By Sean Greeley
growth? If not, look at your quality
of service. There’s no point in driving
clients into a leaky bucket.
Great service means clients stay
and refer. Clients who stay and refer
build successful fitness businesses.
Clients who don’t kill them.. Do you know what problems you will
solve (and which you won’t), and do
you have a positioning statement
that clearly articulates who you are,
what you do, how you help, and
why someone who doesn’t know
you yet should believe what you
have to say?
Audit your sales and
marketing engine from
point of sale to top of
funnel. Do your offers, copy, images and
design, and web pages all reflect
your target market and resonate
with them?
If growth is going to continue,
you’ll need to get your sales and
marketing engine with enough
power–and you’ll need to keep it
tuned. Your first step is check your
mindset and understand there’s
no magic bullet. Improving your
sales and marketing systems and
processes will be an ongoing
process. Embrace the journey. Do you have a lead-generation
plan with at least three marketing
channels, with regular updates,
including original social media
content, as well as referrals being
driven to your website?
Do you clearly define your target
market, know everything you can
about them, and have you made
sure all your messaging across all
your channels aligns to that market?
Do you have consistent plan
execution, with clear goals for the
next week, month, quarter, and
even the next year?
And finally, do you have clear goals,
can you measure your results with
hard numbers, and do you regularly
make changes to optimize your
marketing results?
WHAT’S NEW IN FITNESS - SUMMER 2018
Based on your audit,
prioritise the work to be
done to improve results?
Whew! That’s a lot! And when you’re
done a complete audit of the
above, that creates a big backlog
of jobs to be done.
The good news - you don’t need to
do it all at once. Set priorities. Which
actions have the biggest impact?
What can get done the fastest? In
general, you want to:
A:
Optimise sales conversion.
Nothing has a greater immediate
impact on business success than
improving sales. Improving your
close rate through better sales
systems, increasing your transaction
size and charging premium rates
to increase average monthly client
value, and increasing term lengths
are a few of the adjustments that
can be made.
With small improvements in each
of these, you can have a dramatic
impact on results! For example,
improving your close rate from 50%
29