- Too many look for systems AFTER they get clients
- Build systems to get clients, then serve them
- Create assets – books, lead magnet, gift cards, videos, etc
- Build a lead generation system – referrals, paid ads, strategic alliances
- Consistently fill your pipeline
- Create a follow up system – templated responses, signature series, promos, a library of ‘greatest hits’
- Build a sales system – conversion event, whatever you do – do with purpose and conversion in mind
- Create new client system – on-boarding, community, the other 165
- Improving 15% can be game-changing
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Hey, Pat Rigsby here. And in this episode, I wanna talk with you about how you can systemize building a great business. 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.
One of the things that I’ve found to be really interesting over the years is how
people kind of disconnect building, you know, the, the components of building a great business. They
think about the, the marketing and the client getting side of stuff. I is one side and then they think about
systems as the other side, they think about, Hey, I wanna create these systems after I get enough clients
to support all this stuff.
And then the systems will just keep it going. I think that you build great systems that consistently attract
and serve clients is maybe the better way to look at this. So I wanted to walk through, um, when I’m
building a business or helping a client build a business, what are some of the systems that I would help
them put in place to really move them towards having something that is not only really successful, but
it’s sustainable. And the first is creating these lead generation assets. An asset for me is like a system. It’s
something that continues to provide ongoing benefit. So one of the things that I’ll talk to people about
is, you know, writing a book, right, writing a, a, a book of their own or creating a lead magnet of their
own, but creating these assets that can consistently generate leads. And I don’t care if it’s, you know, a
gift card, a fitness facility, pricing guide, uh, you know, a special report, uh, a, a video guide to solving a
problem for a client or helping them achieve a goal.
Something like that, or a book now, yes, you can grab something that currently exists. I mean, we do this
in fitness lead academy and ideal business accelerator. We have assets that people can grab and use,
but from my standpoint, customizing it, making it your own or building something that has your own
voice and your own personality is gonna get you more mileage out of it. HEC the, the book I use for lead
generation, the most, my fitness entrepreneur handbook, I wrote like six years ago. And it’s still
consistently yielding leads day after day. So you can get a lot of mileage. If you create a solid lead
generation asset, then we want to create the lead generation systems. Yeah, we need the asset, but we
also need the system to wrap around them. We need to de you know, develop a couple referral systems
to help multiply the clients.
We have maybe a strategic Alliance system, and then maybe like a paid advertising system where we’re
advertising those lead gen assets where we’re advertising the book or the, you know, the gift card that,
and that’s what I do right now. I mean, we’ve got a system that, you know, basically puts that in front of
are hopefully ideal prospect day after day, and continues to fill that pipeline. Then once we have a lead
generation collection of systems that meet our desired goal, now that’s, that’s key, right? Like we need
to know how many leads that we need each and every month. And we need to build out systems that
predictably fill our pipeline. And so when I’m helping a client do that, it’s like I’m pulling from the menu
systems that we know that work. And we try to pick the ones that are most appropriate for their
business, their goals, their target market, and deploy those systems and optimize them for those clients.
Then we have to create our follow up system, right? So we get a lead. Now we have to follow up, and it’s
not just a typical email campaign, but we need can, you know, we need canned or templated responses
to inquiries. We need, you know, a, a, like the super signature that we use, um, at the end of emails to
keep offers in front of people, we need promotions that we can pull off the shelf and update and edit.
We need, you know, if we’re gonna use text or if we’re gonna use messenger, if we’re gonna use a
Facebook group, we need a systematic way to make sure that every new lead is introduced to what we’d
consider like our greatest hits when it comes to follow up so that we are getting people to move closer
over time from this point of entry, where they’re interested to actually becoming a paying client.
And then, you know, I think a lot of us have a sales system. It’s just usually loose. It’s not optimized,
right? And for me, a sales system is any conversion event, right? Whether your sales system is getting
somebody in on a free trial and trying to convert them or getting them in on a paid short term
experience and trying to get them to commit longer term, it’s fine, right? Like it, whatever you do, we
need to do it with purpose. I’ve seen so many people get people in on a, a trial and they just kind of
hope people stay. They don’t have a systematic way to maximize the, the likelihood of conversion.
They’ve not optimized their rates to make this entire journey profitable. So, you know, when we’re
dialing in that sales system, we need to make sure that we’re selling things that are profitable for our
business, that are desirable for our prospects.
And we’re doing it in a way that gives us the highest probability of success and converting the right
people to paying clients. And then we’ve got optimize that coach unit, that service delivery unit, right?
And that’s, you know, onboarding new clients that is, you know, treating them in a way that, that
maximizes their success during what we call the other one sixty five, the time outside of their supervised
training sessions. And are we creating enough community or are we can, you know, for it, are we forging
a connection between our team and our clients? Do our clients feel important and valued? Are they
recognized? Do they feel connected in a way that keeps them longer, makes them happier, encourages
them to introduce us to the other people in their lives. Now, I, if you were like a lot of the business
owners that I work with, you may not need a ton of wholesale changes, right?
Like you may have some of this stuff and it just needs to get better, but if you could improve your lead
generation by 15%, and then you’re conversion of leads by 15%, and maybe your retention by 15% here,
we’ll, we’ll do some math. And I know that’s tough to do on a podcast, but, um, bear with me in a
practical sense. Let’s say you got a hundred clients that over the lifetime of their relationship with you
pay you $1,800, right? So you’re doing $180,000 annually. Well, if it took you 400 leads to get 200
success sessions that led to a hundred clients or 200 trials or test drives that led to a hundred clients, a
bump of 15%, when it comes to leads would be 460 leads. And that would give us 48 additional people
to go through that conversion of it, that trial or success session.
And then that would be, you know, that that bump would have 134 clients. And the average lifetime
value would be 2070. Right? So if we’re thinking about this as an annual total, if all we did was lift
everything by 15%, right? We’re not talking about wholesale changes, doubling anything. That’s a, that’s
a lift of $97,000 and like 97, 300, 380 bucks, right? So almost a hundred thousand dollars by making
incremental improvements. And we, we see that type of improvement all the time when we’re working
with people. I mean, think about taking a business that’s making less than, you know, less than $200,000
annually and adding almost a hundred thousand dollars to it by just turning the dials a little bit, making
improvements. Well, that’s, what’s possible if you think of this as having these systems and optimizing
them, not just throwing tactic tactics against the wall, to see if something sticks, improve things enough,
and you are going to see your business dramatically grow, you’re gonna see your profits significantly
increase. And frankly, you’re probably gonna see everything else about your business and your life
improve a little bit because you’re not having to work any harder, but you’re getting much
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