The Experience Begins At The Door
This is actually a lesson I learnt from my cleaner, and this is how she built her professional business.
That your first impression is way more important than people think
When I first started my studio, I had what I like to call "the field of dreams" syndrome.
If you haven't seen this movie, the gist of it is that he builds a baseball stadium in the middle of a cornfield.
And the whole thing is based on the premise that if you build it, they will come.
And this is what I thought, it didn't matter as much about how it looked, or it felt.
I was a great trainer, so of course, they would flock in.
Sadly this is far from the truth
And if I'm honest looking back, I am ashamed of what I used to do for training and business.
But that's the whole point of this process, is to get better.
To learn and grow,
But I digress
The more time you spend around me, the more you will realise this is a common thing, so strap in and enjoy the ride.
What I have learnt over the years from running my business and helping other amazing trainers like yourself, is that it's so much more than just the things you do.
The equipment you have
The results you get
It's often the intangibles that matter.
It's how the place makes them feel.
That feeling when they walk in the door, how can you create that?
It's a combination of things
And how in-depth you want to go is up to you.
But it's things like the colours on the outside of the building, as well as the inside.
How light it feels in the gym.
How spacious the gym is or appears to be
The smell when you walk in.
The list goes on
All these things matter
But none of it matters until you work out who exactly you are appealing to.
Who is your niche?
Because my favourite style of gym is the old school hardcore gyms;
With no cardio equipment, hot as all hell, dirty, music pumping, no talking, just there to get shit done.
And yet my gym has a bright green exterior wall,
It often smells like flowers or fresh at least,
Has lots of fans,
We have lots of plants in the window and throughout the gym,
The music is often 70's or 80's
Lots of laughing and talking going on
It is cleaned often
We provide towels and hair ties, bobby pins, just to name a few.
Because this gym isn't built for me, but it sure as hell is created for my ideal clients.
And they love it.
So knowing your niche matters.
Because then you can dive into colour theory,
What certain smells induce
How music plays a role and how to create the right themes.
And even down to things like how clean is it.
We have a tree out the front that drops crap for six months of the year
We sweep out the front regularly so that our entrance stands out as being cleaner than the surrounding area.
The little things matter
And it all starts from that first step in the door.
Even if they don't know it.
So how can you change the experience when your ideal client walks through that door?
Shoot me a message on 0423 910 346 and let's book a call today, and talk through how you can improve that initial experience.
Until next time,
Lachlan "Smelling Like Daisies" Farley