5 Steps to Better Leads, More Clients & More Money
Getting More Leads, Clients & Money
Consumers are now making up to 60% of their buying decisions before ever contacting or engaging with a business. That’s a scary stat if you don’t have a plan in place to help those consumers find the info they are seeking.
Most fitness professionals don’t consider how leads are finding them or spend any time creating an experience that will increase the chances of them becoming a client. That’s a mistake…and it’s costing you money, lots and lots of money!
Before you learn the simple 5 step process to setting up a predictable sales funnel, it’s important that you understand the buyer’s journey.
Understanding the Buyer’s Journey
There are 3 very basic stages a buyer will go through when investigating a solution for their specific problem.
Stage 1: Awareness – The buyer is made aware of a problem (example: reads an article about workouts for weight loss)
Stage 2: Discovery – The buyer begins to learn more about the problem and possible solutions (example: reviewing blogs, checking Yelp!, or following on social media)
Stage 3: Decision – The buyer engages with a business to begin making a decision (example: scheduling a consult)
Unfortunately, most fitness pros are missing out on a big pool of potential buyers by neglecting the first two stages of the journey. Planning out the proper experience for a potential buyer throughout this journey will result in better leads and more clients for your business.
There’s an easy way to create that experience.
The 5 Step Sales Funnel
The steps in this sales funnel will help you acquire new leads and nurture them through the buyer’s journey so that you can control more of the messaging.
Here are the steps:
- Determine your traffic sources
- Create your lead magnet offer
- Create & deliver value-building content
- Present the front end offer (FEO)
- Close the deal
Determine Your Traffic Sources
Traffic can be a scary word, especially for fitness pros who associate it with online or internet marketing. But it doesn’t have to be that way!
You can get traffic from a variety of sources and through a variety of methods. To help you define and determine your primary traffic sources, start by looking at your current strengths and assets.
Here are a few areas to start with:
- Your network
- Strategic relationships
- Social media traffic
- Organic website traffic
- Paid marketing channels
- Current non-client email list
Pick your top 2-3 traffic sources and focus your energy and time on the highest return activities.
Create Your Lead Magnet Offer
A lead magnet is something you can use to attract your ideal client to your business and get them started in the awareness stage of the buyer’s journey.
It’s best to have just a few lead magnets that perform really well. That being said, it’s likely you’ll have to try a few of them before discovering what works best.
Your lead magnet should connect them to a solution for the problem they are trying to solve. You also want to make it something that they can use right away.
Leverage your strengths when creating these lead magnets. You can use print, video or any other medium you’re strongest in so that it is easy for you to create and has maximum impact.
Once you’ve created your lead magnet you’ll want to create a landing page where the lead can opt in to get access to your lead magnet.
Delivering Your Value-Building Content
Now that a lead has opted in to get your lead magnet, you need to continue to build that relationship. You’ll want to deliver a series of valuable pieces of information for them to learn more about what you do and how you can help them.
Make a list of the top 3-5 questions and problems you are asked by clients. Then start writing blogs or creating videos to answer those questions. It’s relatively easy to knock these out and deliver a lot of value to your new leads.
Another valuable asset that you should be using in your value-building content is testimonials.
Testimonials of client success stories are powerful marketing tools.
Testimonials and case studies of client success stories are powerful marketing tools that you should be creating frequently and sharing with your leads.
Send out 2-3 videos or blogs providing your leads with a solution. Then follow up with 1-2 testimonials or case studies showing a client’s success. This will help nurture the lead along through the discovery stage of the buyer’s journey.
An often underused method for delivering content is hosting free seminars or workshops for your leads. Having 10-20 leads attend a workshop is a powerful way to establish your credibility as an expert and leverage your time.
Present the Front End Offer
Your Front End Offer (FEO) is a low barrier to entry, short-term program that offers a very specific result for the client. The FEO should give your leads a taste of the complete experience.
Fitness professionals often times err by giving away the house too early, which makes their core offer (or primary service) seem like a bad investment.
The keys to creating a great FEO:
- It should be something the buyer can use to see results quickly.
- It needs to have a low barrier to entry, easy to start, and a low commitment.
- It should be specific to the problem the buyer wants to solve.
- It needs to be an incomplete solution.
During the FEO your job is to wow the client with your experience and prove to them that you are the best solution.
Here’s a quick look at what you can do during the FEO to add value:
- Day 1 – Provide the buyer with a quick-start guide to getting results.
- Day 2 – Complete a personal phone call check-in.
- Day 3 – Send them a resource from your blog that will help them get better results.
- Day 5 – Make a personal call or send a text from their coach or you.
- Day 7 – Send them content on what’s next and schedule a personal meeting.
- Day 10 – Complete a progress check meeting and discuss results.
During that final meeting you can take the opportunity to sell them into your training program.
Close the Deal
After experiencing your FEO and seeing all the value that you can provide for them, the buyer should be primed to join your program as a client.
During the progress check meeting, which will serve a dual purpose as a sales opportunity, you need to present the buyer with an obvious opportunity to join your program.
Highlight the benefits of being a client, explain how your services will help them achieve their results faster, and paint them a great picture of what their life will be like once they reach their goals.
There are 4 steps you can take to increase your conversions without using high-pressured sales tricks.
- Explain the benefits of the core offer, what they will get when they join, and how it will help them reach their goals.
- Add in a special bonus.
- Create urgency with your offer by making it available for that day only.
- Offer a guarantee.
Creating your own sales funnel using these 5 steps will help you predict your future success and determine where you can improve your sales process for better conversions.
Simply knowing how you’re getting leads, the experience they’re having, and planning out the steps to turn them into clients will have a huge impact on your business.
A New Client Attraction System
If you want access to our complete course for attracting more clients to your business, check out our 5 Step Sales Funnel Course. In this course you’ll discover how to quickly apply the 5 steps to converting leads to clients in your business so that you can automate your marketing.