Latest / Callum Walker | Figuring It Out / Episode 37: Stand Out in This Saturated Fitness Market: The Simple Game-Changing Strategy Nobody Else is Doing

Transcript

Episode 37: Stand Out in This Saturated Fitness Market: The Simple Game-Changing Strategy Nobody Else is Doing · Callum Walker | Figuring It Out

• 0:03
  Speaker 1: If fear is the only thing stopping us from achieving our dreams and we only fear what we don't understand, then the antidote to fear is knowledge. All we have to do is find out who has the knowledge that we need to conquer our fears and achieve our entrepreneurial dreams. My name is Callum Walker, and welcome to the podcast that will help you figure it out and conquer this lonely entrepreneurial journey. Hello, everyone, and welcome to the podcast. Today, I'm going to go through, and I say this every time.
• 0:36
  It's gonna be quick, but I'm gonna go through the most important thing that you can do to get buy in from your clients and also the number one thing not to do to ensure that your clients leave you and stop following you. I have just come back from the PerformX Live, the PerformX Live, event. So it's a two day conference, really kinda aimed at live personal trainers, fitness coaches, and really, really centered around, you know, kinda how to grow the business. So there's lots and lots of speakers. See, I bought a two day ticket.
• 1:19
  And first of all, before I go into this, tell you what, I'm so proud of myself. Do you know why? So basically, paid a £120 for a two day ticket. So today's day two. And my partner goes to me, she's like, where are the freebies?
• 1:34
  Like, where are the freebies? I said, what do you mean? Where are the freebies? So the only thing I actually brought back was a bottle of water. So they were giving out free bottles of water.
• 1:47
  So last night, I said to her, I was like, all I got is a free bottle of water. That's it. And she's like, that's pathetic. So, anyway, we got to 03:00 today. She called me.
• 1:59
  She goes, where are the freebies? I said, I've I've just got bottles of water. She's like, I'm not being funny. I want pens, mugs, books, everything. It's like, just leave it with me.
• 2:11
  Leave it with me. And don't doubt me. So right now, my back is killing me. It is killing me. And I'll tell you why.
• 2:20
  It's to do with the freebies. Because as soon as she called me, she basically told me I was a waste of space because I had no freebies. I went, right, I'm gonna go find some freebies. So there I go. Going around the stores and I see one store that really connected with me, Remedy Kombucha.
• 2:40
  So I love myself with Kombucha, must say. And specifically, I really, really love myself with Remedy Kombucha. And the reason for that is because it tastes fantastic. So I get there and I have a conversation with the man and say, look, his name is Tom. I said, Tom, I'm going to be real with you straight up.
• 2:59
  The missus has basically told me I'm embarrassing cause I've got no freebies. What freebies can you give me? And he goes, oh, I can give you a can of kombucha. I said, brilliant. Fantastic.
• 3:08
  She loves a kombucha. Would you mind if I get two? Cause she thinks I'm pathetic and he goes, I do you want better. Have a whole case. He gave me 12 cans of kombucha.
• 3:18
  Yeah. So the reason my back is killing me is because I'm carrying 12 cans of kombucha as well as everything else. So so yeah. So there we go. So now what's this gotta do with your clients?
• 3:34
  Well, I got to day one. So I put a post about this on my Instagram actually, but I got to day one and very much I paid a £120 for this and I only actually lasted forty five minutes. So I attended one talk and I was like, nah, this isn't for me. And I actually left. I left.
• 4:00
  And the reason why I left was because the person who was delivering talk was really talking about how to grow your business. And I was like, the way in which he was telling someone to grow your business just really, really didn't sit well with me. And it basically almost like authorized that the secret for you to grow your business was just not really through any form of substance.
• 4:27
  Speaker 2: So it was really
• 4:28
  Speaker 1: lacking substance. Now, what do I mean by that? Well, he was kind of really talking about, he kind of said like, you know, you know, I'm not really in for DMS, but he was basically saying, just go and DM as many people as you possibly can and just sign up any client. And it was really, and look, I have nothing against money. Like I'm not being funny.
• 4:48
  I do. Yeah. I adore my work, but I also do it so that I can pay my stuff in life. But this was he was just really solely positioning everything around just material success and his strategies and everything he was really pushing just hadn't like, there was no substance to it. And I can't help, but feel that, especially in the fitness industry right now, there is just such a distinct lack of substance.
• 5:20
  Now, what do I mean by substance? You know, really, it's like, you know, for example, there was, so my partner, you know, she really, really has got into the self development world and really connected with multiple influencers. And there's one who she really, really connected with early doors. And this person, this influencer, she's very well known. She shares a story that immediately connected with her.
• 5:47
  And then do you know what? Alice really bought into her, bought her book, followed her. But you know what started to happen was that she then just kept hearing the same thing over and over and over again. Every podcast she went on, it's just the same story. It was the same thing.
• 6:04
  It was almost like she was just rehearsing a script, And that's kind of what it was. And I can really kind of attribute to this because I know that I went through a period where I was just almost like, whether it was sales, whether it was coaching, just really rehearsing. I was just regurgitating the same thing over and over again and just regurgitating a script that really didn't have any substance in it. And subsequently, Alice has now stopped following this person because she almost kinda doesn't really not necessarily practice what she preaches, but there's no real substance behind her claims. There's lots of holes in her story.
• 6:48
  There's lots of holes in her teaching. So this person has been very good at getting their message out there initially, but then when it comes to delivering on the promise, it's kinda not really there. And, you know, last night, me and Alice went to see someone called Elizabeth Day. I'd heard of her, but I'd never really followed her. My god.
• 7:11
  This woman had substance. You could see that everything she was talking about wasn't rehearsed, wasn't to sell. It was purely like every question she got asked, it was bang, hit with a legit answer, which was backed up by experience. And I I really feel that what has this got to do with your clients? Well, I do feel that we not necessarily just about practicing what we preach, but making sure that we're 100% Summer like that.
• 7:45
  Invested in what we are teaching, and it is coming from a place of legitimacy and substance. So what do I mean by that? Well, I think really how this can kinda translate to you is, you know, and I've certainly been guilty of this at the start of my coaching and maybe actually in the middle. But it really being that in terms of what you're teaching, don't just necessarily just teach things that you've heard because you'll get kind of found out because you only understand that thing on a surface level. And I think this is the point that I'm coming at is to really, really effectively communicate something in a way that someone else can buy into.
• 8:26
  You really have to demonstrate that you understand that very, very, very well. I think Einstein might have said it's like the point is not to know, it's to understand. And I think that's the key thing that, you know, that I look at kind of the the talk I heard yesterday. I was like, there was just no substance within this. It's just waffly, floaty shit that's kinda clickbait.
• 8:53
  It's almost like a YouTube clip that is a trailer that you follow the trailer. You're like, yeah, I'm bought into it. And then you watch the clip and it's shit. It's like a film. You go and watch the trailer.
• 9:07
  I'm really bought into the trailer. But then I go and watch the film. Like, wow. That was crap. And I do really feel that in the coaching industry that that really, really summarizes why clients leave and also everything that's kind of wrong with the industry in that you look at Instagram.
• 9:26
  You have so many coaches whose Instagram looks like a box office trailer, but then when you go into their program, it's a flop movie. And I can't help, but feel that in terms of what I saw last night with Elizabeth Day, I'm like, her trailers are excellent, but my God, did she deliver with substance? And I've listened to a couple of her podcasts today and she's talking about different things, but in such detail and detail that only comes from amazing experience. So how can this translate over to you? I think really it's delivering on substance, you know, in terms of your marketing, in terms of your sales, in terms of your your coaching, wrap everything in substance.
• 10:19
  I know I keep saying that, but it being talk about things that you truly believe in, not that you think will get likes and get people to take action. Coach things that you really do understand. That's why I'm so hot on before you go and apply any of the stuff that I teach you on this podcast or if you're a member of mine or a client of mine in my private coaching, you know, before you go and apply any of the stuff to your clients, apply it to yourself so you can speak from a place of legitimacy and authenticity. Spoke about this a lot on episode two of the sleep series where I was really saying that, like, you know, you can by doing this, you can start to share lessons, not facts. And you don't get you can't get caught out then.
• 11:04
  So what's the lesson in all this? Well, two things. The lesson is, in terms of my kombucha, if you don't ask, you don't get lads. You really don't. So go and ask the question, like, today.
• 11:19
  So, you know, for me, one other thing on this is that there's a concept called the dream 100. If you really, really wanna grow your coaching business and really get yourself out there, the secret to doing it is really finding someone else who already has your audience, connecting with that individual, deliver service to them, and allow them to get you in front of their audience because they already have your clientele and harness their audience and their platform to put you out there. So today, I not not just today. For quite a while, I've really been trying to like push on my dream 100 and connect with people. And I'm like, do you know what?
• 12:04
  I was simply trying to connect with people because they could bring me business, but do I actually connect with their message? No. Like, I really, really don't connect with their message and then connect with them. And I was doing it out of, like, substance a lack of substance in terms of the relationship I would wanna build with them. It's the same with clients.
• 12:21
  Like, I've been through many a period where I've just signed people up because I needed the cash, but the problem is they've been a fucking nightmare versus actually going like, right. I wanna build a substantial relationship with my client and make sure that once they're a client, they're not just a ninety day client who drops off and sends me the message of, yeah, thanks. But you know, I think I'm going go alone now. I want a client who's in and in. Who's in.
• 12:43
  And I'm like, yes, I want a relationship with this individual. So how does this relate? Well, today there was, I was like, finally, I was like, There was someone there very, very well known in the fitness industry that I'm like, yeah, I want to connect with that guy. I want to connect with that guy. One because he's good for business, but also I'm like, I just want to build a relationship with this guy.
• 13:06
  Like I want to just be around him. I want to learn from him and yeah, it's just something about it. So I went up to him. He spoke and I waited an hour to speak to him. I waited an hour to speak to him and I had a conversation with him and the conversation was really flowing.
• 13:24
  And I was like, yeah, would love to have this conversation with this guy even further. And then I said to him, I said, you know, look, I I would be silly to not ask you this, but you really inspire me. I really would love to connect with you. I know you have many businesses. How can I serve you?
• 13:43
  Like, is there any tasks that I could potentially lend a hand with? Even if it's the most meaningless task, the most meaningless task, anything, whether it's writing an article, helping with some content or whatever. Just an opportunity to display my merchandise to you with no expectation of anything in return. I don't ask for anything in return, just the opportunity to serve you. And I asked him that straight and I could see in his eyes, he was like, I don't think he gets asked that many a time.
• 14:16
  He'll get people come up to him and go, oh, I want this from you. Will you come on my podcast? Or will you do this for me? Versus this is what I would like to do for you just solely to do this for you. So, yeah.
• 14:28
  So I could see he was a little bit taken aback and then he was like, yes, let's absolutely connect. Drop me a message on my private Instagram through here. I'm like, okay, brilliant. It's not the equivalent of a girl giving you a fake phone number. He's like, that's actually me on my Instagram.
• 14:41
  So I was like, brilliant. So yeah. So what's that go do with anything? Well, one, you don't ask, you don't get. If didn't ask that guy, I wouldn't have any form of potential opportunity.
• 14:54
  And I and I read a quote. I was reading Dan Kennedy's book today. And there was a quote in there. It's about Joan Rivers. It's like if there isn't a door there to be opened for you, go and open one yourself.
• 15:08
  So yeah. So you don't ask, you don't get, but really a substance. You know, if you're feeling doubt, impostor syndrome, you're worrying about things, I get it. And in a past life, I've got, oh my god. I doubt myself.
• 15:21
  I doubt myself versus actually going like, why can't why do I doubt myself? What are the holes? Instead of going, don't doubt yourself, go, well, what can I do to overcome this doubt? What can I learn? What am I missing?
• 15:29
  What are the holes? So so yeah. And and I really feel that if you can really, really deliver or develop the substance that you have as a coach in terms of your depth of knowledge, your experience. And I don't just mean knowledge in terms of learning stuff. I don't just mean experience in terms of applying it to yourself, but also experience in terms of applying it to your clients.
• 15:55
  That the more and more clients that you work with, the more and more experience you accumulate, the more and more substance you accumulate because then you can speak from experience. And when you speak from experience and legitimacy, you can't be found out then because you're just sharing your experience. And I really feel that in the fitness industry, there is such a lack of substance. Take this supplement to do this. You know, do use this sales script to sign up clients.
• 16:20
  Use this lead magnet versus get someone to want to buy into you because they want to buy into you. They just buy into you because they're like, don't know what this guy's got, but I just want a part of it. I want a piece of it. And I promise you when you're talking from substance, you're not trying to make shit up. You're talking about real things.
• 16:39
  That's when people connect with connect with you because you're not you're not manipulating their behavior. I've spoken about this on the podcast so many times. You're inspiring their behavior. They're coming towards you because they just buy into you. And this game becomes so much more fun that way as well.
• 16:58
  So there
• 16:58
  Speaker 2: we go. So I've kept
• 16:59
  Speaker 1: it to sixteen minutes. Fantastic. I've got myself some flowers for my beautiful partner. I've got her I was gonna say 12 kombuchas, but I've got her 11 because I drank one. And also I've picked up a burrata.
• 17:13
  Yeah. That's right. We're having burrata for dinner. So, yeah. Okay.
• 17:18
  There we go. Never forget if every single one of your clients gave you just one new client, you've doubled your business.