Yesterday was my birthday, and for the first time in several years, because of my travel schedule, I was able to celebrate with my family.
The day was wonderful, concluding with a fantastic home cooked dinner and some quality family time in meaningful conversation and connection.
I have missed those times together with my tribe more that I realized. The human connection is grounding and energizing.
In today’s world, the need for meaningful human connection is greater than ever.
People can survive alone but thrive in small groups. As you know the small gym or fitness center is uniquely positioned to meet this human need.
We start out helping people become more fit and healthy, but there is so much more they soon get out of the experience.
Someone once asked me to summarize the experience my members got from my small group programs and why they should try the program out.
Their blunt question, with an air of contempt in their voice, was, “what is CrossFit Gordon -anyway?”
How do you answer that question for your business? What we do is so much more than just an exercise program.
Forget your features and benefits. Most small gyms have nearly the same features and benefits and these are not important to your prospects anyway.
Prospects are interested in WIFM – What’s In it For Me.
Very, very few of us are really interested in a treadmill or any machine for that matter. We don’t really care about the free weights and juice bar. We are interested in outcomes and transformations in our lives. Talk to prospects, market to them, and promote to them on that level to explode your business.
With a little bit of thought my answer was, “The most fun you will have getting in the best shape of your life and making new friends along the way.” By the way, this answer did not come out a creative vacuum, but it came from listening to my existing members and thinking about what they were telling me.
This statement did not completely satisfy the contentious prospect, but the answer intrigued them enough to get them in the door to try out a series of free classes. And they did become a member, and a few months later and enthusiastic promoter.
How do you answer the question, “what is XYX (the name of your program or business)?”
Get that straight and focus on your uniqueness to explode your business now.
You only get results if you take action on your ideas. Do it now!
