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This time around on the FBU podcast, Vince covers 5 tactics that you can use in your gym right now to start generating more leads and making more money.
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Hey guys what’s up before we start the show the six week new client surge program is starting on June 13th it’s my six week marketing Master Class where I teach gym owners everything I know about marketing and you will finish the course a marketing Master yourself so super
Excited for you to be able to own the marketing side of your business finally and all you need to do is click the link in the show notes and get all the info there enjoy the show what’s up guys today I’m talking about referral generation I’ve been
Talking a lot about marketing uh as of as of late and I’m getting a lot of good feedbacks on the podcast the one I did about the marketing glove and uh a bunch of the other ones I’ve did on marketing and this one is you know I mean a lot of
People don’t even consider it marketing but I kind of do it’s referral generation really is just another way to get new clients it’s just not the traditional way where you’re like all right I’m going to put paid money into Facebook you generate leads and then get new
Clients um there’s you know a whole another world of marketing your business with referrals and a lot of people don’t know about it and one of the reasons why a lot of people don’t know about it is they get referrals by accident and they rely on being good at
What they do and I will say before I even get into the types of referrals you you really have to be good at what you do to be worthy of a referral and so that’s just like the basis bottom line and a lot of times you can tie your retention
Rate to the amount of referrals that you get right so if your retention rate is kind of crappy like you’re at like over 5% um I I I really do believe that that’s probably going to reflect on the amount of referrals you’re getting and if you have a really good retention rate it’s
Likely that you’re going to get a decent amount of referrals now um you’re going to get referrals but you’re going to get them by accident and kind of here’s what this means it’s like when you get a phone call you know from a random client that just says hey you know I was
Talking of one of your members named John and he said he’s doing really well at your gym and he gave me your number and so I’m calling I want to sign up that’s like liquid gold right you know when you get a when you get a a call
Like that you’re like oh man like you can go home for the day um you’re done it was a great day um the reality of that is it’s impossible to uh rely on that and you rely on that what you’re going to be doing is just sitting around waiting for
Referrals and what we really want to do is be able to be like all right these are really good people that are coming to me through referrals how do I orchestrate this and so so one of my mentors that I’ve learned from a guy named Dean Jackson he talks about the
Difference between accidental referrals and orchestrated referrals and accidental is kind of what I just explained in orchestrated referrals are the things that you actually do that um generate a referral like there’s action taken on your part and because you took that action you got a
Referral and we had a the reason why I’m doing this on a podcast today is we had our master mind call today as I record this and it’s kind of so fresh in my mind we did like a a deep dive uh we do calls every Wednesday and we did like a
Deep dive into referrals and I taught it was great it was a great call because I taught the first part where um I kind of like am reteaching what I taught them so it’s kind of like you’re getting a little gift today but um so I talk to
Them all about like Foundation referrals and why people referral the types of referrals which I’ll talk about a little more but then right after that that we got into um the types the things you can do to orchestrate a referral right and what I had planned is I had a list of
Things that I was going to talk about and on a whim I just like well shoot tell me what you guys are doing and I asked the question I said um where did the last referral you got come from and it was we just like start Rift for like
An hour and people would unmute themselves on Zoom and they’d be like uh well I got a referral from I did a six week challenge and part of the six week challenge is they have to bring a friend to do the challenge or something like that and they started like giving all
These tactics some of them were accidental right random I cuz I asked them what was the last one right I didn’t ask them spec but some of them uh a lot of them were orchestrated because they’ve learned this stuff from me for a while right and so we just Rift for an
Hour on all the different ways that people are getting referrals and the cool thing about something like this and this is kind of part of what’s so awesome about being in a mastermind is like we created the list so Amanda who runs the operation at my Mastermind she
Was just writing down all the different ways people are getting referrals and what we did was we created this big list and now we’re going to give it to everybody in the group so now everybody is benefiting from these different ideas to get referrals and don’t worry I’m
Going to give you some of them today um but but the but the cool part about it is that this is actually what’s happening right this is not me coming on saying as a consultant I think these are good ways that you potentially could get a referral like no this is like
Literally when where did your last referral come from here’s what happened here’s what I did it’s as real time as you could possibly get of what’s working right now so um I’ll go over some of the ones that we went to so one of the
Things I went into when I talked to them was why people refer and I think there’s this misleading thing that people do where they say all right if you refer I’m going to give you $100 and here’s the thing I’ve tried this stuff too I’m not saying that it doesn’t and I’m not
Saying it doesn’t work for some people in some businesses but I think it’s important to understand why do people really refer is it for the reward and I think a lot of people make the mistake of leading with the reward saying I’ll give you $100 or I’ll give you this gift
Card if you do this and in reality that may work for some um lower price things but we’re we’re the biggest knock on my gym is that it they they compare it to another car payment right so it’s expensive we’re not like you know you know selling
Widgets here and so a lot more has to go into it and and the number one reason of why people F refer is to elevate their status right that’s why people refer is because they become um you know stronger in the relationship with that person and
The best way to look at this is why people don’t refer right so if we why people refer is to increase their status why don’t they refer well it’s the exact opposite of that because they are afraid that if they refer their friend to a business and that friend has a bad
Experience all of a sudden they’re they look like an idiot and their status with that in that relationship is decreased and so that is the fear and and that’s one of the reasons why you really need to do a good job and you need to get trust from your
Customers because if they don’t trust you and if they feel like well if I refer this person I’m not sure if they’re going to get hurt or I’m not sure if there the trainers is going to be mean to them or I’m not sure that you know they’ve had some new trainers
Lately that really aren’t that good and I’m not sure if they got one of those trainers that they actually would get a good job and I like the main owner but anyone else that you know trains there is like not that good like all those things are like knocks against you for
Getting referrals and so you have to understand is the number one thing you need to develop with your clients in order to get referred whether that’s orchestrated whether that’s accidental either way um you have to have that trust so people are very afraid to refer
But then you have the flip side of it of like people that have ultimate trust right and they have like this like oh my God you’re like the best thing ever and I went here and every time I go here I have a great experience and and like I
The example I always use I have a Budd who’s an acupunctur and he’s like an incredible acupuncturist and he’s like every time I go there I feel better and every time I go there it’s like he’s just so cool and nice and the and the lady that works at the desk is awesome
And it’s just like it’s just awesome it’s just great and I tell as many people as I can and I never ever once be like well what if he sticks a needle in somebody and it like it doesn’t work it doesn’t like uh it like makes them bleed
Or something like like it’s never it’s never even come close to something like that happening right and so he’s got such a Flawless track recer that has zero resistance zero resistance to refer as many people um as I can uh to him so that’s a I think understanding why
People refer which really goes back to you know your product it goes back to the people that you’re hiring your hiring process it goes back to your core values and the culture that you’re creating um so it’s important to understand why people refer all right and it’s typically not for um the
Reasons we think of getting a $100 gift card or getting $100 off their month membership or something like that now there is a place to do that and I will um tell you that in a second so it’s why understanding why people forer understanding the difference between accidental um referrals and um
Orchestrated referrals right um so I teach a four-part system for for referrals right and the first the first part is that referrals need to be built into your business and as consistent as unlocking the door so unlocking the door to come into the gym is a system right may not be written
Down anywhere but that is a system that has to get done every time the gym opens someone has to stick a key in the door and open it that’s a system and that’s consistent they never have a day at the gym without that happening and what you
Want to do is bake in referral generating orchestrated referral generating tactics that uh will help generate referrals give you a better likelihood and better chance to get referrals and the reality is it’s like don’t think of like oh if V says bring a friend day and you do one bring
A friend day you’re going to get like a thousand referrals no like it’s kind of the law of averages here it’s like the more you do this stuff the more it’ll work but the reality is it’s not like a ones shot deal if you do one thing it’s
Going to like you know it’s it’s a consistent so that’s why it’s got to be built into your systems so you can make referral generation very very consistent uh the example I always like to use is every time we sign up a new member we have a script and the script goes
Something like this awesome so excited that you’re going to be joining us um every time we sign up a new member what we do is we give them a card and this card we would pull out the card and we have the card with us um and it’s a the
Card is a free 30-day personal training membership to give us a gift to a friend and the question is you know who’s the first person that comes to your mind that you think would benefit from getting this and the goal is that we have a conversation about the best
Person um give them the card and then we follow up with them um to make sure that they hand out the card to a friend and that is an orchestrated system that’s something that happens every time we sign up a new client so you know gfp
Right now is signing up anywhere from 10 to 20 new clients a month right so we have 10 to 20 opportunities that we can um we can Leverage to get an referral does every person refer no it’s not going to happen just got to understand
That as I just said before right so it’s built into your system the second part is the intentional tactics that you use right what are the things that you actually do uh to gener referrals and what this is is just the the list of things that you do one of them I just
Mentioned the other one could be you know how you’re doing uh a quarterly bring a uh bring a friend week or something like like that so what the the part two is is the list of the different things that you actually do and building those into your business the third piece
Is the rewards part and so this is what you do when you um do get a referral how do you thank the person that sent you a referral now this is what I’m talking about before right I don’t bribe them on the front end about giving them $100 if
You do this I’ll do this because I realize that’s not why they refer but what they do want is they do want to feel appreciated they do want to know that hey I did even though I trust you I did stick my neck out for you and I should
Get something in return and a lot of times people think that that you need to give them like a lot um I never give money off of membership and I’m not saying that that’s the right thing to do I’m not saying it could work for you right but I don’t because I honestly
Think people appreciate especially any you got to know your market right U my market appreciates hey I sent them a cool mug or even like just like a t-shirt or a thank you card handwritten thank you card how about that right it’s so basic and so easy and so cheap like
Why don’t we just do stuff like that but the reality of it is you need to have a consistent system for generating uh for for rewarding the people that do refer and then the last part is uh something I call omnipresence and omnipresence is essentially what are the things that you
Give your members or sell to your members that is part of their life that reminds them of you right because every referral that you get really happens from a conversation and the ideal situation is that when they’re having a conversation about what you do that your name comes up right that’s that’s the
Ideal situation and the more things that they have in their life that um remind them of you um the more like likely they are to talk about you when they’re get into a conversation about health fitness personal training whatever nutrition even stuff like that right and so one of
The things that I do in The Mastermind is like I give every member that comes to a meeting I give them a daily planner and the daily planner is um uh it’s like a it’s 120 pages of the blank page it’s a one-page sheet that they fill out and
It’s to help them plan their day the night before and I give them a new book every time they come and the book has a picture of my cartoon face on it and you know they majority of the group fills it out not everybody but every night before they go to sleep
They’re opening that book and they’re filling out their daily planter now they’re doing something healthy for themselves and their productivity but what they’re also doing is they’re they’re being reminded of me right I am constantly on their mind because I have stickers on their laptop
I have t-shirts on their backs I have uh my my my daily planner is part of their life I have all kinds of things that are going on that remind me of them and that’s what you need to do for your business you need to get your stuff
Everywhere your t-shirts on their back your coffee tumblers are the ones that they use your shakers like all of that stuff is important and a lot of times people use that stuff as like favors and like they hand them out to random people like no those are for your clients and
The purpose of it is that they’re reminded of you right they’re reminded of you every time they come to your gym but what about all the times that they’re not right and so that’s kind of what you want so that’s the fourth part is is is
Omnipresence and then we just got it the last part was we got into the tactics we got into the different um tactics and this was amazing it was like such a cool fun experience I didn’t even plan it to go this way but everyone just started ripping um about the different things
That were happening in their business to um get referrals I’ll share a a couple of them that we talked about on The Mastermind call um one of them was uh an a weekly email that was sent out to just their members so it’s it’s an email that
And the way they explained it was it’s an email that goes out um and it had like um it’s called the four bullet Friday email and it had like four nuggets of information I’m about to sneeze here excuse me um um four like nuggets of information and at the end of the email
What it said is and they do this every Friday and at the end of the email there’s a PS and the PS says Hey PS um want you I’m paraphrasing here of what they said but you know have a friend that wants to try gfp um say just copy
And paste this uh message and um and email to them right and so all they had to do is in the PS they would just have have this copy and pasted message that was just a quick note to their friend and it had a link uh to get a free month
Right and that’s kind of what it said and that’s a tactic they were using and one of the person said like my last client came from they filled out the form on the page and they came in and they signed up for a referral and they
Were all excited about it right um so you have like something like that where like that is something that goes out 52 times a year once a week once a week it goes out and it’s just like the PS never changes it’s always the same I mean
Obviously you could prob change the copy if you wanted to but it’s just always there you just hang it out there and it’s 52 opportunities a year times how many people open the email those are all opportunities for you to get a referral and that is what that’s an orchestrated
Referral that’s an opportunity for you to generate a referral right um another one uh was challenges I kind of mentioned that earlier but uh a lot of people follow my lead and and run uh specific six- we challenges for promotion and what they do is they do
Them in uh with Partners right and so they you know sometimes people do like a fatos contest some people just just do no no no contest but they just have to have a partner to do it to for accountability um but this guy got on
And he was just like yeah like I had this one person and they signed up for the challenge and they referred a friend to the challenge and then the friend did the challenge and while the friend was there that friend referred someone so they really got twer um but but specific
Challenges the orchestration side of it was all right well you have to have a partner to do this Challenge and that was as simple as that and I think halfway through what they did they sent they they had a phone call script or email that went out and halfway
Through they said hey did you want to finish the challenge of someone else and I thought that was really good they did a great job I had I haven’t used that one but I thought it was actually really good um so specific challenges uh one of
My favorites is the four time a year bring a friend week right this is was you know taught to me by I mean I’ve done something like this but Joe Hashi was the first person that said hey we do it every quarter and we theme it out
Every quarter where like one theme is built around like Valentine’s Day One theme is built around you know Teachers Appreciation one them is built around um back to school like so every bring a friend week was themed and it was just like built into the business like every
Valentine’s week they did this bring a friend week wasn’t like hey do you want to do a bring a friend week yeah let’s try a bring a friend week this week no it’s just like every Valentine’s Day that’s just what they do and they use the same emails to promote it they use
The same Flyers to put up in the wall it’s like already done it’s an asset that they now have that they just rinse and repeat right so that was another good one um that I really liked it talks about the point of sale referral uh there’s so many uh I think social events
Are really powerful like when you do social events like you know I don’t know go like you know doing mini golf with them taking them as much as I hate ax throwing um ax throwing like all kinds of stuff like that uh softball games um we’ve done like yoga classes at the gym
Where people would just bring a friend and the yoga wine nights and things like that so any social events that you have where you can say Hey you know we’re doing this thing it’s a client appreciation thing but we’d love for you to bring a friend and introduce them you
Know to us and have them meet them and maybe they would you be interested in trying the gym out so um so social events are also a great orchestrated referrals but the reality of this is you know and I I kind of you know probably could keep going here and give you more
Different ones but I don’t just overwhelm you with different strategies way I want you to just pick one of them and go do it the real thing is understanding why people refer understanding that hey if you do a good job you’re going to get a certain amount of accidental referrals which are
Great but the next level and the level that we can predict is orchestrated referrals and that is what are the things that we’re doing what is the activity that we’re creating that is getting people to refer and you know this is worth spending time on when you really think about it it
Doesn’t all the stuff I talked about there’s no like ad spend here there not doesn’t cost a lot of money at all it’s really just a little bit of time it’s a little bit of sweat it’s a little bit of planning it’s it’s it’s not a lot and
The return is usually a better client like I I I can tell you 100% like I’d rather have a client that’s referred than a client that we hunted down in and and got our ad in front of in Facebook and beat them over the head 17 times to get them for their consult
And then you know sold them membership right all day long and twice on Sunday I want the referral now now it’s harder right it’s harder to get in terms of leads for referrals than it is for Facebook right because Facebook is just you know it’s kind of like you put a
Bunch of money on and you’re going to get a bunch of leads right you’re going to get them but they’re not nearly going to be as qualified as the people that are coming from your clients so when you know that and you know that likely the
Lifetime value is a lot higher of a client you know sometimes we be our heads against the wall saying all right what am I going to do on social media or what am I doing this and we realized it’s like hey what if I just spent 30
Minutes a day on my referral marketing plan what if you did that like what if you spent 30 minutes a day on generating more referrals or an hour a week or whatever if you just dedicated time to this do you think that it would likely improve and the reality of this is yes
And at the end of the day that’s honestly the secret to a lot of this stuff is just like all right just spend more time on it you’re know your marketing is not good enough or how much time you spending on marketing uh like an hour a
Week all right well let’s spend five hours a week and see what happens right it’s like sometimes it’s not this rocket science thing of what to do sometimes it’s just like all right spend more time on you want to get more referrals yeah just do more referral stuff like and
It’s just like it’s I know it’s like seems dumb and it seems like well it could be wasting time like like no I bet you if you just did more and it’s like like I can’t think of a better use of time for a gym owner
To spend 30 minutes a day on trying to get a referral like if you really think about what one referral is worth to you especially if you do small group semi-private like we do like one client’s wor $5,000 right so like would I spend 30 minutes a day to get one
$55,000 client a week yeah I would right and what would you not need to do to get that you probably wouldn’t need to post on social media 5,000 times a day either so sometimes it’s just about sitting down and thinking about this whole ad20 rule right it’s just like you know what
Is the revenue like of your business it’s probably like you know 80% of the revenue comes from you know 20% of the referred clients right you know like probably most of your clients that are your Big Spenders are probably coming from referrals I would think I’m not
Positive for you but I would think so it’s just like spend more time on the things that move the needle the most and shoot I don’t know put someone in charge of this like make someone director of referrals and it’s like your job is to generate x amount of referrals every
Month and you know put a measurement on it and see what happens so I I think it’s just sometimes we don’t look at this as a piece of the marketing glove and I you look at it is one of the most important pieces actually I call it the thumb of the marketing glove
Right the thumb of the marketing glove is your your referral generation strategy so hopefully that was helpful uh the cool thing about the six we new client surge that we have coming up is we have an entire module so if you liked today you would love the referral
Machine module in the six week new client surge program it’s like a two we go a deep deep dive into referrals joint ventures all kinds of stuff like that uh I think it’s module four or module 5 in the six week new clant surge uh believe
We’re starting on June 13th so click the link in the show notes so you can get um Early Access to join us at The Surge and uh we will give you a whole host more on referrals uh from St so hopefully this was helpful and I’ll see you next time
Peace what’s up guys hope you enjoyed the show remember the six week new client surge is coming up on June 13th all the details are in the show notes just go ahead and click that link it’ll take you to the page you’ll be able to
Read the page and get all the info and insight you need to see if you are ready to own the marketing side of your business hope to see you there peace I
