Branding

How To Connect With Your Clients (and sell to them too!)

You hear me talk a ton about branding. I love a strong brand with a strong brand message that you can immediately associate with - or not!

Spring Three | Fitness studio marketing



I love branding because it is the heart and soul of what you do, it’s what makes you unique and memorable and distinguishable. Strong brands have a real awareness for what they do - and that is very special. And when I work with the amazing studio owners I am fortunate enough to go deep into what they are all about.



To succeed in your business, you must know without any doubt that your product or service is beneficial to the client. You have to know and understand the value you offer and deliver day in day out.



And then, you have to know how to connect what you do with what your clients want.



If the consumer or client is not happy - you do not make money. 



Getting someone interested in you and your product, starts with being sincerely interested in them. 



Why are they here?

What do they want?


But sometimes it’s not quite as easy as simply asking those questions. Sometimes your clients don’t really know for themselves. So, you have to be a bit of a detective to figure this out.

When you are selling anything , you must ask questions to understand.

And - remember to listen. 

Understand the problem and be a part of the solution.

The number 1 secret to selling is : Understanding the needs, hesitations, frustrations and fears of your clients. 



70% of all buying decisions are made based on how a person feels. Emotions and intuition plays a huge part in the purchase decision.



Every single one of your clients have their own set of fears, frustrations and hopes (no matter how they seem on the outside). 



Remember clients don’t always really know what they want - they can’t verbalize it. 



And, if they can’t figure it out… it’s part of your job to help them to connect the dots.



I have found that it becomes very easy for studio owners to forget about the incredible value they bring to the world.



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



Finding the right words to convey what you do is crucial to making the association between what your client is looking for and what you are able to offer them.



I love helping studio owners rediscover the impact they have on their community and truly understanding the value it adds on both a functional and emotional level. 



If you know how it helps - you know why it is appealing.



So there you have it, selling begins when you are asking the right questions, listening and learning and helping your clients to make the change they want in their life. 



If you do these things, the opportunity to nudge the client to visit more frequently, refer their friends or become a member will present itself - and that is the perfect time to make the sale. 




Ready for January?

It’s no surprise that January is a busy time for fitness studios and gyms!

New memberships peak at the beginning of the year and having a solid January promotion or challenge in place is absolutely critical to bringing new clients into your business.

 

Talk about your challenge or promotion NOW!

Are you advertising your January promotion or challenge yet? If you have something to promote in the New Year, start talking about upcoming promotional events or challenges ASAP!  Starting early helps to raise awareness and create buzz around your promotion. It really helps to create momentum for your promotion among your most loyal studio clients. And, it can also give you more time to reach potential new clients who may looking to kickstart their healthy habits in the New Year.

 

How can you build momentum for your New Year Offer? By giving lots of inspiration and motivation! Use all of your marketing channels to inspire and motivate not only potentially new clients but current and old clients as well.  Offer valuable tips and information through blog posts, social media posts and newsletters. This information will inspire clients to get off the couch and signed up for your event! Yay! Your inspiration will make people feel good and encourage potential new clients to check out what you offer at your studio.

 

Follow Your Sales Process

Like any business owner, you should have a sales process in place for bringing new clients into your studio.  Make sure that all of your preparations before the promotion or challenge are in place so that you can handle clients efficiently once it begins. This is things like holding a staff training, writing out FAQ’s about your promo and making sure your marketing materials (flyers and posters) are all visible and relevant!

Connect with all your potential clients through emails, newsletters and other marketing avenues. Doing this helps you to build a relationship with them, which is the first step to helping them become clients.

 

Your marketing should also demonstrate ALL THE VALUE of the products and services you offer. Show potential clients how you can help them solve one or more of the problems that they have with the use of some amazing testimonials or by telling your clients how they can get the best results from your services.

 

Address any questions or concerns potential clients have about signing up. Ideally do this BEFORE they even ask! How? Take note of the most common questions so that you are prepared to handle them when they come up again in the future. Once you’ve handled those last questions, it’s time to close the deal and get those new clients signed up and into your studio!

  

Know What Your Clients Want to Purchase

Do you know which of the services and products you currently offer are most popular with current clients? If so, chances are that potential clients will also be looking for the same thing. Know exactly what those services are and be ready to make recommendations. Make it simple for new clients to get signed up for the classes and services that are right for them.

 

Don’t Forget Current and Former Clients!

While it’s important to market to bring new clients into your studio, it is just as important to continue offering high quality classes, services and products to your current clients as well! And don’t forget to also reach out to former clients who may not currently be coming to your studio.  This can be a great opportunity to win back those clients and make them active clients again.

                                                                                                           

It’s important to get prepared for your January promotions early so that you can be ready (and waiting) for January sales.

Early preparation is the key to bringing in the new clients you want for your studio!

Good luck!

 


2018 trends and most read articles!

Best of 2018 | Spring Three marketing for fitness studios


At the end of the year I always like to look back and see what topics and questions I got asked most from all the business owners I spoke with... and I thought you might like to know more about this too!

So what's come up?

Well, this year, we have been way more focused on sales and pricing. Is this to do with increased competition? I think yes... is that a bad thing? NO! Most of the conversations I've had involved raising prices and implementing a sales process - both are good for your biz!

Other trends I have seen this year is a lot more attention on video, social media and outbound marketing. Hurrah! It's super important to be proactive about this 🙂

But, the biggest challenge for everyone? Keeping clients over the long term. 

Retention is the foundation of your business - but not always the easiest part. It’s something you have to work on every single day - servicing your clients and adapting to their needs to keep them engaged!

What helps is a community of fellow business owners. So, if you have a business question or are looking for some extra business tips - get on over to the private Growing A Studio Business Facebook Group!


Or...  check out the most popular articles from 2018:

5 Reasons Why Studios Lose Clients

3 Reasons Why Your Client List Isn't Growing

Let's Review Your Pricing

Why Branding Really Matters For Your Studio Business

How Often Should You Email Your Clients?


I hope you find something useful here and if you have a burning business question, just hit reply and ask away.

With warmest wishes, 

Seran


One Easy Way To Boost Revenue This Month!

Spring Three | fitness studio business marketing

The holiday season is in full swing, and most people are busy searching for the perfect gifts for friends and family. Your clients also undoubtedly have their own gift lists. And many will purchase gift cards for at least some of the people they know - especially when they have run out of gift ideas!

In fact, more than 90% of consumers will either buy or receive a gift card in the next year.

So, with gift cards being such a popular gift, now would be a great time to sell them in your studio business. Let me tell you why….

Gift cards can help to grow your sales

Gift cards can be a great income generator for your studio. Offering discounts takes value away from the services and products that you are selling. But gift cards encourage people to return to your business and use the full value of the card. This gives potential new clients an opportunity to try classes in your studio (yay!). And many times, they will become repeat customers - even once their gift card has run out.

Gift cards can help increase awareness of your brand

One of the best types of advertising for your brand is through word of mouth. When a loyal client gives a gift card to family members or friends, they advertise your business for you. And those clients will only do this for businesses that they trust and believe in. By giving a gift card, these loyal clients introduce those they know to your brand - great news for you! And, as they become aware of your brand, you have a good chance to retain them as loyal customers.

You make money - even if the card isn’t fully used

Sad but true - those gift cards don’t always get used. If someone uses part of their gift card, but not all of it, you don’t miss out since you have already made the revenue. This phenomenon is called “breakage” and it (really) common.

Those who redeem gift cards typically spend more

This is the BEST part of gift cards. Statistics show that consumers typically spend 20-40 percent MORE than the value of the gift card when redeeming it. That be a great boost to your bottom line next year!

So, you’ve decided that you like the benefits of adding gift cards to your business. Here are a few things to keep in mind.

There are two types of gift cards that you can offer: standard, physical gift cards and e-cards. Electronic gift cards are great, but physical gift cards are still preferred by most consumers. They also allow you the greater opportunity to upsell products. And having a display with gift cards on the counter of your studio is great for last minute impulse purchases too!

Offer cards in common amounts. Most people spend $25-$50 on a gift card. Consider offering gift cards of $25-$100 for clients. This allows them to choose one that works for their budget.

Consider creating bundled packages for the holidays or other special occasions. If you sell retail items, you can bundle seasonal or specialty items along with a gift card, as a great gift idea. You can also consider bundled services, such as “Get fit for the New Year” or “Bridal fitness” packages that include a certain number of fitness classes or personal training for a special price. This can encourage people to purchase gift cards for someone who is looking to get fit for a special occasion...and can increase your studio income too!

So, if you were on the fence about doing this - don’t be! Offering gift cards adds value to your business by increasing revenue, all while providing convenience and value for your loyal customers.

 

 Good luck!

 


5 Mistakes Fitness Studios Make When It Comes To Business Planning

Where is your business growth going to come from next year?


Where are you going to focus your energy, time and resources next year to make sure your revenue goes up year over year?

Where are you going to invest to ensure next year is better than this year?

Let’s say you could wave a magic wand and just like that you were in your world 12 months forward. What would be different? What would be the same?

How would like look 2 years from now?

Sometimes we get stuck in the past hanging on to things, or doing things that no longer serve us. 

What will you let go of next year to allow space for growth?

These are all questions to contemplate as we come to the end of the year. And, if you’re anything like me you haven’t had a ton of time to think through the answers, but you may also be excited to explore what the future holds!

There is something really exciting about starting over with a fresh sheet of paper and some fresh ideas.

Not sure where to start?

Thats ok. I’ve got a tool to help.

Use my PATH TO SUCCESS worksheet as your step-by-step guide to plan your next best year.



But, before you start, there are somethings to keep in mind:


  1. You’ll need space to think and be creative. Remove all distractions and be in an environment where you are comfortable and can focus.

  2. Take time to do this. Read through the guide and you’ll see it’s something that you’ll want to spend more than 20 minutes on! Consider blocking out a morning in your calendar to work on this.

  3. It can be helpful to talk through your ideas and opportunities with someone who knows your business and who can really inspire your thoughts.

  4. Be ready to make a commitment to your business. This could be a financial goal or a project that finally get completed

  5. It’s not about doing more but about doing more of what works. Look at your business objectively - what isn’t working and what is? Where will your revenue come from?


Over the past few years as a business consultant to fitness and wellness studios I’ve helped so many to think bigger and beyond the status quo. Over that time, I’ve also seen what has not worked quite so well. Here are the top mistakes I’ve seen:

Getting stuck on small tasks

It can be so easy to “just do it yourself” and not take the time to train and delegate to others. This will hurt you in the long run in so many ways. If you aren’t the one who is leading and strategizing over your next steps because you are also micromanaging schedules then you’ll find yourself on the road to no-where. Outsource, delegate or automate everything you can to free up your time for creativity and developing growth opportunities.

Promoting what you think your clients might like vs promoting what you want your client to buy. 

You might think your clients want a discount on a 5 pack of classes or privates but is that what you want your clients to purchase? Is it better for you if your clients purchase a membership or a bigger commitment pack? Yes? Then promote that instead!

Not allocating time to working on new projects or ideas

New projects need attention to be successful. Something as simple as blocking out time in your calendar each week really, truly can make all the difference. So, if you are thinking about creating a workshop series, changing your pricing or investing more time in marketing then you’ll need to dedicate time to working on this and put it in your calendar!

Sticking to what is comfortable - because that is how “it has always been done”

Doing things a little differently or testing new ways of doing things can be exactly what sets you apart from your competition. If you keep doing the same thing over and over again you will see the same outcome. Be bold when it comes to trying new things in your business, that could be a new class, price point, system, sales process or even the hours you work! Remember, businesses evolve and change with time. It’s normal and part of the journey!

Thinking too small!

Thriving studios don’t get that way overnight. Someone had a vision that felt big and bold and had the dedication to take action toward reaching that vision. If you want to double the size of your business. - great!! Let’s make that happen! Things will need to change, you will need to do things differently, but that is how you grow. Don’t hold back on your dreams, This is your opportunity to make your business work for you!



So… what are waiting for, it’s time to build your vision for the new year!

Get your hands on the planing tool that I’ve used with tons of clients just like you to strategize over the growth of their business. I use it in my business too! 

>>> Click here to access the FREE planning guide! <<<