At some point in our business we start making a critical error.
We get caught up in optimising our Facebook Ads, chasing after new clients, dealing with that new competitor and changing our payment structure. We start looking at expanding to new locations and hiring extra trainers.
Meanwhile our client numbers stay the same along with our profits and impact. Stagnation occurs.
The error we make is we stop doing the things that made us successful in the first place.
People remember you more for the little ways you can make them smile
The line above is a direct quote from Derek Sivers when I heard him speak last weekend at the World Domination Summit.
Derek is the founder of CD Baby a website that sells music from independent artists. Derek started the business in 1997 when he wanted to work out how to sell his own music online and sold it 10 years later for $22 million (which he then donated to charity).
I know you may not be motivated to grow your business just by money, I understand that feeling, however the money CD Baby made was a by product of the raving fans they had. So what if you could serve your clients well AND make money?
Today I want to share with you quickly the five simple things Derek said made the most impact to growing his business. They might surprise you.
1. Answer the phone on the second ring
One of the reasons musicians loved selling their music on CD Baby was they knew it was easy to talk to the team. No dealing with emails or voicemail, they could just pick up the phone and call them.
For trainers I recommend doing the opposite. No don’t not pick up your phone, use your phone to call your clients. Email and text messaging is too passive. Call them to ask where they have been or to wish them a happy birthday.
2. Personalised email headers
For fun one day Derek decided to tweak the coding on his emails so in the ‘From’ box on an email it would send something like ‘CD Baby loves Kyle’ instead of just From: CD Baby. People noticed and they loved it.
For trainers this is about being remarkable. When was the last time you wrote a hand written thank you note to one of your best clients? Never? Well I don’t want to tell you what to do – but that would make you pretty remarkable right?
3. Changes need pizza
When an artist would need to make a change to their CD after it was already on the website (like changing the album cover art) they would need to call and ask CD Baby to change it. The price for this? A pizza from their favourite pizza place.
Yes, they would actually give the musician the number for the pizza place and tell them to buy them a pizza. This did two things, this humanized CD Baby and the fact that some person was going to have to stay back and make the changes and it was again another talking point.
For trainers I ask you this, how do you handle refunds or missed sessions at your bootcamp? Is there a fun, different way you can handle these rather than an impersonal one size fits all policy? Your business is not huge yet, in fact it’s probably just one person, don’t be afraid to show that.
4. Customer comments sent to musicians
On the order form CD Baby had a section where you could write a message to the musician. They actually forwarded these on to the band along with the customers email so the band could write back. This led to musicians getting gigs, booking tours and even appearing on TV shows. It was another reason for musicians to use CD Baby.
For trainers you could implement this in two ways. When a client compliments one of your other clients, pass on that compliment. Also, if one of your clients runs a local business, tell your other clients about them. Build your community one connection at a time.
5. Special requests with an order
When they could, CD Baby would fulfill these requests. From simple ones like adding a stick of cinnamon gum to including a dead squid that someone requested. Customers loved this and would tell their friends (or make YouTube videos)
For trainers ask yourself this, do you know what your clients want? When was the last time you sat down with one of them and asked them? Maybe you should go do that.
You can actually watch this talk, Uncommon Sense, on Derek Sivers’ website.
Get help with bringing Uncommon Sense back into your fitness business.
Earlier this year we ran 31 Days to a Better Bootcamp Business for the first time ever and it was a hit. Here are a few snippets from the many great testimonials trainers sent me”
“…super useful bootcamp development program that allows me focus on creating and building the best bootcamp possible!”
“I have never been as mindful and proactive as I have this month – in all aspects of my business from training to marketing, due to the ‘call to actions’ Kyle has encouraged us to complete daily.”
“I don’t feel like I’m on my own anymore. I was feeling so flat and lost- I ran a group this morning and for the first time in a long time I felt like I had a loaded gun, so on fire- and it payed off on my group as they where the happiest I’ve seen them in a while.”
“Already I am noticing a difference within my groups. My session numbers have actually doubled (as in, the average session now hosts 9-10 members, rather than 5ish members) and I think I can put that down to having my ‘game face’ on and follow up calls for missing members.”
Next Wednesday (July 22nd, 2015) we are running it live again. Joining us live means you get serious accountability, as each person gets the same email each day and then we discuss our progress on the private Facebook group.
It’s really hard to NOT get swept up with everyone else and find yourself doing more focused work on your business then you’ve done all year.
Plus, you get the 31 daily steps that will help you reboot your business.