Believe it or not, the answer to this question is the new customer! Fitness entrepreneurs typically don’t believe this because we are always focusing on traffic and lead generation, but that’s not normally what makes money. If lucky it creates a customer, but the real money comes at a later time. In fact, traffic and lead generation is usually what costs us the most money. Alright, wait. I’m not telling you to not generate leads, but for the sake of this article let’s focus on current customers and subscribers.
A very crucial component to the success of your fitness business is the relationship you have with your customers. You can offer the best training in the world but if the atmosphere of your facility and trainers suck, then so will your profits. There’s a marketing strategy called Personality Based Marketing. Understanding this strategy is the difference between making $50 or $10,000 a month.
Personality based marketing is about building relationships with customers. Getting new subscribers on your list isn’t that difficult, but getting them to actual open and read your email and purchase product from you is a whole other ball game if you don’t have a good relationship with them. It’s like having “game” when trying to meet a hot chick or dude at the club. You may look good, but if you open your mouth and nothing but crap comes, guess what, the hot chick or dude walks away. Don’t let this happen with your customers.
Be cool and personal with them. Share personal stories. I’m a pretty transparent guy and I tell it how it is. I share stories about my personal life, successes and hardships, and this shows my readers that I am human, just like them. They connect with me, which is my goal. It’s kind of like a marriage; you want to build a solid long lasting relationship.
The next important step is to provide them with good content. Show them right from the beginning that your blog or website is worth reading. Offer then some of your best advice from the very beginning. Don’t BS them! Provide them with tips or an e-book, something that keeps them coming back. Build trust so they continue to follow you and eventually buy. This is your HOOK!
I often talk about blogs and Facebook because it’s one of the best tools we have to make connections and keep customers. By sending an email to your list with a link to your blog or fan page you create a community in support of your business. You have to have good content on these blogs, something that gets the users involved and making comments. People love getting involved and as a result everyone else starts chiming in which builds a very strong sense of social proof for you and your business.
Now you have your customers, your following – DON’T BE AFRAID TO SELL! This is one of the top reasons entrepreneurs fail. They wait too long to sell. If you build the relationship and provide good quality content (you already know your product is the shit) then sell. There’s a reason people are online and interested enough to search your site, so give them an offer. If they want to buy and you don’t provide the opportunity, guess what; they will go somewhere else!
Remember; don’t be cheesy when sending emails to your subscribers. Send good quality stuff and make a big deal about it. If you are excited they will be excited. Make whatever offer you are providing a big event. Focus on your current customers and continue to build relationships with them and in return they will buy. You will see an increase in your business with little extra effort.
Fitness Marketing post by Sam Bakhtiar.