- Knowledge is cheap and plentiful
- The confused mind says “no”
- People are bad at focusing
- Failing is scary
- People need someone to help them navigate
- They may know the answers, it’s the doing that is hard
- Do more to address the inside game
P.S. – 6-Weeks of Coaching…Free.
Get a surge of new clients and revenue over the next 6 Weeks with ZERO FEE and no obligation to continue?
If you’re a current business owner who wants to add 50K or more in annual revenue over the next 12 month, you can Test Drive our coaching program for 6 Weeks with no fee or even an obligation to continue as a way to demonstrate how we can help you grow your business.
No strings attached. No obligation. You get our best coaching & tools…and hopefully, you’ll love it enough that you want to keep working together.
Would you be interested in discussing?
If so, email me here with ‘interested’ in subject line and we’ll set up a chat.
Hey, Pat Rigsby here and in today’s episode, I want to talk about what people actually need and why it’s
not usually what they buy. 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.
I almost hate to say this, but what people buy is rarely
what they need. I’ve been coaching business owners for about 17 years. I’ve written probably in the
neighborhood of 7,000 newsletters. I’ve recorded almost 400 podcasts at this point. Um, probably been
a guest on another hundred. I’ve done about a hundred free videos, um, and hundreds of posts and
articles and all those things are available free of charge.
I’ve written at least 10 different books specific to our fitness industry. Now, I’ve authored or coauthored a number of additional ones, but just specific to our
industry, 10, and I’ve given those all away at some point. I’ve offered a membership site for like $29 at
one point that I had a CEO of a large, like several thousand unit fitness franchise tell me that I was giving away more for 29 bucks than they give to their franchisees. Um, and it kind of made him look bad. He said, I think it was tongue in cheek, but still, and I think your clients and prospects probably
have about the same experience, right? There are thousands of free videos available online. There are
hundreds of books, or well, thousands of books that they could get on Amazon for fitness and weight
loss and health improvement for under 20 bucks.
Health Club memberships are available for $10 a month. Magazines with workouts and diets, they can
give her, just a few bucks at the checkout, CVS or Walgreens or wherever
else. And plenty of information in there to use apps for pennies a day that could provide all the tactics
anyone could ever need, basically access to any information they could ever need is as long as they don’t have some sort of genuine underlying, like underlying health issue. So why aren’t more people
successful? Well, honestly, I think it comes down to their inside game first. Too many choices. Don’t help anyone. If you’ve ever read the book the Paradox of Choice, you get it. Here’s an example. In the year 2000, Stanford researchers set up two displaced tables in, in a store, right? Table one had 24 different options of jam, and Table two had six different options. Table two actually converted 10 times better.
Now, table one, only 3% of people bought, whereas table
two, 30% of the people who visited that table bought basically, the confused mind says no. So that’s the
first thing. It’s like people are just bad at choosing, right? It, it more choices, more confusion, less
decisions. So the second thing is people are not very good at focusing, and they continually train
themselves to be increasingly worse at it. How many minutes have you spent looking at your
phone this week? Just go ahead and check. Like, you can open up the phone and see how much time,
and mind you, it’s probably not gonna show up in minutes because it’s gonna be hours, right? How
much time you spend on your phone. So even when we make a decision, we don’t put the blinders on
and just focus on that thing. We have too many tabs open, both figuratively and literally. Like there are plenty of tabs open on most people’s computers. Whenever I’m doing a Zoom and somebody does a screen share, it’s kind of funny to see that they’ll have dozens and dozens of tabs open a lot of the time. So it’s hard for us to make decisions. We leave too many distractions kind of in our way. And then third, our lack of perseverance kind of feeds all of this. People typically just throw in the towel at
the first sign of distress.
They want immediate gratification, and they quit when it doesn’t come. And
then finally last, we fear decisions. We’re so afraid of failing or being wrong or being embarrassed.
We’re taking some sort of self-image blow. Um, or other people maybe kind of looking at us, failures or seeing our shortcomings that we fear making the wrong decision, and that
overrides the excitement of potentially making the right decision.
So what people really need is a path through this whole mind field of self sabotage. They need to be
willing to do something until it works. They have to be willing to ride out the storm and navigate the
waves and endure the entire process. Frankly, that’s the game changer. Not more stuff or,
or, or fancier tactics or anything like that. It, it’s being willing to stick with something and stay the
course. And honestly, it’s tough to compete with that, with that approach. Success is almost
inevitable, right? Somebody who’s got some perseverance, somebody who’s got some stick-to-it-iveness that tell that that person’s tough to compete against with that approach, it
comes down to knowing what to do and then doing it right? Um, so people, that’s what they need help
with. They need help with the actual doing because frankly, people do know what to do, or they can get
access for what to do for under a hundred bucks.
Now, that might not be the optimal plan, but they can certainly get enough of a plan to make progress,
but they still don’t take action. They still don’t implement and stay the course. So what they need help
with is the actual doing of it. That’s what so much of my job and what your job is. Now, you may think,
Hey, my situation’s different and in some cases maybe it is, right? I work from home, I
work with business owners, you’re working with consumers and maybe you’re in a, a brick and mortar
facility, I get it. But I’ve also had over 5,000 different fitness clients and members at my actual
businesses as well as I’ve had coaching programs where I’ve served at at least double
that many people, right? Like 10,000 people. I’ve had a franchise with almost 300 locations.
I’ve certified over 5,000 fitness professionals in one program and another 3,500 in another that I founded or co-founded. And I’ve had at least 150,000 fitness pros to be part of my audience over the
years, people reading the various newsletters that I’ve authored. So, you figure between all
of those things, I’ve got a pretty good feel on what, what works when it comes to, to
coaching and what holds people back from making progress and, and reaching their potential. So if my
hypothesis is true and I’m, I’m pretty confident it is, then I would give you two bits of advice to focus on if you want to be better at your own endeavors and better at serving the people that, that you, um,
currently serve or aspire to serve as a business owner. Number one, one way to get better at
business is to make addressing the inside game a much bigger part of what you do.
And that doesn’t mean you need to become a psychologist or anything else, but you need to be
cognizant of why people fail and be the person that helps them avoid those pitfalls and get over those
hurdles. And then two, another way to get better yourself is to stop chasing the perfect plan and start
executing the plan. That’s 80% or 90% right? With some relentless consistency. If you do those things.
And if you lead with that mindset so the people that you’re serving are embracing those two concepts,
your business is gonna be so much better. The clients you serve are gonna be so much more successful
and everything is going to get so much clearer. So that’s my theory. People aren’t buying the right stuff,
neither are you, I’m sure I fall into this trap too, but the shiny object, more
information, that’s not the answer. Finding a plan, sticking to it, staying the course. That is.
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?”
Well, I have an exclusive offer for you, and it’s gonna help you do just that.
As a listener of this show, you can test drive our Fitness Lead Academy coaching program for a full 30 days for just $1. FLA is a one of a kind program where you will get done for you marketing tools each and every month, plus coaching to help you execute everything you need to do to generate leads and convert them into clients.
It’s unmatched in our industry, and it’s gonna help you bring in the new business that you need, ultimately making you more revenue and personal income. Imagine having every tool template, add social media posts and script, you need all proven to convert and ready to use.
Plus you have access to coaching calls every week with the same people who run my ads and do my
marketing. So that I trust them because this is who I put my livelihood in the hands of.
Everything that you need to know to dial in your ads, to maximize your follow-up and convert
clients, you’re gonna have the tools and the coaching you need to be successful. You get all of this and
more when you join FLA.
And to help you succeed, I’m going to let you test drive FLA for 30 days for just $1. If it delivers for you, the way that I expect and more than pays for itself, you’ll likely wanna stay. If not, you’re out nothing. And you’ll have a library of proven tools and resources to keep.
To take advantage of this special offer – just email me at [email protected] and put TEST DRIVE in the subject line, and I’ll get you all the details.