50 Fitness Pro Lead, Profit, and Revenue Boosting Things…You're Not Doing

P R E S E N T E D B Y

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www.ideafit.com

50 Ways to Boost Leads,

Sales and Income

Debra Atkinson, MS, CSCS

© 2014 IDEA Health & Fitness Association. All Rights Reserved.

www.ideafit.com

50 Ways to Boost Leads, Sales and Income

1. Provide Step-by-Step Thinking2. Move from Leads to Sales faster

3. Solve More and Sell Less 4. Plan Long Term Marketing Success


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Program Design Generates Leads

• Start with the WHO

• Consider the Situation

• Do the Research You Can Do Ahead of Time

• Ask Smarter Questions

• Speak in Benefits Not Features

• Then Address Advantages


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Marketing Mayhem

WHAT YOU THINK THEY

NEED


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Speak Customer

• Features

• Scientifically-based

• Certified Personal Trainer

• Accountability

• Benefits

• Imagine…. looking forward to your exercise

• Feeling good not beat up afterwards

• Moving freely and doing the things you love to do with more energy, freedom of movement and joy


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Marketing With Customer-Focused Copy

• If you developed programs for the customer

• Then you have the copy that will attract them

• If you skip the customer’s wants and goals ….ahead to their needs

• Then you’ll potentially lose your lead opportunity


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Simple Problem-Solving Sales

• The Biggest Fears Your Customers Have• The Biggest Goals, Desires, Wishes• The Readiness To Change• Their Awareness of What You Do• Where They Are On The Path To Buying


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50


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1. FREE EVENTS

Corporate Hosted B2B

•wellness booth

•sweatless workout

•Presentation on ergonomics

•Productivity enhancement

•Eating to win for the corporate athlete

Onsite (Yours) Events

•Presentation monthly Knowledge is Power

•Workshop structures


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Social Media: Facebook

2. Fan Pages

•Go beyond for Fan Page Tabs that provide to your email list

•Offer a juicy “free” item

3. Facebook Friendly Activity

•Friend and follow others

•Interact

•Post with regular, reliable and fresh information

•Know what your fans interests are

•Use links.

•Be a link occasionally


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More Social Media Traffic

4. PODCASTS

•Niche audience

•Program design steps

•Guests

•Problems> Solutions

•Libsyn

5. YouTube How-To

•Plan

•Call-To-Action

•Connect to Your Site

• Annotations

•Title, description, tags


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GIVE Aways GET Results

6. Charity Event Referrals

•AHA Go Red = 400 emails

•AHA Go Red Challenge Sponsors = 40 applications not selected

•AHA Go Red Challenge 12 participants who then join (8/12 + spouses)

7. Landing Pages (Squeeze)

•Specific to audience problem

•Situational Solve

•One action to take

•Give to Get


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Web Page


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Closer>Landing Page


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..continued page


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Web Page That Squeezes


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Killer COPYWriting or That Kill?

8. Email Marketing

•Principles of program design (fears, wants, desires, fears)

•Principles of Advertising elements

•Headlines that get opened

9. Press-Release Local

•Local TV

•Radio

•Newspaper

•Do the work for them

•Advance notice of events

•Be ready when they are


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Consistent Actions

10. Write Articles

•In your market

•Where the people you sell to will see it

•As a case study to talk about

11. Condition Your Fans, Followers, Subscribers

•Post, Post, Post, Insert Yourself

•Photos & Videos that make them look smart, savvy, in-the-know….they want to share = you get more likes, fans, followers, subscriptions


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Think Exposure And Effectiveness

12. Online Press Releases

•Submit regularly

•Impact of “news” less important than the act of doing it

•Organic finds

•Story experts

13. Social Networking Where Your Market Is

•Know your demographic

•Middle-age women? Growing still on Facebook

•Younger falling off FB and lean toward Twitter, Pinterest, Instagram

•Get Your Visual punctuation in place


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Net That Works

14. Network with Local Biz

•B2B specials

•Follow Through with monthly or quarterly checks

•CEO, Employees, Customers

15. Internet Ebook & Kindle

•Your content in your style

•Customer Problem Solved

•Expert Established

•KPD


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Create Content

16. Behind Sign Up

•Complimentary Sessions

•Report

•White Paper

•Ebook

•List of videos

17. CookBooks

•For sale

•For behind sign up

•For extra-added value

•Make it personal


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Creative Content Delivery

18. Teleclasses

•Google “free teleconference”

•As a lead

•As a paid program

•For less internet-savvy

•Travelers

•Niche that requires a big reach

19. Online Courses

•Host on Udemy.com

•Create a Series on your own site

•Complimentary with purchase

•Lead for customers

•Educate them on what they need: You


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20. Facebook

Facebook Ads

•directed at your fans

•Proof they’re interested

•Use your choices wisely

•Narrow your group, not widen

Facebook Post Promotion

•Facebook doesn’t show all

•Get in front of them

•Track results with interaction and likes


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Branding You

21. Screen Saver

•Serene or Action

•Add serene music

•Add stretches

•Static images, video

•Reminder of services

22. Corporate Athlete

•Chest, neck, hip stretches

•Water break reminder

•Ankle, hip mobility

•Standing break reminder


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Never and Always

23. …..Collect Names and Contact Information

•Email minimum

•Name

•Phone optional

•Less is more

•Nothing is nothing

24…Include Call-To-Action

•Conversion not communication goal

•What’s “Your Next Step”

•Don’t leave them hanging

•W.A.I.T.


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PLAN Your ACTION

25. Sequence That Works

•Find it

•Then don’t deviate

•Highlight a Problem

•Tell a Story

•Why You

•How You Arrived at the Answer

26. How Will The Q Help?

•Headlines Matter First

•Know the answer before you ask

•Could it hurt you?

•“bad” vs. “good” questions

•Dumb and dumber


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Assess The Situation

27. Know Where The Customer Is On The Path

•Don’t write a word til….

•Are they aware of your services?

•Aware of how you can help?

•First time they’ve considered?

•Guarded or open?

28. Match The Conversation To Build Rapport

•Ill-matched, rehearsed will turn off most

•There is no “average”

•Start on a continuum entry spot unique to the individual


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Lost Today Is Not Lost Forever

29. Follow Up Plan

•What if you didn’t expect to sell everyone?

•How would you treat the first date you knew you wanted to marry later?

•Do that here.

30. Be The Answer To Questions They Don’t Know They Need To Ask Yet

•List the questions most frequently asked by new clients

•Change them so they are the Should Ask Questions

•Get them on the list receiving your wisdom before they are without a lock in the lockerroom


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Get Words Right

31. Customer-Centric Copy

•Killer copy or copy that kills

•Every time you open your mouth, put words in print, you sell OR unsell

32. Benefits are For THEM, Features are for YOU.

•Later you can match your advantages to their wants

•Sooner you better talk benefits: weight loss, more muscles, less fat, better energy, less stress,


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Make It Clear…

33. CLEAR Trumps CLEVER

•Get Fierce

•Women’s Workout

•Golf Conditioning

•Back Care Bootcamp

34. Include SHARE and Social Media buttons to make it simple

•Facebook

•Twitter

•Google+

•Linked In

•Pinterest


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Unique and Distinct Rewards

35. Facebook Fans or Email List

•Coupons that only exist there

•Share opportunity on the email

•Spreading your value and connection with each

36. Presentations, Pitches

•Send a memorable thank you

•Be remarkable

•Shoebox


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Awesome Special Sauce

37. Member-Only Web area

•Articles

•YouTube “insider” videos

•Wistia

•AWS S3 and Cloudfront

•Vimeo

38. Host an event with registration…from it:

•Juicy follow up from a poll or statistic you did

•An interactive quiz or assessment…give the score in the message

•Gives them a reason to stick around


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Provide Content In A Variety of Ways

39. BLOG

•Well, blog well

•Promise…not just to

•Be specific to a single person

•Monetize it

•Read good ones

•Comment on them

40. Host Webinars

•Free to gain clients

•Fee to gain revenue streams

•Find a system

•Plan

•Prepare for the pitch

•Know what’s next


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Grass Roots Still Works

41. Charity Events

•Use challenges to gain fees, fundraisers for peeps

•Invite challenge participants for group training

•Contact unselected names on the list for free consultation

•Create alumni challenge events

42. Knock On Doors

•Have something to sell

•Understand a system of pitching

•B2B, or you-to-them

•Position small and mid-sized business to be more flexible, mobile than larger with services

•Create wellness challenges, monitor, report, coach


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Practice Diversity: Levels of Entry, Types of Traffic

43. GOOGLE AdWords

•Changes to Keyword tool

•Sending to Your Squeeze Page

•Sending to a Free Capture>Event>Offer

44. Set FREE Dates

•Complimentary consultations by phone

•To book appt.

•Or by Hangout, Webinar or in Person

•Package it up, Call to Action, Urgency, Scarcity


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Build It and They Will Come

45. BoomerBabes Night Out

•List the questions you always get

•List the questions you wish they’d ask

•Answer 5-10 of those

•Interactive, demos

•OFFER to close

46. B2B Special Event

•Set up a Two membership special one for CEO, one for up to five employees

•Exchange marketing, inhouse promotion materials, banners, coupons, vendor tables


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Fundamentals

47. CALL ONE A DAY

•Just one a day

•New person

•Prior client

•Follow up lead

•Ask for referral

•Ask to become a client

48. RISK REVERSAL

•Make it public

•Remove the risk

•Add value

•Makes you step up

•Puts them at ease


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Think “What’s Next”

49. Low Barrier Offers

•Free

•Low Cost

•Med Cost

•Premium

•Upsell

•Resell

50. Create an Upsell

•For every price point

•Train staff to use it

•70-80% of people say yes again

•Let them Eat Cake


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Customer-Think

• What He/She Wants

• What He/She Wants to Avoid

• What He/She Fears

• What He/She Desires

• Remember what it was like to be clueless

• How Your Customer Talks


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To Provide the Options.YOUR PURPOSE IS…

To Follow Through On Taking ActionDo. Assess. Tweak. Retry.

You Will Get It Right. Choose 2-3.

Focus.Don’t Move On Until you exhaust those.


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Commit

Which Will You Try (Again)?

What #1, #2, #3?

Turn to a GC NEW friend and relay #1 and three actions you need to take to follow through, test, give it 100% before assessing or moving on

Exchange contact information

In the next week, what will you commit to doing?


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Thank You For The Difference You Make

Presented By

Debra Atkinson, MS, CSCS

www.voiceforfitness.com

[email protected]

50 Fitness Pro Lead, Profit, and Revenue Boosting Things…You're Not Doing

Business

Transcript of 50 Fitness Pro Lead, Profit, and Revenue Boosting Things…You're Not Doing