Fitness Business School – Virtual Business Coaching – Conversion

Full Transcript

Hey, Pat Rigsby here and in this episode, I’m gonna continue on this series where I’m taking the role of being your business coach. So today we’re gonna be talking about conversion. 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.

So in the last episode we talked about generating leads or what I call connecting with new people. Well, now once we have this kind of beginning of a relationship, somebody’s entering what we consider kind of our conversion pipeline, the next step is we need to actually convert them into becoming a prospect. Somebody who is interested in one of our programs, interested enough that they’ll engage with us about the program. So the core of our conversion process for, for most clients is having a three time a week email. So every email should have a PS with three or four offers what we call a super signature. And this is something that I learned from my friend and mentor to Dean Jackson. Certainly didn’t invent it myself. The, you know, the, the PS should have varying degrees of commitment. It could be joining your free Facebook group. It could be all the way up to enrolling in a paid offer.

So we wanna send out that three time a week email and in the content we’re providing in the email, it should, I mean, the easiest place to start is just addressing or answering the questions or problems that you’re already solving for your current clients. Because remember if we have this kind of dialed in ideal client, this target market that we’re trying to serve, then the odds are, they probably have some of the same questions, some of the same needs, some of the same things they need help with when it comes to, you know, as with your current clients. So if we just take the things that we’re learning through our interactions with our clients, and we kind of make it a generic version or tell a story about it in our email, then we’re gonna be, we’re gonna be spot on with educating and motivating those leads to become prospects.

Now, if you are better on video, do a video on your preferred platform and send the email to the video, just say, Hey, I posted this video on X, go check it out here, whatever works for you. I use text a lot in, in my email, but obviously if you’re listening to this podcast, there there’s a decent chance that you’ve been driven to the podcast by one of my emails. So I’m using that approach to drive people to a podcast, to, to kind of accomplish this same thing. Now in a a, a, a perfect world we’re going to augment this three time a week email list with some sort of secondary follow up, whether it be text, whether it be a free Facebook group, but we’re just going to make sure we’re finding another way to meet those leads, where they are, if we want to nurture them and accelerate the, the kind of journey to them, becoming a prospect. Now, if being assistant, sending the emails is a daunting thing for you. If you’re like, how can you send that many? I mean, as with so many things, when it comes to time management, batching is, is a viable thing, documenting all those questions your clients have over the course of the week and then batch videoing or right. And accept the fact that most people won’t do this. So this is a competitive advantage and, you know, let let’s face it building a great business is something you’re gonna have to earn. So if you’re settling for being haphazard about this, then, you know, you kind of are gonna settle for haphazard results.

So if you’re gonna use a free Facebook group, the Facebook group kind of follows along some of those same lines. It’s a great place to share a lot of the same type of things you are sharing in an email to your prospects, but what’s cool is it also has a potential to probably more interactive. You can do success stories. You can make offers, you can do all the same type of things that you would do with an email list, but you have the opportunity for more engagement. And you know, maybe even a little bit of peer or pressure, if you have your clients in there, kind of validating what you’re saying, it’s definitely gonna nudge more people to take action. So once we get people to, to, to, to read or to engage with our content, then we need to make some offers. Now, the way that we coach client to make offers is we’re gonna have a PS at the end of each email, like I mentioned, and what’s great about this is this is just staying in front of people 300 and you know, a hundred sixty, a hundred fifty six times a year over that 365 day span. We’re getting our engagement opportunity in front of people. If all you did was send the, the PS. I mean, that’s 156 opportunities for somebody to raise their hand and say, you know what? I’d like to learn more throughout the course of the year, but then beyond that, we are gonna coach our clients to invite people, to engage in what they do you know, anywhere from once every week to once every other week. And it could be as simple as, Hey, I’m gonna be bringing on a few new clients, would you like to join us?

You know, but it is just that it’s an invitation. It’s not pushy. It is reminding somebody that, Hey, if you’d like to participate, this is available to you. We’d love to have you. And then probably once every four to six weeks, we’re gonna run what we call a deadline driven offer, which means some sort of incentive to, to join a, say a, you know, a discount, a, a bonus, a enrollment closing, something like that. If things are stagnant, we may lower the risk for our offer. We may use trials or guarantees or discounts, or even invite people in, you know, to experience something for free because they, that stuff can kind of create some momentum when things go stale. If, if, if we’re not hitting our numbers, understand that getting people to, to kind of be in motion. I is the first step because we ultimately want to get them to experience what we do and engage in a kind of consultating selling environment. Now, what else is kind of cool about this is, you know, I mean the same way we’re gonna make the, these invitations available via email. We can do the same thing via text. We can do the same thing in our free Facebook group, whatever play forms you’re using.

So the, the methodology remains the same, even though some of the mechanics may change a little bit. And our, our job is to make sure they’re seen. So we may resend an on opens. We may run ads to those types of things, because ultimately the burden falls to us. Again, if we’re playing offense to make sure the offers are being seen. Now, once somebody becomes a prospect, they engage with an offer. You know, we’re, we’re going to move, move through kind of what we’ll call a selling mechanism, right? If it’s under a hundred dollars a month or under a $200 like a front end offer, you may be able to route people to a sales page or a sales video. And, and that’s fine for volume selling, but understand that anything that requires a little bit more of a commitment, we are going to want to talk with people. And in fact, I’m gonna tell you, unless you are sales in your lead generation are real strengths better to do. One-On-One consultative, selling as much as possible. And if you’re running FBOs to get people in the door, if you’re running a front end offer, or whether it be a challenge or a, an evergreen program, part of your responsibility is to make sure that there is a structured scheduled sales opportunity during that window. It’s not something we’re leaving to chance. It’s not something we’re just sending by email. We’re gonna sit down with somebody and we’re going to employ some sort of alternate choice close. We’re gonna have two or three options presented at once. And that’s almost always gonna outperform just a single option. And if you’ve got more options than two or three, then we gotta take the role of an advisor and help narrow this. So that the, the, the perspective client has an easier time siding, what they want to do. And you know, just know that your closing percentage is gonna go up dramatically. If you invest this time. And there’s very few things in a fitness business owner’s world that they could do, that’s gonna provide a better ROI than a consultative selling session. So if we’re selling, those are the things that we’re trying to do.

That’s kind of that conversion process. We’re gonna follow up. We’re gonna nurture that relationship. We’re gonna treat everybody like, they’re like, they’re a future client until they give us a reason to not treat them that way. If they unsubscribe, if they stop paying attention, that’s fine. We’re going to try to get them to raise their hand and say, okay, I’m actually interested in taking action and enrolling in a program. I’m not just kind of passively interested about nutrition or weight loss or performance improvement, but I’m actually thinking about doing something and then we’re gonna get ’em into either or experience what we do and sell as part of that process. Or we’re going to lead with a consultative kind of selling session. Then if we track our numbers, we’re gonna see, okay, this is where the bottlenecks are. This is where we need to improve. And selling becomes a very drap forward process where you know, we can kind of fine tune things and, and see our results improve. The last thing I’m gonna share about selling during this episode is virtually all of my best clients see selling as a positive thing, something, they lean into something that is the beginning of a relationship, not the end of one, the people that kind of shy away from selling. They, they view it in some kind of antagonistic way. They don’t see it as, Hey, this is my opportunity to help somebody. This is my chance to connect with somebody and show them how by us working together, we’re going to help them realize their goals, maybe even faster than they ever thought possible. So selling should be something that we’re excited about because it’s a real opportunity for a meaningful step forward in a professional relationship. So that’s it for the Conversion piece of the puzzle. And we’ll be back in the next episode with other tips about what I would do if I were your business coach.

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