[00:00:00] James Breese: Strength Matters Media. Video. Print.
[00:00:04] Josh Kennedy: Podcasts. Today's topic is unlocking immediate results, the hierarchy of client generation, which is a phrase you, uh, you coined, didn't you, Andrew? We'll talk about where you got that from in a moment, but basically what we're talking about is what is the number one thing that, um, health and fitness professionals want or need.
[00:00:21] They want clients, don't they? What we're all struggling for. We need, um, people need clients. That's what today's episode is all about. So yeah, Andrew, let's, let's start at the start. What is the overview? Uh, sorry, what is the hierarchy of client
[00:00:36] Andrew Wallis: generation? Well, I should say I've coined the phrase from, uh, one of my first mentors, Alan Cosgrove, um, he's got results fitness over in California, and he wrote a compelling and very informative article way back, we can share it in the show notes, I guess, um, the [00:01:00] hierarchy of fat loss, um, which I found.
[00:01:04] Extremely useful, uh, back in the day and helping me map out my program design, um, as, as a personal trainer, um, basing it around the principles and fundamentals that Alan was modeling very much based on. Um, others, um, Ian King, uh, with his program design and, and things like that, uh, back in the day, but, but I've coined this from, from Alan's hierarchy of fat loss in essence.
[00:01:35] Josh Kennedy: So what is, um, the hierarchy of client generation? Uh, where do we start? Basically, how do people get more clients quickly is what we're looking at, right?
[00:01:47] Andrew Wallis: That's it. And, you know, in the, in the. 12 years I've been a business coach working with the fitness industry. This topic comes up time and time again. I need clients today.
[00:01:58] Uh, what do I do? [00:02:00] How do I generate clients quickly? And, um, unfortunately there's no magic bullet. You know, we can't just pluck something, pull something off the shelf and go right here, do this. And you'll get a client, uh, by close of business today. Um, when we get to that point, well, to stop is getting to that point.
[00:02:19] It's what we've done in the previous, um. Three months, essentially, you know, we get momentum from consistent work on this. But for those of you that are looking for some ideas to start generating clients, then broken it down into four, uh, essential pillars. Um, and the first one being, um, level one, surprisingly.
[00:02:46] Um, so what I call level one activities, this is a low hanging fruit. Um, you know, who have we had interactions with, you know, who have, have contacted us [00:03:00] that have expressed interest in the services that we offer, but have not. You know, hit go and, and, and connected and, and signed up, you know, these prospects look through the list because most of us, well, if you're not, if you're not keeping record of prospects, that's a good starting point.
[00:03:22] Josh Kennedy: Um, you need to have your list.
[00:03:25] Andrew Wallis: So I'm assuming that you're keeping record of every, of your marketing and, um, and who, who has shown. Or expressed interest in your services if they've not become a client, well, then let's reach out to those. There's loads of different strategies. We could use the 9 word email.
[00:03:42] We've used the 21 word email, um, messages if you want details on them, but looking at, um. Uh, uh, to, uh, prospects initially, but then getting out there, you know, getting face-to-face, interactions with folks picking up the phone [00:04:00] and speaking to people, you know, the phone. We don't use it for what it was originally designed for these days.
[00:04:06] Um, it's, it's our, uh, of our assistant or pa essentially and we're looking at social media and the news and things, but, uh, uh, dial it right back. It's a phone to use it, connect with people. Um, have those conversations because as we say, conversations can and will eventually lead into conversions, you know, uh, into sales down the line.
[00:04:30] But equally get out there and network with folks. You know, if you've got a local facility, um, who knows about your facility? Uh, I've said previously that Kevin Costner lied to us in the field of dreams, build it. They don't come, uh, unless they know about you. So we need to build awareness and we can do that to a deeper level in, um, uh, by getting connections, uh, with all the local business owners, people in your community, getting, uh, [00:05:00] doing it.
[00:05:00] So by running workshops, having a coffee with, if you're a PT, having a coffee with, uh, um, Uh, a nutritionist or dietitian or a physio or something getting to understand that client base and see if there's collaborations, joint ventures, uh, cross promotions that you can potentially do that sort of conversation builds awareness.
[00:05:24] They get to know, like, and trust you. And, you know, as I say, collaborations can be said, but level one is. Is essentially speaking, getting out there and speaking to people.
[00:05:36] Josh Kennedy: What about, um, actually, what about leveraging your current client base? You know, seeing if there's any potential referrals. Is that, is that a level one, level two activity?
[00:05:44] Where are we with
[00:05:45] Andrew Wallis: that? Absolutely. It's connecting with them and knowing where that client is at, because if they're, let's say they're doing two sessions a week, but you can see that they would benefit from an additional session a week, and it's perhaps within that budget, you You know, make that [00:06:00] offer, you know, they won't commit to it if they don't know that that's on the table.
[00:06:04] Um, but equally client referrals come into play and, um, looking at your, we talked about prospects, look at inactive clients as well. You know, somebody, maybe they were training with you, the school holidays come up and they had to take a break and they never. Uh, you know, reengaged with you or they finished a particular program that went on holiday, uh, and they never come back.
[00:06:33] Well, there's by reaching out to them with a, with a, with a touch base or, uh, or, uh, another offer, then you can reactivate them. So again, yeah, absolutely. That would be, uh, two good examples of level one activities for sure. What
[00:06:48] Josh Kennedy: are some level two activities? This is where
[00:06:51] Andrew Wallis: we, we move forward a wee bit more and we're going, uh, potentially you're looking at reaching out and, [00:07:00] um, so for me, I'm, I'm thinking back to when I was doing it and we had press releases.
[00:07:07] You might not use them so much now, but media releases, I think, are still a great way of. Of building our profile, um, for those that don't know what they are, it's basically a, a statement. It's an article that you submit to the local radio station to the local magazines and so on and so forth, uh, giving, um, based on a topic, um, health and wellness essentially, because at times they have to write on these particular topics and they are not.
[00:07:40] Experts in this field. We are. So if we are periodically sending them good quality content based on our topics of choice, there's a good chance that they're going to jump and look to use that. Or if they then if they get asked to write on a particular topic. [00:08:00] And they think, oh, hang on a minute, Josh, uh, sends me a fitness and wellness pieces.
[00:08:05] Maybe he knows about this. That's when they can contact you. So that's a, another great way of looking to, to utilize that side of things. But then. Uh, a good success one I had was that when I was building my boot camps, I made a list of all the HR, um, personnel at all the bigger offices. And then I wrote to them with an offer for them to, um, send out to their, their employees that the boot camps were starting and that they could have a corporate rate, uh, for, uh, for anyone that attended them.
[00:08:38] So that drove, uh, a scutcher leads and prospects into, into my. Uh, boot camps when they started, so reaching out to those businesses is another great way of doing that. And then the third one would be emails. You know, we jump, we hide behind our phone because we won't speak to people, but we'll email. [00:09:00] So that's another great way of connecting.
[00:09:03] DMs these days would be another great example of that, um, as well, but because they're not that face to face conversations that we had in Act, uh, in Level 1. Yeah. Do you want to briefly
[00:09:15] Josh Kennedy: touch on some level three and four, because obviously the whole, the point of this podcast is we're trying to get clients quickly and level three and four, they're slightly more long term strategy.
[00:09:23] So not something you want to leverage straight away, but let's, let's touch on some if we could, before we wrap up.
[00:09:28] Andrew Wallis: Absolutely. It's important to touch on these because this is what some of these are such as social media ads of where people jump in straight away and they'll post, um, an ad or about. the new program launch, but that's going out to a colder audience of people who perhaps don't know, know, like and trust you.
[00:09:46] So they're not really going to buy from you. There's, there's a disconnect there. So it's, you
[00:09:50] Josh Kennedy: might get lucky, but it's a long shot,
[00:09:52] Andrew Wallis: right? It's a long shot. It's something that we should look at in the longer term. Hence why it's a level three and four activity equally [00:10:00] blogging. We know it's important. It's one of our pillar foundation marketing strategies.
[00:10:05] But again, this is for the longer play. Um, you can these days get your blogs on your videos on YouTube ranked, um, um, quickly within a few days, but they're not going to get you an instant client. Uh, they're more the longer term play to build awareness. To showcase your skills and your authority, which then leads them into a strategy call, uh, discovery session, and then ultimately a client.
[00:10:35] So they're longer term plays, but they are important, but that's why they're at a level three and level four. So quickly, just
[00:10:43] Josh Kennedy: to summarize, just to wrap up, what would be the, uh, what would be the key low hanging fruit, as you like to call it, to try and get some clients quickly through the
[00:10:50] Andrew Wallis: door. Speak to people, you know, like who know, like and trust you.
[00:10:53] Uh, look at, um, your prospects that have contacted you and look to re engage [00:11:00] with them. Um, have a look, uh, at sending them a nine word email. Um, Hey Andrew, are you still interested in Bootcamp, uh, for example, would be, would be a great email or DM to somebody and wait for that feedback because life gets in the way and they might've forgotten about that, but then reach out to everyone, you know, say that, Hey, I've got space for X amount.
[00:11:24] We're looking for to bring in. Blood and, um, you know, get the word out there. So speak to people, essentially
[00:11:32] Josh Kennedy: speak to people, get out there and get talking guys. That is it for today. Please don't forget to rate review and subscribe. And if you want help getting more clients or patients, then booking for your free 15 minutes strategy call with us by going to strength matters.
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