Fitness Business School – What Should You Be Selling?

Full Transcript

Hey, Pat Rigsby here. And in this episode, I want to talk with you about what you should be selling. I think a lot of people talk about marketing. I think a lot of people talk about the way that we’re going to generate leads or maybe close sales, but maybe there’s an opportunity for us to improve by dialing in the actual solution we’re selling. And that’s what we’re going to cover in this episode.

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I don’t know if you’ve noticed this, but most of what’s out there when it comes to business growth kind of focuses on lead generation or maybe some sort of conversion process, a sales process, but mostly on lead generation. And you know, there, there’s a pretty strong argument that I think that I could make that that’s doing it backwards, right? What you’re selling is really kind of the, the foundation of everything, because it’s a solution to a problem. It’s, it is very much the answer to a question that your prospects have. And so if what you’re selling, isn’t what it could be. If it isn’t appealing enough, if it doesn’t speak to somebody enough, it’s not going to win people over. And, you know, we see that everywhere, right? I mean, there’s a reason why, you know, certain, certain foods sell better than other foods, right? They’re more appealing. It’s more interesting. It’s more exciting to the client. It’s not always about marketing. It’s about their experience with that sort of thing or their desire. Well, fitness is the same.

And so what you are selling directly impacts the effectiveness of your marketing. It directly impacts the, the frequency of referrals, the retention that you have. So I want to really walk you through five questions or five things that you should ask yourself when your dialing in your offering.

And the first one is really straightforward. What can you do successfully? What can you predictably get results for clients by delivering? And, you know, you’ve, I’m sure at this point, you’ve probably heard me talk about what would you do if you only got paid for results or something along those lines? Well, what can you do successfully really means, okay, can you do this based on your experiences, skills, talent, interests, what can you do success fully consistently, that’s going to work for the people that you want to serve. And that may be me really, really simple, but you’d be amazed at how many people don’t think about that. They just kind of borrow what other people are doing. And they may just say, well, you know what? I got my first job in a health club. This is what we did there. I’m going to go out on my own. And I’m just going to keep doing this because this is what I know. You know, that, that kind of antiquated thinking of this is how it’s always been done. So this is how I’m going to do it. So put, put your talents, your traits, your skills, your experiences under the microscope and yourself. What can you do really successfully? That’s question number one, question.

Number two is what you’re doing profitable enough is is this something that is highly profitable? Can you deliver this service in a way that pays you well, that creates some margin for your business. That if you want to pay somebody else to do it, there’s still profit leftover for you. You know, a lot of people, they, they just think about the gross revenue, but they don’t think about the net. So, you know, they may say, well, Hey, we’re going to offer one-on-one training and I’m going to hire these people and I’m going to pay these trainers 60%. And then they forget about the overhead that it costs to operate the business or the expense. It costs to acquire clients. And before you know, it, all the profit is gone. So, so whatever you can do successfully, is it profitable enough? So, you know, maybe, maybe that means it has to be leveraged. You’re serving more than one person at a time. Maybe it’s a program that, you know what, you don’t need. Somebody that you have to pay at a premium level to deliver. But that’s question number two is the thing you were selling profitable enough. And then, you know, the other way of thinking about this is, are you comfortable charging enough because you’re doing this thing successfully because sometimes something not being profitable enough is simply about our fear of charging, what we should be charging.

So number three, is it highly sellable? Is it really exciting for the client? Does it speak to them? Do they, do they see this thing and say, man, I want to be part of that program. That program is going to solve my problems and help me reach my goals. So you may love doing something. It may be profitable, but if it’s not appealing to somebody, if it’s not something that you can easily sell, that you don’t have to talk people into that you just essentially had to be the assistant buyer to sell, to make sure that they’re the right fit and it’s the right fit for them. You know, that’s, that’s kind of the magic of a great program is the program in many ways, kind of sells itself because it is a conduit that allows somebody to go from where they are to where they want.

And then number four, can you scale this enough to reach your goals? Now, some people, they, they hear the word scaling something, they think, well, that means, Hey, can I make this franchise ready? Or can I, you know, have a giant team of trainers or coaches or have multiple locations. That’s not what I’m talking about. Your goals are up to you. And if that means means that, you know, yeah, you can do this and you just want to be self-employed. You want to be a solo-preneur, then can you say scale this, can you get enough clients without spreading yourself too thin and burning yourself out to reach all your professional and financial goals? And if you want to add other people, you know, is, is this something that you feel comfortable that you can coach other people to deliver? Is it something that there’s enough demand for that you can scale it to the volume that you need to meet your financial goals to, to maybe even expand to multiple locations or to you know, really build this out to multiple. So can you scale it enough to reach your goals, whatever those goals are.

And then finally, number five, do you actually like doing it? Because you know, I, again, I’m not going to be the person to tell you, Hey, go follow your passion. But I also think that if you don’t like doing something, committing to being a business owner where you hope to maybe operate this thing for the next 20 years, well, if you don’t like doing it, you’re probably not making the right choice. If you’re saying, Hey, I don’t like it, but I’m going to do it for the next decade or two decades. So, you know, what, if it’s the type of program that, Hey, I’m great at doing this, but I don’t like the clients that I serve or, you know what, I don’t like the hours that, that I have to work. And I can’t hand any of those hours off to other people. You know, you, you, you probably need to reinvent your offering and rebuild it in a way that you actually like it doing it.

So when you’re selling what you should be selling, figure out what you can do successfully, figure out if it’s profitable enough for you to reach your financial goals. Is it sellable? Is it something that people would actually want? And then can you scale it enough to reach your professional goals? Basically, can you scale it enough to operate in a way that allows you to be happy financially allows you to play the role in your business that you want to play and not be burned out. And then finally, do you like doing it? Do you want your professional life to be built around this thing? Because ultimately a will, once you’ve answered those questions, you’re going to have a lot more clarity about clarity, about what you should be selling instead of kind of just backing your way into it or doing what you’ve always done. And I think it’s worth all of us putting what we do under the microscope from time to time so we can improve it so it can evolve so it can get better. And these questions, the, these five simple things that you can ask yourself will help you do just that Get better.

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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