How to Create a Cash Surge Step 2

I like to read but I constantly struggle with finding time to read all the things I want to read. 

I know there are audio books for people like me, but the experience is not quite the same.

I tend to get physical with books. I like to highlight sections, jot my thoughts in the margins and dog-ear some pages. If the book is really good, it’s usually pretty much destroyed by the time I finish with it.

One book in particular, Tough Times Never Last, But Tough People Do, by Robert Schuller, was literally in pieces when I finished it.

What caught my attention was the powerful combination of faith coupled with action that formed the basis of Schuller’s best seller.

I remember him writing that if you have a money problem (or a problem that can be solved with money), then you don’t have a real problem, you have a task ahead of you. He went on to say it was an idea problem.

This got my attention.

Then he went on to outline exactly how to solve an idea problem.

The first step is to take out a sheet of paper and list 10 possible ways to solve the idea problem. This was much harder than I expected. I can usually get to 5-6 ideas and then the creativity stops. But the next 4-5 potential solutions open up the gates of creativity.

The trick is to find 10 solutions no matter how outlandish they seem at first.

Then you take what you decide to be the best solution and make another list of 10 ways to attack this problem, today. If you get all the way through this list and nothing is working, which has never happened to me, then go back to your original list and repeat the process with your next choice.

The key to this exercise, of course, is to get us thinking out of the box and taking action.

There was a time when I needed to raise $50,000 to get through the summer in a big Heath Club where I was the General Manager.

I got my team together and we followed this plan, exactly. In three weeks, we had raised the $50,000. I will never forget that Friday afternoon when we accomplished our goal. Such a sense of relief! We all felt like we were floating on a cloud the entire weekend.

Never underestimate the power of following Schuller’s plan. It changed my life and it can change yours too.

Want more ideas on how to grow your business? We are constantly adding resources for you at 6 Figure Trainers. Check it out, especially our new video series.

Remember, you will only get results if you take immediate action on your ideas.

How To Create A Cash Surge, Step 1

Have you ever found yourself in a situation where you need to raise a lot of cash quickly?

Is there anyone who has not been in that situation is probably a more accurate question to ask.

I was faced with a predicted shortfall of $50,000 one summer. I had just bought a turn-key fitness business and the cash flow history painted a clear picture that we were in for a rough time. And I had a plan.

But this is not about me. This is about you. What I am about to share is something that you can do too. Starting this afternoon.

There are many steps in the process, too many for a single post. The most important step is the first one, the one I am about to outline.

First, you need to understand that this first step, properly executed will cause an immediate response in your team and your existing customers. It will create a buzz, people will be talking, and this is exactly what you want.

The exercise is to create a level 10 experience.

You need a piece of paper or a whiteboard. You can do this alone or you can involve your team. I find it works the best with a team of people.

Make a list of numbers from 1 to 10. Describe in detail what a level 1 experience would be like for your customers.

Then brainstorm ideas of what it would take to make the experience a level 2, then 3, then 4, and all the way to a level 10.

The key here is to brainstorm and write down all the options. Level 10 will likely be something so extravagant that you will never really do it, but the purpose is to stretch your imagination.

Some examples:

Level 1 – The customer comes to the facility, unlocks the door with their key, goes to the workout area and exercises in solitude and silence, avoiding the broken equipment. The bathroom is dirty, and they try to avoid using it if possible. They quietly leave when finished with their workout.

Level 2 – The customer enters the facility and is greeted with a friendly smile and asked how their day is going. They are handed a freshly folded clean towel. A trainer greets them by name in the exercise area and guides them through the workout with pleasant conversation and feedback.

Continue this brainstorming through all the levels,

Level 10 may look like this. A limo picks up the customer at their home or office and drives them to the workout facility. Their trainer is holding the door open for them when they arrive at the facility and greets them by name while handing them a water bottle filled with their favorite beverage. After the workout the customer is offered a protein shake, a coupon for complimentary cocktails at their favorite restaurant, and the limo return them to their home or office.

Level 10 is so “out there” that you will probably never do it, but it’s there to get you thinking big.

Once your list is completed, figure out which things you can put in place right away.

My favorite example is that we noted that we had a lot of Moms with young children and all the strollers. They had a lot of things to manage, especially when it was raining as they left the gym. Our solution that came out of this exercise, was to place a container full of umbrellas next to the door for their use.

The young Moms loved it. Everyone noticed the umbrellas and to our surprise most people went out of their way to thank us for the attention to this detail.

It was an immediate win-win. The customers loved it. The staff team was so excited to be part of the solution that they kept coming up with more ideas and we implemented as many as we could, as fast as we could. We became more and more sensitive to the needs of our customers, and the customers became raving fans.

This energy and excitement formed the foundation we used to engineer a $50,000 surge in cash flow in 30 days. I’ll share those details at another time.

You may not need the cash flow like we did. But, I am certain you need raving fans to stay competitive in your market.

Have fun with creating your level 10 experience and share your success with us.

Remember, you will only get results if you take immediate action on your ideas.

To your success!

The Fall Explosion

As I write to you, I feel so energized – for two reasons.

For the first time in my life I came down with food poisoning about a week ago. It has been 5 very difficult days. But things are better now, and I have a restaurant I will never go to again.

The second reason I am energized is because this is the PERFECT time of the year to reboot and restart a fitness business.

Some schools are already in session, others will be starting very soon. Along with the school calendar people settle into their lives and routines for the next 9 months. They create habits for the next 9 months, and this includes their fitness habits.

Early in my fitness career I learned that people joining my programs in September would be needing lockers for the year. They would be in for the long haul, not like the January resolution crowd.

The September people are looking for a good program. They are looking for real results. They are looking for a location that fits their lifestyle.

In short, they are your potential ideal clients.

It’s magic when opportunity and preparation meet. some people call it luck.

The opportunity is the people in your neighborhood who are ready, and in many cases, actively looking for a quality fitness program to help them reach their goals.

And before I forget to mention it, the economy is the best it has been in years. My friends in other various business all confirm that people have discretionary cash and are spending it. People are in a position to afford your programs!

The preparation part is in your hands, your responsibility. Are you prepared for this natural wave of interest in what you have to offer? Or do you not fully grasp the opportunity?

Perhaps you are simply tired and look forward to this renewed interest and believe you don’t really have to do a lot right now to get some new people. I understand because I have been there too.

If you feel that way, you are correct. However, the smart professional who digs deep and puts a few key things in place can take advantage of this natural flow and double, or even triple the impact on their business. Doubling the natural flow of people joining you in September has a HUGE impact on the next 9 months.

The preparation phase that I am referring to has a name, marketing.

Marketing your programs right now means putting strategies in place to take advantage of the natural interest in your program, and then figuring out how to double or even triple the impact on your business. Think of it as a wave coming at you that you can make even bigger.

For most fitness professionals, the biggest problem with marketing their business is they don’t know what marketing is, much less how to go about it.

At 6 figure Trainers we teach how to market your business. The size of your marketing budget does not matter. There is always something you can do, today, to improve your marketing. Here is the overview of what you need to do:

First, market to your existing customers. This is where you will get the greatest return on your marketing efforts. Marketing effectively to this group can make all other marketing unnecessary.

Second, market to your neighborhood. Club Industry Show statistics are clear that most people, who routinely attend fitness programs, travel 15 minutes or less to the program. Focus here!

Third, focus on other areas of marketing, only if you still want/need to after the two above. Unfortunately, too many fitness professionals believe this is where marketing starts. Nothing could be further from the truth.

We are controversial by taking that stance. But the results speak for themselves. We don’t teach theory, we teach what has worked for us and for our clients.

Want to learn more?

Join us on a free Webinar today at 11:30 am.

We will show you the key elements of what to do to build your customized plan to add 5 -10 new clients & members to your business every month.

You do not have to be owned by your business. All you need is a path to turn things around. We will share the path with you.

You can sign up for the live webinar at the bottom of this page.

Remember, you will only get results if you take immediate action on your ideas.

To your success!

How about Gaining Five New Ideal Members a Month

I am back in the office after an 8-day road trip on the motorcycle.

It was a combination of family time, business meetings and just plain fun and exploration.

We had two very productive days of meetings at an Inn (essentially a very nice Bed & Breakfast) in Virginia. The Inn and property were owned by a very nice couple and they had obviously worked very hard to turn their dreams into a reality.

When the man introduced himself, he gave me his name and then said with a big smile on his face, “The Inn owns me.”

His admission brought an instant smile to my face and I assured him I knew exactly what he was talking about.

For more years than I care to remember, businesses and jobs owned me. And I am not alone.

Then I decided that life shouldn’t be lived that way, a very profound decision when I look back.

At 6-Figure Trainers, we see more businesses that own the owner than the other, more desirable, way around. We find that 95% of all business owners want to turn this situation around, but don’t know how to go about it. And our mission is to help them do exactly that.

The desire to change is so strong that many fitness business owners fall prey to schemes that seem “too good to be true,” because they actually are too good to be true.

For instance, the other day I saw an ad that boasted if you follow their program you can add 200 members to your gym. Of course this gets attention. It seems to be an easy fix.

But it’s not an easy fix; it’s a marketing ploy. Think about it. Do you really want 200 more members? Do you really need 200 more members? Are you ready to manage all the systems necessary to actively support and retain 200 more members? In most cases, NO.

I have been approached a number of times by marketing companies that make all kinds of wild promises about growing my membership by leaps and bounds, often with discounts, where the marketing company made most of the initial money from my new customers. I turned every one of them down – thankfully.

This plan does not work for a host of reasons. In fact, some of the businesses we talk to have, sadly, lost market share following these crazy schemes.

What I did, and what I teach others to do, is to intentionally and methodically grow your client base with customers that will stay with you for years. This long-term strategy pays far greater benefits, but alas it’s not “sensational” enough for many desperate fitness business owners.

What if you had a net gain of five new customers every month, month in and month out, until you decided that you didn’t need/want any more people? Conservatively, that would mean 60 more ideal clients next year at this time. (Our experience is that this is a conservative number, but we like to under promise and over deliver.)

Continue that growth for two years and you end up with a real business that supports you in every way. This would be a business that no longer owns you.

This is the essence of the 6-Figure Trainer’s program. We teach you how to do this and we work alongside you as you implement the strategies guaranteed to get you the results you want.

Want to learn more?

Join us on a free Webinar on August 16. We will show you the key elements of what you need to build your customized plan to add 5 -10 new clients & members to your business every month.

Please note this is not some kind of theory we are throwing out there. This is the exact plan I have used to turn around several big fitness organizations and to build my personal training business to a 6-Figure income in 18 months.

We’ll be presenting the hard cold facts of what works and what is simply a theory.

You do not have to be owned by your business. All you need is a path to turn things around. We will share the path with you.

You can sign up for the live webinar at the bottom of this page.

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

Make a NOT Decision

I am writing you from the oldest inn (at least east of the Mississippi River) in the country.

It’s the Wayside Inn, in Middleton, Virginia, where Charles and I are spending a couple of days refining our programs for the fall.

As you can imagine, the place is rich in history. During the Civil War, the town and the Inn changed temporary owners so often, as first the North and then the South captured the town, the soldiers on both sides decided to NOT burn the hotel since they would need it when they returned.

Interesting logic, it has served us well.

As a result, today we have a beautiful and rich piece of history to enjoy.

Reminds me of running a business.

Every business goes through ups and downs. Things are good and then things are bad, then good again. The cycle continues – it’s a part of life.

While we are going through changing times, what things can we decide to NOT do so we can preserve something for the future?

We can decide to NOT give up on our core values, to continue in our quest to run a successful business AND provide a vitally useful service to our customers and community.

We can decide to NOT keep struggling with the business side of our business.

Most fitness business owners I talk to, and I talk to more and more every day now (5 today) have the second part down, they are continuing to provide a vitally important service to their community, even while they struggle with the business side of the equation.

Sadly, this is true for most businesses, not just fitness businesses.

I just got off a phone call with a 24-year-old trainer. Super guy. He asked me what it takes to change his business model now to avoid the pitfalls and run a successful business.

The answer seems so simple and yet few people will take advantage of it. The answer is to read books and hang around people who have achieved what you want to achieve.

At 6-Figure Trainers, we are about experience. We have walked the walk and learned, sometimes the hard way, what it takes to be successful.

Our mission is to share what we have learned with you, so you don’t have to reinvent the wheel. So you can learn, and implement, what really works – in the shortest time possible.

Want to join us and reboot your business today? Now is the perfect time to have a real impact on your fall programs, but don’t wait as our times are filling up fast now. In fact, this week all of our available times were booked for the first time ever!

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