Just the other day I talked to my good friend and Fast Track Mastermind Member Billy Corbett about the hidden goldmine in his business.
Hidden goldmine?
Yes. Billy’s business, like most every business, has a hidden goldmine waiting to be uncovered.
For Billy, the biggest part of this hidden goldmine is his list of former clients.
See, Billy has been training for a while and while his retention is incredible (actually, ‘legendary’ might be more accurate) – but he still has some clients drop of when they get busy, their financial situation changes or they just kind of drift off over time.
Well, this group of people is the ideal audience to reach out to and invite back into your business.
Why? A few reasons:
• Billy already has a great relationship with these people. He’s always overdelivered to his clients.
• They already are comfortable with him and his business.
• They’ve already established themselves as ‘buyers’ – people who will invest in their health and fitness.
So Billy and I discussed how he could reach out to them and make them an offer that would be enticing enough to bring a significant percentage of them back into his business.
Once we concluded that he had a great list of former clients – and this is key because if your clients left due to poor service, this approach doesn’t really work – we had to identify what kind of offer to make to this group that would be really appealing.
Here’s what we considered?
Why did they leave?
What are the most common goals of this group?
What is the typical availability of this group?
We determined that the members of this group left either because they could not afford 1 on 1 training any longer or they got busy with other things and couldn’t commit to continuing.
With this in mind we determined that the ideal approach was to come up with a fitness bootcamp that would allow people to train more affordably and offer it during times that would best accommodate most people.
Then, to make it even more appealing, we decided to offer a free trial to get these former clients motivated about at least trying out the bootcamp and then let Billy’s extraordinary service do the rest.
Will this work? We’ll see, but in our businesses we’ve done 2 different reactivation campaigns that generated over $30,000 each time and we’ve had several coaching clients do that well or better…and dozens of others launch $5000 per month programs targeting only former clients.
So, as I mentioned before, if you’ve never gone back to your former clients and made an offer, you’re missing out on a hidden goldmine in your business.
To make sure you don’t miss out on this goldmine any longer, Nick will be sharing our reactivation system with you in a couple of days – so stay tuned.
Thanks Jim for this tip.
What I will start doing is setting aside some time weekly to reach out to old clients to see how they are doing.
9 times out of 10 when you are speaking to your old prospects even its about the local news or family they will always associate you with fitness or health.
I am glad you made this post. You also mentioned this great tip
In the boot camp blueprint newsletter and I must admit I used it at the time and forgot about it.
I now realize that relationships are apart of our business.
I called a client that moved away from NYC to D.C. and she was so enthused about the boot camp that she wanted to do
a phone interview testimonial.
Thanks guys for all you do for being coaches, teachers, and valued friends.
Yours in Health and PErformance,
Nii
Thanks, Nii! Glad you like it, but it ain’t mine
This is Pat’s post. We’ll do a better job of making it clear.
Don’t forget that Nick will be posting Monday for our Fitness Marketing Time Saving Tip of the week. It’s going to be about taking this and making it into a system so you don’t “forget” to do it.
This method really works! Each time we’ve made contact with previous clients, most of them have come back to training.
Constant contact works! People drift off for one reason or another, but when you contact them via card, phone, email, etc they are rerminded about how good they felt when they were working out with you. Most of them say they’ve been thinking about coming back anyway, so to offer them a free trial, it’s almost a no excuses gift for them.
Pat for some damn reason, your post and emails always happen at the right time for me.
I’ve run very successful reactivation campaigns in the past with your help and I’m in the midst of another one.
It’s always important to remember that those former clients still have the same frustrations and desires just waiting to be stirred up like dust in a wind storm.
Thanks for the great info…I can’t wait to get to Philly and pick you brain some more. That’s a big a$$ brain to pick…no I’m not callng you “Big Head”!
Donovan “DFitnessguy” Owens
Nice strategy! It’s always more cost-effective to activate an inactive client than it is to find new ones.
Jim,
This post couldn’t have come at a better time. My morning boot camp is on a break next week and I need to do some serious scrambling to get enrollment up. I had completely overlooked this option. I’m ready to jump on this. I wish Nick was ready today with his info today!
Thanks,
Larry
Great tip! I did this just the other day with 12 of my former bootcamp members. All I did was send an email to them asking how they were doing and if I could help them. Of those 12 I have 6 that contacted me saying they are ready to join back up!
So simple!
Keep reaching for the stars.
Dustin Maher
http://www.dustinmaherfitness.com
I think this is great! I put together a list the other day to reach out to some old clients to see if they were interested in Online Training, it being less costly. But instead, I will look to see if they would be interested in a Boot camp instead. And those who are not I will mention the online personal training then. This is why I need that Boot camp Blueprint. For some reason I haven’t gotten this mind clicking properly. You guys are getting me back on track. I wish I had found you 6 months ago.
[...] you’ve got to go back to Pat’s article and decide what offer you’re gonna make? He told you about how well some of our campaigns did – [...]
This is great. I have a number of old campers that I ca contact. Thank you so much for a great tip to continue to increase my business.
Add your Comment.