Fitness Business School – The Client Multiplier Method

Full Transcript

Hey Pat Rigsby here. And in this episode, I want to talk with you about what I call the client multiplier method. If you’ve got some curiosity there, you’re going to want to listen in to this episode.

Welcome to the fitness business school with Pat Rigsby, the podcast for fitness entrepreneurs who want to make more income, have greater impact, and enjoy more freedom in their ideal business. If you’d like an accelerated route to these goals, email me at [email protected] and put BGA in the subject line and I’ll get you all the details about our business growth accelerator program.

For the past decade and a half. I’ve probably spoken with more fitness businesses owners individually than any person on the planet. I’ve had the good fortune to, to coach literally thousands of small business owners. I’ve gotten to speak at many events and connect with people live and in person I’ve done just dozens of coaching calls week after week for, like I said, well, over a decade. And you know, I think that so many times people kind of overlook the opportunity right in front of them. They’re always chasing that shiny object. They’re always thinking that there’s something out there that’s much better. That that is the magic bullet, the things standing between them and success that if they can just crack that code, they’re going to win. They’re going to thrive.

Well, the most straightforward kind of client attraction thing that I know that that gets overlooked is what I’ve come to call the client multiplier method. And you know, when somebody tells me, Hey, I’m too busy to get out and market when somebody says, you know, I just, I don’t have time. I’m always with clients or maybe I’m even kind of working two jobs. And so I don’t have time to, to get out and do all the marketing stuff because, you know, if I’m not with my current clients, I’m out doing something to, to just kind of fund the family or pay the bills. So the client multiplier method solves that as well. And really, it kind of boils down to two to one give and five asks.

The one give is really straightforward, but I think all too often overlooked, and it’s giving your clients the best experience they have with any business. They do, you know, any business they engage with. And that seems kind of obvious, but I can’t tell you how many people in our industry just kind of punch the clock, right? They think of themselves almost like instructors and not coaches and not in any sort of hospitality business. They just say, you know what, I’m going to deliver this workout. I’m going to punch the clock. This is my 10 o’clock session. This is my 11 o’clock session. And they don’t think about the experience that the person has and how to take that person from just being a transactional customer or client, and really getting them to become a raving fan, an ambassador for your business. So the, the one give it is broad in many ways, because depending on what your business is and what you want to be known for and who your target market is how you provide that best experience your client has with any business they engage with could vary, but the opportunities there, I mean, nobody else they do business with, are they going to see as frequently as they do you, right?

They’re not going to, I go to their dentist or their chiropractor with the same frequency that they see you. They’re not going to have the same type of engagement with their local grocery store that they do use. So we have the opportunity there, but we have to make sure that every day the client leaves feeling accomplished, they feel valued and appreciated and connected. And if we’re doing that coupled with delivering a service that works there only going to get the result they want, but it’s going to be through an experience that they truly enjoy. So that’s our one give that is really the foundation of this client multiplier method. Because if you don’t have that, it’s hard to follow up with the five asks. Now you may be saying five asks of my current clientele is a lot, but, and you understand how this works. You’ll see how it kind of rotates and how you cycle through things.

So nothing ever feels like you’re imposing. So the first ask that we have is we’re going to ask every client to, to do a review of our business, Google, Facebook, any other platform that people in your market are going to use to evaluate businesses when they’re searching to T to really kind of vet the options available to them. So we’re going to ask every one of our clients to do a review during the course of our relationship, we’re going to make sure that we’re going to catch them doing something right. We’re going to catch them succeeding somewhere, hitting a milestone, feeling good about their experience. And we’re going to ask them to leave review.

The second ask is we’re going to ask them periodically to just share content. If we’re writing an email newsletter for posting videos on Facebook book or doing things on platforms like YouTube or Instagram, where going to periodically ask our clients in group or individually, if they wouldn’t mind sharing this, and it’s just one or two clicks away and they can share it with the other people in their lives. And so a they’re, they’re giving us a very simple endorsement without having to really do a lot of work, but be there. So creating awareness right there, they’re inviting us into their circle. They’re not just part of our circle and our, and us being part of them, but they’re inviting us to meet the other people in their lives in a really, really simple way that any client in, in, in your business will, will likely do gladly. So we’re going to ask for reviews, we’re going to ask them to share content. Then a couple of times a year, we want to make sure that we’re okay asking our clients to invite the other people in their lives, to come in and be gay with what we do.

We’re going to ask them to, to notice conversations. We’re going to ask them to think of specific people that would benefit from what we have to offer from the way that we can help people the way that we’ve helped them. And we’re going to ask them specifically to invite people into maybe a, bring a friend session or a challenge that is specifically for the guests of current clients, but create opportunities for them to invite people in, in a low risk, low pressure. Sure. Sort of way. Then the fourth ask is we’re going to ask them to gift inexperience with us, be it a gift card or a golden ticket or gifts ticket to somebody else in their life. Most easily done at point of sale, but it can be done during the holidays. It can be done really it, any kind of milestone moment, but we want to give people a gift card, but we want it to be valuable. We don’t want to just hand them the way that health clubs would have handed somebody a stack of day passes and said, give this out to all your friends. No, we want to give somebody a gift card that has a true value. Oh, you, and, you know, really encourage them to share it with somebody else that they think would enjoy it.

And the gift card usually needs to be the full value of some sort of meaningful experience with you. Maybe a 28 day program, maybe a 21 day program, but a gift card. Shouldn’t be something that puts a lot of burden on the person we’re being introduced to. Because if that person walks in the door as a guest of one of your clients, there’s a high likelihood we’re going to stay. So we don’t need to hyper qualify them upfront. Just the fact that they came in, the fact that they’re already connected and fuel more comfortable than the average prospect is going to really set you up to succeed. So reviews, sure. Content, invitations, gift of experience. And then yeah, in the fifth ask is we’re going to ask for advice. We’re going to ask our clients how we can reach other people like them. I’ve talked many times over for, well, over a decade about how powerful the ask for advice matters. It is. And it’s just a different way to get clients, to become ambassadors for you. They may open doors for you to connect with groups they’re part of or groups. Maybe they lead. They are going to be more encouraged to invite people to participate in what you do. You’re going to open doors for things like public speaking or corporate opportunities, any sort of networking that you want is likely an ask away from one of the clients you already serve, but you have to ask. Now what’s so wonderful about the five asks is that you have the opportunity to do that without ever leaving your facility without ever cold. Calling, connecting with somebody new. These are conversations that you’re already having, that you can interject this in seamlessly. You don’t need to hijack an entire training session with somebody to ask for referrals, but you can certainly spend two minutes asking somebody to share your content or giving them a gift card, but they, that they can share with somebody else in there.

Now, if we do this right, if we have the words, one give the, the best experience that you know, your client has had with a business. And if we use all five asks throughout the course of the year with each of our clients, we should be able to achieve a one for one ratio of clients, to new guests that come in and experience our business over the course of a year. Now it’s not going to be this linear thing where if you have a hundred clients, each of them are going to walk one new person in the door, but some people are going to bring in three. Some people are going to bring in for some people won’t bring in any, but I’ve seen it over and over throughout the years, the people that commit to building from the inside out can easily get a hundred new people to come in and be a guest. Now, not every one of those guests are going to become paying clients. Sometimes those guests may be people were visiting for the holidays. Sometimes those guests are people who are just stopping in town for work that’s okay. But the more people who come in and experience what you do, the more people get to feel connected to you in a part of your business, the better ambassadors they’re going to become. So if you were looking for a truly powerful way to grow your business offline, consider the client multiplier method, one give, and five asks may just be all that stand between you and doubling your business.

Thanks for listening to this episode of The Fitness Business School. And 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 clients?” Well, I have an exclusive offer for you and it’s going to help you do just that. As a listener of this show, you can test drive Fitness Lead Academy for six full weeks for just a dollar. Fitness Lead Academy is a one of a kind program where you get done-for-you marketing tools and coaching to attract more qualified prospects and convert them into paying clients. Imagine having three marketing emails written for you each and every week for easy-to-deploy promotions provided to you that are proven to convert and they’re ready to use and proven ads and social media posts given to you each and every month as well. Plus you have access to three weekly live video coaching sessions to help you with everything from dialing in your brand to navigating things like building funnels and getting ads approved. You get all of this and more when you join Fitness Lead Academy. And to prove that FLA can serve you as your virtual marketing department and not only save you plenty of time, but also consistently bring you more leads and clients, you can get access to the entire coaching program for six full weeks. Again, for just $1. If it delivers for you in the way that I expect it will, you can continue on for just $199 a month. So basically, just one additional client each month and you’re ROI positive. And I’m sure that if you apply what we give you, you’re going to get more than just one additional client each month. And you’re going to likely save at least 10 hours a month to take advantage of this special offer. Just go to TestDriveFLA.com to try it out for six full weeks. If it’s not what you’re looking for, you can cancel it any time.

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