It has been raining every day here for over two weeks now and there appears to be no end in sight.
Since spending most of my life in the northern snow belts, this is a different kind of experience. Coping with potentially deadly snowstorms requires a different mindset, attitude and awareness than torrential rainstorms and deadly flooding.
Times have changed and with it the need to develop new skills.
Speaking of a need to update skills, as you know, the fitness industry continues to grow and become even more competitive.
At 6-Figure Trainers, we believe one of the most important skills you can master to stay ahead of your competition is to clearly differentiate yourself in the marketplace. Being able to stand apart from your competition makes you very unique and special, makes you a leader in your industry.
So how do you differentiate yourself so you immediately stand apart?
It all starts with what you say. Imagine that you are at a party of strangers and someone asks you what you do. You have 3 seconds (seriously) to deliver your answer. Many people say they own XYZ gym, are a fitness instructor, teach yoga, or are a personal trainer. There is no differentiation in that response – none. Blah, Blah, Blah…Boring!
You have three seconds. That’s it. We live in an age where people want things fast. Hook them or lose them. Check out this article from Inc. Magazine, How to get your message across in 3 seconds.
Remember people do want to know what you do and people listen constantly to WIFM radio station in their heads (WIFM means What’s in it for Me), and they will give you three seconds of attention.
What you say must resonate with what they are interested in – all in three seconds. Now, they will give you more time, but only if you get their interest first.
People don’t buy a drill because they want a drill. They want the hole in the wall and the drill does a much better job than a hammer. 🙂 People don’t want a trainer or a fitness program. They want to be more fit, healthier, stronger or some other transformation, for themselves, that the trainer or fitness program provides. Again, you have three seconds to get this message across.
Scenario #2. Imagine that you are in a lineup with 20 of your competitors facing an audience. Each of you are given 3 seconds to answer the question of what you do. How do you set yourself apart from the competition in three seconds? How will the audience remember your answer over everyone else’s answer?
They will remember the person who speaks to the transformation they are interested in. They won’t care about your features or benefits, they will care about the outcomes and the transformations you create in people’s lives that they want in theirs.
Remember that your answer should position you to attract your ideal customers and repel those people who are not your ideal customers. Your business is NOT for everybody if you want to thrive rather than survive. (A topic for another time)
Get this straight in your verbal answer and expand this message through all of your media. Make it consistent and remember it all starts out with your 3 second verbal answer to this one simple question. This should be so automatic that if someone woke you from a sound sleep with bright lights in your eyes, demanding to know what you do – you would answer the exact same way every time in 3 seconds or less.
At 6-Figure Trainers, we have had business explode with this simple plan. Once we get the verbal answer down we replicate that message through every aspect of the business and all marketing channels. You can imagine how powerful and significant that change is. Can you imagine how powerful that change would be for you? I can.
To your success!
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