Fitness Business School – Solving Problems

Hey, Pat Rigsby here and in today’s episode I want to talk with you about problem solving. I think
we’ve got some fun stuff to unpack that’s gonna be a lot of help. So 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.

So the other day I did a coaching
call with a business owner who’s outside of the fitness industry. Now, this is somebody who already
has a successful coaching business, but it’s more like a marketing coaching business. And
he had some success for a while. He’s pretty good at generating leads, and he’s
an excellent writer, and I think he actually does a great job in his process of the way that
he helps derive a result for the people that he serves.
So there’s just kind of been this bottleneck of getting people from opting into
getting into a sales environment, right? Like to get on a sales call where he could present his,
programs to sell. And I thought this would be useful to talk about here in this episode because I think a
lot of us run into the same problem. We, we get stuck. There are things that we have success with, but
we get stuck. And only, it’s kinda like the old adage where if you, if you have a hammer,
everything looks like a nail. Like we, we kind of try to solve the problem in the same way over and over and over. And there are coaching programs out there where they’ll tell you, Hey, have one traffic source, have one conversion method, have one program. And again, I love simplicity.
I love trying to take things down to their simplest form. But in some cases, that may be too simple,
right? It may be one step beyond where the simplest form should be for a successful business, because
when somebody breaks it down to being that simple, it sounds really good, and it gives somebody peace of mind because they’re allowed they’re now allowed to focus and they’re now allowed to
say, okay, I don’t have to learn every different traffic source. I don’t have to learn how to do this type of
sales call, and then also do a webinar and do this type of front end offer and all that other stuff. And I, I,
I see the appeal for sure, and I think that there are elements of that I really align with. Like, let’s pair
things off as best we can. But the problem is, I, if we’ve got one thing at each stage and one of those
things doesn’t work, you starve.
And that sounds good in theory to the coach who is sitting over there in their 10,000 square foot
mansion saying, well, this is what you do, but if you don’t get any yeses and you can’t pay the bills, then maybe that’s not what you do. Maybe we test different solutions to the problem to figure out what the one thing is. And when that one thing dries up, then we cycle to maybe the next thing. And that’s kind of the conversation I had with the gentleman I was speaking with. I’m
like, well, okay, if there’s a kind of a lead magnet type of offer or something that then there’s
an immediate ability to get on a call. But no matter what you’re doing, it’s not deriving enough calls.
Maybe we need a different way to get on a call. Maybe we need to have two or three different ways to
get people on calls.

So you have a bridge to still generate calls while you’re figuring out the right formula for this one path.
Now, how does this apply to you? So let’s say that you have a business and you put a lead magnet out
there, and then on the thank you page for lead magnet, you’ve got this application to come and join
your coaching program, like to, to train with you. Maybe it’s a front end off, or like, Hey, here’s an
application for our 30 day jumpstart program, or here’s an application for our six week challenge type
program or whatever. And you, for every hundred leads, you get, maybe you’re only
getting one person to fill out that form, and that’s just not enough to sustain your business. It’s not
profitable because you’re spending too much for leads and you’re not getting immediate yeses. Well,
that doesn’t mean you can’t tweak some of that and find ways to make that offer better and take that
number from one out of a hundred to one out of 20, or one out of maybe even 10.
But that can’t be the only path forward. There has to be this these other mechanisms that
we’re getting people into those front end offers in the short term. Now, once you get somebody in a
front end offer and move them into a core program, maybe we can focus at that point and just say, cool,
I’m just gonna have one front end offer. I’m just gonna have one core program for the time being. That’s
fine. But no matter what, we’ve gotta be able to move enough people through the pipeline to those
stages where we’re generating revenue to have a sustainable and successful business. So my
alternatives for this gentleman, were thinking about, okay, could you fragment some of the things that
you do really well and run smaller programs to demonstrate that you could help that would be maybe
more impulse purchases for this person?

And then on the heels of those make sales, or could you run free workshops or training sessions or
whatever, coaching sessions where you could take people who were there and move them into a sales
call? Or could you take a program that you have and make it more of a subscription thing up front
instead of a big one time purchase and get more people moving into that program because of lower
barrier to entry. But whatever it is, how do you move people from being a, a person considering doing
business with you to a person actually doing business with you? And what was great was this was a way of thinking that he already aligned with, and I think that we both really believed in this concept of, I mean, getting somebody to say yes, getting somebody to become invested in a program with
you where you can actually make a difference in their business, in their life.
That’s the most important step. We can always ascend those relationships, but we need to actually
create the relationship first and make it a two-way relationship, not just one way where, okay, yeah,
they’re, they’re getting an email from us, but we aren’t interactive. I can’t solve this person’s unique
problems, this person’s individual challenges. So we want to really I think commit to
making sure that we are making sure that we’re, we’re better, right? Like we’re, we’re better at
helping people. If we help enough people that we, we help enough people that
eventually a meaningful number of those people ascend to whatever our core program, our, our, our
best interactive relationship actually looks like. So hopefully that’s useful to you. I know I kind of talked
about it in a way that was not necessarily specific to the fitness industry, but hopefully I connected the
dots a little bit.

The, the kind of key takeaway here is it’s kinda like when you’re coaching a client. Let’s
say that you are queuing an exercise and you’re telling them to do something and you’re saying, okay,
push your hips back on, teaching them to squat or something. And for whatever reason that
cue is not landing with them for whatever reason. It’s not eliciting the response you want. Well, as a
coach, your job is to find a different path to get the result, to get the outcome you want, not to just say,
continue saying the same cue and assuming that all of a sudden their brain’s just gonna click and it’s
gonna make sense. No. Instead, let’s find a different way to help them move forward. So we don’t let
this be the bottleneck in deriving the benefit from whatever program we’re we’re putting in front of
somebody.

Well, I think of marketing as the same way. There are plenty of options to get people kind of
in the door to get started with you to do business. Don’t get stuck on just one. Sure, there are some that
may be better for you than others, and there may be some that take longer to figure out. But if you’re
going to invest some time in figuring something out that has some complexity than we need to have
kind of a temporary solution, like a bypass in the short term to make sure that you’re still able to get
people in to experience what you do, that you’re still able to make revenue, that you’re still able to have
a sustainable business while you’re figuring things out, while you’re dialing things in. So it’s kind of the
moral of the story. Hopefully if you’ve been stuck on something and kind of beating your
head against the wall, so to speak, to try to figure one thing out, maybe the best approach
is let’s just take a different path to get to the desired destination.

Thanks for listening to this episode of the Fitness Business School. Before you go, I have a quick announcement. When I first connect with a fitness business owner they almost always ask me, “How can I get more leads or how can I get more leads and client?”

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