Let's review your pricing :)

Pricing your services is a sticky subject. There is no doubt about it.

Whether you are pricing a single session, a package or a membership option for appointments or classes. It can be tricky.

And what happens when you offer all different kinds of services?!

Argh! It’s enough to make your head spin!

Recently, we’ve seen the boutique fitness market evolve when it comes to pricing. 

When boutique studios really started to take off around 9 years ago, a major selling point was the no commitment price model. Studios sold packages of 1, 5, 10 or 20 plus sessions or classes. 

And clients loved it.

L.O.V.E.D IT!

At that time, there was a big shift away from big box gym memberships that seriously lacked the community and support of a smaller studio. These were usually long term commitments but didn’t necessarily encourage regular attendance

So when studios opened offering amazing classes without a long-term financial commitment, clients were happy to pay (and often a little more) for something that bought the results.

Buying classes and booking in advance put an end to that little last-minute voice saying: “bail!”

Knowing that you’d already paid for a session was motivation enough to get off the couch!

And, everyone was excited about being part of a tribe and seeing friendly faces.

However, over the past 3-5 years, boutique studios across the board have increasingly begun to offer a monthly membership model which both the studio owners and clients seem ok with. 

Kinda interesting since that is what folks wanted to get away from in the early days!

So… why does this make sense now?

For studio owners a membership price model is actually a good thing. Those gym chains were onto something! Regular stable revenue is good for business longevity. You can plan and budget with more certainty - because your cashflow is more consistent. 

It is super helpful from an admin perspective as you are not chasing clients to purchase a new package or ask for monies owed. Once you have made that initial sale, the payments are automated and so the admin hassle decreases.

For clients, there are some overlap to the benefits. They too appreciate less admin time - they can schedule as they like online and especially enjoy the freedom and flexibility of unlimited memberships.

The membership model is also more conducive to helping the client actually get results - in most cases a class or session once per week is just not enough to get the benefits most are looking for. TIP: check out your attendance analysis report and see how frequently your clients visit - you might be surprised!

That said, most studios continue to offer an option to purchase a package although the price point is usually less appealing to the client than a membership price point. Packages are usually priced higher per class than a membership option. 


Of course, there is a lot of work that goes into running a studio with a membership pricing model - think sales processes, marketing etc. And, just like everything, it won’t be the right fit for everyone. But, perhaps, it is something to consider?

I’d love to hear YOUR thoughts - email me at hello@springthree.com and let me know if you’ve tried this or are interested!







P.S. Has it been a while since you reviewed your pricing or even longer since you raised your pricing? In Empowered Branding I cover this as part of setting yourself up for success when it comes to building a thriving studio business. What you learn in this program will help you navigate the path of what works and what doesn’t when it comes to pricing. If you want to find out more, let’s set up a times to speak. Click here to schedule a time!








3 reasons why your client list isn't growing

Frustrated, disheartened, sometimes even defeated.

That’s how so many teachers feel when it comes to growing their client list.

These are skilled and talented instructors who find their revenue bouncing up and down uncontrollably despite doing all the “right” things like sending newsletters, posting on social media and even the occasional insta-story!

In these scenarios, 99% of the time, there is a missing piece of the puzzle. Some disconnect between you and your potential clients that is not enabling them to take that next step towards working with you.

So I want to share some of these missing pieces I see when working with studio owners and instructors.

Spring Three | Grow Your Client List

 

1. No one knows who you are

Despite your best efforts and checking all the marketing boxes you aren’t getting any more new clients and it’s so frustrating because doing All The Marketing is so time consuming with the constant social media updates, pictures to post, emails to send and blogs to write.

 

And, you’ve finally built a website that was more time consuming than you ever thought (how does everyone else do it?) but still just a small trickle of clients come your way.

 

People not knowing who you are is probably something that you’ve worried about from the day you stepped up and decided to take this journey.

 

So while you may have enough clients to get by, your business isn’t thriving like you want it to. It’s not giving you the freedom and flexibility you hoped for. And every time you get a new client who buys a package - it’s a HUGE relief. 

 

Why doesn’t your marketing bring you more business? Maybe the marketing activities you are doing reach people who ALREADY know who you are. 

 

Are you connecting with people you are already connected with?

 

I see this ALL the time.

 

If you want NEW clients, then you’ve got to get yourself in front of NEW people and create some interest and awareness for you and your business. What does this look like?

  • Sponsoring local events
  • Getting into local newspapers
  • Speaking at conferences
  • Paid Advertising
  • Local referral and networking groups
  • Co hosting events with other business owners

 

All of the above get you in front of new audiences which you can make your own. So, if you’ve been struggling to get more clients, it’s time to get out from behind your studio doors and start meeting new people.

 

2. They don’t understand what you do (or what you can do for them)

 

Pretty much every single business lists the features of their product or service in their marketing.

 

Features are factual statements such as:

- Batteries included

- Open 24 hours

 

But features aren’t what triggers that buying decision.

 

If you only talk about the features, you are missing out on huge opportunity.

 

Features are important, but you must share why that feature has value. Then it becomes a benefit.

 

And benefits are what your clients buy.

 

When you know that your favorite yoga pants aren’t see through when you’re mid-downward-dog, you’re far more inclined to buy than if you are simply told what material they are made from.

 

Benefits answers the question “what’s in it for me?"

 

- Batteries included means that you can use the product straight out of the box

- Open 24 hours means you can shop anytime

 

When you try to sell based on the features, you are making the customer do all the work to figure out whether they want that feature and why it is valuable. Allowing them to fill in the gaps and make assumptions. You are also setting yourself up to be directly compared to your competition.

 

Your features are comparable. But benefits are far more specific to you and your services.

 

To be able to sell your services effectively - make the connection for them.

 

If you describe your services based on features you are missing out on a HUGE opportunity to share the value of what you do 

 

When people understand the value - the results and benefits - they stop comparing you on price.  Big Win!

 

 

3. No Plan For Your Clients

 

We’ve already talked about some of the ways you can get yourself in front of new audiences, but what happens next?

 

What happens when a new client takes that first step on their journey with you to get in touch?

 

What happens when they come through the door? 

 

During their first session? 

 

And what about when they leave?

 

A customer journey is the process we take people through to move them from simply being aware of our business to becoming a long-term loyal client.

 

During this journey, you ask them to become your client.

 

Or perhaps, like many, you don’t. You let the client wander through your business (and right out the other side). 

 

This happens when there is no clear path, no next step, no plan. Or sometimes, you ask, but you ask so quietly, so uneventfully, that it gets totally missed.

 

A defined customer journey takes the client on a clear journey from becoming a new client to a fully fledged retained client and then potentially a mega-champion of your brand and business.

 

This doesn’t need to be complicated. 

 

This is about being clear with the message you are sending your clients at every step of the journey and letting them know what they should do next to proceed. 

 

If you talk about the benefits and results to your new audience, but you don’t let them know what they should do next - where can they find you, or what service you recommend  (or you are not finding a way to follow up) then your efforts will be pointless.

 

One easy place to make a change is on your website. Put yourself in the shoes of a brand new visitor. 

  • Are you inviting in your new clients and making them feel special? 
  • What are you sharing about you and what you do? 
  • How are you guiding them through the booking process? (Hint: make your first time client offer front and center!)
  • What do you tell them?
  • Is it clear and EASY?

 

All of these suggestions for how you can get more clients inside your business work together harmoniously and when you implement consistently, you’ll find your new client numbers start to move in the right direction.

Good luck!

 

p.s. Inside Empowered Branding we go step by step through the process to fill in these gaps and find out where and how you can make small changes that have a big impact in your business.

 

Find out more about my 10 week group coaching program here. Early Bird Enrollment until 31st Aug! HURRY SPACE IS LIMITED!

 


Why Branding Really Matters For Your Studio Business

In a world where people can go to any studio, why should they come to yours? 

 

Branding is more important than ever.

Spring Three | Branding

 

Your studio brand may seem like an elusive concept but the reality is that for the most successful businesses in our industry, brand is the most important tool available to build meaningful and loyal relationships with clients.

 

A brand is so much more than a logo, some fonts, a color choice and a theme song! Your brand is what people think of and feel when they hear your name, see your logo or walk into your studio.

 

It may sound simple, yet nearly every business struggles with pinpointing it’s values and mission, it’s personality and vision.

 

Brand is such a huge part of how clients decide who they want to work with AND (more importantly for you the business owner) a strong brand helps them select who to work with based on factors other than price.

 

I love to talk about branding because it truly represents the heart and soul of what you do - it’s what makes you unique and memorable and distinguishable. Strong brands have an incredible awareness for what they do.

 

Unfortunately, one of the biggest mistakes I see, are instructors and studios using a generic label to describe the entirety of what they do.

🙈🙈🙈

 

And, while that may be enough to narrow the possibilities, it probably doesn’t compel those people to immediately take action and book a class.

 

Why? To resonate with clients, you have to share more than that generic description. 

 

I have found that it becomes very easy for studio owners to forget about the incredible value they bring to the world. And, ironically, it is those teachers who invest large amounts of time and money on continuing education to improve their skills and knowledge that tend to struggle with this the most.

 

It can be easy to lose sight of the truly amazing changes your clients achieve with the help and support of your studio.

What you do is more than a label can ever describe.

Finding the right words to show what you do is super important to making the connection between what your client is looking for and what you are able to offer them.

 

You can’t tell people what you do if you don’t know how to say it yourself.

 

Is it time for a skill upgrade (of the business kind)?

 

With all businesses, know, like & trust really is the name of the game whether you are in a big city or a small town. 

 

What does this mean? This looks like sharing more about YOU when you communicate. This communication could be via your website, your email marketing, social media… everywhere.

Inviting people in and letting them get to know you. The more they hear YOU, the more likely they are to trust you.

 

When it comes to branding, you start with understanding your business inside out.

 

Often, there is a lot to explore and uncover before you can pinpoint exactly what it is you want the world to know about you.

 

You have to look inside.

 

Look for what you do really well, look for what you are proud of, what you really care about and what you promise to deliver to your clients each and every day.

 

That’s where you’ll find your brand.

 

Once you understand what your brand is and what you want to communicate to your clients, you can explore all the ways to share and express that in a way that will bring your brand to life. 

 

That’s when magic happens.

 

You are best equipped to talk about your business with confidence and passion.

 

You stand out and become memorable for the exact things you want to be known for.

 

People start to take notice of you. 

 

You take control over where your business is heading.

 

 

__________________________________________

 

But, I totally get it - you don’t have time to throw spaghetti at the wall to see what works… you need a step-by-step guide to building a solid brand that feeds a fruitful marketing strategy to attract your dream clients.

That’s exactly what you get with Empowered Branding.

Empowered Branding is a 10 week group coaching program where you are guided through online video content, worksheets, tools, and resources to help you get really clear about your brand.

And the best part is that we work together (you and I) to help make sure you know exactly how to use what you have uncovered and implement inside a marketing plan designed specifically for your business.

The next program kicks off on September 24th 2018 and is open for early registration with $100 off if you register before 31 Aug 2018 with coupon EARLYBIRD2018

(spaces are very limited to ensure you get the attention you deserve)


Why Branding Is So Important!

Yes, big studios with big financial backing and big expensive advertising campaigns are a force to be reckoned with.

 

But, as a passionate studio owner you actually have a head start.

And that head start is you.

If you haven't had a chance in your business journey to spend time focusing on your brand - now could be the time!

Interested? 

You should be.

I put together this little video all about branding and why it's so important for your business. 

Check it out... it could be just what your business needs right now.


Studio Biz Chat: Pricing, Retention & Facebook Ads

There are some common themes amongst studio owners that crop up from time to time, these are challenges that are faced by small businesses around the globe across industries.

But, as you know, there is no cookie-cutter solution.

What will work for one studio may not work in an identical way for the next studio. Every business has it’s nuances and it own set of unique strengths and that is what makes this journey both a challenge and a such a huge accomplishment!

Here is what I've been talking about this week with studio owners:

 

Price Increase For Pilates Studio

Tom’s hasn’t raised prices in his pilates studio since 2013. We discussed not just raising prices, but also what a new pricing structure could look like for clients and for the business. After some serious brainstorming and analysis we decided to add membership to the pricing options… although class-based businesses have been using this pricing option for a while - I’ve seen success with private sessions too. Hint: it’s all about giving the client what they need to find success!

 

Yoga Studio Retention

Donna has been having a ton of new clients in her yoga studio - looking at the number of Intro Offers Sold told us that it’s been a strong few months… but as we did further analysis we saw that those clients weren’t following on to become long term attendees despite a strong follow up process. Hmmm… the answer? Messaging. Focusing on pricing and not benefits means clients are only focused on price too. We spent a ton of time on brand messaging and brand value as a foundation to shift the marketing emphasis to the experience, outcomes and results. The outcome? An exciting new marketing campaign that everyone in the business is enthusiastic about!

 

Getting More Clients (Fitness Studio)

Finally, Sarah is an established studio owner and teacher trainer. But, new client visits is the lowest it’s been in a while. So we started talking about ways to grow the studios presence beyond it’s existing community of friends and clients. We talked a ton about Facebook ads. And, it can be pretty daunting to create a Facebook ad for the first time. What campaign to run? What is a target audience? 

 

So I put together a quick how-to guide for her… and I’m sharing it with you! Check it out here!

 

A facebook ad beginners guide! Get step by step instructions on how to set up a facebook ad in ads manager for your pilates, barre or spin studio!

Do you run facebook ads? What have you seen? What do you want more help with?

 

Good luck!
Seran