It’s Not about the Money
Do what you’re passionate about and remember passion begins with purpose. In all you do, do your best for the sake of a job well done.
Let’s face it. Our businesses are going to have ups and downs financially. If all we focused on was the immediate, we’d throw in the towel and give up. I’m a huge golf nut. From competition, to players, to equipment, the history, the purity of the game — I love it! In golf there’s a saying.
Focus on the process.
You have to stick to your pre-shot routine, set up, grip, swing thought and focus on that, not the outcome of winning, losing, or hitting the ball out of bounds.
In business, in health, and in life, you have to focus on the process.
Many times I will say this to my clients when we encounter a poor weigh-in. Focus on the process. I know what works for weight loss and fat loss. I have tools such as the Bodybugg and the online software that comes along with it. I know what eating plan works and what workouts will produce the greatest results in the least amount of time.
I explain these things to my clients. I educate them. I’ve coined a phrase,
“To educate is to motivate.”
They know what to do now. We have to do the things that we KNOW will produce results in the medium- and long-term.
In business it’s the same. Over time you figure out what works. What promotions, marketing, systems, staff, products, and programs work. You have to stick to the process. If you run the plan, the plan you know works, most likely the outcome will be similar to the past.
Continuity of Presence
The pastor of my church, Charlie Youngkin at Mountain View Community Church, has come up with this phrase. He uses it in the coaching of men in leading their families. We as followers of Jesus must have a continuity of presence in our families. As simple as eating as a family at the dinner table each night. I have implemented a family Bible study once a week with my wife and three kids. As a husband and father I am called to be a leader. Most of us men go on auto pilot and don’t lead as we are created to.
The same applies to our businesses. You can’t lead when you’re not there. No, I don’t work 70-80 hours per week at the club like I did my first five to six years, but I still lead meetings, train clients 20 hours per week, meet with new members, make smoothies for customers. I am present. I approve every marketing piece that goes out, meet with my management team every Wednesday at 10 and sales team at 3.
I remember the old owner of my club. He only came in to do the deposits and pay bills. He wasn’t present and the numbers reflected this. This was his choice. His passion wasn’t there anymore, was not interested in growing the biz. He was fine with the status quo. Again, his choice.
If you want to grow your business, BE THERE! If you can’t be there as much as you want because of this reason or that, then this next key is critical.
This has been one of the biggest contributors to the success of Ramona Fitness Center. One of my first fitness business mentors, Thom Plummer, introduced me to some of the systems I’ve been using for the past 10 years. We have another saying in the biz:
“Run the Plan not the Man.”
This is so true. If you have systems to fall back on, you can reproduce results. Poor systems will produce poor results, so be careful.
Let me give you a prominent example in the club. “The Steps of the Sale” system is the most critical one that we run. It starts within 3 feet of the front doors with the meet and greet. The staff member must come out from behind the counter and greet the guest with a smile and a handshake, introduce themselves, and get their name in a specific way. This system is carefully planned to answer questions, make the client feel comfortable and help them envision themselves getting in the shape of their lives at Ramon Fitness.
The tour of the club comes after a GTKY (getting to know you) questionnaire. The tour has 12 steps and always ends the same. What we have found is that this enables us to get people started on feeling and looking better by becoming a member at the club. Again we focus on the process and in turn we make sales, but our main purpose is to help people and CHANGE LIVES!
Tracking, Know Your Numbers
Let’s remember it’s not about the money, but the money is how we keep score and how we know if we are doing a good job. I am in the business of helping people achieve goals. In business, if you are not setting yearly, monthly, daily, and even hourly goals, you’re not giving your best, and the score you put on the board with your numbers will not earn you the first prize.
How do you set goals for your business? First start with your industry. Find resources so you can compare yourself to those that are a success. From there take a look at trend and history. The trend is the last three months or more and the average percentage increase/decrease between those.
Next take a look at history. You can trend history or just take same month prior year. Take any extemporaneous circumstances, i.e. increased marketing, closure of competitor, etc.
Now that the goal has been set, you must strive toward it and track it DAILY. I get two emails per day with my dashboard numbers. One email at 10:01 p.m. and another at 6 a.m. They give me and the team a chance to catch up, press on, and praise. All of our numbers go on our goal board. It’s kind of like a play board for my old football days. The coach drew up the plan and it was the team’s job to go out on the field and make the plays happen.
I am nothing without my team. I have never experienced a better group of people than the ones I have had work for me over the past two to three years. I have three kids who are growing quickly and in 10 years they’ll be out of the house. I need to spend time with them, and I could not do this without the RFC team. From counter to childcare, to group x and trainers, to managers, they are outstanding.
Ten people moving 1,000 pounds will move that 1,000 pounds faster than one person moving it. Give a man a fish and he’ll eat for a day, teach him how to fish and he’ll eat for a lifetime.
Create a team based on personalty. Number one, honesty and integrity. People with purpose will work with passion. Staffing can be hit and miss, and it is a constant process of training and coaching. Some of my teammates who don’t work in my business directly are my Todd Durkin Mastermind members. This is a group of likeminded trainers, studio owners, and club owners led by Todd. We exchange information, share our failures and successes. It’s a group of real business people in the real world trying to change lives through fitness.
Lastly, the most important person on the team is the
- They coach us as to what works and what needs improvement. They give us feedback and keep our doors open with their approval of continuing to spend their hard-earned money with us.
Listen to your customers. Connect with them and go above and beyond to earn and keep them.
Business owner, manager, staff member, go out and kill it for the sake of a job well done. Your customers deserve your best. Leave it all on the field today! Ready... BREAK!
Peter San Nicolas, owns Ramona Fitness Center at 558 Main St., was recently featured guest on the Denise Griffitts radio show, You’re Partner in Success Radio. To listen to him speak on this topic as well as 6 Elements of a Worthwhile Wellness, look up Peter San Nicolas on iTunes under Denise Griffitts.