How To Achieve EXCELLENCE In Your Fit-Biz
There is no doubt that success leaves clues.
If you look closely at truly extraordinary companies you’ll see that they have many, many things in common.
One of those commonalities, those clues - perhaps the biggest, most glaring one - is this:
** EXCELLENCE = ATTENTION TO DETAIL **
Stay with me here for a moment and I’ll explain.
Here’s why the vast majority of fit-biz owners struggle:
They incorrectly believe they have a MARKETING problem, when in fact they have a MANAGEMENT problem.
When you look at your P&L sheets (or, for many, at your checkbook), you see not enough money at the end of the month.
And you think you need more clients.
So you try to figure out how to get more.
You think marketing.
You think about chasing more business, rather than OPTIMIZING and LEVERAGING what you’ve already got.
See, here’s the deal (and the BIG secret) when it comes to creating and running a REALLY SERIOUS fit-biz that generates REALLY SERIOUS profits.
** CLIENT COMPLIANCE **
When you achieve superior client compliance, you get superior client…
- RESULTS
- RENEWALS
- REFERRALS
And when those three things are cranking, not only does your average lifetime client value skyrocket (more money from fewer clients), but you are doing THE single most important and smartest thing any business owner can ever do…
…generating new clients FROM WITHIN!
What is the most potent marketing force in business?
Do you know?
Here’s a hint: W.O.M.
You should write that down on sticky notes and post them everywhere.
For those of you who are in NPE, you hear Sean and me talking about Coach Berry all the time. And you hear him talking, too. He’s on every single call we do (which is instructive in itself) and we’ve also
interviewed him for an Audio Success CD of the Month.
Coach Berry has knows how to leverage W.O.M.
He’s created a VIRAL marketing machine fueled by Word Of Mouth (W.O.M.).
And that’s because he’s created an environment of EXCELLENCE in his studio.
His clients get (amazing) RESULTS.
So they RENEW.
And they REFER.
Coach grows his fit-biz almost exclusively… from within!
Sure, he does some external stuff. And he does it well.
But his ATTENTION TO DETAIL and ENVIRONMENT OF EXCELLENCE is so powerful, his clients do most of the marketing work for him.
It’s truly a beautiful thing.
Excellence makes the difference. All the difference.
And that attitude, that mindset of excellence, begins with YOU. It’s got to come from the top down.
And it’s got to be managed, systematically, so everyone in your biz is on the same page.
Which means that before you can have client compliance, you must have…
** STAFF COMPLIANCE **
There must be systems in place to measure, track and hold accountable your staff.
And your staff must be provided with systems for measuring, tracking and holding accountable your clients.
Yes, I’m talking about MANAGEMENT SYSTEMS.
Because, as you’ve seen, when your fit-biz is managed properly - with EXCELLENCE as the goal - then…
- Your staff ‘buys in’ to the system
- Client results are a certainty
- Lifetime client value skyrockets
- Great testimonials flood in
- Attrition goes away
- Renewals are automatic
- Trainer and client ‘churn’ is abolished
- Referrals occur regularly and consistently
But without the right management systems, your fit-biz is ‘catch as catch can.’
It’s chaos. It’s a nightmare, a daily scramble, a stressful, painful experience with constant worry about what next month holds.
The secret to excellence is CONTROL. Control comes from attention to and accountability to the details.
Attention/accountability to the details comes from management systems.
You may ‘think’ you need more and better marketing - but what you need most of all is better management.
Until and unless you patch the management holes in your ship, all the greatest marketing in the world won’t get you where you want to go.
Because as fast as the clients come in the front…
…you lose them out the back.
You are adrift - just ‘baling’ water to keep from sinking - without management systems that produce an excellent business.
You achieve EXCELLENCE in your fit-biz by running a TIGHT ship, a well-managed ship.
Not a ship of fools.
Sincerely, your friend,
Eric Ruth
P.S. This topic has hit a nerve with many. Which is good to see. It obviously makes sense to the sharp,
career-minded professionals out there, because so many have already downloaded the DUPLICATOR™ Special Report and requested the audio CD profiling 7 fitness business owners who’ve taken their businesses from Chaos to Control.
This is information you absolutely MUST have if you want to move from a month-to-month owner to a secure, serious income earner with a real business ASSET. Get the report and Chaos to Control CD here:
http://www.duplicationcode.com
Tags: client management, Fitness Business Management, staff management, trianing renewals