We’re through the first of the summer holidays and the summer season has officially begun!
With the coming of the warmer weather, I am about to pull up my mobile roots and head north into the Dakotas.
I’ve never spent any time there, so I am looking forward to the experience.
For our clients and customers in the fitness space, swimsuit season is here! There are lots of opportunities for the savvy business owner.
But, first things first.
How are you doing with your 2023 goals?
Specifically, how are you really doing? What do the numbers say?
One of my VIP clients is on track to double his membership in the next five months. That’s not a guess, or a hope, it’s what the numbers are telling us.
We only know what the numbers say if we are tracking them.
The same VIP client was telling me he is going to interview a marketing company that assures him they can bring in new leads.
My counsel to him, and what I would do in his place, is to ask them if they are better than what he is already doing. Of course, they are going to say yes, but what do the numbers say?
In his case, he is growing with new, qualified members at a rate of 15% per month. these people are solid members who will be staying with him for the long term.
Can the marketing company do better than this? Can they prove it, with solid numbers and actual proof? This is where the interview gets uncomfortable for the proposing company. In most cases, they can’t. So why would my client use them? That’s the question they must answer.
The second question, that the marketing company does not care about, is can my client handle the explosive growth of doubling his book of business in 6 months.
Of course he can, because we have developed the systems to support this kind of growth. But few businesses can handle that kind of growth.
The habit we need to master is knowing our numbers. Not just at the end of the year, the end of the month, or the end of the week, but every day. We track all of this in our daily dashboard.
In order to remain successful sometimes we need to throttle our marketing back for a short time. This comes as a massive mind-shift for many small business owners in the fitness space.
Having a proven marketing plan is Step one. Step 2 is knowing when to spool it up, or down, and this can only happen if we know our numbers.
Want to talk about your situation? This is the best time to plan your success for the second half of the year. Check the link below.
Remember, you only get results when you take immediate action on your ideas.
