How to Survive
Whether your studio has opened or not doesn’t mean you cannot be growing your business. Let me say that again, it does not matter if your physical studio space doors are open. You can still be growing your business right now. Four months into this pandemic I have seen more teachers and studios in all fitness modalities pivot, grow, change their offerings, raise their rates, and more. This can be you! And I know some of you are hanging your hat on your studio doors being able to open whether you have a brick and mortar or home studio. But, waiting until that moment happens will be fairly anti-climatic because what those who have opened can tell you is when you do get to “reopen” you’re looking at maybe 25% of your original client base. And, I know I don’t have to tell you that 25% is not enough. It’s not growth. So, how do you rebuild, get new clients, and more than survive this time?
Before I go into these tips I need you to promise yourself that you will have an open mind and be willing to try at least one of these things. And more than once. You likely couldn’t do the Teaser on the first try but you didn’t let that stop you. So, if you get a ‘no’ in your business or don’t get the results you’re expecting day one or after the first attempt, you need to remember how long it took you to do the Teaser. AND, I bet you know now that had you done more practice sooner and often you could have seen your Teaser improvements faster. This is not the time to wait and see. This is the time to put your foot on the gas, be brave AF, and not take no for an answer. Are you ready?
7 Tips for Getting New Clients
- Who do you know who would like ‘this?’ Notice that I didn’t say ‘do you know anyone who would like my classes?’ I said, “WHO DO YOU KNOW…” Our brains do not like open loops. And they don’t need to answer it right then. And, you need to ask them again and again. And who are the people you are asking? The 25 % or 10% or 40% of your clients who are joining you for zoom or in your studio now. These people LOVE you! They are braving these weird times and showing up for you now. Ask them. Contact the clients who you’ve not seen since March. I know you’ve already contacted them a couple or few times. Do it again. Remember, their life was upended too. They also are trying to navigate these times. Be patient but be consistent. Be personal. Be human. But, if you want to remain open be persistent. Who will you ask today “who do they know” that could use your teaching?
- What other businesses share the same clients? These businesses are in the same place you are. I don’t care what you think you see on IG. They are also trying to find creative ways to get clients to buy their dresses, their coffee their pies. Two minds are better than one as we know. So, how can you all team up and create a virtual or socially distanced day, event, summit, etc that allows them to have something exciting for their people to look forward to attending and attend? And, maybe there is some bonus for those who get their friends to sign up.
- Don’t be so quick to ditch virtual. I know so many teachers and clients are not loving the virtual teaching options. BUT, remember, your walls are not limited virtually AND people can attend from all over the world. I started taking a class that is in Houston because I saw my friends taking it. Even though their studio has reopened they’ve kept us, virtual takers, online and they now have double the students in a class, and that virtual option has no limits.
- Your discounts and sales are not what gets you new clients. I know you think you need to offer a sale to get people to try you out. But, you’re not making dresses where the markup is 2-5x and you have the margins to do that. A dress doesn’t even help people past the time they wore the dress. You are helping people feel better in their skin, stronger in their muscles, and be able to pick up a 6-gallon jug of water on their own at Costco because now they can’t have someone help them. I literally just got that info from one of my online students. I mean, she doesn’t care if I have a sale or not she just wants me to keep showing up so she can remain independent! You do that for people. Never discount that gifts that give beyond the Mat, Reformer, or studio. People are not searching google for prices of classes in their area. They are searching for the person/studio who is soo enthusiastic, confident, and consistently showing up to help them.
- People over Product. Looking back on what you post, market, “advertise” notice how often you are talking about the people you help vs the product you offer. What I see often is that teachers and studios are talking about their product or the sale of their product and not the people they help. I know you help people. But, your future people DON’T. So, be obsessed with how you help people and they will see your enthusiasm (#4) and buy from you because they want to feel like those people you’ve already helped.
- Pivot. Look, you may be known for your 12 person classes and now people are not feeling super safe in 12 person classes. So, revamp your offerings, create Semi-Privates, and change your prices to reflect that. Yes, you can make the same with 3-4 people as 12 people. Does that mean you have to find new clients…yep probably, but remember those who used to come to your class know how awesome you are. And you need to tell them why for now, fewer people is the best thing for them. Used to teach Privates but now you need to get more clients what the clients that still come to see you can bring their partners, roommates, and family members? They are already living together so coming to work out together is same same. And, they each can pay a little less than a private, you make more in that hour than you did when it was a one-on-one and you don’t need to teach the same amount of hours to make the same or more amount of money.
- Shift your perspective!!! If you are seeing and talking about how many studios are closing, if you are focusing on what other studios are selling or how many local businesses are closing you will see more and more of that and your brain will likely think “if they can’t make it how can I?” Or, “everyone is struggling so I’m gonna have to struggle too.” WRONG. You can absolutely thrive during and after this time. It requires you to believe in yourself. You to pour into people how you help them. You to show up every day and show people how you are what they should be investing in.
My friend, I’m not in denial that studios and businesses will close. But, I do believe that more people will have stronger, better businesses because of this time we are in. You may have to get more creative than ever before. But, for those who believe and take action the path will reveal itself, the clients will appear and the growth will happen. I know. I have seen it every day during this time with those in my AGENCY community. What will you do today to take action and grow your business?