3 Big Reasons Your Fitness Business Struggles To Attract Quality Leads & Sales
You don’t have enough leads coming into your fitness business, which means people aren’t buying from you. What you don’t realise is that there are some reasons why you’re struggling to turn prospects into clients.
If I asked you to name the one thing that your fitness business needs right now, what would you tell me?
I’m betting that you’re probably going to say more leads. After all, you need to generate as many leads as possible, so that you have more opportunities to sell. Without leads, your team ends up sitting on their hands and your business stalls out.
But therein lies the problem…
It’s easy to say that you need to get more leads. But it’s a lot harder to figure out how to get those leads. And, as importantly, how to turn them into clients for your business.
So in this article, I’m going to take a look at the three big reasons why people aren’t buying from your fitness business. If you fix these issues, I guarantee that you’ll have more prospects who come calling.
But before I get to that, I want to get very clear on something…
You Need to Know What You Really Want
Now you obviously want to have a predictable lead flow for your business.
You want to have a system in place that you can activate whenever you need it so that you get more leads. You push the button, the system does its thing, and you have people to call.
That all sounds great in principle.
However, the thing you really need to focus on is the quality of those leads.
You could have a system in place that generates hundreds of leads in a matter of weeks. Unfortunately, that’s not going to do you any good if the people in that pool of leads aren’t the people you want to work with. In fact, you’ll find you just end up wasting time on these tyre kickers that you’re never going to work with.
Or worse yet…
One of these toxic clients gets through the net. And now you’re working with somebody who’s going to take up tons of your time for very little reward. They’re not going to appreciate what you do. You’re going to feel drained every time you work with them. And your bottom line will ultimately suffer.
So it’s not just about increasing the lead volume when you’re trying to get more sales in your fitness business. You also have to focus on the quality of the leads coming through.
There’s far more value in 50 quality leads than there is in 1,000 crappy leads that have a high chance of going nowhere.
With that in mind, it’s time to make a few changes inside your fitness business. Specifically, I want you to confront the three key reasons why you’re not getting as many sales as you should.
And that starts with…
Reason #1 – You Don’t Have a Really Good Product
(Or You’re Not Telling People If You Do)
Quite often, I’ll come across coaches that really struggle to sell their services. And the simple reason for this is….what they’re offering sucks!
They’re either not getting enough results, or they’re spending all their time on chasing sales. If it’s the former then your business simply ends up underperforming. And if it’s the latter then it means they’re not spending enough time providing services to their clients.
Naturally, this means they end up with huge churn rates. A client will come on board, get decent service for a month, and then get forgotten about. The coach starts chasing after new clients and the service suffers.
Not many clients will put up with that nonsense.
The majority will disappear as soon as they have the chance. They’re paying to get results, not to have a coach who’s never available.
You have to realise that coaching is all about customer service. You have to focus on going above and beyond what your clients expect from you. If you’re not doing that, your clients will find somebody who does. And you can bet they’re going to talk about how crappy your service was with other people.
Now there’s a little subsection to this reason that I also want to cover.
I see plenty of coaches out there who get great results for their clients. However, I only know that they get these results because I see them first-hand.
And there’s a simple reason for this. The coaches aren’t sharing their clients’ results!
If you’re going to make more sales, you need to show clients that what you do works. If you don’t then you’re not doing enough to make sure your prospects trust you. And that will have a knock-on effect of poor sales.
Reason #2 – Your Message Isn’t Connecting
When I talk about your business attracting toxic clients…this problem is usually the chief cause.
You’re not getting the sales you want because your message isn’t connecting. Or, more specifically, it isn’t connecting with the right people.
There are a couple of reasons why this might happen.
The first is that you’re trying to connect with everyone. That just isn’t going to happen. It’s impossible to align your message with everybody on the planet! Some people will connect with what you do and others won’t. That’s just a simple fact of doing business.
The second, and perhaps bigger, reason is that you’re spending far too much time talking about yourself. I find that this is the case for a lot of personal trainers. They focus on themselves and how great they’re doing. Instead of telling their prospects what they want and need to hear.
The result is that their prospects aren’t emotionally connecting with their content.
Without that connection, it’s impossible to build trust. And if a prospect doesn’t trust that you can deliver, they’re not going to work with you.
On top of that, you’re probably not using enough calls to action. You’re not telling your prospects what they need to do if they want to work with you.
If you don’t have calls to action, prospects will assume that you can’t help them. Of course, that means they’re not going to buy from you.
So get your message straight and make sure that you’re talking about the things your prospects need to hear.
Here’s a hint…
They don’t need to know about how much money you’re making or how well you’re doing.
Reason #3 – You Don’t Have a Referral Program
There are so many coaches who don’t have a referral system in place. It boggles my mind because referrals are the single best source for leads.
Why? Because they’re pre-qualified.
Every referral that you receive from an existing client has been pre-qualified by that client. The prospect has already spoken to your client about their objections. They’ve talked about the cost, the time investment, and the community you’ve created.
In other words, they know what you do and they have your client as proof that it works.
That means you don’t need to sell yourself to a referred prospect. They’ve heard everything about you and they’re talking to you because they’re ready to go.
Just think about it for a minute and it starts to make sense…
Imagine that you’re looking at a product that a mate of yours has already bought. You’re going to ask them a bunch of questions before you buy.
How much was it? Is it worth the money? Is it difficult to get to grips with it? What issues do I need to know about? What do you think about the product?
These are all things that your mate can then answer thanks to their direct experience. And in doing so, that mate’s doing the sales job for the company that makes the product!
The point is that you need to have a referral system in your fitness business. There are all sorts of ways to do this, which I go into in my training.
You can offer incentives for referrals or just operate on goodwill. That doesn’t matter. The key is that you have a system in place and that your existing clients know about it.
Which of These Issues Do You Need to Fix?
These aren’t the only three reasons why you might struggle to make sales in your fitness business. However, they’re three of the biggest that I’ve observed while working with other coaches.
It’s key that you confront any of these issues if they exist in your fitness business.
Make sure you’re offering a product that’s worth buying. And tell prospects about the results that your clients get.
Create a message that connects with the right people. And avoid talking about yourself all the time.
And finally, create a referral program. This will provide you with loads of great leads.
But we’re only scratching the surface here. If you want to dig into how you can build a sustainable fitness business, you need my 10 Commandments. Follow the link to grab your free copy today.
I hope what I’ve shared today helps you to confront any major problems inside your fitness businesses. Take care!
Ps. Whenever you’re ready there are 3 ways you can partner with me and my team to grow your fitness business.
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