(Number 4 is CRITICAL)
….
1. Stop assessing only the ‘vanity metrics’ of gross sales, revenue, ad spend etc. Start also monitoring the breakdown of your total cost centers and what % they attribute to the overall spend. Get the relative costs & returns… not just the absolutes.
Absolutes get you into the game… its the relatives that keep you sustainable.
2. Your business only remains sustainable if your service is constantly innovative… and you build additional income streams to support it.
3. Aim to generate an additional 20% revenue from non-labour intensive upsell products and services.
We offer clothing, supplements, coffee / lounge area, paid workshops, foam rollers, water bottles, drinks, protein snacks and even meal prep services.
This way, even if your client base takes a churn hit, you the additional revenue acts as a buffer to minimize any damage.
4. STOP RELYING ONLY ON FACEBOOK ADS
A few years back my bank card got flagged mistakently for fraudulent use by my bank. Facebook couldn’t charge it and paused all our ads.
At the time we were reliant on those leads daily to meet your KPIs.
I realized in that week that we were hostage to our own media supplier.
You might have bank issues… or worse they ban your ads account.
Or you get booted off Facebook.
Or… someone else comes into your market and crushes you in ad spend and Ad expertise.
A lot of things can go wrong when you entire lead flow depends on ONE paid stream.
We use several paid direct response lead sources for our gyms – including (but not limited to):
> Google Adwords
> Google Display Network / Youtube Ads (See Dan Blinman for that!)
> Print Advertising (I just gave my Business Mentorship clients an awesome swipe file of a print newspaper ad that got me 26 new clients in the first month of being published…)
> Direct mail outs to more affluent areas of your town / city
5. Use “Geometric Multipliers” to exponentially grow (without needing more facilities)
I learned these from Jay Abraham. Some of the force multipliers you can use to add to your bottom line (without excessively raising costs) include:
– Reactivating old clients
– Internal and external referrals systems
– POS upsells, crossells and downsells
– Pre-framing your authority as the leading experts of your area
– Joint-venture strategies and partnerships with local businesses that serve your market
– VIP / Elite / Custom levels of service
– Leveraging free media and PR exposure
– Even acquiring other businesses to expand your own product lines
(we have done and still do ALL of the above strategies… and I reveal it all step by step inside my Mastermind mentorship)
6. Understand that your TEAM are your new CLIENTS
You likely already have a decent system for attracting, converting and retaining clients.
But do you have systems for attracting, recruiting and retaining your team members and coaches?
If not, then you’ll be gulping with desperation when a team member walks out or cannot work for any reason.
Build a pipeline – systematically – of potential talent to recruit in your business, and serve them just as much.
Your business now grows to a new level of adding value to its community – by being a provider of jobs / work.
Its at this point you move away from selling a product…. and instead start selling the VISION
(to potential team members, employees, investors, suppliers and larger media).
P.S.
If you’d like a lead-generation system like this plugged into your fitness business, then
Here’s Some Great News…
We’re about to take a group of just 10 fitness business owners and implement all of this with them, side by side.
If you’re one of the 10 selected, you’ll have your own Front End Offer & Facebook ads campaigns designed, set up and actively getting you leads – within 28 days.
In fact, not only do we help you create the right offer, funnel and ads for your business & budget…
…but we’ll show you how to set up all the components & pages literally in under an hour, LIVE on a walkthrough livestream together.
If that sounds interesting to you…
Here’s What To Do Next:
I’ve posted a short description of how this works & the schedule of the 28-day program here.
Assuming you’re ready to handle an extra 5-10+ leads per day, you’ll want to move to the next step quickly.
But This Isn’t For Everyone.
First, we’re unable to offer this 28-day intensive to just any fitness trainer.
There are some criteria you’ll need to meet – the most important being that you’re actually able to get results for your clients, and you’re not selling any weird gimmicks or potions.
Second, this is a very time sensitive offer… for a reason.
We only accept 10 trainers onto this program each month.
That’s because of the amount of personal time & attention we put into mentoring each student to get the offer and ads right for their specific business.
This is no “cookie cutter” solution.
The 10 places are granted upon successful application & a quick call with our program director to ensure you have all your questions answered before we start.
So if you found this article helpful and you’d like to build a lead-generation system that gives you a consistent & predictable stream of new clients each month, go here.
We’ve set aside some time to review your application & chat to you on the phone before starting, to make sure we can design a fully customizable Front End Offer campaign for you… using the exact methods I described in this article.
If that sounds like something that could help you, go here before the 10 spots are taken this month.
We can help you grow a thriving coaching business just like we’ve helped the coaches below:
Case Study: How Keith Escaped The Hustle, Scaled His SEO Agency & Allowed His Wife to Retire
Case Study: How Imran Makes Over $50k a Month – Working Only 3 Days a Week [Video]
Click HERE to let us help you.
We know you have the skill & the drive to be seen as the best at what you do. We’ll help you get the marketing, systems and business operations locked down so you can scale your idea.
