It was leading up to Christmas 2014 and things were going great. We were offering group training, semi private training and PT.
The group stuff fascinated me though as there was almost no limit to how far you can take it. The only down side though was that it was still quite labour intensive at the front end.
Typically:
- People respond to an advert
- Then follow up trying to get hold of via phone and email
- Then book them in for a trial
- Then have a sit down consultation and sell a tailored package
I wanted to figure out how to streamline this process and my main reason for doing so was that I didn’t want to have to go through this whole front end process in preparation for the January surge in enquiries. I had done that the year before and the price I paid was the time that I could have had with my kids – I’ve got a boy and girl who both still believe in Santa – there aren’t too many of those left!
Having had a lot of success with marketing, I kind of figured out that the only way that I could cut all of the above out was if people genuinely trusted me and my company.
You see, that’s what happens when they come in for a trial session. They come and meet us and sound us out. Are we legitimate? Do we get the kind of results that we claim to?
I had to figure out how to alleviate any concerns that they might have with my strategic marketing message.
I started at the beginning of December.
Everything was about building up to an official launch of our 6 week transformation programme. A great value programme for £99 that would serve as a taster for what we do, but then also provide enough time for members to notice results. The end game here would be then to convert at least 40%-60% of people on to our regular 12 month programme.
I had set up a 5 step sequence of events that quite literally cut out all of that initial leg work that I was doing before.
- Step 1: Facebook Ad
- Step 2: Landing Page
- Step 3: Sales Page
- Step 4: Payment
- Step 5: Next Steps (all info, facebook group, booking in etc)
People could start buying the programme on 26th December – the traditional Christmas Shopping Sales day.
We were at my in laws, and then my phone started ‘pinging’.
Sales were coming in.
Not flooded in, but I kind of thought that if I get 10 people paid up and have booked themselves in to start on the first week of January without me having to have spoken to them then I will be happy. That will be nearly £1,000 while enjoying Christmas with the kids.
By 3rd January we had made 57 sales!!!!
Now I was starting to worry about how we were going to cope with the extra demand, but with over £5k in the bank for the start of January it certainly made it a nice problem to have.
We ended up converting 19 of them on to long term membership plans. Now this conversion rate could have been significantly better, but I guess I got lazy. I wanted to automate the next step on to long term membership as well, so just sent out an email to everyone with a time sensitive offer when they were heading towards the end of the programme.
This still equated to £8,532 in membership sales though. So on top of the initial money in we had made over £13k from that one campaign.
I then left it a couple of weeks (so 8 weeks since we marketed the last one) and then launched the next one.
I wanted to be sure that the success of the first one wasn’t just because it was January.
Stats are as follows:
Sold 42.
Converted 15 (still being lazy with the automated system but only gave them the option of a 12 month membership)
Value: £9,720
So that’s nearly another £14k.
One more test then.
Rather than wait 8 weeks, I wanted to see if it would work again if I offered it out there just 4 weeks after the last one.
So, as I write this in April, we are already 1 week into our April programme and it sold out at 39!!
These sales have come from 2 main areas – around 80% from facebook and 20% from my email list.
Check out the facebook stats below (cumulative for both March and April sales)
In total I spent $320.74 (approximately £213)
In return I made £6,336 in front end sales at £99 each(just from facebook) and then I made another 20 sales from my email list!!
But, just from facebook I spent £213 and made £6,336!!
With the April campaign though, I’m going to be scheduling sit down consultations so that we can drive that conversion rate up to around 20-25 converting to 12 month memberships.
This system has totally changed my life!
That sounds like a bold statement to make but it really has.
I have taken on another trainer, a PA and have just booked a 1 month holiday to Spain with my family in August. I’m realising one of my bucket list goals to hire a villa with it’s own pool overlooking the sea for a whole month.
This is where we’re staying from 25th July until 22nd August 2015.
I’m also launching our Fitter Body Ladies franchise in the next few weeks and this system will be underpinning the rapid growth of that part of the business.
……and I’m able to do this because I now have this automated system in place that takes care of all of the leg work.
It’s not my intention to keep this a secret though.
I don’t have a scarcity mindset.
I genuinely believe in abundance.
Which is why I have recorded the Live webinars of me teaching this exact 5 step process.
I want others to learn how to do this.
If you’re interested in getting your hands on the entire programme then check it out here:
CLICK HERE for 5 Steps to a six figure group training business
Ricky
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