The grey haired, highly respected and distinguished professor stood in front of the Areas and Facilities class on the very first day of the class.
He said, with great authority and impact, “If you only learn one thing from this class remember this, keep the bathrooms exceptionally clean. This is the most important thing to remember about your facilities.
It was my senior year in college. This was one professor I had a great deal of respect for. This was one of those classes I was looking forward to, not because of the course content (facility management), but because I could learn from such an accomplished man.
His words have followed, even haunted, me at times for my entire professional career.
Every facility I have ever managed has always had exceptionally clean bathrooms (restrooms). I made that priority #1 and trained my staff accordingly.
Things can go sideways and often do. If we had a janitorial problem and priority #1 was at risk, I grabbed the mop and did whatever necessary to resolve the situation.
The professor had it right. But I have learned a deeper truth from the experience. Restroom cleanliness is not a facility issue, it’s a marketing issue. Yes, a marketing issue!
Think it through. The times when you have used a public restroom. If the “facilities” were dirty, smelly or whatever your impression of everything else went down. If they were spotless you found it easier to be understanding of other slight oversights, such as poor wait service.
In fact, if you are at a restaurant with poor service, but the restrooms are spotless, you think less of the waiter and not less of the owner. But if the restrooms are a mess you blame the owner and no one else.
People always talk about the restroom cleanliness with their friends. They advertise for you automatically and for free. Word of mouth marketing and advertising costs you nothing, but remember it’s a double-edged sword. You do have control over what they are saying.
In today’s world, a remarkably clean restroom is a rare and unique find. People love to talk about it when they find such a thing.
Stand apart from the crowd and have the cleanest restrooms around. Make it happen.
I am always surprised how fitness professionals view marketing.
At 6-Figure Trainers, we know that marketing relates to everything you do to get your facility and program up to high standards first, then add traditional marketing strategies. If you buy into the hype of the so-called experts, that their marketing strategies will get you all kinds of customers and will solve all of your problems, only to find that you ended up losing market share, and money, then it’s time to do something different.
6-Figure Trainers is a disruptor in the fitness industry. We disrupt assumptions, slick sales presentations, guesses and innuendo with the facts of how it really is, what really works for fast sustainable growth.
For more ideas on things you can do to improve your marketing, join us for our Free Webinar on July 3 at 2:30 pm.
Do yourself a favor and make this the highlight of your Independence week celebration.
Remember, you will only get results if you take immediate action on your ideas.
To your success!
Force Multiplier for the Fitness Professional
6-Figure Trainers and Coaches