A Post On The Right Way To Build A Business By Pat Rigsby
Politicians stump on campaign promises that they have little if any intention of delivering on. It’s marketing at it’s worst. Leaders or prospective leaders telling people what they want to hear through every medium possible in order to get their vote.
Whatever it takes to get them elected.
In the fitness world, every health club on the planet advertises how they’re the solution to give you the body that you’ve always wanted – knowing good and well that once they have your name on the contract they’ll essentially forget about you and be on to chasing the next naïve prospect.
This ‘art’ of overpromising and under delivering certainly isn’t exclusive two politics and fitness – it goes on everywhere. I just happen to see more of it there because it’s so well publicized in politics and I’m immersed in the fitness industry.
The Truth…And The Opportunity
The amazing thing about this trend is that it’s actually presented you with a marketing opportunity – or perhaps a better way of putting it – a position in the market.
If you’re willing to deliver on what you promise…or better yet – OVERDELIVER – you can become that trusted solution in your market that clients love, stay with forever and refer their friends, family members and co-workers to.
It sounds simple – and almost a little ridiculous that simply telling the truth and doing what you say you’re going to do (and hopefully a little more) can actually be a marketing strategy – but it is.
See, everyone says they’re great with service and care about their clients or members.
They say that results for the people they serve are their priority.
But saying and doing are vastly different things.
And now there’s this new trend in the business world where it seems every business out there has followed Zappos lead and identified their ‘Core Values’ (we’re no exception.) And regardless of how much they want to celebrate it – 99% of the time those are nothing more than hollow words on paper.
A Case Study: Fitness Revolution
By now you’ve probably seen me write about Fitness Revolution, our personal training franchise (and now also internationally licensed offering).
We launched Fitness Revolution in early 2011, and while most business opportunities in the fitness industry were out there marketing and selling at all costs – we were building our infrastructure. Sure, we were bringing on new franchisees – but they were virtually all members of our network who we knew would be a good fit for what we wanted Fitness Revolution to represent.
Our focus was simply on providing the best systems, tools, resources and support in the entire fitness industry – bar none. We felt that if we did that, we’d carve out a place in the market that would be competition resistant – because it’s a lot tougher to actually deliver systems and support than it is to promise them. Just to give you an example of what I’m talking about – here’s the Table of Contents for one of our FR Blueprints, the Administrative Operations Manual:
Administrative Operations Manual
Section 1: New Leads Pro
tocol
1.1 Walk-Ins- Overview
Greeting, Scheduling, and Tour Script
How to file an “Adult Profile” form- Completion Plan
How to Add a Prospect to Your Client Management Software- Completion Plan
How to Create a File Folder for a Client Appointment- Completion Plan
How to Set Scheduling Notifications- Completion Plan
How to Add Person to an Email List- Completion Plan
Sending a Personal Email to Prospect- Email Script
Confirmation Call, Email, and Text Message Script
1.2 Phone Inquiries- Overview
Phone Inquiry Script and Missed Call/Call Back Script
Taking Phone Call Notes- Completion Plan
How to File an “Adult Profile” form- Completion Plan
How to Add a Prospect to Your Client Management Software- Completion Plan
How to Create a File Folder for a Client Appointment- Completion Plan
How to Set Scheduling Notifications- Completion Plan
Sending a Personal Email to Prospect- Email Script
Confirmation Call, Email, and Text Message Script
1.3 Website Opt-In- Overview
How to file an “Adult Training Profile” form from a website opt-in- Completion Plan
How to Add a Prosp
ect to Your Client Management Software- Completion Plan
Email Script- Free Gift Opt-in
Phone Script- 2 Week Trial Opt-in
Email Script- Confirm Orientation or Appointment (If scheduled by phone)
Email Script- 2 Week Trial Opt-in
How to Schedule- Completion Plan
How to Create a File Folder for a Client Appointment- Completion Plan
Confirmation Call, Email, and Text Message Script
1.4 Inquiry Email- Overview
Frequently Asked Email Questions and Answers
How to file an “Adult Training Profile” form from an inquiry email- Completion Plan
How to Add a Prospect to Your Client Management Software- Completion Plan
How to Set Notification for Non-Responsive Email Leads- Completion Plan
Follow Up Email Script for Unresponsive Leads
How to Schedule- Completion Plan
How to Create a File Folder for a Client Appointment- Completion Plan
Confirmation Call, Email, and Text Message Script
1.5 Client Referral- Overview
How to Add a Prospect to Your Client Management Software- Completion Plan
How to file an “Adult Training Profile” form from a Referral- Completion Plan
How to Add a Prospect to Your Client Management Software- Completion Plan
Referral Call Script
Referral Email Script
How to Set Notification for Non-Responsive Referral Leads- Completion Plan
Follow Up Voicemail Script for Non-responders
Follow Up Email Script
for Non-responders
How to Schedule- Completion Plan
How to Create a File Folder for a Client Appointment- Completion Plan
Confirmation Call, Email, and Text Message Script
1.6 External Leads- Overview
How to file an “Adult Training Profile” form from an external source- Completion Plan
How to Add a Prospect to Your Client Management Software- Completion Plan
How to Add Person to Email List- Completion Plan
Phone Call Follow-up Script
Email Follow-up Script
How to Schedule- Completion Plan
How to Create a File Folder for a Client Appointment- Completion Plan
Confirmation Call, Email, and Text Message Script
1.7 New Leads- Missed Appointment
Missed Appointment Phone Script
Missed Appointment Voicemail Script
How to Set a Notification for a Non-Responsive Missed Appointment Lead
No response phone call script
No response voicemail script
No response email template
How to Schedule an Appointment- Completion Plan
Confirmation Call Script
Confirmation Email Template
Confirmation Text Message
Section 2: Front End C
lientele Protocol
2.1 Front End Clientele- Overview
How to Add a Prospect to Your Client Management Software- Completion Plan
How to update client information in CMS software- Completion Plan
How to complete a sale in CMS software (if applicable)- Completion Plan
How to add client to email list- Completion Plan
How to file new front end client documentation- Completion Plan
How to schedule notifications for new client- Completion Plan
Confirmation call script for next appointment
Confirmation Email Template
Confirmation Text Message
2.2 Front End Clientele- Supplemental
Post Card on the Run- Completion Plan
Send Out Cards- Completion Plan
Section 3: New Members Protocol
3.1 New Members- Overview
How to update client information in CMS- Completion Plan
How to complete the membership sale in your CMS- Completion Plan
How to add client to email list- Completion Plan
How to remove client from “prospects” email list- Completion Plan
How to file new client documentation- Completion Plan
How to schedule check-in/follow-up calls with client- Completion Plan
“Thank you” Email Script or Card Script for Referrers
That one resource – there are dozens. This FR Blueprint has over 100 pages of actionable information, scripts and templates for one specific area of our Franchisees’ businesses. Sad to say – there are franchises out there whose entire collection of support manuals or resources probably don’t amount to 100 pages.
And that was an obvious benefit to taking the position we’ve taken as a support-focused franchise.
Not only did this approach help us still add 106 franchisees in 2011 with very minimal marketing (we’re at around 120 now) – but it really allowed us to build a strong foundation to facilitate the success of those 120 franchisees and the ones who will come on board in the future.
And that’s what franchising – at least in our world – is about.
In fact, we were just recognized by Franchise Business Review in their Annual Franchisee Satisfaction Awards as:
The #1 Fitness Franchise Overall
The #1 Franchisee Overall (Midsize Category)
Here’ a screenshot:
Every franchise in North America is eligible for these awards and they’re entirely decided by independent surveys Franchise Business Review conducts of franchisees.
So basically they’re determined by what we actually do for our franchisees – not simply what we say we’re going to do.
How You Can Make This All Work For You
Though I couldn’t be prouder of what our team has accomplished by earning these rewards (The Fitness Revolution Team is deserving of far more than a post for the incredible work they’ve done) – that’s not the main point of this post.
The main point is this:
If you want to become the premier fitness business in your area – you need to do the things that everyone else won’t do.
You need to truly care about your clients – not just say you do.
You need to put in the work to become the best at your craft – not just proclaim yourself the best.
You need to deliver an extraordinary experience – not just pay lip service to it.
You need to live your Core Values – not just put them in a frame on the wall or on your website.
You simply need to make sure that you’re doing everything you say…and more.
Do that and your competition will become irrelevant because – I can promise you that while they’ll all say they’re going to do the same – 99% of them never will.
If you’d like to learn more about Fitness Revolution and if it might be a good fit for you, go here and we’ll arrange a call:
Find Our More About Fitness Revolution
Wow!
I can-not express in words how insightful this was, I just kept reading the FR Revolution and was amazed by the simple action based design it possess.
I would love to grab a copy of this.
Rick Kaselj – http://ExercisesForInjuries.com
FR is by far the most comprehensive and simple business building system I have seen, and I have had an inside look at a lot of business systems. The systems, the support, and the ease of use is what makes FR the best.
There is a reason that FR was voted the #1 Mid Sized Franchise (among all franchises) for customer support and satisfaction. It is because we follow through on our promises and work hard everyday to be the best.
As FR franchisee, I can personally say the FR support is great. They “coach” you through real-world business challenges, and this support has improved my business in more ways than I can count. They actually take time and provide great detail to help you solve your business challenges and grow your business.
This support and experience is the reason FR is ranked best mid-size franchisee as voted by franchisees.
Awesome post!
I’ve been a member of FR since the beginning and it is a top notch business to be a part of. The systems and support are unmatched in the fitness industry and rivals all industries. Fitness Revolution has easily helped my business with the ‘business end’ which is where I have always had weakness.
Fitness Revolution is much more than a fitness franchise. As a fitness professional who has spent sleepless nights over the past 3+ years, working on the development of my business, I can can tell you this.
FR has been a breath of fresh air to my continued growth and to my team. Most fitness professionals who venture into the business ownership world quickly learn how much work it takes to develop a business with systems that allow you the freedom to live a life OUTSIDE of that business.
Fitness Revolution has helped me develop that and continues to provide me the tools necessary to continue my growth beyond my dreams and goals.
Simply put FR is one of a kind and a tool that EACH and EVERY fitness business owner needs to take a serious look at. The support of the entire FR team is customer support at its finest.
Remember – Your business is your business. Your life is not your business. Fitness Revolution can help you separate the two.
I’m a relatively new FR member and have built what I consider to be a rather successful fitness business. Since joining FR and digging into the Success System it has significantly streamlined my operations and helped me to actually put things on paper in a true operations manual. We are now in negotiations of opening up a second facility. FR has definitely helped us to do this sooner than later. If you want to accelerate your business growth, you would be a fool not to look into Fitness Revolution!
Anyone can ‘say it’, it’s another thing altogether to actually ‘be it’. We made our commitment from day one that we would be what we say we are, and that would be one of our advantages. It started before FR, with Fitness Consulting Group, and it’s carried over into every other business we have, because our Team believes that’s how it should be done. Now our customers and franchisees understand that’s how it should be done. That’s quite a culture to be a part of, and we’re very proud of that.
Great post Pat.
Pat & Nick and the entire Fitness Revolution family have changed our lives. When my wife lost her job in manufacturing 3 years ago, she changed careers and started a personal training business, which quickly evolved into a Boot Camp. Now 3 years later, we own a 2000+ square foot facility with different class offerings and a solid clientelle base and have doubled our business. The support they provide is exceptional, from Web Hosting to Done For You Marketing Material to Lease Negotiating, Hiring Staff and so on…they provide all they systems and support for success. We are so proud to be a part of this group and really cannot imagine running our business without them!
Jim & Erin Naatz
Sussex, WI
Great Post!!
I can’t say enough about the Fitness Revolution. I have been involved since the beginning and it just keeps getting better and better.
The FR Nation is truly a TEAM of dedicated fitness professionals striving to build the very best fitness business franchise in the world. From the top down, Fitness Revolution is a business model, company and a brand you can trust. It is a true pleasure to be part of the FR leadership team. :-)
HAVE FAITH & TAKE ACTION!
Justin Yule
FR has opened my eyes and KICK my ASS all in one shot. Pat Rigsby and his team have assembled and put together the greatest resources and Team Leaders to help you implement them and get the most success out of them for your business. I’m still learning everyday, and now with the FR new franchisee accelerator group it launches any new member right up and help you see rapid results in 6 weeks if you take the initiative. Hands down FR has paved a new way to help the amazing strength coach with all that passion for his training and clients, match that with now amazing business now how to keep doing what your passionate about for life and make a great living at it. Thank you guys
Having been an AR/FR franchisee for about 5-6 months now, I couldn’t feel better about the decision to join the team. Whether its having the resources available to succeed at every aspect of running a fitness business, being part of a team of like-minded fitness professionals who care about their clients first and foremost, or just the simple fact that it seems to get bigger and better each month, there is so much to be excited about regarding where we are all headed together!
Everywhere you go in the fitness industry, you see claims that something is “the best” or the “most complete” resource available for growing a fitness business. It is good to see that an external entity can verify those claims for Fitness Revolution and that it isn’t just marketing hype generated by the company itself.
I couldn’t be more proud and excited to be a franchisee with FR and AR. The support system is unrivaled, and they give you EVERYTHING you could possibly need to be run a successful fitness business. There is truly nothing like it. You have to take action!
I believe that I was one of the top three to join the FR family.
Ben W. and one other guy (I can not remember who) just write a little faster and beat me to the punch… ha ha. I knew Fitness Revolution was going to be a great fit for us simply because Pat and Nick were the driving forces behind the philosophy of what FR would stand for and actually become. And that philosophy is a no holds barred drive to be second to none in an industry that deserves nothing less than the best. FR is so ahead of it’s time in it’s mind blowing systems and support that by the time the competition figures ‘things’ out it will be game over and lights out for them! Ah…It’s good to be in the FR family
I became a FR Franchisee back in October, since then the support that I have had from the FR team has been amazing! Anytime I have a question or need some ideas they are there to lead me in the right direction and to get stuff done!
I don’t feel like I have even touched the tip of the iceberg with what the Success System has to offer, but by making just a few changes that were recommended by the FR team my business has seen tremendous growth. So grateful to be part of this team!
The real deal! The FR success system has helped me become a better business man. I am still learning the system as I am a relatively new FR team memeber. I have to say it is an amazing system with a great support team. One of the best decisions I have made is becoming part of the FR family.
Just came on board. In fact, I am in Napa, Ca. and just got done with the first day of training with the FR team. I came away with tons of useful information and can’t wait to get back and get to work. Thanks FR team
I joined FR as a complete start up….new area, no clients and no clue about business. Being a part of FR has helped me build a business, learn the right way of doing things and network with a ton of like minded, fitness pros.
I recently joined FR and can’t express how much easier my life is going to be. I can focus on what I do best, coaching and don’t have to spend time reinventing the wheel and even more time creating systems to spin that wheel seamlessly. My business is going to be able to grow faster than ever because of FR. I am excited for a long relationship with them.
I joined FR last summer and have grown my business in ways I never thought imaginable. The support, motivation and education from being a franchisee has been undeniable. I wouldn’t be where I am without this team of great people.
I get excited to talk about being a part of the Fitness Revolution nation. The systems and team have given me a more focused vision for my business. The bar has been raised!
I love being a FR franchisee! Without all the systems provided I would be spinning my wheels and would not have a business. Not only is there a lot of information provided, but it all fits together. The whole is greater than the sum of its parts! Thank you Pat!
Pat knows his stuff and is great at creating systems.
Every time I talk to Pat, he’s always straight to the point. No fluff, no smoke and mirrors. FR looks like the real deal for people and all the comments on this post prove it.