hello everyone and welcome to part three of the golden Playbook of retention in this video we're going to be discussing the six steps to mass your retention and by simply following these six steps and actually implementing them into your business and taking action on them will have effect on your business that you can't even comprehend right now just following these six steps and actually taking the right action on it and consistent action on it it will change your business and it will add tens hundreds of thousands of dollars per year to your business um because
retention retention is something that isn't rocket science um it isn't something you know it isn't you know a chat ball or something highly technical but it is something a lot of gym owners definitely lack on um especially these six steps that we're going to discuss today it's something that a lot of you have right a lot of you have a great product you deliver results to clients but there's so much fine-tuning that you can add on this um by following these six steps that will have massive effect in your business that no Facebook ad or
no sales script or no clickfunnel will ever be able to match um and that's why really focusing and actually implementing this into your business and not just taking in the knowledge but actually applying that knowledge which is always the hardest part is going to have such a massive effect on your business um and you can thank me in 12 months from now by sending me a quick email saying hey these six steps you know the second I watch this video and the second that we actually put this into the business I'm looking at the numbers
right now and you know we're keeping members at as such an ex exceptional High rate than we were before this um so I'd love to see those um but that is retention it's a long-term game you won't see quick quick results from this it's just simply not possible it's not a Facebook ad where you turn it on and you get a lead right um but this is the way to really build a sustainable business and actually scill um skill at ease right because what you you want to know you you know you want to have
you know Revenue coming in that you can rely on for a long amount of time so you can actually take some risks in your business right so here's what we want to cover the six steps to master your retention so retention stick rate is earned every day it's earned every day by consistent work on key parts of the business by consistent work on Essentials right retention is earned every day it's not something you do that kind of just you know that you can kind of just reap the benefits of every single day it's something that
you have to work at every single day in this training you'll find the you'll find step-by-step instructions to start building long-term relationships immediately as that is essentially what retention is it is building long-term relationship with clients relationships that is all retention is when you do that when you do that effectively when you do that consistently you're going to build a business you're going to be in the top one percentage Aus and I can tell you that right now because I've seen it happen countless of times so the first step is hire a client success manager
you need your best coaches coaching your best salespeople selling and your happiest person keeping clients tied to your brand no your coaches won't do a good good job of this stuff right you're probably thinking oh I'll just have one of my coaches do this or all my coaches no a lot of your coaches just won't do a good job job with this stuff because it's not their expertise it's not what they know best and some might some might this some people that are very good at just hand working with people and people love them you
know the first 10 minutes they're around them but a lot of people aren't like that but your retention is only as good as good as the weakest link in the chain if one coach can't deliver on these strategies as well as the others your attention will fall to the level of the of poorest delivery right so that's why we say that retention is a measure of operational excellence and that is truly what retention is the higher the retention the better the operation and the better the organization in one facet of your business is weak people
will leave and that's just the simple truth of it truth of it so we call a CSM as a client success manager and that's what I'm going to be referring to to this video so when I say CSM you'll know what it means it's a part-time rule when you're starting when you're starting out it's a it's basically a parttime role so when you're starting out the CSM will probably require around two hours per week week that's really all it takes and the only thing he she will be working on is retention and client relations now
this can be a coach if you know that they are loved by the community it just can't be all coaches as there are bound to be some weak links which I just discussed and this can be a simple as checking up through calls and texts asking how a client's week has been going and if they've gotten any closer to their goals the goals that you've discussed in the intro right the 20 the 20 loss the being being able to lift a certain amount of weight being able to run a certain amount of time right at
a certain speed the skill set required for a c CSM isn't a tough one it's actually a quite common one there's a lot of people and I'm guessing someone on your team maybe yourself if you're a shy manire that will be perfect for this job you really just need someone that knows how to work with people they have to smile on the phone speak well and be a good representation of your brand it's not an expensive world but it's a very very important one right um because this person is going to be talking to your
clients a lot it's going to be engaging with your clients a lot this is going to be the face of your brand so you're going to have to make sure that they're well that they're well articulated that they know how to talk to people that they are happy and that people actually like being around them the popular one really that's what you want and that's what a perfect CSM CSM is so the summary the CSM is responsible for improving each client's relationship with your brand in the early stages of the of of a business the
job requires about two hours of week two hours a week that's it that's the only person that's the only job they have they don't do any marketing they don't do any sales they don't need any coaching you know this can be a coach so this can be a part-time rule maybe just a way for a coach that is perfect for the job to earn a little bit of extra money and I'm I can tell you right now there's a lot going to be a lot of Coach interested in this but that's the only job of
a CSM and can the CSM be a boy of course can they have a different title absolutely doesn't have to be a CSM it's just as long as they you know as long as the rules defined right as long as they rules clearly defined with a checklist and practice sign saying you're in charge of retention isn't action actionable so you shouldn't tell that to the CSM and telling a coach to call people who are missing is in effective put the responsibility in the hands of the person of the best person in your gym give them
a contract and evaluate their progress check on them see if it's actually working see if they're doing the job you know look over their shoulder a bit and this are these are the responsibilities of a CSM and this PowerPoint will obviously be available in the download section below you can always schedule one-onone coaching call to get a little bit of extra support and help on how to CSM really works but hiring a CSM is truly one of the most essential things to to increase your retention it's I've seen this firsthand I've worked with clients who
didn't have a CSM and then hired one and and the results were astounding by simply adding this to your team and adding this process to your business on a weekly basis so a CSM is responsible for overseeing the data collection of public relations and engagements of clients like I said in the last video a simple Google Drive per client in a folder a Google drive folder per client and then that CSM collecting data on you know how many times they've shown up maybe some Facebook messages they've sent um you know just a Google a Google
Document with some some key pointers and some bullet points is really all you need and you you want your CSM to be working every Friday around 1 to two hours a week right and what they want to be doing in those one to two hours a week is they want to call or text every person that's either new hasn't been showing up regulars free trial users Etc right and calling and texting people um that haven't been seen for one to two weeks is priority number one that is the most important call list for your CSM
as that's the people they you're going to be wanting to engage with the most right and these those these conversations don't have to be anything crazy that um by simply doing a quick checkup asking how their week was and scheduling an appointment for next week is more than enough that's all it takes right then another thing a CSM can do is send flowers or gifts for special occasions right he'll he'll he or she um will be allowed to spend $50 a week at your own at your discretion right and that this can be for birthdays
for you know great client wins maybe a client you know jumped over a massive hurdle something small a card can be fine a little gift $50 a week you know you don't have to do this if the budget's really tight but if you do if you can do this it's going to have a massive effect and it's going to be um it's going to be the easiest 200 bucks a month you spend you're going to get massive Roy on this and it's not a must but it is a true game Cher it really is the
CSM is also in charge of leading the discussion in your member Facebook group right and we're going to discuss this a little further down the road in a couple of other slides but your CSM is responsible for starting conversation and answering questions in the Facebook group and asking people how they are how they've been going along with their goals um you know and just having simple discussions with people and the fifth one is call any client who achieved a small win and celebrate and congratulate them and we're going to discuss that pointer a little bit
further down the road in this video and the salary can be anywhere and it's pretty cheap for what they're giving you around 15 to 20 bucks an hour for two hours a week so it's going to cost you around you know 30 to 40 bucks a week right and you can increase hours at your own discretion say you know the CSM really needs an a little bit of extra more time you can give him an extra hour on the Friday if he or she is interested in that but that's all it takes and this will
have massive effect you don't need to hire someone full-time you don't need a full-time CS M working 8 hours a day just on public relations and customer um customer relations and engagement and stuff like that that's totally not necessary if you can and you know you just want to throw money at the wall that's completely fine do you but it's completely not necessary two hours a week on a Friday at the end of the week is more than enough consistency is more important than anything else for a CSM like I said you're not going to
see quick results from this you're not going to see you know well you are honestly for this CSM you are going to see quick results because people are going to be enjoying this a lot but you won't see quick results in your Revenue you're going to see a little dip right a very small dip but this is going to have massive effect on the long term if you have 100 clients right now and you want to keep them for an extra 6 to 12 months then what you're doing right now for most for most people
then a CSM is going to do that for you and I don't know how much you're earning say 100 clients brings in 10k a month if you can keep them if the CSM can um you know work towards keeping them for another 6 months or for another 12 or the result of a CSM will be that a CSM which costs 30 bucks a week will in turn generate you an extra $60,000 in revenue and that's how you have to look at it at this because a lot of people just think about bringing new Revenue into
the business new clients but you have a client you have a client pool and from that client pool they already know you they already like your business I hope right they're already engaged with you um and you know there is no rule that says that a client should stay for only 12 12 months right but if we can keep those clients on for double that time you're looking at an extra $100,000 a year while you're you know in the background also signing on new clients right while doing while spending no marketing cost no sales commission
by just simply following these six steps right so the second one is start a client success board and we discussed this a little bit in part two the psychology of retention right how a client's brain works um and that's what this step really comes down to you know because we kind of discuss you know just you know the subject of it why you need to understand it and sort of just the basics of it but this is how you can act on that information right your clients aren't good at celebrating their own successes your CSM
won't be at every class right and your coaches will be probably need a tool to help them identify and celebrate wins right what you want to do is you want to log every V ictory a success board provides a way for coaches to celebrate achievements in every hour of the day and this can be a physical whiteboard or a simple trailer board just something that coaches can log on to per client their small wins right because clients are terrible at celebrating their own wins so we're going to have to keep track of them right and
you'll CSM will be responsible for celebrating them with the success success board your coaches can take one simple action that will help your clients recognize their small wins and make it easy for your CSM to follow up tell each coach to find two to three small wins in every class and put them on the board right and make sure that your coaches prioritize the newer members the people with big goals and the people that haven't achieved their goals yet you know for the you know for the very long-term clients who just there you know as
out of habit you know those are lot less important for the people that are early that are in a free trial that are you know very you know newcom and stuff like that or that have still a big goal to achieve those are priority number one and then you you just want your coach to put down um you know those small wins maybe they were able to run 2 minutes longer than they are than they were for the previous class maybe they were able to do one more push-up than they were the previous class maybe
they were able to lift five more pounds than they were the previous class and you can do this on a simple whiteboard but you can also do this on a very simple trailer have all your coaches have that trailer board on their phone it's completely free um and you can obviously download the sheet click on C Trello sign up it's really just it's basically just a whiteboard but online right but it's just a little bit more organized and structured and the culture should make time to take a picture of each athlete at the success board
right there's literally no better story to share on social media this should be a another priority number one right taking pictures of your clients of course if they want to and if they're okay with that but before and after pictures um and being able to tell that story on social media on to your email uh to your list over email and on your marketing campaigns and on your website is going to be free marketing for you and it shows prospects that your business Works which is going to in turn generate you more Revenue right and
it's going to get you more clients and it's also going to increase your retention as most people when they think think of can I do this they look at have other people done this already right so remember no clients signed up for your uh no clients signed up for your gym because they wanted to work out they signed up because they wanted to work out to produce a particular result right we discussed this in the sales module right people are in a current situation and they want to go to the design situation they didn't sign
up because of a workout because of the facility how clean it is how nice how nice your hair looks right they sign up to fix a problem here weight loss weight gain right strength increase condition increase and while they're waiting for that result to occur because they're usually big goals their success spots are the breadcrumbs on the tail those small wins that your coaches will be logging and that your success manager will be celebrating with your clients on his Friday calls or her Friday calls right but those breadcrumbs aren't obvious if you're not looking for
them so that's why you have to inform coaches and actually make them look for this so it's the coach coach's job to say you did something you've never done before and that is what a client wants to hear because it shows them that they're on the path to success and that they're making Improvement one small step at a time which is in turn going to increase the attention they want to offer them a high five for for a Personal Achievement and this can be very simple well done high five you're doing absolutely great hope you
I hope I see you next week so we can get even further to that to that goal right to get even closer to that goal really the coaches do this as a part of your retention strategy not just because that's routine at the end of the class right you have to you have to really explain to your coaches be a real owner here be a real real leader and explain to them look this is not just something I want you to do because I asked you look we're doing this so we can get people to
their goals right we can get people to that desired state right so the reason you're doing this isn't just something you know I just want you to do because I'm the boss and you listen to me right actually explain to them why they're why they're doing this because the motives behind this are you know completely clear and any coach is going to understand it because it's a you know it's it's a great motive right we're trying to get people to their goals which yes great for us they're going to stick around longer but it's also
going to get it's also going to get people to achieve their goals and actually make them feel happier throughout the day because what I discussed in the last video most people don't get to win very often don't get to make you know M you know gain success every day right but when they show up to your facility they do and that's what's going to make them come back so three call people who are on the success board right every Friday your CSM should take a picture of the success board or you know just use the
trailer and call every client whose name appears there the purpose of the call is to reignite the conversation about the client's goals remind them of why they signed up in the first place and this is the script and it's one sentence hey John I saw your new record for double unders on the board seven double unders that's amazing what are you going to do next all the important pieces of the retention puzzle are in that call and that simple sentence a reminder of progress a celebration of a win and identification of next step of the
next step towards the client's goal right because those small winds are all just baby steps towards that massive goal right so you really do a you know a Triple Army here you get them you get them all with one simple sentence and that's what a CSM wants to do and if you're hire if you're looking to hire a CSM make sure that you instruct them to watch this video right new clients will obviously be on the success board more often and that's the way it should be because it takes a lot of chemistry to c
a habit into place right you have you're going to have clients that have been with you for 12 months 2 years 10 months they're going to have this ingrained you know if they show up two times a week three times a week you know this is going to be habit for them very likely they've already achieved their goals and now they're just Main aining right this is going to be for the free trial people and for the people that are very new the you know you know the very newcomers that are still you know building
this habit they still kind of have to they still have to kind of have to experience the uncomfort uh the uncomfortableness of this and you know build this into habit right which is fine because you know true retention and true and you know how to get people to sign up for very long and keep them you know keep them around for very long time most of that work is done in the first couple of months they're there right and pick up you know pick up the phone success spots calls are a reminder of progress a
celebration of Victory and an opportunity to re-engage the client to set more goals right if they if they did seven double unders call them and say you know amazing I'll see you next week on Monday same time let's try to go for nine right that's the way you want to do it and it's that easy this isn't rocket science people but this will have massive effect four start a success Friday in your Facebook group it's important for your coaches to identify and celebrate your clients wins but over time it's crtical critical for clients to learn
how to ENT identify their own progress right it's just going to be very unmanageable to do this every single day uh every single Friday for 200 300 clients right your clients are eventually going to have to care are eventually going to have to learn this themselves right and that means teaching clients to look inward with gratitude instead of judgment right clients are always prone to asking why is this so hard why isn't the weight coming off faster you can change their mindset so they skip the negatives and think here's what went right this week people
are very tough on themselves incredibly tough they want fast results they won't see it in the mirror you know overnight and they're going to be beating themselves down because of it you're going to be the light right at the end of the tunnel that's where you're going to be you're actually going to make them feel satisfied with where they are and the slow steps that they're making to the the big massive goal right and that's success Friday every Friday each client should post wins for the week and you'll pra private private Facebook group this can
be you know I showed up three times a week I you know I I thought I couldn't do it but awesome you know I I ran an extra kilometer today on the treadmill great the group should contain only your current members and coaches should list their success spots first to encourage the rest right because you know people people are you know by Nature a little sheepish which is completely fine so you're going to have to you're going to have to you're going to have to have your coaches list a couple of those successes that um
you put on the board and then other people will follow through with that and that's how you create a true community and here's what we know about motivation right and client motivation really success has to happen before you become motivated success has to keep happening and we don't always recognize success when it happens we're pretty hard on ourselves right and that's why we have to keep reminding our clients until it becomes habit for them until it becomes like a lifestyle right and weekly celebrations teach clients to cultivate a positive mindset and offer support right your
tribe becomes stronger as its members congratulate and mo motivate motivate each other right because people are going to be engaging with other people's successes and it's going to make your clients even feel better about themselves right which is eventually what you want five athlete check-ins and goal setting sessions meeting with each athlete in your facility oneon-one every quarter has a huge benefit and I'm talking huge right absolutely massive first it allows you to coach the person better right because there's always going to be some of these things that need to be discussed and really just
looking back at the last three months it's going to allow you to be a better Coach it's going to gain give you experience it's going to make the client happier and get them faster results and better results second the meeting lets the clients see progress set goals and plan the next steps right because that's why you collect data on every single important point because you're going to be be able to show the client how far they've come in 3 months and those next and then in that meeting you can discuss how far and what goals
you'll be setting for the other three months and when you do that you kind of already subconsciously put into their mind look you're going to be doing this for another three months right there's not even when you do this there's not even it's going to be very hard for them to think oh no but I'm leaving in a month or two or I wanted to leave right because you're making this plan and that's why you want to plan the next steps and that's most important for attention it truly is but it also gives you the
opportunity to talk about their friends and family and your other services example higher price personal training you know you if they you know this is a great way to maybe offer them something maybe a little bit more expensive or something that's right that's better for them right some personal training maybe some something a little bit more private maybe you know whatever you offer maybe some nutrition there you offer and when a person quits your gym because he isn't losing rate that's not failure of your programming it's a failure of your ability to talk with him
about his plan and provide the resources that will help him succeed right same deal with a woman who wants to do a pullup but doesn't have the chance to tell a Coach that this this sort of constant engagement with your clients is so necessary and athlete checkins are an opportunity to help the client and grow your business everyone wins you're going to be able to sell them maybe a higher price package and that higher price package so don't sell them things that they don't need but sometimes I really just do need that more personal support
you'll be able to grow your business increase your revenue and you'll be able to help the client even better right if you don't know the client's goals you'll never have the chance to present the right plan and that's why you do this meeting every quarter with the client and this can be 10 minutes doesn't have to be that long and aete check-ins aren't really an upsell you know you're probably thinking oh yeah it's just an upsell you know it's just a way to you know squeeze even more money out of a customer no it really
isn't they're a right sell they're your opportunity as a coach to give the right advice at the right time set some goals and provide the client with the right service to match those goals right don't offer them anything new if they're on an amazing path and they're in you know and they don't really need anything else right you're a coach and you're job is to help people so help them when they need that help if they're on the right path and they really just don't you know they just need consistency on the plan they're following
then that's what you'll tell them all right in fact check-ins are your duty unless you want to sell group classes all the time compete with low uh low price group fa uh group class facilities and constantly Chase more clients because your retention is bad right if that's what you want to do all the time then that's fine but if that if that's you you probably wouldn't have gotten this far in the first place right you probably wouldn't have been around you probably wouldn't be watching this video if you only only thing you ever want to
do is sell group classes right check-ins and goal setting can also re-engage absent members who might be on the verge of leaving right this this is going to be very this will be very common that there's going to be some people who are very on the verge who are very on who are on the verge of leaving and then that check-in will completely turn them around because you're discussing the next three months and usually you're discussing a better future right which is at least going to make them stick around for those three months and then
another three months because you're going to do another check-in right the keys to remind them of their goals and their emotional connection to them you need to remind people that you know there's a reason why they signed up and usually if they want to leave they didn't achieve that goal they didn't get there and you need to remind people of that and kind of do you know another sort of sales meeting that you do the first time uh they walk into the gym right the questions you ask the reason that they're there the goals that
they want to achieve and how you can get them there how you can get them there you kind of have to do that conversation again right but if you don't do check-ins you're never going to have a chance that you're just going to cancel you over you know a simple email if a client has been absent for two weeks have your CSM call and say something like this right hey Susan hope you're doing well I'm just calling to see if you're getting closer to your goal of three double unders how about the goal of running
5 kilometers in under 30 minutes right and this is you know because you know 3 months can be a long time so you always and that's you know we discussed this in um I think3 free right you're going to want to have your CSM call uh people that haven't been around for a couple weeks and that's why you're going to have to keep track of that stuff and then you just want your CSM to call with something like this remind them of that goal that they have so that they did they had so much passion
for on day one right right we discussed this in the last video sort of that urgency that motivation that they had you need to remind them of that why they want is so bad because chances are if they haven't showed up for weeks is that they kind of lost sight of that goal this approach doesn't work all the time but it works more than half the time right a typical call is less than 5 minutes for a CM but the return on investment is huge right if the average revenue per member of your gym is
200 bucks which it isn't for a lot of you to a lot more for instance and 50% of the awall clients don't cancel after you make 12 calls in an hour right that's 200 bucks * 12 * 50% which is 1,200 bucks for an hour of work right look at the numbers you can gain by retaining clients for a couple extra months right because we a lot of gy oners and we we see this all the time they kind of just have this set you know like oh yeah we can get 10 clients and this
is the average revenue per customer because this is our retention in that's it right so they constantly think about gaining new clients finding new clients in new places because you know that's just the retention and we can't fix that we can't get that any better but if you change that mindset in yourself and you change and you think about hey you know yes I keep saying 12 months but what if we can do an extra 6 months I've you know I've added 50 50% to my Revenue without spending any without spending any dollars on ads
or marketing or anything like that right that's not and I don't say you know you shouldn't work on marketing and spend money on marketing but you know you should do both and that's how you have to look at it when it comes to retention there's so much one you can be leaving being on the table if you don't follow these six steps so much money step six prioritize a consistent experience this is so important but I feel like a lot of business owners really not only gym owners don't understand this the most important characteristic characteristic
as a coach can Poss um can possess is consistency it's a key element of a successful business too imagine going to a gym where an erratic coaches bubbly one day and Surly the next payments are sometimes processed on the first of the month and sometimes on the 8th sometimes the doors are open 1550 minutes before class and classes start on time about half of the time right the bathroom usually has toilet paper but not always the floors are clean except when they AR you kind of you understand the pattern here and you already just stating
these things are already starting to annoy me a little bit and I'm just reading this off of a sheet right aside from the day-to-day irrit uh irritation uh inconsistency causes clients it creates an overing feeling of an unease right that's going to build and that erodes the confidence of your clients and creates a retention problem it's going to build and build that inconsistency and it's going to make them feel nauseous at the end and they're going to they're going to want to leave as much as variance is great for retention when we're talking about fitness
program then you want as much um as much inconsistency as possible as you need to switch it up consistent delivery of service is critical when we're talking about operations just look at the biggest company in the world do they switch their service do they switch their delivery every single month is that company erratic and just it doesn't make sense sometimes it works sometimes it doesn't no these companies work whenever you use them and whenever you want to right and that's the way they build and that's why that's why they're such big companies and why they're
so successful and clients want the same great service they signed up for each time they walk in the door right chances are they're going to have an amazing experience the first time they're in and they want that amazing experience every single day so you're going to have to make sure that that experience happens every single day consistency is key here and the key to creating this consistency is roles responsibility and accountability you must have documents in place that tell everyone all your team uh all your team members and when you know how and when everything
should happen and you need evaluations to Ure these procedures are being followed right you need to evaluate this you need to check on it and that creates long-term consistency you really you really have to be the owner and the leader and you have to make sure that your coaches and your team members are being consistent with the things that you want want to be consistent right you're going to have to be a little bit of a control freak that's fine for example if all coaches no classes must start on time there's no gray area that's
the norm and that's the only Norm you'll accept if all frontend staff know how to handle appointment booking no steps are missed right they need to understand high level they need to know how it works if you're cleaner knows you need extra rolls of toilet paper in each bathroom everyone is happy right regular regular staff evaluations allows you to ensure things are happening as they should or take steps to make improvements because when you do this and when eventually all this becomes a habit to your team members you're going to be able to step back
from your business a lot more which is I think most of you want right you want to be able to not look at your business not work in your business for two weeks and you want to be able to and you want to know that it's being run at 100% efficiency right so these things are necessary because you can't be there every second of the day checking on your coach and making sure that they're doing the right stuff inconsistent businesses can expect inconsistent length of Engagement and that's the truth of it if your business is
inconsistent in its Service delivery you're going to have inconsistent length of Engagement for clients and clients are going to be as erratic as you are and as inconsistent if you don't have your rules and responsibilities documented and if you don't evaluate your staff very regularly you have some obvious ways to improve the client experience if you're not doing this this is a this is a you know uh you can fix this with the snap of a fingers and you're going to see change in your attention all right this isn't as big a step as hiring
a CSM consistency develops over time right you must work toward it and doing so will improve retention don't give clients any excuse to change their habit of coming to the gym and leaving satisfied every time right the key questions to ask yourself now is each client H is you know is each client having the same great experience every time he or she trains it's the only thing you should be asking yourself every time a client comes into the door is he he or she having the same experience as he did on day one when he
signed up right if not then you need to make some changes all right your duty as a coach isn't to write the best programming it's to get your clients's results and no one reaches a goal in a day your duty as an owner isn't to get more heads through the door it's to get people around long enough to build some stability in your business your duty as a human isn't to sell it's to care and when you care about something you keep it all right guys Implement on these six steps and I'll see you in
the next video goodbye
