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Welcome to the gym secrets podcast where you talk about how to get more customers how to make more

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Per customer and how to keep them longer and the many failures and lessons that we have learned

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Along the way. I hope you enjoy and subscribe. I am

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Breaking lots of rules and making more pieces of content one day because I feel it. So

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one of the other pieces on my mind was about

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Max client value extraction

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Which is just a I guess fancy way of saying how to get the most money from people who are coming through your business

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And ultimately if you look at the difference between small business owners and enterprise businesses big large businesses

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You know multi-national corporations etc

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Is their ability to extract and provide value to end users and typically they do this through a very choreographed process

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Right, and so what I want to do is give you an example of something that's not in the fitness space and then give you an example of what we have as a pretty refined process for

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Upselling and ascending

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Customers in a pipeline. All right, so in in in most small business owners

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Feel bad about selling people and that's why they broke and can't make money in blah blah, right

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But hopefully you're beyond that point and you're okay with selling things because that is it kind of how business works

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As long as you're yeah, this is really kind of how business works

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Don't have time to break your belief on that. It's just what it is

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So if you were to look at like rental cars, right? This is pretty you know agnostics just you know grabbing a grabbing a coffee from up there, right

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And you look at the process that they take somebody through okay, so when you're ordering online

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You have multiple times where they're going to try and one click upside so with the the online selling process

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Mirrors the in-person sign process and they do it multiple times because what they have figured out is the one equation

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I can tell you right now for making money, which is the amount of goodwill you have times the number of times you ask for a sale

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Equals revenue, right equals how much money you make right and so in a in a rental car space

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You would go it you order online you'd make your reservation they try and upsell you a couple things online

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Maybe say yes or no whatever

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And then you come in person all right now. I just recently rented a car because we were on vacation in

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Utah and so it was just for me I was smiling the whole time because I just enjoyed

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Enjoy selling processes what you know in general and seeing what they're doing

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And it was clear that the rep who was who was selling us was she was brand new, right?

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But even though she was brand new you could tell that this one conversation this one process had been just

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Absolutely like this is your job is to do these things and they made it so

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Stupid simple that anyone could do it right and so as we're signing we're going through right

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First question she asks is hey, are you sure this is gonna be a big enough car?

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Give it, you know, hey, you might need boots or skis or bubble. Are you sure you don't want like a bigger size to vehicle, right?

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So right there upsell number one. Okay now for the the gym owners or for the fitness professor

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Professionals in general were listening to this like she just asked me if I wanted more right?

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I didn't feel offended. I wasn't like how dare you ask me if there's something else that I would like

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I was like huh, let me consider that. Uh, do we need another car

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That's bigger than the then the basic one. Are we gonna take it?

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Probably not. I think we should be okay, right?

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Upsell offers you number one then next thing that she says when

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When we're going through this she's like so would you like the

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Standard insurance or would you like the minimum right now mind you they're both upsells

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I can always opt to say I'll take zero. I'll take none of those things and take it on the fact that my mx covers

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For car damage because it does and so does yours

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but

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That was upsell opportunity number two and the choices that she gave wasn't like she didn't say

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um

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Do you want us to just add insurance on to your vehicle? She didn't say that she was like would you like the standard or would you like the minimum and the minimum apply

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And must be wrong just take the minute right when you reality it's still an upsell okay

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So that was upsell number two that happened and this is just in a matter of like a four-minute conversation all right

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Then and and let us like she's like I don't feel like doing with the card of something happens

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It's gonna be I see she's like just get the freaking insurance and I was like no

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And she's like just get it and that's like fine right soon. I'm getting insurance, okay?

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Which was an egregious ridiculous amount which was like I think I think was like 20 bucks a day right now for insurance

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Is like 20 dollars a month right and so for them to charge that for that period of time is literally pure profit

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You're talking like 98% margin on that money because the likelihood that it happens is zero and you have to have recorded every single

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Dent on your car, which is another revenue opportunity which I get to a second now that was upsell number two

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And this is after we had all the upsells that happened on the actual page during the ordering process

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This is just us picking up the damn car that we already made the decision on right number three

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Thank you already Lewis, right

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Upsell number three was hey, would you like to just prepay for gas that way you don't have to worry about

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Filling it up. It's only 270 again, right? Which is the same rate or a little cheaper than what the gas was in the area at the time

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Now she said it like that, which is the way she was which it's just the way she was trained to say it

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But what they don't tell you is that you're prepaying an entire tank of gas

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Which means that if you only use a third of your tank you still paid for the entire tank of gas

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Right, and so that upsell is let's say it's a truck, which is what we ended up getting

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Um, I think that they actually the gives the truck even though I didn't take an upsell

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Thank you. It's my setting basically too many

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Um, I think it's uh

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It's like a 25 gallon tank times three dollars, right? So it was a seventy five dollar upsell

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And we probably I think when we we drove it back in I think we'd only used

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A third or maybe half a tank of gas and we'd actually drove a decent amount right

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And so each of these things

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Ended up being upsell opportunities and it actually added a total of four hundred dollars

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I think to the to the ticket

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For hour for our stay then right all of these little things that they added on

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Um, and I looked at lay out as I realized I would say at four hundred dollars this ticket right now at this point

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I'm okay with this stuff like it's more just worth that not dealing with the headache

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But the point is is that you have to have a choreographed experience for upselling now mind you once I got the car

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I then had to you know you take your video by the way quick hack is to take a video on your phone

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A girl car rather than trying to like market on the thing so that if they do try and do you can show the time and date stamp

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That the ding was already there any of

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Now what I want to do is now explain the process that most people have that their gyms and why they don't make money

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Right like if I had just the reason that hurts and budget and dollar and all these ones have been in business is because they understand the process

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This is the process of getting as much value for each client that that uses the the vehicle right and the same degree

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It's also providing value because some people might not want to deal with

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Filling up the gas tank they might value their time like we did right and they might not want to have to worry about

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Something on ice and getting into the car

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But I'm having to file with the credit card come like you don't have to do with it right and they might value

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Having a bigger car like these are all things that some people might value and they know that on average

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X percent are gonna take each one of these upsells and the more times they ask them already they make

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Real quick guys if you can think about how you found this podcast somebody probably tweeted it told you about it

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Shared it on Instagram or something like that the only way this grows is through word of mouth

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And so I don't run ads. I don't do sponsorships. I don't sell anything

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My only ask is that you continue to pay it forward to whoever showed you or however you found out about this

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Podcast that you do the exact same thing

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So if it was a review if it was a post if you do that would mean the world to me and you'll throw some good karma out there for another entrepreneur

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Right and in fitness because we have poor views about money as a community

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We say it is bad to upsell people right which is stupid, but anyways now in fitness

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This is the best process that I'm aware of up to this point

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When someone walks in the door

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At that point is when you sell them service and you don't just sell them a membership

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You sell to their goal. All right, so that means that someone might come in for a 28-day that's six week

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14-day that's 12 week. Oh whatever a referral for God's sake right they come in the door

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And you're going to sell them to their goal. You're going to sell them for 36 weeks or however long

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You think it's going to help to take to it's going to take to get them to whatever their goal is right

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So that's number one most people don't even do that sale

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They're like just like people come in and they're like hey, why don't you just do a free try right?

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You're like god

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Anyways, no wonder you're not making anything anyways

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So someone walks in you sell them on that because that's one of the most excited

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That's one of the most committed they want to know right now

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That's if you just do that you're already ahead of anyone all right

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But if you want to believe in further right and be a really smart business owner the next thing you do

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So you should have a nutrition orientation

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All right, and this is where you talk to someone again

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You reiterate their goals you reiterate their pain and then you on board them with a good experience

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But then you ask them about their food and at this point you can upsell them supplements

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Right and you can upsell them

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Meals so that they don't have to like now for some consumers

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This is not going to be everyone

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But you're going to know that x percent of people you're going to 80 percent of people are going to buy at least two products

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For supplements and one out of three or one or one out of two depending on good your sales person is it's going to take

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One two or three meals a day off their plate so they don't have to worry about anymore

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Right, and that's real value to a consumer right but to the business

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It's also adding multiple revenue streams and upsets like think about that car company right

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Multiple revenue streams for them was gas right insurance

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The size of the vehicle right each of those things and the dense that happened later whatever right all of these things were

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Different categories of revenue that they were able to derive

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You know or provide value from and then extract value and return from the customer right and for us as gym owners

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What else to someone buy right you're going to buy gas if you use your own car

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You're going to buy supplements if you get into fitness. You're going to buy food if you get into fitness

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So she'd have each of these things now. That's just upsell number two right the second orientation

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You have two upsells during that conversation now after that point is there that's where it must be like all right

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I'm already done. I've already provided enough I've already checked in fact, but no there's more all right at day 14 or day 21

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Typically in that range is when you can actually meet again with the person establish how they're doing see

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Provide more value in terms of goal setting and and really just looking back at their performance up to this point looking at their attendance

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Etc and the beauty of this next meeting is that you actually have yet another opportunity for upsell

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All right, because there's really two scenarios up like scenario one is the person is not getting the

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The weight loss that they want they're not hitting the goals of the speed that they're looking for and at that point

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You upsell them additional levels of accountability right if you're at the gym

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So it's like hey, we're gonna provide 101 accountability for you and we're gonna be I want to be you know

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I'm gonna text you every day make sure that you show for your workouts

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I'm gonna make sure that you're doing your food stuff

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Um and you can give them a deal for signing up today in that moment, right?

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Now if the person is really happy

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Then they like you and will probably take whatever offer you give them at this point because they're already since thrown with the results

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So either scenario actually works to your advantage because if they're struggling now you can solve the pain

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And if they're succeeding

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Then you can have the goodwill that you can be going to say hey, this is if you if you're gonna results on this

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Imagine the results you're gonna get with our more advanced program with our more

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With more accountability more coaching etc

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right and so to recap this

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The choreographed experience you need to take some through has to be multi-revenue change has it

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Well many times in the gym space being multiple conversations because running a car is different than signing up for

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Training because you don't have to arm wrestle someone to sign up for run a car. They have to do it

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Whereas at the gym you do often have to arm wrestle someone for

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30 or 40 minutes to get them to become you know to make the decision to be healthy for themselves. All right, so

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Sale number one is gonna be your service sale where you sell to goal not sell them a membership or sell them a trial

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But you sign them up all the way to the goal just like that

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You take somebody who is gonna be worth a trial and maybe not convert and you get them committed and now they're committed for 36 weeks at

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X right so now all of a sudden you have a

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$2,000 sale which automatically sets you up as two times the lifetime value of the average gym or three depending how she did

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All right, then after that you established two other revenue streams from supplements and food at the second

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Consultation that you have which is for nutrition all right great now. We have two more revenue streams that we're kicking in

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Then at day 14 or day 21 depending on how you want a structure

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But in that second to third week you're gonna sit down with them again

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And then upsell either more continuity or high levels of service if you want

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Hey, you want to do some of the private training instead of group

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Maybe that might actually help you advance fashion might hold you a little more accountable to show you up

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Hey, do you want to do want to accountability with me?

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So you can actually do some of these workouts remotely all of these things are different ways of having a conversation where you get

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Upsell different levels of service

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Right, and so this experience this choreographed experience

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Allows you to maximize track value from the customer and then if you want to be even sexier as a gym or once a quarter

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You're doing an entire campaign to your your whole list your current customers and your list of past customers and reactivations

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To get them back in the door and upsell them into a defined period program like a 20 AD belly fat blast or a

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You know a six-week challenge or big booty boot camp or a accountability challenge or whatever

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And guess what on the back end of that you should have that continuity service setup so that they can stay and keep doing it

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And they're going to pay more to do so and so if you do that on a quarterly basis

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Then it means that you're going to want a consistent basis upsell the customers that didn't take the initial offers on the front end

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Right, and so overall after having your first service sale and then your supplements and nutrition sale

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And then you have your higher level of service upsell for a semi-prior for one-on-one

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For accountability for remote training all those things

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On conversation number three and then you have on a regular basis

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You kind of catch with a big net anyone else who slipped through the cracks get them to bring friends

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Reactivate and that is the process of being able to consistently extract max value from customers and also provide value

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To customers which is how this whole game works right and so

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Right now if you look at your bit your business and you're like man

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We only do one of these things or two of these things

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Well, then you're leaving money on the table and the good news is that all you have to do is implement it

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And you can increase your revenue per customer without doing anything else in your business and you can make more

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So anyways, I hope this is valuable for you

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If you did like it tag someone or comments or or leave a kind review on the podcast if you're listening

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And I hope you guys have an amazing day and

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Implement this and don't be afraid to make more by providing