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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!

Create Lasting Holiday Connections With Your Clients & Members.

Does this sound familiar? A usual trip to the store yesterday, ended up with a longer than usual trip back home.

The holiday crush has begun!

So much to do and so little time. It’s always the same. And yet we always get everything done we set our minds to do. The key is to decide what we want to get done and get an early start on it.

In the end, it’s always the little things that make such a difference to people.

Below are three critical things you can do to deepen your connection with your members and clients in the next few weeks. These events will create stories and memories people will talk about for months. And, you want them talking about you!

Remember that people don’t care how much you know, until they know how much you care.

1. Holiday Workouts. I have mentioned this several times and it’s worth repeating. Holiday workouts serve several purposes and you don’t want to miss this opportunity. They keep people connected at a busy time, they are social, and they keep people tracking their fitness goals. The workouts should be structured to be a fun and exciting deviation from your usual programming.

2. The holiday card from your team. Mailing cards is a lost art for many people. This makes it all the more important for you to do. You will stand out from the competition. Get a picture of your team as a group in your branded apparel. Create a postcard with the picture on the front and some cool copy on the back, and mail it to all of your members. They will post it and their friends will see it – all good for your business.

3. Mail a personal holiday card from the owner. This is a very deep and meaningful connection. Send each of your members/clients a personal card from the owner. An inexpensive card can be created or you can buy something off the shelf. For extra impact, personalize a very short unique and personal greeting for each card with your handwritten signature.

3 -4 Thursday, 6/9/16

I sent this out to my email update list earlier, and I am posting it here again in response to a request to have all of the the posts in one place. To subscribe to these once-weekly emails, on Thursdays, go here. Thanks for your feedback!

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I have always loved riding a bicycle. It is so refreshing to be on a bike experiencing nature, exercise, and moving quickly from one location to another. Fortunately, I live in a community (by design) that supports cycling.

I was stunned this last week to discover that there are communities and politicians considering new laws that would require bicycle riders to carry liability insurance, register their bikes with the local government, and be held responsible for car-bike accidents.

I am having a hard time wrapping my head around this concept. Thankfully, the bicycling clubs in Greenville have contacted the local politicians requesting their responses. I will be a better-informed voter in the next elections.

Here are your fitness business tips for the week:

1. For you – Free on Amazon Prime, “The Program,” is a video about the rise and fall of Lance Armstrong. I am not a Lance fan, but I liked the insight into the Tour de France, athletic competition, performance enhancement and elite athletes.

2. For Your Business – What do you do? In the last two emails, I challenged you to write out what you do In 100 words and to create a 3-second intro. The next item we need defined is your 30-second intro (often called an elevator speech). “6 Tips for Perfecting Your Elevator Speech,” is very useful, especially #3.

Note: taking the time now to do these three things, will be extremely helpful to you in our upcoming Free Webinar on Pricing Fitness Programs. See Below.

3. For Your Clients and Members – Summer is a great time for families to create new habits and routines, hopefully involving physically active activities. This article, “Screen Addiction Is Taking a Toll on Children,” may help your members/clients, and it strengthens your role in their life as someone who really cares.

As always, please let me know your thoughts, ideas, and suggestions about these posts, the fitness industry, and anything else Fitness Biz.

Be Well,

Ron

PS. Enjoy getting the 3 For Thursday Emails? Feel free to share these with anyone you think might be interested.

To receive these fitness tips in a once-a-week email (on Thursdays) go here.

3- 4 Thursday 5/19/16

I sent this out to my email update list earlier, and I am posting it here again in response to a request to have all of the the posts in one place. To subscribe to these once-weekly emails, on Thursdays, go here. Thanks for your feedback!

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The response to last week’s 3-4 Thursday has been great! Several of you had a flyer posted on Facebook within hours. That is the kind of implementation that will get you to a 6-Figure income in the next few months.

If you didn’t get to it yet, you still have time. The steps I outlined in this video can be completed in a very short time and you can begin promoting today,

Here are this week’s tips:

1. For you – A short read that you will not be able to put down, with lessons for a lifetime The Go -Getter,” by Peter B. Kyne.

2. For Your Business – Who is your ideal client? One of the critical pieces of business is to know who your ideal client is. Few people in the fitness business really define their ideal client. Once you know your ideal client is, all of your marketing efforts should be targeted to that person. Here is a short video to get you started on defining your ideal client.

3. For your Clients and Members – Do you have clients that don’t want to take a rest day? Try programming it with purposeful activity, specifically a walk. They will actually recover faster and there are huge benefits to walking. Check out this post on Walking and send it on to your people, with encouragement to take a walk on their rest day.

As always, please let me know your thoughts, ideas, and suggestions about these posts, the fitness industry, and anything else Fitness Biz.

Be Well,

Ron

PS. Enjoy getting the 3 For Thursday Emails? Feel free to share these with anyone you think might be interested.

To receive these fitness tips in a once-a-week email (on Thursdays) go here.

3-4 Thursday 5/12/16

I sent this out to my email update list earlier, and I am posting it here again in response to a request to have all of the the posts in one place. To subscribe to these once-weekly emails, on Thursdays, go here. Thanks for your feedback!

If you are looking to add more members and clients to your business in the next two weeks, you are at the right place, but you must act on these free strategies now. The month of May has great energy for life, and fitness/activity fits right into the positive energy of change.

Here are this week’s tips:

1. For you – This one has me intrigued too! – Check out this post on Inc.com “Work, Sleep, Family, Fitness, or Friends: Pick 3.” We face the same challenges building our fitness businesses that other entrepreneurs face. I am constantly struggling with this one. How do you manage this challenge?

2. For Your Business – Getting new members this month. Last week I talked about the month of May being National Fitness and Sports Month. This is a perfect time for you to add new members to your business. People are looking for fitness programs this time of the year and you can take advantage of this natural momentum with a tie-in to this month’s theme. Your free step-by-step plan is here. (Mp apologies for the background sounds, editing video is not my strength, yet.)

3. For your Clients and Members – Check out this list of exercises that burn more fat than running. I’ll bet many of these exercises are already part of your programming. Send this link out to your mailing list and encourage them to pass it on to their friends. Sending this link will increase your credibility and it is so easy to do. Bonus Tip: tie this into your special event outlined in #2 above by mentioning your upcoming Free Trial Workout.

As always, please let me know your thoughts, ideas, and suggestions about these posts, the fitness industry, and anything else Fitness Biz.

PS. Enjoy getting the 3 For Thursday Emails? Feel free to share these with anyone you think might be interested.

To receive these fitness tips in a once-a-week email (on Thursdays) go here.

3- 4 Thursday 5/5/16

I sent this out to my email update list earlier, and I am posting it here again in response to a request to have all of the the posts in one place. To subscribe to these once-weekly emails, on Thursdays, go here. Thanks for your feedback!

First, Happy Mother’s Day to all the fitness Moms out there! You are an inspiration not only to your family, but to the fitness world. You inspire, motivate and keep fitness “real” for everyone around you!

Last week’s Marketing Conference in Jacksonville was fantastic. I can’t wait to share with you the hottest strategies to generate BIGGER revenue streams in 2016. The first tip is #3 below. I’ll publish one a week for the remainder of the year in this email.

1. The best business productivity tool ever? – There is something about the Moleskin Notebook that endures. I use one every day for planning and notes. When I go to a conference, like last weekend, I take notes in a bigger version of the Moleskin Notebook. I find that notes taken on a legal pad seem to get lost while notes in a dedicated notebook stay with me for the long term. I use my notebook along with the Bullet Journal.

2. I just recently learned that there is a name for something that I have felt my entire life –Zeigarnik Effect. – When we don’t finish a task there is a lingering thought on our mind that keeps taking up space and making us less productive. Read about it and what you can do about it in my recent post here.

3. Marketing tip of the month – Did you know that May is National Physical Fitness and Sports Month? This is a great opportunity for all of us in the fitness business to plan something special for our community. Is there a way you can offer something, perhaps in cooperation with another agency, to bring fitness awareness to the community? It will help your business.

As always, please let me know your thoughts, ideas, and suggestions about these posts, the fitness industry, and anything else Fitness Biz.

Be Well,

Ron

PS. Enjoy getting the 3 For Thursday Emails? Feel free to share these with anyone you think might be interested. To be notified of 6-Figure Trainers webinars and training events, checkhere.

To receive these fitness tips in a once-a-week email (on Thursdays) go here.

3-4 Thursday 4/28/16

I sent this out earlier, and I am posting it here again in response to a request to have all of the the posts in one place. Thanks for your feedback.

 

I am attending a marketing training event. The sessions started early this morning and are still going at 10pm. This is my kind of day. Get it done. I am already on overload and there are three more days.

 

1. I am thinking about – Taking time to work on your business rather than in your business. This is what I am doing this weekend and it is so refreshing. It’s hard to break away, but so worth it. In my experience taking time to work on the business always pays huge dividends, especially when working on a fitness business where everything is constantly changing.

 

2. Interesting thought from this conference – 90% of every business’s success comes from it’s marketing. How many fitness people believe that success in the fitness business comes exclusively from quality programming and training? It’s a challenging thought worth considering.

 

3. Quote on my mind this week -“If you hang around four broke people, you will be the fifth.” I guess the same applies to fitness. If you hang around four unfit people, will you be the fifth? What do you think?

 

As always please let me know your thoughts, ideas, and suggestions about these posts, the fitness industry, and anything else Fitness Biz.

 

Be Well,

Ron

 

PS. My new Website is up www.Ron-Gordon.com, and I have a Landing Page for people looking for a Complimentary Business Consultation. Feel free to share these with anyone you think might be interested.

3 – 4 Thursday

We moved again! This time from our temporary apartment into a permanent house. Now we are finally settled, or actually we are in the unpacking stages of settling into a permanent location. It feels great. We downsized significantly 6 months ago when we moved from Rochester, NY to Greenville, SC. And still I find myself amazed at the amount of material things I own.

1. I am thinking about – As I find downsizing more and more appealing to me, I am very appreciative of a blog I have subscribed to over the past several years. Reading Leo’s blogs helps keep me mindful of the choices I am making on a daily basis. Here is the link for Zen Habits, one of the few blogs I look forward to reading. Check out the archives section of his Website.

2. Book recommendation for your business – I am just part way through this book and already I am thinking a little differently about my business. This book is destined to become a reference manual on my desk. Ask.,” by Ryan Levesque, is a must-read if you are evolving your business model.

3. Quote, (or Poem?) on my mind as I plan my summer…

We shall not cease from exploring

And the end of our exploring

Will be to arrive where we started

And know the place for the first time. ~T.S. Eliot

As always please let me know your thoughts, ideas, and suggestions about these posts, the fitness industry, and anything else Fitness Biz.

Be Well,

Ron

PS. My new Website is up www.Ron-Gordon.com, and I have a Landing Page for people looking for a Complimentary Business Consultation. Feel free to share these with anyone you think might be interested.