Do you know what the difference is between selling a product and selling a result? The answer is: everything.
When you’re selling a product, you’re just one of many in your area selling the same thing. You have to tell your prospect, “Look, here’s how I compare on price, features, etc.” When you’re selling results, all you have to say is “Look.” The key to fantastic conversion rates and steadily increasing your business and your income is to stop selling personal training and start selling results.
How do you do that?
First, by promising what no one else can and then delivering on that promise. You have what you need to do that. There is no better fat-burning program out there than what is offered by Fit Body Boot Camp and we’re known for it all over the US and Canada. Our fitness boot camps are also known for their community, accountability and support.
All you have to do is deliver a great customer experience using the formula you already have in your hands. When you do, you will have a building full of people who are walking, talking, breathing illustrations of the results you promise and deliver.
Those living, breathing illustrations are going to tell everyone they know how they were able to transform their bodies and their lives and THAT is what will make you stand out among everyone else in your area.
There are a number of different marketing applications of Pereto’s 80/20 rule, but one of them is that 80% of your business will come from just 20% of your marketing channels. And I will tell you straight up that one funnel of your 20% will ALWAYS be referrals. This is why you must be focused on delivering results and then selling those results.
Selling personal training is one thing. Selling a changed body, a changed life, a changed outlook…..that’s a completely different thing and its value is so far above a package of workout sessions that the two can’t even be compared.
This is why the people who make six or seven figures in this business are the ones who can charge based on the value of their services rather than the going rates at the big box gyms or the specials over at the fitness boot camp three blocks away.
They don’t compete on price because they don’t have to. They’re delivering results and they know that results are the real product. Selling personal training is about selling change. It’s about selling true, lasting change and how that lasting change will make the client feel. (more…)
$5,000 in extra revenue in one week. All the result of doing nothing more than sending out three short emails to your boot camp marketing email list. Does that sound pretty decent?
What if that $5,000 in turn led to an extra $83,000 this year?
Josh Carter did it and he’s put the entire promo together in a package for others to use, including the three emails for you to cut and paste. Let me tell you what he did.
Josh wrote up these three emails and sent them all out to his email list over the course of a week. The offer he made to the list was for his 28 Day Fit for Fall Challenge, which sold for $98 (two payments of $49). In that one week, he’d gotten 55 people to sign up, netting him $5,390. But that’s just the tip of the iceberg.
Based on Josh’s conversion rates, he’ll turn those 55 people into 35-40 new clients paying $197 each month with monthly recurring billing (EFT). At minimum, that’s an additional $82,740 revenue. From three simple emails that you can get here.
Like I said, Josh put a promo package together to make it easy for you to duplicate his results, whether you’ve been in business two months or two years.
Here's what you'll get with it.... (more…)
There are all kinds of incredibly effective fitness marketing tools at your disposal. You could go spend one hour on RenegadeFitnessMarketing.com and learn enough to triple your business this month. You could check out some of the done-for-you marketing products available on this site and have in your hands everything you need to take your fitness business to the next level.
But if you don’t have the #1 most important fitness marketing tool – the right mindset – none of that will do you much good.
What I’m talking about here is getting rid of self-doubt. Specifically, two kinds of self-doubt. Doubt in your value and doubt in your abilities. Either one of them can cripple your business by keeping you from using the tools and strategies other people have used to become very successful.
Doubting Your Value
Maybe your mindset issue is doubting your own value. Not as a person, but as a trainer, leader and teacher. You don’t go out there and market yourself and your business because you don’t think you have anything valuable to share. You don’t talk to people about what you do or send out informative emails to your subscribers because you doubt the value of what you have to say.
Here’s what I have to say: the next time you walk into your fitness business, take a look at the clients there. Look at the client who’s laughing and smiling because she lost another inch or finally managed to climb a rope. Take a look at the guy who was fatigued and eating nothing but junk when he walked in three months ago.
What do you think your value is to them? What is the value of what you’ve helped them achieve? What will that value be five, ten or twenty years from now, when they’re living active, healthy lifestyles? (more…)
Your fitness boot camp marketing efforts should always be targeted toward one market group or toward promoting one aspect of your business. The shotgun approach to marketing (selling everything to everyone and everywhere) is extremely inefficient and costs more money while getting fewer results.
There are different factors that determine how and when you should change the focus of your boot camp marketing campaigns, and the changing seasons are one of the biggest. A lot of fitness businesses see a drop-off in incoming prospects and even in retention once the kids are back in school, but that doesn’t mean that fall should be considered a slow time for business. It’s just time to target your fitness boot camp marketing to a couple of specific groups and to shine a light on how your boot camp meets their needs.
Parents are a great group to target once the kids are back in school. There are a few reasons for this:
#1 – While the school years is really busy for parents, many stay at home and work at home parents have more flexible schedules during school hours.
#2 – Lots of parents overeat and let their exercise routines fall by the wayside during summer. Fall is a great time to show them how you can help them make up for it.
#3 – The holidays are approaching and that puts pressure on a lot of people to lose weight before the holiday eating season begins or to look good at parties and family gatherings. If they start now, they can make a lot of progress and often reach their goals by the time Thanksgiving arrives.
So what are some things you need to focus on when you’re marketing and selling your boot camp to parents? (more…)
Many people make the mistake of focusing on the wrong selling points when it comes to fitness boot camp marketing. Too often, they focus on features and pricing, which is fine when you’re selling an espresso machine or a car, but it misses the mark when it comes to selling fitness boot camp programs.
The reason for this is that fitness boot camp marketing isn’t about selling your facility, your sound system, your juice bar or your pricing. It’s about selling your solutions to the client’s problems. It’s about selling your means of getting them to their goals.
Your prospects might think some of the features of your boot camp are nice or that your monthly fees are competitive, but what will sell them is the conviction that your program is their best chance to reach their goals, and fast. That’s the focus of your fitness boot camp marketing.
What’s really cool about being a Fit Body Boot Camp owner is that the very nature of our program makes that job so much easier than with any other fitness business. The fact is that we have the solution, we’re known for having the solution and there’s plenty of research that says it’s the right one.
If you haven’t seen it yet, we’ve just uploaded an awesome new explainer video on the Afterburn Workout. In it is pretty much every single point you need to sell virtually every prospect that walks through your doors. This is because it’s loaded with all of the ways that Fit Body Boot Camp is the solution people are looking for.
As you’ll see on the video, all of the most recent fitness research proves without a doubt that endless hours of standard cardio are essentially useless in the battle to burn fat. 9 out of 10 people who call you on the phone, message you on Facebook or answer one of your emails are going to tell you that their #1 goal is to lose fat. 9 out of 10 will also tell you that they go to the gym and run on the treadmill for hours or that they knock themselves out in Zumba class four nights a week and yet they can’t lose the fat. (more…)
At a recent meeting with several Fit Body Boot Camp owners, the question of when to open a second Fit Body Boot Camp location was a hot topic. This was completely understandable, since everyone present had attained a comfortable level of success. By this I mean that they had a decent membership, they were paying the bills and making a decent income. But almost none of them were happy when I suggested that they really needed to consider whether they needed another location or just better boot camp marketing.
Here’s why.
There were basically two groups of FBBC owners thinking about opening new locations. One group was asking because they were making decent money and figured that opening a second location would double that income. The second group was asking because they weren’t making enough money and figured that a second location would double their income.
There are two problems with this thinking: 1) When you open a second location, you also double your expenses, roughly speaking. 2) When you open a second location, you potentially double the amount of time you spend running your business.
So I asked the group these two questions:
First: Have you absolutely outgrown your first location? In other words, are you full to capacity, taking care of as many clients as you can with the space and staff you have?
Second: Have you completely maxed out the income potential of your present location?
Every single one of the boot camp owners considering opening a second location answered “No” to at least one of those questions. None of them were all that happy when I told them that, in this case, what they really needed was more and better boot camp marketing, better sales and closing strategies and maybe to explore opening up other streams of income instead of opening another location.
If you’re not struggling to squeeze in more trainers and more sessions and more new clients, then you probably aren’t ready to expand. The word “expand” indicates that you’ve grown to the point where you can’t function well in your current space. (more…)
If you haven’t yet availed yourself of the boot camp marketing possibilities working with Groupon, then you need to get on the ball. Thousands of businesses (including fitness businesses) are already making a fortune marketing on Groupon, but some of the biggest moneymaking boot camp marketing campaigns we’ve done at Fit Body Boot Camp have been on Groupon as well.
When I say that these campaigns have been hugely successful I mean that we’ve been able to convert at least 30% of our Groupon buyers into ongoing clients who either paid in full or signed up for automatic debit.
There are 4 keys to success with a Groupon campaign:
- The deal.
- Your on-boarding procedure.
- The experience you give the client.
- Your conversion process.
Making the deal
First of all, the deal has to make sense for you and for the client. You don’t want to give away too much, because it undercuts the financial benefit of doing the Groupon deal. Also, people are more likely to take your offer seriously if it isn’t ridiculously low.
But your deal does have to make great sense to the buyer. People go to sites like Groupon because they want a great deal. That doesn’t mean they’re cheap or that they’re automatically going to split as soon as the deal is over. They just enjoy getting a great deal.
When we were setting up our 23-region Groupon deal, we set a few rules right off the bat.
We wanted a very low cost 15-day deal and a higher-priced (but better value) 30-day deal.
We did this because we knew that about 80% of Groupon buyers would take the 30-day deal which would give us the chance to do two very important things:
First, we could give the buyers a much better experience, get them better results and also build a better relationship with them……all of which would make closing much easier later on.
Second, we could offer to absorb the cost of their 30-day deal into an ongoing program, which would effectively give them their first month free. Remember, these people love a great deal.
By stacking the deals this way, it’s much easier to command and get the higher price than if we just ran the higher-priced deal. (more…)
No, Walt Disney wasn’t in the fitness business, but I dare anyone to say that they know of a businessman who was better at creating a brand that was recognizable all over the world, in any language. Disney World and Disneyland may have gone through some transformations and expansions since Walt passed away, but Disney will always be Disney and it will always dominate the amusement park field. No one can touch it. So I think there is something very important that Walt Disney could teach you about how to start a boot camp.
He would teach you that you need to focus on doing one thing and doing it better than anyone else, anywhere.
Think about the other amusement parks in the US. Busch Gardens, Six Flags, Knott’s Berry Farm or a bunch of regional, nameless parks you can’t think of off-hand. What are they known for? How many iconic images or names do you associate with them? Yet, say “Dumbo Ride” or “fireworks” and everyone knows which parks you’re talking about. Disney.
Disney Parks have rides, shows, restaurants and hotels, but they do one thing and they do it better than anyone else: they create magical family memories. When you walk into any other amusement park, you think, “Wow, cool rides!” When you walk into Disney World or Disneyland, you think “Magic!”
So how do you translate what Walt Disney and what he did with the Disney Parks into you and how to start a boot camp that emulates his success? You do one thing and you do it better than anyone else.
This is what has made Fit Body Boot Camps the fastest-selling fitness business in this country. We do one thing. We don’t do Zumba, we don’t do Pilates and we don’t run a social club. We do killer workouts that deliver maximum results in minimal time. We do this at a price that people can afford and we do it in a supportive, motivating and even entertaining way. Boom. That’s what we do.
Even if you’re not a Fit Body Boot Camp franchise owner, you can still take your cue from Walt when it comes to how to start a boot camp that becomes known for doing one thing and doing it better than anyone else in your area. (more…)
You’re not going to do everything right when you’re starting your boot camp business. You’re going to make mistakes, just as I have and just as every other successful boot camp owner I know has done. Nobody’s born knowing how to start a fitness boot camp business. That’s one of the purposes of the annual Fitness Business Summit – to allow very successful people to share what they’ve learned so that others can avoid many mistakes and do some things right from the beginning.
One of the most popular speakers at the Summit has been Corporal Sean Francis and one of the most popular talks he’s given was about working with what Bedros calls the 95/5 or the 5% Rule. What that boils down to is focusing your time, energy and attention on the things that are priorities in your business and also working as much as possible within your zone of genius, doing the things that you love the most and are best at. This is the key to constant growth of your boot camp business.
Granted, in some ways, this is easier to do once your business is established and your income allows you to hire a full staff of trainers and other help. But there are a number of things you can do now, to not only get your business started on the right foot but also go into it with a 5% mindset that will help you at every level of success in the years to come. So I’d like to share with you two important things about how to start a fitness boot camp business using the 5% rule, with credit to Sean Francis for many of the ideas he shared at a recent FBS.
Hire an assistant as soon as possible.
An assistant may sound like an expensive luxury that a new entrepreneur can’t really afford. But one of the smartest things you can do, even as a start-up, is find even one person to take care of less important or less demanding tasks so that you can focus on the things you really need to do, like getting clients signed up for your new boot camp. The more you’re able to market your boot camp and sell new memberships, the sooner you can afford more help, like great trainers. You don’t need an executive assistant, at least not yet, so you can find plenty of people who would rather make halfway decent pay in a fitness center than make it in a fast food place.
Start creating systems for everything now.
Once Sean hired an assistant, he started following great advice that he’d gotten from the summit. He started creating systems for every single thing that needed to be done, whether it was answering the phones, entering new members into the computer or paying the bills. Then he taught those systems to his assistant so that he never had to deal with those things again. (more…)
