time in the fitness industry has left mo.ney
on the table.
Sure, some leave less than others but every
business leaves some.
So what I'm going to do today is give you a
way to view your business that will allow
you to instantly see where you can improve
what you do and create that additional
stream of profit.
If you've followed my stuff for a while
then this will look familiar to you. That's
O.K. - It merits repeating (over and over.)
Nick and I evaluate our businesses regularly
with this same template to see where we can
improve. Here it is:
Basically, the way that we view any business
is by plugging it into this simple flowchart.
There are six steps that we believe any successful
fitness business should have, and they are what
comprise the flowchart.
Each step is listed below with a brief explanation.
Step 1 - Lead Generation.
Simply how you generate your prospects. Advertising,
marketing, referrals, publicity and anything else
you can think of that helps you generate leads.
Step 2 - Sales Process.
How do you go about converting the prospect into
a client? Is it a tour of your facility? How about
a fitness assessment? List the details of
whatever you do here.
Step 3 - Closing Process.
The actual conversion of a prospect to a client.
List the details of your closing process here.
Step 4 - Upsells and Cross-sells.
Do you have an instant upsell when you close
a deal? People are far more likely to purchase
additional products or services at this point
than at any other. Look at any successful
retail business in the U.S. All of them try to
get you to make an additional purchase at the
point of sale. Do you?
Step 5 - Back end Opportunities
Once someone has become a member or client, do
you have follow up offers in place? If you've
provided great service on their initial purchase,
you current clients or members will happily
make additional purchases from you. What are
your back end opportunities?
Step 6 - Referrals and Retention
Happy clients are your best source of new prospects.
Do you have a system in place to take maximum
advantage of this or do you just hope for good
'word of mouth?' Do you have a retention strategy
or do you just hope you keep people staying and
paying?
That's it. Plug your business into this model and
evaluate where you do well and where you need to improve.
Have a great weekend!
Pat
P.S. - What's not listed there is specifics about
providing a great service. Without that - all the
above is pointless. With that in mind - if you use
Kettlebells in your training, watch this:
Fitness Consulting Group
PO Box 1539
Elizabethtown, KY
42702-1539
US
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