, that, that diminish their confidence. Maybe they’ve tried and failed before and, and whatever you’re doing, isn’t a enough to, to get them to believe that you can help up. And sometimes it, it’s not that, Hey, I’m, I’m doing something specifically wrong. It’s that I’ve not done quite enough to, to get them to have enough confidence that they’re willing to invest their money and their time and their energy and effort into doing business with you. So how can we get them to better believe you? Well, the first thing that I would tell you is social proof goes a long way, right? Getting more reviews, places like Google getting case studies or testimonials, collecting social proof and displaying that anywhere and everywhere that you can is super powerful because now it’s not just you saying you can help, but there there’s this third party essentially endorsing you and validating that you can help. This is why things like publicity really helps with somebody being believable because essentially whoever the, the media outlet is, I is kind of implying that you are credible enough to, to have time on their platform.

They’re, they’re positioning you as an expert, you know, in theory the media, you know, it, it, it would put an expert out front to talk about a topic. Now, obviously these days that may be debatable, but in general, that’s the idea you know, this is why some who does public speaking gains more believability because whoever you are in the room, because you’re a part of that organization, whether you attend an event or you’re a member of chamber of commerce or whatever else you’re saying, Hey, being part of this is worth my time. The person who organized this event believes that the person that they’re gonna put in front of me is gonna add value to my life. So there’s some implied credibility. And then, you know, the, the other thing that helps us understand, like the ultimate social proof is like a referral, right? Somebody, you know, like, and trust is endorsing you to the other people in their lives are bringing you in. That’s why referrals close at such a high rate.

So how do you become more believable, easiest thing? You can do social proof as much as you can get. The more specific it is to the type of client that you wanna serve, the better off you’ll be. If you’re online, it needs to be pretty specific if you’re offline. And you’re working with maybe a broader type of audience, that’s only narrowed by geography, then have a broad spectrum of case studies of testimonials so that somebody can kind of find themselves in the social proof that you share. The other thing that you need to do from a believability standpoint is tell your story. I mean, share why people should choose you share you know, your experience, your background, be somebody that is trustworthy, be somebody that is perceived as an expert. You know, be the person that they can actually connect with because ultimately people buy people final, final hint to be more believable put good stuff out.

Like that’s, I’m, I’m saying that third because, you know, I don’t know that just going and posting videos on social media are, are the answer at the level that the previous two or the answer, but, you know, somebody becomes more believable once you’ve invested time. And hopefully, you know, you listening to this podcast, the more you listen, the more you believe that, Hey, you know what, pat and his team can help me improve my business. They can help me build my ideal business. They can help me get more clients. So that’s how you become more believable. Second, your, your offers too weak. There’s not a strong and enough offer to compel somebody to take action, right? There’s either not a big enough benefit for them to you know, to, to, to make the investment of time, money, resources you know, the, the, the risk is too high. It, the, the path to success is too vague.

So making a stronger offer, making a, a, a specific promise to a benefit, reducing the risk, you know, offering a guarantee, offering something less ambiguous. A lot of times, people in our industry love to say, well, well, you know, I want people who make a commitment, but we’re not willing to make a commitment on our end. We’re not willing to say, Hey, I’m gonna commit to getting you this result. But I do want you to commit to giving me your money and a term of commitment that’s, you know, 12 months or whatever else make better offers, make an offer that when somebody sees it, when somebody hears it, when somebody reads it, they say, that’s exactly what I’m looking for. That’s the, the exact type of offer that, that it it’s irresistible to me, right? It, it seems like it, it’s almost like a dream come true for them because there’s finally somebody that’s gonna give them what they want and lower. Some of the perceived risk now lowering the perceived risk doesn’t mean, Hey, I’ve gotta always give somebody this gigantic money back guarantee, or I’ve gotta offer, you know, free or $1 trial or something like that. Not, not at all it that there there’s specificity.

It means that the promise is big enough to get somebody excited. It means that you know, it’s gonna give somebody what they actually want. It’s gonna solve the problem they have, or help them achieve that thing they desire. And if you couple that with some sort of risk reduction, which sometimes it’s just evidence that you can actually do it. It goes back to that social proof. It goes back to your position in the market. That’s a strong offer. So that’s number two. Third thing that prevents people from getting clients. You don’t make enough offers. You don’t make offers often enough. That doesn’t mean you have to make a bunch of different types of offers, but it means that you need to keep opportunities to do business with you in front of the people that you’re reaching, right? People are ready on their own timeline. Sure. We can influence that a little bit by being better at the first two, by, by having a stronger offer by being believable by, you know, by being seen as an expert, but you’ve gotta keep your offer in front of people, because whenever they’re ready, they need to see it. That’s why I tell my clients to email their audience, you know, two to three times a week, preferably three, and have an offer in the PS every time. I tell ’em to send out an offer every week and we give them templates for the offers. We give them templates for the PSS, because it it’s out of a lot of people in our industry’s comfort zone to who make offers consistently.

But if you look at anybody who sells at a high volume, they’re making more offers, their offers are very visible, very easy to find. It’s not hard to do business with them. So more frequency with your offers. And if you are not confident in making more offers, then we probably need to be making a better offer or be better at delivering on our offer. You know, I know it may not be like the most politically correct statement now, but you know, the great, the late great Zig Zigler would say timid salespeople have skinny kids, right? I don’t know if you you know, if skinny kids, if that’s, if that works from the stage these days or whatever else, but you get the premise, right? Like they’re the implication is if you are not willing to sell you, you’re not going to be able to feed your family. You’re not going to be able to you know, generate significant income. You’re not gonna be able to, to, to build a great business. So if you want to get more clients generate more revenue, you have to be okay, asking for sales, you have to be okay, making offers. And then finally the fourth kind of step in this filter process to figure out why we’re not getting enough clients, is, are you connecting with enough people? And yeah, I mean, if you’ve got an audience of people that you’re sending an email to with all, but that, you know, the email list is a hundred people and you got a 20% open rate, 20 people seeing an offer is not enough, right? We need to get offers in front of more people.

That doesn’t mean they all have to be on an email list. It doesn’t mean they all have to be on social media. I mean, in most cases you are going to be connecting with human being in a more personal setting. So you can connect with people in a personal setting and build relationships that way. In fact, that expedites the, the sales process pretty significantly when you actually have an interactive conversation and you’re not just putting content out. So connect with more people. Ideally I tell people with kind of smaller boutique-ish businesses where they’re serving, you know, one on one, or semi-private, you need to be connecting with 5, 6, 7 new people a week. Bigger businesses, probably double or triple that, and connect could be add adding them to your free Facebook group, adding them to your email list, adding them to your, what we call connection database, but it’s just, you know, your network, your personal network. And those are the people that we’re eventually going to educate and motivate and ultimately make offers in front of or offers two. So that’s how you get more clients. If you are not getting enough clients, it is one of those four things. Fix the one that’s holding you back the most, fix the one that you believe to be the biggest bottleneck in your gonna See your Sales Skyrocket, Fix them all. And you’re gonna have a Powerhouse business.

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