Guest Post by Katie Switzer
A few months ago my partner, Dallas, and I started to feel like our business was really coming together. We had leads pouring in, a 98% close rate, and a great team.
One month and 28 cancelations later, we started to see that we might have missed something…
Blah! It totally sucked. But guess what? It was totally and completely 100% our fault and preventable!
Let me give you a little background.
Before we started with the Fit Body Boot Camp franchise we were kind of doing our own thing… I say “kind of” because it wasn’t much of anything.
We needed some help.
When Dallas and I started our Fit Body Boot Camp two years ago we learned so much about our business (and about ourselves), we started to grow… fast! Fast is great, but it also means some bumps along the way. But life would be so boring without a few bumps here and there, right?
We went from having what was barley a business at all to having 100+ long-term clients in our first year. We finally had found the support that we really needed to grow… FBBC was a perfect fit for us from day one.
We began to learn how to market our business and how to attract clientele. We started asking our clients for referrals and now have great success in actually getting them. It was pretty crazy to see how actually ASKING our clients instead of EXPECTING made such a difference.
Now, we always make sure to REWARD our client for bringing in their referrals as well… cash, Starbucks cards, hugs, TVs, iPads, etc.
Another HUGE lead source for us is Facebook. Whoever thought I could take selfies all day, post them up and get new clients? Just kidding! But seriously, Facebook is amazing. We can show people who we are, gain their trust and they decide to like us before they ever walk in our door. Over half of our leads come from Facebook.
We began to learn how to sell our service by offering value and showing our clients how our program can benefit them.
Right after joining FBBC, we went down to join the Fit Body Bootcamp Mastermind and University. This was a major game changer! To have direct feedback from other FBBC owners is priceless. We learned Bedros’ Close Clients System and role-played with other FBBC owners during University. And after spending the long 8-hour drive home practicing with each other, we had it down.
We began to learn how to show our clients the love that we had for them and how to show them how much we appreciate them.
Our clients are serious butt kickers! They show up to bootcamp, work their booties off and smile the whole freaking time. They deserve some MAJOR love.
Knowing our clients names, giving high fives and sweaty hugs, thank you cards, awards, gold stars, and taking those moments to personally thank them for their hard work; that is what makes the difference.
And we began to learn how to bring all of these crucial elements together to create a fully functional, unstoppable business.
So, lets get back on track here… what went wrong?
Well, I’ll tell you exactly what went wrong.
People come in; they are super stoked to get started, then the honeymoon period wears off. And we didn’t put the effort in to keep the relationship going.
I tell our staff members to think about our new members as a new girlfriend. You want to impress her, make her feel good, meet her needs and give her what you promise.
You also want to treat her as if she is the only one (even though you have 30+ other “girlfriends” in the same room as her).
This can be a challenge.
You see, Dallas handles sales and he’s perfected the “first date”.
He sits down with 10 to 20 new guests each week.
Step one: First impressions are everything.
As soon as our guest walks in the door they are greeted by name with a smile, a handshake, and a glass VOSS Water bottle and builds a rapport with friendly conversation.
Step Two: They want to be heard.
After sitting down, Dallas starts by asking a billion and one questions (really only about 10) about THEM. They need to get emotional, so these questions are important:
• Why are you looking for a new place to workout?
• When was the last time you were happy with the way you looked and how you felt?
• Are you gaining weight, losing weight, or staying the same?
• How are your clothes fitting today in comparison to how they fit 6 months ago?
• If I could change anything about your body right now what would you want to see changed?
• Once you lose your goal weight do you care if you gain the weight back, or are you looking for a permanent change?
Step Three: Solve the problem.
Dallas takes his time and shows passion as he gives them with a game plan to solve their problem. He draws out a blue print for them based on their needs.
First impressions + feelings heard + solution to the problem = In Love.
Ready to Commit. Sold.
The first date is over and our new guest is ready for more! They feel empowered and motivated.
This is great… but the tricky part is keeping it up!
One day goes by… they go to their first workout… love the people… but they didn’t get a phone call.
Three days go by… they skip a workout because they are too sore… no one calls to see where he or she has been.
Seven days go by… they are feeling good, working hard… but it has been a week since their first date… and they haven’t seen or heard from Dallas since.
The initial excitement is fading… bootcamp is hard work… they need that little extra love and encouragement.
They are feeling less motivated maybe even tricked into hard work by that emotional first date with Dallas.
You see where this is going?
It’s the little things that count.
So, after an awful month of 28 cancelation emails what did we do to change?
Well, we stepped up the love.
Step one: Welcome!
They are given a packet with contact info, coach info, tips and guidance.
Step Two: The follow up call.
Dallas calls to let them know how much he enjoyed meeting with them and to remind them to attend their first session.
Step Three: Their first session.
As soon as they walk in the door at their first session they are once again greeted with a huge smile and a handshake. Our coach hands them a Bundle of Love (workout bag, Starbucks cards, FBBC wrist band and FBBC water bottle). Some of the love has now been transferred from Dallas to the coach.
Step Four: The Accountability Boost.
They are added into our FitPro Newsletter (an email marketing system perfect for following up) and FitClients (an online measurement system that keeps track of clients’ progress). They are welcomed and reminded to weigh in each week. They are also added to ZenPlanner (contact manager). If they don’t show up for a session, they hear from us.
Step Five: “Wow! For me?”
We send them a gift in the mail. Yep, wrapped and hand addressed, shipped to their house.
Step Six: The reminder/positive reinforcement.
We give them a call to welcome them to their body transformation program (their long term continuation service) that is starting in 10 days! We remind them of their goals and tell them how happy and proud we are of them!
And of course, we keep up our daily praise, appreciation and prizes. We do surprise gifts, random texts/calls, emails, etc.
We no longer let the honeymoon period end. We LOVE our clients, old or new, and we make sure that they know it.
After all, what would we have without them? An empty gym and a lot of time on our hands ☺