WEBVTT 1 00:00:00.000 --> 00:00:08.180 What is going on Jim owner's fitness professionals lovers of business around the world today is tactical Tuesday at 2 00:00:08.660 --> 00:00:13.140 At Jim launch turn down Tuesday, which means we don't have meetings on Tuesday so that everyone can 3 00:00:13.500 --> 00:00:19.620 GSD and get things done so what I want to talk to you today about is the four client milestones 4 00:00:19.620 --> 00:00:22.340 So there's a little bit more tactical because it's tactical Tuesday and 5 00:00:23.540 --> 00:00:28.980 How you can hit all of them and if you don't well first you should know what they are and second your team should know 6 00:00:28.980 --> 00:00:30.980 They are and then 30-year process is should support 7 00:00:31.700 --> 00:00:40.200 Actually making them happen. So the four client milestones are the four things that we structure all of our communications in Jim launch to hit 8 00:00:40.200 --> 00:00:45.240 So this is what we want an ideal customer path to look like from an action or end-resolved standpoint 9 00:00:45.240 --> 00:00:49.100 Not necessarily this is not like a touchpoint list. I mean touchpoints are you know 10 00:00:49.100 --> 00:00:54.060 We have hundreds of touch points that are already pre-scheduled from the time someone starts in launch or really from the time they 11 00:00:54.060 --> 00:01:00.440 Opted in to the time they started launching them from there all the way to legacy and then legacy onwards right but there's four main 12 00:01:00.600 --> 00:01:04.040 milestones that we want for someone who is a new client. All right, and so this is what 13 00:01:04.620 --> 00:01:10.240 This is I got this from the gyms. I took it directly from how I read the gyms to how we run gym launch everything's identical 14 00:01:10.380 --> 00:01:11.380 so 15 00:01:11.380 --> 00:01:14.980 The first thing you want any new customer to do is going to be connect all right 16 00:01:14.980 --> 00:01:18.920 So it's going to be connecting within your environment within your community and 17 00:01:19.280 --> 00:01:24.520 The reason for that is that in the beginning is when they're the most at risk right the first seven days or so 18 00:01:25.040 --> 00:01:30.640 Especially fitness, but it's even the same thing in our business first. It's like first seven and ten days is where they're most at risk 19 00:01:31.400 --> 00:01:36.160 Of leaving because of overwhelm because they don't understand what's going on because of whatever right a million different things 20 00:01:36.160 --> 00:01:42.880 And so within the gym the first thing we want is basically have them have a friend and so that they connect with other people at the gym 21 00:01:42.880 --> 00:01:44.880 And then also with the trainer. So that's why 22 00:01:45.360 --> 00:01:47.660 It'd be like, okay, like this is your accountability buddy 23 00:01:47.660 --> 00:01:50.880 This is your accountability coach each one of these people is checking in 24 00:01:50.880 --> 00:01:55.840 This is the person who's going to be expecting you on Tuesday and then like on Tuesday before that day starts 25 00:01:55.840 --> 00:01:58.880 If it's the first day the trainer's gonna message them like hey, just let you know 26 00:01:58.880 --> 00:02:02.000 I'm expecting you at six o'clock tonight super excited to meet you Rosie 27 00:02:02.000 --> 00:02:06.280 I'll be the guy with the backwards at the beard, you know and then face pick right things like that 28 00:02:06.280 --> 00:02:12.080 That gets them connected in the community so they know that you care all right that's connection the second thing that we want them to do 29 00:02:12.080 --> 00:02:17.480 And second and third are kind of interchangeable because it depends on the type of customer that you're dealing with. So two and three are 30 00:02:17.480 --> 00:02:22.100 Refer and testimonial reason that they're interchangeables that there's some people who walk into a gym 31 00:02:22.520 --> 00:02:26.160 Love it and are like I'm bringing ten of my friends. They've even done a testimonial 32 00:02:26.160 --> 00:02:28.680 But they're just like they want people to come and do it with them. All right 33 00:02:29.000 --> 00:02:33.240 Same thing with gym lunch. We have some gym owners who sign up love the process at that point 34 00:02:33.240 --> 00:02:37.440 Have already consumed a ton of content and like just in their first couple days. They're like I'm gonna tell my friends 35 00:02:37.440 --> 00:02:42.600 Right, and so those types of people are hyperactive buyers. They're awesome buyers when you get those people 36 00:02:42.600 --> 00:02:46.160 They're awesome. They always send all the way up the phenomenal and when you have someone like that 37 00:02:46.160 --> 00:02:50.000 You want to give them the opportunity because there's tend to be influencers. All right, so like for example me 38 00:02:50.000 --> 00:02:54.480 I bought this brand of shirt that I really liked and I think within just the first week of 39 00:02:55.000 --> 00:02:58.460 Me having this new brand of shirt that was like really flexible and it was like button down shirt 40 00:02:58.460 --> 00:03:03.000 I wore with the summit. I think I probably refer them 20 people who bought shirts from them right just in the first week 41 00:03:03.000 --> 00:03:05.000 I was like this is awesome, right? 42 00:03:05.040 --> 00:03:09.080 But some people aren't like that most people who are saying or not like that 43 00:03:09.080 --> 00:03:13.200 They are like, you know, I'm gonna I'm gonna wear these jeans out for a little bit and see how I feel about it 44 00:03:13.200 --> 00:03:17.880 Or I'm gonna try this gym out for a little bit because they're putting their reputation on the line before they use their 45 00:03:18.080 --> 00:03:20.720 Capital the relational capital and say hey, you know what? 46 00:03:21.360 --> 00:03:24.040 This is good and just as a fun nugget for you guys 47 00:03:24.560 --> 00:03:27.240 The reason that people refer. Oh, this is a good one 48 00:03:27.240 --> 00:03:30.760 The reason that people refers because it increases their status, right? 49 00:03:30.760 --> 00:03:38.440 And so sometimes we wonder like why do people pay us and yet they're not referring so the reason for that is because like we're good enough to solve their problem 50 00:03:39.720 --> 00:03:45.480 But we're not good enough to be so good that when they refer friends their friends would thank them for the referral 51 00:03:45.680 --> 00:03:51.720 The only reason that people refer people to a business is to increase their own status like 52 00:03:52.480 --> 00:03:53.800 like 53 00:03:53.800 --> 00:04:00.120 Take that in all right like the number one reason that people refer people to a business is to increase their own status 54 00:04:00.280 --> 00:04:07.200 As in they gain relational capital in that relationship, which is why they're so free to refer people to a business if they're just mediocre 55 00:04:07.360 --> 00:04:10.760 Because then it's like dude you told me to come like use these guys and they're not that good 56 00:04:10.760 --> 00:04:16.560 You so many use this dry cleaner and they were late and I still have a steam on me sure right or like the person the fructus was kind of a dick like 57 00:04:17.400 --> 00:04:20.600 Why'd you like why'd you send me here right and then they lose capital? 58 00:04:20.600 --> 00:04:25.200 So there's a lot of risk in making referral because it's their status that matters 59 00:04:25.320 --> 00:04:32.360 And so the only reason like and so most times you're the range of just not good enough to refer but not bad enough to like leave 60 00:04:32.360 --> 00:04:39.480 And that's where the biggest range that most people sit in right and so you need to be above that in order to be so good that they're like this is exceptional 61 00:04:39.480 --> 00:04:45.160 I'm going to get bonus points by referring people to this business. That's how referring works 62 00:04:45.160 --> 00:04:50.000 Okay, so first stage is connection you got to get them into the community meeting people 63 00:04:50.000 --> 00:04:55.000 That's what we have many events is one of our first things we want every new customer to do at the gym 64 00:04:55.200 --> 00:05:01.360 For us gym alerts. We try and do the summits and try and get as many people to the summits as we possibly can because we know that when they connect with other people 65 00:05:01.360 --> 00:05:06.080 The life that they stay as much higher but also because when you connect with other people those people help you solve problems 66 00:05:06.080 --> 00:05:12.560 And then like actually help like they create better support like people who go have better outcomes like it's better for them for real 67 00:05:12.560 --> 00:05:14.560 It's not just like a business trip like they're better 68 00:05:14.880 --> 00:05:22.640 So connect is number one two is refer three is testimonial and so right now if you don't have a process with 69 00:05:23.600 --> 00:05:29.040 We'll click wise you guys already know that I don't run any ads on this and I don't sell anything 70 00:05:29.040 --> 00:05:33.280 And so the only ask that I can ever have are you guys that you help me spread the words we can out more entrepreneurs 71 00:05:33.680 --> 00:05:37.120 Make more money feed their families make better products and have better 72 00:05:37.440 --> 00:05:43.840 Experiences for their employees and customers and the only way we do that is if you can rate and review and share this podcast 73 00:05:44.000 --> 00:05:46.320 So the single thing that I have to do is you can just leave a review 74 00:05:46.320 --> 00:05:48.480 Let's take 10 seconds or one type of the thumb 75 00:05:48.560 --> 00:05:52.240 That means the absolute world to me and more importantly it may change the world someone else 76 00:05:54.400 --> 00:05:56.560 In your customer life cycle of 77 00:05:57.200 --> 00:06:00.640 Of asking for the testimonial and you don't need to ask for a testimonial 78 00:06:01.360 --> 00:06:05.360 Within the context of fitness. It's like hey, so for us to give you the best feedback 79 00:06:05.840 --> 00:06:11.920 I need to know what your stats are right. So give us your progress and um like that's like and and then show them 80 00:06:12.480 --> 00:06:16.480 What you think that post should be like so within gym walk 81 00:06:17.280 --> 00:06:22.800 I'm sure a lot of you guys are in this in this group see the post. They're like here are my stats right here's the 82 00:06:23.360 --> 00:06:27.520 amount like this how much we spent over this many days this how many leads is so many schedules 83 00:06:27.520 --> 00:06:29.440 This may show this many clothes at this price point 84 00:06:29.440 --> 00:06:33.760 It's total revenue and then experiencing comments right if you notice they're all the same 85 00:06:34.240 --> 00:06:37.760 Why because we show everyone this is how you get feedback right? 86 00:06:37.760 --> 00:06:41.760 This is how we can help you because then we know all the stats we'd be like hey your show rates low 87 00:06:42.000 --> 00:06:43.200 Hey, your clothes rates low 88 00:06:43.280 --> 00:06:47.680 If we don't have the stats we can't get feedback the same thing is true at your gym 89 00:06:47.840 --> 00:06:52.560 But right now i'll bet you a lot of the testimonials as you get our structure because you haven't given them the structure 90 00:06:52.560 --> 00:06:58.000 You haven't given them the template of what they're supposed to do and the reason a lot of people don't post is because they're afraid of messing something up 91 00:06:58.400 --> 00:07:02.480 They're like what if it's not right? Well, that's not right even though there is no right 92 00:07:02.960 --> 00:07:05.920 But you just need to give them the template so they feel okay and then they have a structure 93 00:07:06.080 --> 00:07:09.440 So that they can report things the way they know that you want to receive them 94 00:07:09.440 --> 00:07:14.080 And then ultimately so they can communicate their progress in a way that's actually useful for you to give them feedback 95 00:07:14.480 --> 00:07:17.040 All right, so why does Jim much have more testimonials than everyone else 96 00:07:17.840 --> 00:07:20.480 Multiple reasons one because we deliver better than everyone else does but 97 00:07:21.120 --> 00:07:24.880 Also because we have a process and we're collecting them right and so for that 98 00:07:24.880 --> 00:07:29.040 I have one person on my team that full time all they do is collect testimonials for all types of things 99 00:07:29.360 --> 00:07:33.200 Why because different parts of the business every single day when we have our huddles for each department 100 00:07:33.520 --> 00:07:38.960 We go over testimonials client wins for that department so inside of lunch those who are there 101 00:07:39.600 --> 00:07:44.080 When someone says hey Casey's a rock star. He totally helped me fix my pixel or it's you know 102 00:07:44.160 --> 00:07:47.200 Dave reason amazing. She helped me get these campaigns running or you know 103 00:07:47.360 --> 00:07:49.840 Mental is fantastic. She helped me set this funnel up 104 00:07:49.920 --> 00:07:57.360 We screenshot those and then we put those into the into the daily huddle for the next days that we need that person kudos and shout outs right and so same thing 105 00:07:58.160 --> 00:08:02.000 For them they get status within our group about doing a great job 106 00:08:02.000 --> 00:08:04.160 And so right now if your trainers don't do that 107 00:08:04.240 --> 00:08:07.440 It's probably because you don't have a reward system in place for them to get kudos 108 00:08:07.760 --> 00:08:11.840 And so one of the objectives like on there for our documents for a customer service 109 00:08:13.040 --> 00:08:18.640 Superstar for us is how many kudos are you get it right and so they know and they can't ask for them 110 00:08:18.800 --> 00:08:22.320 So it's like they have to do such a good job that someone would willingly 111 00:08:23.040 --> 00:08:30.400 Right a post about it like that's the goal is that every interaction is so good that someone would feel obligated to say 112 00:08:30.720 --> 00:08:33.360 This was so amazing. I have to let everyone know about it 113 00:08:33.840 --> 00:08:37.360 That's the goal. That's the goal of every interaction that we have on our customer service team 114 00:08:37.600 --> 00:08:41.760 Right and that gets funneled into their presentations so that they get status within that group 115 00:08:42.240 --> 00:08:46.080 Same thing goes for the client like our our company wide stuff 116 00:08:46.400 --> 00:08:54.480 Every single weekly meeting we begin with clients and the marketing team is going to have the clients around how great the new campaigns are and how 117 00:08:54.560 --> 00:09:00.160 Everyone's getting all these new lead costs that are just amazing right and like over arching company stuff 118 00:09:00.160 --> 00:09:04.960 It's just all the stories about how Jim's turned around and how like these are the stats 119 00:09:04.960 --> 00:09:10.240 So what they were doing before and then one year later those are the ones that drive the entire company for right and so 120 00:09:11.360 --> 00:09:13.920 Miles those you're connecting them within the community 121 00:09:14.160 --> 00:09:16.880 Given them the people that they can know from both the professional side 122 00:09:16.880 --> 00:09:22.480 So accountability coaches, but also on the personal side of other clients and getting them to those events ASAP 123 00:09:23.040 --> 00:09:29.040 Second, you're trying to get them to refer right some people do it early some people do it after the testimonial 124 00:09:29.040 --> 00:09:34.080 That just depends on the client right, but you need to give them a structure any process to do so every single 125 00:09:34.480 --> 00:09:38.400 Application that we have in gym launch has who referred you fun fact 126 00:09:38.400 --> 00:09:42.640 And I think I said it before but I said again because it was so powerful for me when we were at our summit 127 00:09:43.120 --> 00:09:47.200 I asked everyone like hey, so I was trying to prove a point about like it's not about the marketing 128 00:09:47.200 --> 00:09:50.080 It's not about the sales everyone always thinks that we're marketing the sales experts 129 00:09:50.560 --> 00:09:53.920 I think we're far more delivering fulfillment experts than we are marketing and sales 130 00:09:54.480 --> 00:09:59.120 Let me we haven't even changed our funnel in two years right and like I think they're still a video that is in work 131 00:09:59.680 --> 00:10:06.880 Right point is when I asked who here was referred by another gym owner at our legacy summit three quarters of the hands were raised 132 00:10:07.920 --> 00:10:09.360 Three quarters 133 00:10:09.360 --> 00:10:15.440 You get a lot more from your marketing and sales when people see your stuff and then they reach out to two people and those two people are like 134 00:10:15.440 --> 00:10:20.160 Yeah, it's for real and then they take action right and so 135 00:10:21.040 --> 00:10:29.360 Anyways connect refer testimonial and then the last one is resell or ascension and so within the context of your business 136 00:10:29.360 --> 00:10:34.640 This looks different right and so within the context of gym. There's two different ways actually. There's really three different ways 137 00:10:34.960 --> 00:10:40.400 So resell can first and at the very basic level is is transitioning from a funding program 138 00:10:50.160 --> 00:10:52.560 You