What I’m about to share with you in this blog post is capable of changing your life.
In fact, one coaching client of mine who I shared this very same message with a year and a half ago went form being in $30.000 in credit card dept and running a struggling personal training business to wiping her debt clean and now generates between $60,000 to $75,000 a month in gross revenue.
Another coaching client I shared this with took his boot camp business from 66 members and not even close to making $100K a year to 144 members AT A HIGHER PRICE POINT and is now generating multiple six figures.
Yet another mastermind client took what I’m giving you here and created a new offer that got his over $80,000 in that month.
Imagine that… going from no idea to over $80K in revenue within a span of 31 days.
And for me, when I discovered these gems my life changed. My vision cleared and my purpose was evident and my drive was relentless.
I’ve been blessed to have helped dozens up on dozens of mentorship, coaching, and mastermind clients achieve the highest levels of success.
And it doesn’t matter how you define success six figures, multiple six figures, seven figures, a do-what-I-want lifestyle, or simply having the ability to produce money out of thin air (more on that in this post) – I’ve helped them get there – with what I’m about to share with you here.
HOWEVER, I have one simple request of you, and if you indulge me then I promise that you’ll get everything you want in life.
Okay then, I want you to picture a plate of ham and eggs. Go on close your eyes and in your minds eye I’d like you to picture a plate of ham and eggs as crystal clear as you possibly can.
Now thing about what it took to make that plate of ham and eggs.
Simple right? It took a pig and a chicken to make that plate of ham and eggs.
HOWEVER THAT IS WHERE THE SIMILARITIES STOP. BECAUSE UPON CLOSER EXAMINATION YOU’D SEE THAT THE PIG WAS COMMITTED, BUT THE CHICKEN WAS ONLY INVOLVED.
I want to impress that upon you becuase simply reading this blog post makes you involved. But acting on it’s content makes you committed.
And the first lesson in this post to you is that success, wealth, prosperity, abundance, lifestyle or however you define your “ULTIMATE” only comes to those who are committed to their purpose – and not to those who momentarily want to be involved or dabble with the idea of.
See, you and and every single successful person you know are alike.
In fact you have every capability that the most successful entrepreneurs have. You have access to information, to resources that were once out of the reach of average folks like you and me.
And you have access to coaches, mentors, advisers, communities, forums, seminars, masterminds and workshops to guide you all the way to success.
But the harsh reality is that most will stay where they are today, paralyzed by limiting beliefs and negative self image.
Lesson two is that unless you suspend disbelief and change how you see yourself you will never get what you want in life – even with the best information and resources at hand – because self-sabotage will always strike just in time to prove and reinforce your negative self thoughts.
CRUSH LIMITING BELIEFS.
So what does it take to succeed?
I’m gonna tell you.
And I’m gonna tell you from first hand experience, becuase I’m 100% sure that what I’m about to tell you Is. The. Formula.
If you know anything about me, you know that I don’t like to publicly flash and talk about how awesome or well off I am or the money I make (even though I am pretty damn awesome… I can publicly admit that).
But because it’s going to serve my point and because I know it will help you better understand that ANYONE can become successful I’m gonna let you into my life.
I was five years old.
We arrived here with two suitcases and less than $200 of cash for a family of five.
A month after arriving I turned six, started kindergarten and was otherwise the pariah. Not becuase the other kids were mean or nasty to me, but becuase I didn’t know a lick of English and had funny clothes.
We were broke to levels you can’t even imagine. My father was too proud to accept assistant from friends, the state or otherwise. He and the rest of the family worked multiple jobs for below minimum wage and life went on.
My job, as the smallest member of the family was to dumpster dive (when we had) to in order to find food that was “expired” and therefore un-sellable, but still good to eat.You’d be blown away at the stuff that grocery stores throw out when it could be easily given to shelters.
THE FUN CONTINUES….
For the first two years that we were in California we literally moved from apartment to apartment as we’d get evicted – one time we moved four or five times within a six month period.
I’ve gone to three elementary schools, two junior high schools and two high schools.
I’ve dropped out of college – twice.
And at one point was evicted from my apartment and took shelter in a Toyota pick up truck because it was my only option.
I, like my pops, am too stubborn and proud to accept or ask for help.
I realize this is a fault but it’s served me well. Consider adopting it.
But today, I own and live on an acre estate in one of the most desirable parts of southern California.
We have multiple rental homes that provide additional income stream for us now and a nest egg for the future.
I own or co-own five corporations that collectively generate multiple seven figures annually and the work load that it takes to run them is pretty manageable all things considered.
And that’s becuase I pick and choose who I do business with. I have the most awesome business partners, employees, and team to who make me seem much more put together than I really am.
Thank you to them.
But I’m not impervious to making bad judgment calls either. If I take on a partner, a client, or an employee who I later realize is crazy, cut-throat, full of hate or lazy. I part ways quickly. Even if it costs me money – becuase choosing to stay in that venture will ultimately cost you more money, time, energy and your mental health. This I promise you.
Lesson three; Hire slow, fire fast.
I’ve worked hard, very hard to get where I’m at and so I manage my money well. And while I don’t care much for fancy clothes and brand name things I do have a thing for cars a watches.
I enjoy life… becuase you can’t take it with you (but you’re a fool if you squander it away). Like I said, I have a thing for watches… one that costs $12,000, others that cost a grand or two, several that cost a couple hundred bucks and one that cost $27 and consequently saved my life one. A story for another day.
I’ve owned and own practically every dream car I’ve ever wanted rare collectibles, one time production cars, and one that’s so blazing fast that it once got me and Craig Ballantyne from San Diego to LAX in under an hour (and that was at moderate speeds).
My family and I take vacations when we want where we want for as long as we want.
None of this is to brag or to impress you. It’s to prove a point to you, that I, a foreign kid with more diagnosed learning disabilities than the average kid am living a life of freedom, abundance, and never having to be told what to do and when to do it.
In case you didn’t figure it out already, I despise authority.
And God know that if I can do it, ANYONE can – so long as you take action, have a burning desire to succeed, and work your ass off.
I hope this last sentence didn’t fall on def ears. I know it’s been said so much that it’s become cliche. But ACTION, DESIRE, and HARD WORK pays off. Always has.
That leads me to lesson four and five.
Lesson four; develop a better, a healthier relationship with money. Understand that money moves. And each and everything you do will either move money toward or away from you.
Money is a vehicle to freedom. Nothing more.
Money got me my cars, my watches, and the vacations that with my family that I never had as a kid. That same money keeps my kids from ever seeing the inside of a daycare, keeps my wife at home with the kids, and is what we use to adopt eight kids through Compassion International and to donate handsomely to Shriners Hospital for Children.
Lesson five; reward yourself. Celebrate your wins and make a dent in your wallet.
A friend, and young marketer; AIex Marocko recently sent me a text to tell me that business was good, but that he was getting bored with it. I replied with: go buy an expensive watch or car – something out of your budget. He got the point.
For a type A entrepreneur nothing will motivate you more when you’re bored or burnt out than an expensive purchase. It’s a great reward and the dent it makes on your wallet will reignite your drive, passion and desire. DON’T NOT ATTEMPT TO DO THIS IF YOU ARE NOT A TYPE A ENTREPRENEUR. Otherwise you’re just mismanaging your money by frivolously wasting it.
In fact, just yesterday I got a text from another coaching client; John Thompson. Only 25 years old, but driven, sharp, and determined. And he got himself a little reward. A GT-R.
The reason I’m telling you all this is because I’m also the guy who as A.D.D. And I’m pretty sure I have a few undiagnosed learning disabilities as well because what takes most people an hour to do I get done in two hours. Like writing this blog post, or preparing a powerpint, or anything that requires that I site, focus, and do for a given period of time.
And what would take you maybe a day or two of studying to memorize your talking points for a speaking gig takes me a week and a half at studying and repeating 3-4 times per day…
…But I’m okay with that becuase, 1. I LOVE what I do, and 2. I’m a fuckin workhorse and NOTHING will stop me.
So in all reality YOU are better equipped than ME for success.
Never the less, I get it done.
But the one thing that I and EVERY successful self made person has that the unsuccessful folk don’t have is heat – A BURNING DESIRE TO SUCCEED.
And this leads into lesson six which is simply this. YOU GET PAID FOR DONE.
You don’t get paid for your great ideas, your “what if’s” or your “if only I’s”. You get paid for DONE.
So at some point you’re going to have to shut down Facebook, close your emails, put your iphone away and just GET SHIT DONE.
Like I said earlier, we’re all the same in every way. We’ve got the same capabilities and the access to the same information, and the same number of hours in a day…
… but the thing that makes all the difference is HEART.
Heart to realize that you deserve more, even if you were brought up on crumbs like I was.
Heart to want to change your circumstances.
Heart to wanna step out of your comfort zone.
Heart to be willing to do whatever it take to get whatever you want.
Heart to realize that you are going to fail, and often and knowing that failure is only failure when you fall down and stay down.
Heart to make the HARD decisions that others can’t or won’t.
Heart take the actions you know you need to take even if it’s gonna hurt.
Heart to be willing to take a risk and have faith in yourself.
And heart to be willing to deal with fear, doubt, rejection, critics, haters and uncertainty.
Listen, if you’re sitting around waiting for some major secret to success then you’re probably feeling pretty let down by now. And anyone who says they have the ONE thing to make you successful is full of shit.
And if you’re waiting for permission to become successful.
I give you permission.
Better yet, look yourself in the mirror, man up and give yourself permission because no one is going to give it to you.
You’ve been given access to the tools, tactics, resources, action steps, systems, strategies and ideas to get your personal training or boot camp business to multiple six and even seven figures if you so wanted to.
What I can’t give you is heart.
What I can’t do for you is the action taking.
I don’t know where you are in your head space right now. But what I do know is that if you’re reading this blog post then you probably want more money, more clients, more security, more freedom, and a reliable fitness business, right?
I’ve got really good new for you. The information on this blog alone can easily get your personal training business on the path to prosperity.
And my products, workshops, seminars and mastermind programs can quickly take you to multiple six and even seven figures IF YOU PUT THE INFORMATION TO WORK.
All you need to bring to the table is a burring desire to succeed. Heart.
Remember that plate of ham and eggs I mentioned to to you earlier in this post? Remember that the chicken was involved in making that plate of ham and eggs, but the pig was committed.
Now that you know what it takes to get where you want to be, here are 11 things you SHOULD BE DOING to get more clients, profits, retention and have a kick ass lifestyle…
…becuase after all, the purpose of having a business is to feed and fund your lifestyle and not just be a place where you go and work.
Know what I mean?
# 1. Sell once and never sell again. If you’re not using EFT (electronic fund transfer) or auto debit in your fitness boot camp then you’re really gonna hate life when you have to go and resign and re-sell the same people over and over again every 4-6 weeks. Plus, no EFT means no legs. Who’s gonna buy your business from you if you don’t have PREDICTABLE money scheduled to come in each month?
# 2. Sell the big package first. It’s just as easy to sell a 12 month commitment as it is to sell a month to month program if you know how to structure an offer the right way.
You get the peace of mind of reliable income and your clients gets to commit to a program that gets them results AND teaches them to make it a lifestyle. PLUS clients who commit to 12 month programs are three times more likely to say with you for multiple years.
# 4. Don’t chase your dreams… chase your goals. Start your business off by setting goals for yourself. How many new members do you want within the first 30, 60, 90, and 120 days? What are you gonna do to get them?
How much do you want to earn each month? How much of that do you want to take home? What do you have to do to make that happen?
Are you going to phase yourself out and get a trainer to run your camp so you can work ON your business and not IN it?
How are you going to find the right trainer? How much should you pay them? How will you phase them out? How long after opening do you plan to do that?
Set goals… and work them.
# 5. Have multiple poles in the water all all times so you never run out of leads and prospects. Here are some personal training and bootcamp marketing tactics for you.
== Offline Marketing ==
Body fat table
Free Saturday camps
Bring a friend week
21 day rapid fat loss promo
6 week transformation programs
Small group seminars
Grocery store tours
Client referral systems
Plastic gift cards
Past client reactivation system
== Online Marketing ==
Facebook viral posts
Deal of the day sites promotions
Search Engine Optimization
Direct response websites
Pay per click ads
Endorsed email mailing by local businesses
# 6. Don’t be a bottom feeder. The number one solution I see most trainers turn to when business is slow is they lower their prices. One trainer posted right here on this blog “So how is my boot camp going to compete with the gyms that charge $49/month?” My reply way: “Are you really completing with gyms, that’s the level of value that you feel you deliver? Are you seriously telling me that you can’t find 42 people to pay you $197/month to give you that $100K/year income?”
Position yourself as a category of one.
# 7. Don’t be an order taker… be a CLOSER. I can teach you a thousand ways to get people to call you, email you, and ask you about your boot camp… all of that is MARKETING. But if you don’t know SELLING, if you can’t close them. If you can’t convert a prospect into a paying client. If you don’t have a selling script and system that’s predictable and proven to sell then you are gonna struggle NO MATTER how many leads you can get in front of you.
# 8. Be a kick ass client keeper. Hey, what’s the point of all the marketing and selling in the world if you can’t retain a client?
Imagine having this giant bathtub and three really big faucets pouring water into it… that water is money or clients.
… but there’s one BIG problem…
YOUR BATHTUB HAS FOUR DRAINS and they’re sucking all the water out of it faster than you can pour. Pretty shitty, right?
You have a retention problem. And even though you want to blame the economy… the problem is probably YOU.
Here are the three best tactics to retaining your clients.
1. Give them results. It doesn’t matter how much they like you, and how highly they think of you. They signed up for one reason and that’s to lose weight and keep it off. If you don’t deliver MEASURABLE and QUANTIFIABLE results then they’re out!
2. Give them LOVE. Most people these days don’t get appreciation, love, attention, and enthusiasm in their life. They don’t get at the the job, they don’t get it from the spouse or kids, and they don’t even get it from themselves.
Come with the love and deliver the energy!
3. Reward your clients. Look, profit margins are really high in the boot camp business (specially when you run it like we teach our Fit Body Boot Camp owners) so be cool and treat your clients to a movie from time to time. Or give them a $15 Starbucks or health food store gift card. Or take throw a client appreciation party.
DON’T YOU LIKE BEING APPRECIATED?
Mail them a hand written note. Send them a personalized text message. Call them at their job and puff them up. But be consistent when you do this stuff. a random call and a set of movie tickets four months later is not gonna get you the results you want.
# 9. Decompress often. Life’s not about working. We work becuase we want to live a certain type of lifestyle or freedom, but sometimes you get lost in all the stuff to do and end up a slave to your job or business. Get out for the weekend, go away, clear your head and get back into it with a new sense of clarity.
# 10. Reward yourself. Having big goals is awesome. But you gotta set smaller “milestone” goals too, goals that you can reach and reward yourself for by doing something cool. And then when we hit that big goal – get yourself that prize. Savor the moment and THEN set the next big goal to achieve.
# 11. The OLD way of making money is no longer the RIGHT way. You don’t have to trade time for dollars anymore. Leverage your business by using systems and people to make money even while you’re on vacation. If you don’t have a high converting website that can easily be found on search engines and can proccess orders online – get one. If you’re your best employee then get a trainer to deliver the training so you can have time to sleep in, go on vacation, hang with your family and even get sick and not have to go and train people.
Forget about linear income or trading time for dollars. Think multiple income streams, think leverage where you can have two, four, even six boot camps run by other trainers. That’s REAL SECURITY and it gives YOU the time and freedom to live the life that you want.
Here are a few bonus ones for you…
#1 Raise your rates and your value proposition. Most trainers think that they can’t raise their rates because the competition is charging less and so they gotta keep their prices competitive.
Actually the biggest mistake you can make is to compete on price.
Eventually what’s going to happen is you and your competitors are going to drop your prices so low that you’re gonna have to work a TON of hours to make any money at all. And you’re going to end up with deadbeat clients who aren’t serious about getting in shape and just want to pay “gym membership” fees for personal training or boot camp. You know these clients… they’re flaky, never get results, always complain and never refer.
Position your business so that you can’t be compared “apples to apples” and in stead the other trainers are apples and you’re the egg because you offer additional features, benefits, and services INCLUDED in your pricing that others don’t.
#2. Craft your up-sell funnel. People who buy from you are seven times more likely to buy from you again and again. And the moment they buy is when they’re most likely to buy again.
Have up sell offers like a monthly nutrition seminar and group tele coaching for an additional monthly fee. Or access to your member’s only site packed with ton of content (video, audio, and copy) for an additional $19/month.
The list of up sells are endless and can easily add several thousand dollars a month in additional profits.
#3 Systematically sell PAID IN FULL programs. If you’re selling 6 and 12 month programs anyway. Start offering paid in full specials and blow up your bank account.
Here’s the deal…
If Mrs. Jones is gonna buy a 12 month program and has agreed to pay you $299/month for the next 12 month. Why not ask her right then and there if she wants to save 10% and get an extra month free by paying the program off in full right now?
Here’s are three BIG reason’s why PIFs are so awesome.
1. Cash is king. And I’d rather get it all now then over 12 months.
2. It increases client retention because when a client has paid for 12 months up front, they’re gonna stay for all 12 months.
3. Reduces headaches like collection when clients card is over drawn, lost or expired.
#4 Create a culture of referrals. Getting clients from “traditional marketing takes time, effort, and money. Sure, you gotta do it in the beginning when you first start up, but the most successful trainers don’t spend much on marketing because eventually they get tons of referrals.
Getting clients from referrals is way easier because it doesn’t cost you any money and it’s easier to convert referrals into paying clients because they come to you pre-sold.
But you’re clients aren’t gonna give you referrals just because. You gotta condition them, you gotta create a culture for referrals.
The minute a clients signs up with you, you should be saying this: Mrs. Jones, as I help you get what you want and help you lose weight, get in shape and have my energy. Can I count on you to help me get what I want which is to refer your friends, family and co-workers to me to help me reach more clients?
In addition to that, each month you should do something really cool for your clients and show them love and recognition like, sending them a hand written “thank you” card with a $10 starbucks gift card in it.
Or send a gift basket of some fruits to their work along with your $100 gift cards in them. Or send each client a weekly puff up text message or Facebook wall message letting them know how awesome they are.
These are things that get people to love you and want to refer you clients.
# 5. Plan your promotions six months in advance. Almost every trainer in my 7 Figure Formula Mastermind group is generating six or multiple six figures (and a couple are generating seven figures) and every single one of them know what they’re going to be promoting or offering the next coming month.
If you’re running your business by the seat of your pants then you’re probably pretty stressed and feel like your business in unpredictable right? You won’t feel that way if you know that each month you have at least two promotions you can run that can bring you a predicable number of new clients or dollars.
Here’s my calendar for the current month that sits in my office… nothing fancy but it works. This exact calendar is also on my iphone so I can see exactly what I have going on today and in the month a head.
#6. Give to get. Have you heard of Zig Ziglar’s quote?: Help enough people get what they want and you’ll get what you want. Push the “free line” and start giving your best stuff away. Hold free conference calls for customers and clients of local businesses and give your best info away.
Hold free Saturday boot camps for the community. Create a free report with 7 of your best fitness and weight loss tips and ask your clients to send the download link to it to all their friends, family and co-workers.
Get 20 local people of influence to train in your place for free. Give them killer results, and show then a ton of appreciation, love, and enthusiasm and get them to talk you up to the community.
#7 Stand out. These days you gotta be talked about, be known for something, have your market space polarized and create a tribe that acts as your sales force, and for that to happen you need over deliver, give results faster than promised and bring the ENERGY!
Now I gotta tell you something. Getting information and APPLYING information to your business are two different things. See, I know dozens of trainers who can pretty much teach marketing. They can teach selling. They can teach SEO, referral generation, and even rattle off mindset stuff. But they’re still broke.
Trainers like that are information gatherers and not action takers. They’re involved but not committed.
They talk but don’t do.
They’re afraid of getting out of their own way.
Why am I telling you this? Because the harsh truth is that everyone needs to take responsibility for your failures, successes, and everything in between.
But I know you’re different. I know that you want more from your personal training or boot camp business. You want more time with your friends and family, more clients, more money and more freedom. All you gotta do now is get out of your own way and get it.