The right people will find you.
“I do not market to the masses.
It’s a horrible strategy in the Private Coaching/Training Industry.
Instead, I market to the 1% who are willing to do what most won’t.
I market to the select few who are looking to leverage value today, that pays dividends tomorrow and well beyond.”
-Ray Zingler on Threads
I consult with gym owners and perspective gym owners, if not daily, weekly.
The most common question I get is one you would probably assume.
“How do I get more clients?”
I understand the question because in order to be able to make a living in business, you have to define a problem, create a solution, and build a problem-solving product or service that has demand and then sell it to consumers’.
This is why entrepreneurship is harder than anyone who is not one can fathom.
Entrepreneurs have to create an idea and then spend (a bunch of) money to acquire real estate, equipment, tools, etc, just so they can work at the chance of earning the right to work. “Huh!?”
The real work comes after you’ve incurred the (massive) risk. Then and only then can you begin the process of working 80 hours a week to avoid working 40.
Excited to be an entrepreneur? Go get ‘em cowboy!
So trust me, I understand the question.
But I’ll explain why I believe the question needs reframing.
“How do I get the right clients?” is a far better question.
See a lot of people who don’t fully understand their own product or who exactly it is they’re speaking to, aim big and miss.
The key is to aim small and hit.
It’s to understand, that especially in the private coaching/training business, you’re not going to be for the masses.
You and your value are going to be misunderstood by those who know the price of everything, but the value of nothing.
The “globo gym is $20” and “we have a weight set at home!” folks aren’t for you.
Neither are the ones who are “too busy”. Funny enough 13 years and over 2k clients later, I’ve yet to come across one who wasn’t busy.
In this business you’re after the 1%. The value seekers. Hell, I’ll go a step further, you’re after the 1% of the 1% of people who are looking to gain an edge, not only physically, but mentally.
You’re after people who aren’t letting dimes hold up dollars.
The people who understand the investment you’re making in our youth and the value of what you’re doing well beyond sets, reps, and sprints.
There are fewer of them, but they are out there.
Speak to them.
