Who You Gunna Serve?

Who you gunna serve?

As an affiliate owner, you set up your own business so you can work for yourself – you’re not answerable to anyone.

But we all know that this is not entirely true. We’re all accountable to someone and as a business owner your accountability is to your clients – it is your members that you’re going to serve. But in saying this, what do we really know about them?

Let’s say I was to call you in the next 30 seconds and ask you who is your ideal client, what would your answer be?

Now let me start by saying that once you can answer this question, you will have a never ending supply of new membership leads – people that are cashed up and desperately wanting to come in on your CrossFit program.

Big statement I know. But the most important part of running a business is to know exactly who you’re providing your service to.

Why?

Look at it this way; the better you know who your ideal client is, the more likely it is that you will know what social circles they associate in, what interests they have, where they shop, where they eat, where they live, where they work, whether they’re married, whether they have kids… you get the idea.

This is all critical information as it helps you to establish how you are going to speak to them (marketing medium) and what you are going to say (marketing message). To take this a step even further, once you know this stuff, you can even start to shape your business around what these people need, supplemental to your core CrossFit operations.

How do I find out who my ideal client is?

I know that this can all look a bit hard, but it really doesn’t have to be that difficult, as it is all at your fingertips and is in fact as easy as two simple steps.

Let’s start by looking at who are the biggest spenders in your box. I’m not just talking about memberships, I’m also talking about who is routinely paying additional for seminars, clinics, nutrition programs, apparel, supplements (if that is your thing) or even home equipment. To find this out, you need to have a look at what they’ve spent over a full year and then divide it by 12 to get  a monthly spend. Most membership software can do this in a click of the button or the print out of a simple report. That said, if you don’t have software, it might be a bit more manual, but still work finding out who are the big spenders in your box.

Secondly, have a look at who has stayed the longest in your box. Who has been a member for the longest?

Now is the time to compare these two lists. What members are featuring big on both lists, as in who has a big average monthly spend and what members are staying the longest – it is here that you will find your ideal client.

Look past the fire-breather

The funny thing in all of this is you will never ever (I should be wary in saying never, but it is highly bloody unlikely) see a fire-breather feature in both of these lists. But how many times have you seen other boxes run marketing pieces, advertising campaigns or tailoring additional services to the fire-breather – you may have done this yourself.

It is important to understand that this is not where your business will be made. Your business will be made in what Coach Glassman refers to as the bench-warmers. Those individuals stuck in cubicles, the ones that have never excelled at sports, the ones that have next to no chance of ever competing at regionals. Knowing who these people are and helping these people to feel like athletes is what will grow your business. And from here, once you know who your ideal client is, everything else becomes just so much easier.

What do you think?

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