Fitness Business School – Overwhelmed by Tactics

Full Transcript

Hey, Pat Rigsby here in this episode. I want to talk with you about growing your business without the
overwhelm. 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 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.

As I’m recording this, we are heading into fall and you know, a lot of people, as
they’re kind of trying to ramp business up school, starting people are kind of bringing some of their
summer vacations and stuff to a close. The, the topic of overwhelm has definitely come up a number of
times. So it’s been top of mind for me, and I wanted to talk about it here, you know, and you know, I had a conversation with somebody else who does some business coaching, and it was kind of
amusing to me because they talked about all these things.

They’re trying to teach their people simultaneously to grow their business. You know, Instagram,
Facebook ads and Facebook, organic and TikTok and email and funnel software, and, you know, the
importance of followers and likes and how many posts they need. And should they be doing a webinar?
And I mean, it was like 2030 things that, um, he was kind of pushing his must do stuff. And frankly, I was overwhelmed just listening to him. And I guess I just don’t think of business that way. Right? Like I talk about my three units of business a lot. And uh, you know, and, and I think about them almost in reverse order when I am starting to feel a sense of weight on my shoulders, that kind of feeling of overwhelm that third unit, the coach unit for us is delivering a dream come true result through an experienced clients enjoy.

So, you know, I’ll, I’ll think about what do my clients want, not what do I wanna sell them? What do the
people that I want to help actually want help with? What’s a big win for them? Like what would make
them, you know, ecstatic about the progress they’ve made, the successes they’ve had and how can they
get to that point from where they are without the whole process, just being miserable. Because a lot of
times, you know, people will yeah say, Hey, I want to reach this destination. But the, the guide along
that journey takes ’em through a process that, that stinks. And it’s not something they’re gonna wanna
to sustain over the long haul. So if the process sucks, the person is going to be a short timer. They’re not
going to make this their lifestyle. They’re not going to be one of those wonderful clients that we love
because they’ve been around for 5, 7, 8, 10 years.

So how can I deliver what someone actually wants in a way that I enjoy in a way that they enjoy and
that’s profitable for my business. Now, once I’ve figured that out, that’s when I move back to unit one.
So instead of thinking about this unit 1, 2, 3, in order, I start with three, and then I go back to one, which is connect. How do I connect with my ideal prospect now? Who, who is that person? You know, and once I know what I’ve talked about in that third unit, that coaching unit, I have a pretty clear idea of who this is and who I can actually help and not where, Hey, where where’s the most opportunity or who has the most money, but who can I actually make a difference with, you know, who are those people and where can I find them? And then how can I get them to, to kinda raise their hand, right?

How can I get their attention and say, yeah, I am interested in getting help with that thing. I am
interested in moving towards, um, achieving this goal or solving this problem. Now I will say that, you
know, the, the concept of having an avatar is something, a lot of people talk about. And, and frankly, I
don’t care for that kind of abstract hypothetical thing that much. And, and I understand why people do it
because it helps them wrap their head around an idea. But I’m, I, I don’t know what the perfect
demographics are or, you know, I don’t serve people that have 2.4 children and only have one problem.
And that happens to conveniently be the, the problem that I solve. No, I work with real people who
might be needing to, you know, lose some weight the same time their roof needs to get fixed.
Right. I deal with real people who are trying to juggle taking their kids to soccer practice and getting
their kids off the bus and squeezing in a workout and having to buy grocer. So they don’t just drive
through a drive through. So maybe that’s overly simplistic, but I think about my person and who they are and what’s happening in their life and where I can find them and how I can connect with them. And, you know, I want them to raise their hand and say, yeah, I’m interested. I’m interested in this thing.

And then that’s when I move to number like unit number two, the, the third step in me getting clarity in this whole process. And that’s the convert unit convert the prospects from interested too ready. And that’s just basically follow up helping people to get to know me, trying to build some trust, making them, hopefully, even like me a little feel like I’m somebody who gets them, that, that they could see
themselves, um, leaning on me as, uh, a teammate in this journey to get to where they want to go.
And I, you know, I want to do it consistently. Obviously I do it a lot with email. I do it with podcasts. And my goal is to try to shift things from this one way, conversation with you, just listening to this podcast and me ramble on, or you just reading an email to a two-way conversation where I get to know more about your unique, specific situation and how I, and my team may be able to help you go from where you are to where you want to go. And that’s it. If I can do these three things profitably, if you can do these three things profitably, then you’re in business. And then if you make it profitable enough, then
you can hand off some of the tactical stuff in that process that you don’t love doing, right? Like for me,

I don’t love being the person who deploys the Facebook ads.
I’m excited about the stuff we’re advertising, but I don’t wanna be the one logging in and figuring out,
you know, which audience to, to market, to, and managing that. I don’t wanna be the person who is, you
know, formatting the email that goes out and testing it to make sure it shows up the way that we
intend. I just wanna write the email, frankly, as I’m recording this podcast, I don’t wanna be the person
editing the podcast or uploading it. I wanna be the creator of the podcast. And so if you make the
business profitable enough, you can hand off some of the stuff you don’t love doing to other people.
And wow, now you have your ideal business. Look, this isn’t new. And I’ve talked about this stuff
forever, but you know, 20 different tactics are not going to be the solution, right? People overwhelming
you with tactics often are just people trying to make you dependent on them.
You need to decide what you’re trying to achieve and create a simple path to get there. And that’s what
this is. This is what’s helped me. This is frankly what I did to recruit baseball players 20 years ago, right?

Same stuff that I used to, you know, recruit baseball players, same thing that I re used to get clients in
my first training business and my, my second fitness business, same thing that I did to build over 30
businesses since then, it’s the same process. That’s proven. Sure. The tactics have evolved right. When I
was doing the, the college baseball coaching side of things, Facebook didn’t exist, but I still had to
connect with those people. You know, the, the way that I might serve somebody in that coach unit
might be a little bit different now, but I promise you, there are inherent principles that have lasted and
passed the test of time, right?

So, you know, how, how could that still hold true for 20 plus years? And frankly, I’m a hundred percent
convinced it’ll hold true for as long as I have a business, because it’s a simple prospect attract the
prospect that who might be a fit through a few mechanisms that you or I could be decent at, right. We
know where people are. We know where to find ’em no one’s hiding from us. Then we follow up with
them and get them into a process where they can get to like, like us to, to know us better, to trust us
and see us as somebody that can help them solve problems and achieve goals. And so if you’re
overwhelmed, look at those three units, most, everything you get overwhelmed with that is self-imposed is either a tactic that doesn’t fit in one of those units. If it, you know, um, you know, if it’s not
making your life better or making your life easier, it’s probably not a must.
It’s the tactic stuff should be moving you towards your goals with less friction. And then, you know, if it’s an idea that might be distracting, you ideas should earn your attention. They shouldn’t just be given
your attention, right? Like you, you know, once you have these three things in place, whether or not
some something merits your attention, okay. So that’s it. That’s how you avoid overwhelm and grow a
great business. You look at those three units. I think you can start at the, the end and optimize the third
unit coaching, and then go back to the beginning and figure out who you want to coach do that. And
before long, you’re gonna have a great business.

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