Mark’s 4 Critical Sale Pillars for Every Gym

[00:00:00] 1, 2, 3, 4. Welcome to The Business for Unicorns podcast, where we help gym and studio owners create a business and a life they love. I’m your host, Michael Keeler. Join me and the business unicorns team each week for actionable advice, expert insights, and the inside scoop on what it really takes to level up your gym.

Get ready to unlock your potential and become a real unicorn in the fitness industry.

Yeah. Hello my friend. If you’re a gym owner with 30 clients or more, you may just be a few strategies away from adding five or $10,000 to your monthly revenue or more. So what we’re offering you is a free 10 minute call where we’ll help you get clear on what’s working. What’s not working and what’s possible for you over the next 90 days.

And I’ll be candid, we offer these calls be because we know that some percentage [00:01:00] of you might want our help actually implementing your plan. You might be interested in our unicorn society or leadership society. But regardless if you’re interested or not in getting our help, this call is a valuable call for you.

You will leave with a real plan for the next 90 days, and all you need to do is click the link down below in the show notes and schedule your call today. Hope to see you on one soon. Hello, fitness business nerds. What’s up? Welcome to another episode of the Business Unicorns podcast. I’m here today with Mr.

Mark. Mark Fisher, mispronounced. Your name, mark. Mr. Mark. Mark Mischer. Mark sch Mischer. That’s the first time I’ve ever done that in a couple hundred episodes. Good job Michael. How are you doing today, sir? I’m good. I’m excited. We’re catching up before we hit recorded. We’re moving. I know. Big move for you coming adult apartment.

Holy crap. That’s huge. Living in cities, especially a city like New York, it’s hard to find a place that feels warm and cozy and has all the space you need and, and you have a growing family and this is a big move for you, y’all to go to someplace that’s really gonna be comfy long term, I hope. Yeah, yeah.

The plan [00:02:00] is definitely to be there. Forever. Yeah. It’s gonna be, yes. It’s gonna be quite, quite a nice, and yes, unusually large by New York City standards. Yeah. Good for you. I’m excited for you. I love that you get to stay in the city, but still have the space you need to grow and thrive. Yes. Really excited about it, particularly for someone who works at home.

Although I’ve had a good run working from my bed. Yeah, I, I’ve, I, it’s so important. I’ve spent so much time, as we’ve talked about before, I’ve spent so much time and energy like making my desk space both at like my house upstate and the city, like a comfy place. Like it costs a lot of money to find like a desk that’s comfy, a chair that’s comfy, a, a camera set up and all that When you work at home and like.

Really matters. It’s here a lot. Yeah. To make it all work for you. It just, it takes space and time and effort. So I’m excited for you to build and I’ll now draft off your years of research and experience to expedite my path. You can just tell me what to do. I’ll tell you exactly what to buy and what not to buy already.

But I’m excited for you to have the office of your dreams. It’s, it’ll be a. Even help with efficiency. I’m sure I can’t wait. Yeah, listeners come over. I’ll have you [00:03:00] all have martinis. We’ll, martini party in my office. Party at Fisher’s house. Let’s dive in. Today I wanna talk about, you gave a presentation recently both at our Atlanta retreat and on an online webinar.

That was basically the four sales pillars, the four most important kind of aspects of sales and business, I thought. Doesn’t make a great podcast. Let’s share some at least. We can’t do the whole presentation. Yeah. But let’s just share some of the high level pieces of this framework, because I think it’s really useful for listeners.

So I wanna start with just, what the heck are the four sales pillars? Yeah. No secret that if you’re gonna run a gym, you want some members and lead generations, the first part, but a certain point you need the leads to become members, right? Yeah. And. I, as I usually do for this sort of project, I was like, all right, let me just call all my phone of friends.

Lemme just send a bunch of text messages and see if I can’t map what the best gym members I know are doing right now for their sales process. Looking for triangulate and the four pillars. At a very high level, and I don’t think this is like rocket science for anybody, everybody has a hot lead follow process.

Everybody on the backend has a called lead [00:04:00] follow process, and then usually after the lead ops in, before they become a member. The thing that everybody had, and this was where interesting, you saw a lot of variation, right? Yeah. ’cause everyone has some hot lead follow up differences on the margin, but similar, everybody does some sort of backend follow up, like unicorn society members.

Or if you’re not a unicorn society member, for instance, I will write yours and do this for you. But what I found was interesting the other, the two center pillars. Actually the order could look very different, but you’re almost always, with rare exceptions, gonna have a realtime sales conversation and you are gonna have some first thing you want them to do.

That’s not the 12 month membership, right? Though, in order, hot lead, follow up, a sales conversation, a front end offer, though again, sometimes that order gets switched and then the cold lead follow up. So those are the four pieces you need to have. And even though the middle two pillars are sometimes gonna be structured differently, I think it’s.

Useful to think about, okay, these are the four pieces. ’cause then you back out, okay, what is my gym doing [00:05:00] for each of these pieces? Mm-hmm. I’ve been intentional about what the overall system is and importantly, how well are we executing those systems. Yeah. Yeah. I think it’s so important, and this is an area where, and I know we agree on this ’cause we talk to people all the time who are in this position.

A lot of gym owners don’t spend a lot of time investing in the system because they themselves, as the owner are doing it all. And they’re doing it all with whatever time they can find, with whatever energy they can find as good as they can. And it changes from week to week. Yep. And so they’re, they’re often not in the place early on to really systemize this and create SOPs for it, because they’re just doing it by the skin of their teeth.

Yeah. That’s okay at first, but at some point if you wanna grow and scale, and so at some point, if you wanna be the, not the only one in your business who knows how to Yeah. To do any of these things. And I’ll add one more, and if you wanna take advantage of the recent. Technology, boom, we’re going through of automations and all kinds of things that can really help you out here.

Then you really have to think strategically and systematically, right? Yep. About how you do all four of these things. That’s right. But for anyone listening [00:06:00] who’s totally winging it for now, that’s fine. At some point you decide the winging gets over and I need to like really put on my systems hat and build a process and I think this, those four buckets are like a great place to.

Anchor your thinking. Yep, yep. I think that’s true. Let’s just go through each one kind of a high level and talk a little bit about some of the best practices that we see in each. So when it comes to hot lead follow up, where do you start? What’s most important to have for people who are starting to think about this for the first time?

Yeah, so there’s, you know, obviously a lot of. Stuff I could say, but in the spirit of giving you something that’s actionable, I think the most important thing for hot lead follow up, which everybody always says, and a few Jim wanna follow, is speed to lead, is make sure we’re following up as soon as possible after the person opts in.

Now, don’t get me wrong, you can and should, if you wanna make some tests on the margin, maybe discover, oh, if the second email is lower case subject line, I get a better response rate. Okay? Sure. Totally play with all that stuff. But the big rocks are you really wanna [00:07:00] front load the outreach as much as possible in the first few days, and specifically in the first day.

And even more specifically in the immediately after the person opts in, right? So there are a lot of reasons why people don’t do that, and I realize this is hard. Part of the challenge is I think most gym owners know they’re supposed to reach out to the lead immediately, but in practice you’re on the floor a lot and people off often opt in the middle of the night or on the weekend when you’re trying to take some time off and be with your kid.

And there is a little bit of a navigating, I think, of how much capacity you have and certainly if you’re earlier in the game and it is you doing all of it. We need to consider what kind of season you’re in, right? Because if you’re in a season of grind, then yeah, if you’re not where you wanna be yet in you’re early stage and you know that like things are tight for you right now, probably are gonna have to make some phone calls on a Saturday afternoon when the lead comes in, it’s up to you.

You don’t have to, but you’re just not gonna probably close that lead. You’re gonna get worse results, right? Its probably worth saying out loud in addition to all the automations that we wanna be using. ’cause we don’t wanna be doing any of this stuff manually. We want a good CRM. [00:08:00] We want one of those automations to be you get a text message that is on your phone, nose to ring or buzz, and let you know so that you can stop whatever you’re doing and immediately call that lead.

Okay? Now, obviously if you’re in the middle of a training session, you can’t do that, but if you’re in a one-on-one with a trainer, you can pause a team meeting or if you’re like at Home Depot or it’s Saturday and you’re going for a walk now and again, the at the end of the rainbow, yes. We don’t want it to be that you personally have to be the beck and call.

24 7 every day for forever. That’s not what we’re advocating for. I just wanna make the point that this is a huge missed opportunity for the vast majority of gym owners. And eventually, yes, you wanna set up a system so that multiple people have their arms around it, maybe even get to the place where you’re willing to have a little bit less throughput because it’s not ’cause life or death.

And at that point, you’re in a different season where you’re prioritizing for some boundaries, which again, that’s what we want for you. We want you build a gym and a life you love. And if we are chronically not having the number of [00:09:00] members we want, particularly if you’re doing a paid ad strategy, it’s just like people get called so fast now.

Mm-hmm. That you really wanna double down on. Yeah. Yeah. So I’ll reiterate the things that seem most important here, right? It’s all about speed to lead. And depending on your current capacity, where you are in your business, you might wanna prioritize that yourself and make sure that you’re getting a text every time there’s a new lead, and you’re using automations and your own personal follow up to call them and get ’em on a call soon as possible.

And if you’re further into the game and you. Team members and other people you can delegate to, then you wanna make sure that someone is responsible for getting to that lead on the call as soon as humanly possible. That’s right. That’s that’s right. And I think there’s a lot more to say about hot lead follow up, but I think that’s like the peak.

Yeah. The top of the pyramid. That’s one to take with. Yeah. Yeah. So let’s move on to the sales chat. Again. We can have a whole. A series of podcasts. Mm-hmm. The importance of a sales conversation, how to structure it, the dos and don’ts, how overcoming objections, and we’ve talked about a lot of these topics on this podcast before, but when it comes to thinking about building your sales conversation into a repeatable system.

Yeah. What really matters here? Gosh, there’s, there’s always, yeah. There’s a [00:10:00] lot we could say. I think if I’m gonna give you one thing for today, it is, we win at marketing and sales. When we talk relentlessly about what the prospect actually cares about in the words they actually use, so I only appreciate in marketing this is true, but we have to use some imagination.

We have to have a theory of mind to. Use our best thinking offer. The things that we hear our prospects talking about that we think are gonna be hot buttons for our prospects sales. It’s actually easier ’cause you’re having a conversation with a person. Just ask them. Yeah. Yeah. Now prob probably a good time to remind you that yes, we are a fan of a real time sales conversation.

I think sometimes it can make sense to do a two stepper where there’s an intro phone call into a longer sales call. Some of our members and gym owners that are good at sales or scaling. Sometimes use just a single sales conversation to sell people right into the front end offer, and then ideally set them up to auto-renew into the membership.

But regardless, you’re gonna need some kind of system. Having no [00:11:00] system is not great. And then also just like texting and be like, did you like the workout? Do you wanna do membership? Is probably not gonna be the move. And then in the sales conversation itself, here’s very specifically I think, where we wanna leverage this.

At some point in the sales conversation, presumably we’re asking the people what are the outcomes they want? What are the benefits they want? And maybe also asking what’s been getting in the way? Why don’t you have that yet? So when we’re connecting the dots, which is the third part of our four-part process, you want to name the specific features that your gym has, the processes the gym uses to create the specific things the client talked about, right?

So in other words, the thing to know is in any gym, your avatar is only gonna have. X many benefits they want and there’s gonna be x many obstacles you hear over and over again. And part of your sales structure is creating a system where you know that you have off the back of your, you have memorized the handful of [00:12:00] benefits.

They ask for the handful of obstacles that have been in the issue. So you can explain when connecting the dots, our gym does this particular thing. That creates this particular benefit that you want. Or another thing about our gym is we do this particular thing that’s cool. And what’s great about that is remember how you said this had been an issue in the past.

That’s exactly why we built our gym this way, is to help you overcome this specific obstacle using the exact words that you used. Okay? Yeah. So I’m gonna give you just one other corollary to this is also don’t talk yourself outta the sale. Don’t talk about. What they don’t care about, right? If the client doesn’t talk about their busy travel schedule for work, don’t use a lot of air talking in elaborate detail about your generous freeze policy because they don’t care.

So you’re gonna talk relentlessly about the things that they just said they care about, and help connect the dots to show them how the proven process of your gym is gonna create those benefits and overcome those obstacles. Yeah, yeah. Said my friend. I think the whole idea of [00:13:00] learning the language that they use to talk about what they want and what’s getting in their way, and they’re just repeating that language back to them, sounds like such a simple thing to do, but it takes practice and it takes a real structured conversation with clear questions, good listening skills, et cetera.

And which means that the one thing I’ll add on top of this is you gotta have a script. Yeah, you gotta have a structured conversation that you’ve practiced again and again, able to do this successfully. Yep. And again, we can have a whole nother podcast about that conversation, but I think if you can focus on those two things, having a written down script and a process where you ask questions about what they want, what’s getting in their way, and then you use that language.

To connect the dots about what you can do for them. That’s, that’s the whole enchilada. That’s the game. Yep. It’s, it’s easy to say in a sentence or two, but really hard to do. Really hard to do consistently. And so having that process written down helps make sure that you can improve and tweak that process over, make it even better and better.

That’s a sales chat in a nutshell. Let’s keep going to pillar number three, which is a frontend offer. Yeah. And [00:14:00] often here in unicorn society, you’ll hear us talk about specifically a frontend offer for most gyms, most of the time should be a low barrier, offer something under a hundred bucks, two weeks trial.

Your services is our sweet spot, but there’s lots of other kinds of frontend offers. And how do you help pe? How should people decide what the best kind of frontend offer for them? Yeah, so it’s interesting ’cause again, as I alluded to, this was all over the map. I think for this one I talked to 33 gym owners, all of whom are seven figure and or multi-unit, and it was all over the map.

Far as everyone does something different for sure. Yeah. So your real big buckets here are you’re gonna have a free front end offer or is our friend of the show, Dave Raska says, no barrier offer. You have a low barrier offer, which they’re paying some, but usually it’s under a hundred bucks. And then you have a premium priced front end offer, which now in most markets, gonna be at least 500, sometimes 600 or a thousand dollars or even more.

Okay? And they all have different pros and cons, right? So on the one end of the spectrum, you have a free or no barrier offer, which is [00:15:00] gonna be relatively easier to have higher volume because there’s. Literally no bearing. It’s free. The downside is you’re not getting any money upfront and you’re gonna get more quote unquote tire kickers.

I don’t love the term, but it is true that people haven’t spent anything. So you’re gonna have more ghosts, gonna have more no-shows ’cause yeah, sure, anybody can raise their hand for a free thing. So pros and cons. On the other end of the spectrum, the premium price front end offer. Is the opposite. It’s great because you’re getting more money upfront.

People are really making a commitment. They’re more likely to take action. You can afford to really service the hell outta them. And the con is usually you need a little bit more sales skill. You won’t do quite the volume. You need more top of funnel lead flow ’cause you just need more leads. ’cause a smaller percentage of the market is gonna be willing to make this bigger commitment.

And then again, in between you have the low barrier offer, which is neither fish nor foul, so to speak. Right? Which is to say that it, you’re getting some money up front. You’re getting some more buy-in, right? Even at a hundred dollars, people are usually not ghosting you. But it’s [00:16:00] a little bit easier to sell.

It’s, you’re not selling quite as big of a commitment. It still feels like they’re getting to try you out, and if you add a hundred percent money back guarantee, you can also take another micro step towards removing all risk. Okay? Now, at a high level, here’s the other thing that I think one should appreciate is that I think the low and no bearer offer are about trying the workouts and the premium priced offer is about making a promise, right?

The premium price front end offer is usually, but not always. Some kind of flagship transformation program. Often at least four, usually six weeks, sometimes more. And you’re offering a promise that they can taste and touch and point to sometimes, but not always. Maybe there’s some like fat loss goal maybe.

Sometimes there’s some kind of performance goal with some sort of tracking and metrics. You’re usually because you’re charging a premium, you’re bolting in some kind of maybe accountability, coaching, some one-on-one support, maybe some nutrition guidance. And again, that is fantastic. And not everybody in the [00:17:00] market wants that, right?

That is great. If somebody’s really ready to make change, and particularly if they’re in pain, they want the pain to go away. Some of your prospects just wanna try your workouts. They’re like, oh, you have workouts. I want the thing that’s come with workouts. Can I try your workouts? And the low bear offer and the, I think the free offer allow you to do that a little bit more elegantly.

It’s also a shorter sales cycle, so you’re moving them into the ongoing thing. So again, I think they can all make sense. I think if you need more volume. Again, we have members and friends that do great with a free offer and you just have to work harder to get them in there, right? On the other hand, a premium price friend and offer can be great if you are good at sales.

I also quite, I think a PT first model can work good if you have a large group gym where you integrate them and onboard them with some one-on-one sessions upfront. There’s some operational complexities about that I don’t like, but there is value in developing that relationship upfront, teaching people whatever technical things they need to know and then sliding them into your, whatever your group model might be.

But we tend, again, the golden mean, [00:18:00] again, if you’re gonna make me choose the gun to my hat, it’s probably the low barrier offer, probably seven to 14 days under a hundred bucks or, and this is the final point I’ll make, and I think maybe the most important thing I’d say about front end offers, most important thing I’d say.

Another kind of front-end offer is just let them do the first month and maybe you give them a hundred bucks off or half off, right, and then make it clear that they don’t need to continue on with the membership if they’re not happy. The key thing, I think, for all of these front-end offers, the one in the hill that I will die on here to be very directive with you is.

At all humanly possible. You want whatever the front end offer is, fine. Let them try out the thing, but you wanna get them set up for what the recurring membership is right then and there. I do not like having to follow up later. Now again, I have some successful Jim and our friends that do it. I still don’t think it’s efficient.

If you’re doing it and it’s working, you’re happy with making your money. Remember, don’t listen to anything I say, but I think in a vacuum, I don’t like that extra complexity. Mm-hmm. Because now. You the, now we’re having a third conversation. In some situations it’s like just adds [00:19:00] more. So now sometimes you will still have to do that because some people won’t wanna sign up for the membership then and there.

But in practice you’re, after the strategy session, you’re gonna let them try whatever the thing is they’re trying, but you want to get them set up. So the default thing is they’re moving into a membership, not that the default thing is nothing happens and you have to chase them down and call them or have another sales conversation or.

Great. Great. I think that’s a really great overview, and I think people get hung up here because they, they don’t know which one to choose, and I think just to be clear, as you’ve said multiple times, yeah. If you’re not sure, just start with a low barrier offer. Yeah. Okay. Yeah. Just if you’re, if any, if all of that’s confusing to you and you’re not sure what’s best, just start with that.

Yep. I think that’s really right for most of you, most of the time. The other thing I’ll add is that some of you also know that you serve high net worth clients. That you’re in a fancy neighborhood and you’re a fancy gym and you’ve got people with lots of money. I think those are the, also the people who might consider a really high ticket frontend offer.

Yep. ’cause those folks won’t blink at that a thousand dollar price tag. Yep. And if your neighborhood [00:20:00] would could most, the neighborhood could never afford that. Yeah. That’s maybe never gonna be on your radar. But I wouldn’t add those two pieces. Right. But really well outside my friend. Let’s move on to the last piece.

So the last place is really, yeah. Cold lead follow up and there’s all kinds of ways to approach cold lead follow up. So how do you think about this one? Yeah, so I know we’ve talked to this a ton here, so I’ll keep this one pretty quick, which is the main thing is just don’t ignore the leads. If they don’t opt in right away.

Yeah. A lot of people are busy, they opt in, but then things happen. It’s about timing, right? It’s often just not the right moment for them. That’s right. Yeah, that’s right. And if you’ve already paid for the lead, you might as well talk to them and yeah, to your point, two things I always think about here that are related, which is on the one hand, people don’t buy when we are ready.

They buy when they’re ready. Respectfully to you and to me. I think my copy’s good and clear, whatever. It’s not like I’m this amazing copy blows their mind because the pain points are so vivid that you really move them to buy the thing. It’s not, it was the right time, right? Yeah. People buy when they’re ready.

That’s why we want you going back to the well regularly Reasonable people can, again, [00:21:00] debate about how often to do. We typically say for a never been client, for somebody that has opted in, but never done anything every four to six weeks. Every four to six weeks. I don’t think that’s overly annoying. I think it’s enough that, uh, you are getting a lot of at bats over 12, 24, 36 months, but it’s not so often that it’s obnoxious or it feels like they’re always getting offers.

Can you say more former clients, Scott Fisher, if people are reaching out to people who’ve never been clients through email, can you just tell a little bit about what kind of offers are they making? What is the thing I won? We use your, just like changing up the wrapper on the low bear offer. So if you have 14 days for.

Uh, $99, maybe it’s 14 days for a dollar or six training sessions for $49 or 28 days of unlimited training for $99. So it’s just all basically the version try out for a month for a hundred dollars off the first month. It’s basically just versions of the same thing. Yeah, because remember on the one hand, people don’t buy when we’re [00:22:00] ready.

They buy when they’re ready. But the other, I think corollary is. When people can do things whenever they do them, never. So you don’t need to give away the house. We’re not doing crazy discounts. We’re just giving the compelling reason using micro urgency and micro scarcity to shake the lead fruit from the lead tree.

Yeah. The other thing I’ll say that I’ll throw in there is yes, if you’re gonna be making an offer and reaching out to your never been clients twice a quarter, let’s say that. I also think once in a while it’s great to throw them a curve ball, which is not a, not an offer to buy something, but an offer to come in.

Mm-hmm. An offer to come to an event. That you’re throwing a workshop, a party, something that just gets them in your door. Something that’s right, that gets them closer to you and your team. And doesn’t have to be, it shouldn’t be all the time. You should make them actual offers to start. Yep. But I think those kind of little invitations go a long way to making them feel like, oh, I’m ready to start.

But. Run club Sounds fun. Yeah. That kind of thing I think can go a long way to bring people a little bit closer. I, I think that’s right. Yeah. And even in the marketing calendar that, you know, if you’re interested in finding out more, go to biz unicorns.com/brainstorm [00:23:00] If you on a demo call for the Unicorn Society.

But one of the things you get is I write your marketing calendar and as part of that is I do put together the bones for a community event, right? Mm-hmm. Now part of that, the marketing calendar we give you is pretty robust. There’s also. There’s messaging to former clients. Messaging never been clients.

It’s all done for you. But there’s also messaging to your current clients, right? Maybe like time sense of referral offers or referral asks. And one of the things that we recommend you do to really the whole list is a community event, right? If you’re gonna do it, invite everybody like the core, of course, listen, the core is gonna be your clients, obviously, but there’s no harm in inviting these other people to do other things with you.

I’ll give you one other micro tip to play with here. I’m often, I play intentionally. I vary how transparent I am about the offer. So what do I mean by that? Sometimes I’m very explicit. Hey, between now and Tuesday you can sign up for our offer. It’s usually nine, or I’m gonna say your offer, but you sign up for our whatever.

It’s usually $99 for 14 days, but for the next few days, I wanna help you get ready for the [00:24:00] spring. So it’s only $1 if you claim by Tuesday. So that’s pretty transparent. But sometimes I’m a little bit more general, right? Sometimes it might be like, Hey, we are looking for five local men and women to test drive a new program that we just created.

It kicks off in a few weeks. If you’re looking to lose weight, get strong and feel 10 years younger, I think this program would be perfect for you. Would you like to hear more? Now, keep in mind, now I’m a little bit more general. I’m speaking to the benefits, but I’m not really clear on what is the program, how much it costs when it starts exactly.

So I’m now making my, as Dean Jackson would say, my invisible prospect’s visible, right? A third version is a version of speaking of Dean Jackson of the nine word email, where it is very general, where it might be something like literally just a short email and or a short text message that says, Hey, name.

Are you still interested in getting in great shape this summer or something? Are you still interested in personal training? And again, there can be a lot of variations of that. But as I want you to think through that, representing a spectrum, right? And I, when I do [00:25:00] this for people, I intentionally play with these different variants.

’cause sometimes, again, I wanna make it very clear what the thing is so they don’t have to think. And then other times, intentionally, I’m a little bit more vague because really what I’m always selling in all of these. Is a response. You’re only ever selling the next step. I think that’s another nuance that you can play with or again.

I’m happy to just, you can just use mine if you wanna come hang out with us. Yeah, for sure. I think that’s, it’s wise because we often, I often use the phrase like different bait catches, different fish. And what you’re describing there is, it’s the same actually kind of bait. It’s just different sizes, different shapes, and so it’s very easy to do to add that variety.

It’ll catch people at different times. As we were, as you were talking, I was actually thinking about all the times in my life where I’ve started and stopped working out regularly, either ’cause of moving or career switches or motivation and all the factors that have gone into my decision about when to start.

Like when to restart. Working out, especially at a brand new place I’ve never been before. Like for me, like a lot of the stars need to align, needs to work with my schedule needs to be nearby and [00:26:00] convenient. Yeah. I need to know someone who’s gonna be gone there and had a good time. Like I maybe wanna follow them for a while and see what my options are.

Yep. It’s gotta fit my budget. There’s a lot of stars into align. So I think this last bucket of recognizing that. Cold lead follow up is a big part of the game is really critical because when you find a lead, may not be when they’re ready to find you, but give it a few weeks, a few months. We have examples of people being on our email list for years before taking action.

Just know that’s normal. That’s part of the game. So leading your pocket is not just valuable today. It’s valuable long term. So this cold lead follow up is a big part of how you squeeze all the juice out of this, these marketing effort. That’s right, that’s right. And again, this is, I think also it’s also not that hard.

No. If you work with us, it’s like literally none work. ’cause in fact, even some of the vendors we work with, you can only just like press a button and we’ll just build it into your customer relationship management software. Um, but even if you’re doing your own, like it’s not that hard just every like couple weeks.

Because you’re doing it on mass, right? Yes. These are not supposed to be very long, elaborate [00:27:00] emails. Yeah. Not to say that there’s no room for longer things that might agitate some pain points or try to paint a vision of where they might go. I’m not saying there’s no value in that. Sure, sure. But for the most part, it’s, again, Dean Jackson would say is like sometimes the best subject line is like horse for sale, like the best signs.

Here’s the thing. Just stay top of mind. Yeah. Just stay top of mind. Just like, here’s the thing you want it. A hundred percent. I’m, as we talked before about moving. Yeah. I’ve moved a ton of times, so much so that I keep a lot of emails in my inbox from places where I’ve bought furniture and things from my house.

And so now when I’m gonna go look for buying a new piece of furniture, I’m looking to see who I’ve been in, who’s been in touch with me, who has some sales going on, and I go and look to see who’s like the most accessible. Right. I go and look and say who’s top of mind for me because they’ve been hitting me up on a regular basis.

Yeah. And we do this as consumers all the time, not just for gyms, right? Yeah. Is we want the convenient thing, we want the easy thing, and if. You’re, if you, us a gym have been in their inbox hitting them up twice a quarter for a few years, they’re gonna think of you when it’s time to go to a gym again. And this is a hilarious like real world example here.

Maybe as a final comment. Yeah. It’s like [00:28:00] literally sometimes, like they might think of you for their friend in this situation. Like, you might sell furniture for these companies on behalf of me as your friend. Yes. Helping you buy things for my new apartment. Hundred percent. You know, I mean buying for yourself, but you’re like, oh, my friend has asked me for help, so I’m gonna help him hundred percent buy this thing.

Yeah, 100%. I’ve recommended businesses that I’ve never really even used is because I’ve been impressed by, yeah, hundred percent. Hundred percent. It happens. Yeah. Hundred percent. Alright, this is a really great walk down. The four pillars for sharing. We did it under 30 minutes as a recap. Friends we’re talking about hot lead follow up, a really powerful sales conversation, having a great front and offer and cold lead follow up.

Those are the four pillars. I think this, I think honestly, this 30 minutes was, I think, a masterclass. It’s a really great overview. I think if you just implement some of the things we talked about, even not all of them. Pick one thing from this conversation that you can improve in your business and do it in the next week and you’ll start to move the needle in the right direction.

Any closing thoughts for folks Fisher? No, but I hope you were at the actual workshop ’cause I said a lot more other things. Yeah, there’s a lot more to say about all these things if we, if that wasn’t clear. Yes, but, [00:29:00] but I think this is really great primer for most of you. Awesome. Thanks again for the great conversation, Fisher and all of you for listening.

Have a kick ass week and we’ll see you on the next one. Bye.