System: a set of things working together as parts of a mechanism or interconnecting network; a set of principles or procedures according to which something is done.
Let’s face it – the last few weeks of studio ownership have been all about pivoting to a virtual model, servicing our existing clients and working hard to maintain our businesses.
For most of us we haven’t had much time to work ON our businesses and create systems around how we do things.
Stop the press because NOW is the time to take a good hard look at what’s working and what’s not. If you felt like your business ran you instead of the you running your business BEFORE the pandemic then things are about to get even more messy as we start to re-enter our studios.
So what systems are absolute MUSTs?
Too many studio owners forget to go back to their numbers when making these important decisions and instead price and compensate on a gut feeling. You absolutely must make sure every service is profitable BEFORE implementing.
Unfortunately, we don’t have the luxury of “waiting to be profitable” so if your numbers aren’t lining up make the tweaks needed so that they do.
Also it’s important that you pick one or two main KPIs to focus on as you move towards re-opening. In our studio we have decided to focus on 1) # of leads/prospects and 2) # of transactions. Now that we can train virtually and our reach just opened up to anyone with an internet connection we started a referral program (# of leads) to try to get a client from every state. Check out this flyer with more info on we’re structuring this program.
And, we are keeping our teams’ feet to the fire and encouraging them to keep their training hours up (# of transactions)– even amidst the pandemic. Interestingly, many of our clients are training more – they are homebound, they aren’t traveling as much and their training is a way to stay healthy and seek some normalcy.
As the leader, THIS is your primary responsibility. To keep your team aligned, moving forward and always striving for greatness.
In preparation for re-opening it’s time to start communicating your vision to your team. Talk about what the studio will look like, what protocols will be in place, what you will expect from them as a team member, what their responsibility is in regards to helping you re-open and any changes to how you do business.
It is critical that you are on the same page, and the ONLY way to do so is to over communicate regularly. Take some time this week to think about what a “perfect” re-opening would be, jot it down and then communicate with your team.
Well, that all comes back to your marketing and the clarity you have about who you serve. First and foremost, do you know who your ideal client is – both demographics and psychographics (their attitudes, beliefs, buying motivators)? If not, take a few minutes and think about your best clients – what sets them apart from the rest? What are their similarities? THIS is your ideal client and as you develop your marketing you should be speaking directly to her/him. It may seem counterintuitive to direct all your marketing to one specific person, but if you don’t your message will get lost amongst the sea of everything else.
Trust us on this one – when you get more targeted and direct ALL of your communication towards this ideal client your marketing will become simpler and easier to execute. You may still attract others outside of your niche (and that’s fine), but let them come to you instead of you trying to market to everyone.
If you’re feeling overwhelmed and not sure what marketing to do right now – just make this one simple change. Start speaking to your ideal client specifically – what are his/her pain points, what’s really standing in their way right now, what are they struggling with, etc. Use that messaging in everything you put out and you will see the right people come to you.
At Empower we have a company philosophy known as I.C.E. – Ideal Client Experience. This is our mantra and a simple phrase that we can refer to time and time again. I.C.E starts the second anyone has an interaction with our studio – whether they call us on the phone, go to our website, walk through our door or come in for their 1000th workout. I.C.E underlies everything we do, and it’s not just reserved for new clients. We want every client to feel better after then engage with us than they did before.
So what will it take for you to I.C.E clients in the coming weeks? How can you ensure that your studio is safe, inviting and there to serve your clients on their health and wellness journey?
If you create a simple company philosophy like I.C.E you will see that it drives every decision you make. And it will help drive your sales to get new clients all while retaining your long-standing clients for years to come.
In this case, simpler really is better. It doesn’t have to be fancy to be effective. Just think about how you can show up differently for your clients in the next few weeks.
It will take communication and extra attention to detail, but it is worth it.
So there you have it – a few examples from each of the top 4 systems you must have to build the business of your dreams. Just like the definition of “systems” is when “a set of things” work together – a well-oiled studio combines all of these systems together to create the business you desire – one that reduces stress overwhelm and frustration for you as the owner.
There is no doubt that the next few weeks are going to be intense so let’s all be prepared and ready for battle. Which “system” needs your attention most right now? We’d love to hear what your focusing on, what you’re struggling with and even where you are “winning” with systems in the comments.
As always, we are here if you need some help with creating systems in your business! Just reach out to us for a complimentary strategy call.
We’ve created a FREE Step-by-step guide and systems checklist to help studio owners learn the 4 main systems you must have in your studio business.
Plus receive a bonus systems checklist so can prioritize which system you need to implement first.
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