Alwyn Cosgrove - Sales, Business & Lead Gen (From The Archive)
Jan 13, 2020
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Sales and business expert Alwyn Cosgrove discusses the importance of rethinking sales, mastering business skills in the fitness industry, selling as serving and the value mindset, developing a culture of success and teamwork, generating referrals and word of mouth, and striving for excellence and continuous improvement.
Fitness trainers should focus on developing business principles and skills in addition to their training knowledge.
Understanding the lifetime customer value of clients can help trainers make informed decisions about marketing and client retention strategies.
Deep dives
The Power of Changing Lives
Alan Cosgrove believes that fitness trainers have the power to change the world by impacting individuals and improving their lives. He emphasizes the importance of reaching people and making a positive difference through fitness, nutrition, and social support. Alan also expresses his passion for constantly seeking better ways of doing things in the fitness industry. He emphasizes the need for trainers to not only focus on their training knowledge, but also on developing business principles and skills to succeed in their career.
Understanding the Lifetime Customer Value
Alan discusses the concept of lifetime customer value and emphasizes its importance for trainers. He explains that trainers often focus on the transactional value of their services, but fail to consider the long-term value of a client's loyalty and the revenue they generate over time. By understanding the lifetime customer value, trainers can make informed decisions about investment in marketing and client retention strategies. Alan encourages trainers to focus on increasing the lifetime value of their clients by delivering exceptional service and continually improving their programs.
The Importance of Business Skills for Trainers
Alan highlights the imbalance between trainers' expertise in training knowledge and their lack of business skills. He emphasizes that being a successful trainer involves not only knowing how to design effective programs and deliver training, but also understanding how to run a business. Alan emphasizes the need for trainers to develop basic business knowledge, such as reading profit and loss statements, understanding client acquisition costs, and optimizing lead generation and sales strategies. He believes that investing in business skills can significantly impact trainers' income and overall success in the industry.
Creating a Culture of Success and Impact
Alan explains the importance of building a strong culture within a fitness organization. He shares his approach of developing core values and creating a culture of success, teamwork, and continuous improvement. Alan believes that when trainers and staff align with the core values and have a shared vision, it can lead to a positive and motivating environment for clients. He highlights the significance of defining and reinforcing a culture that aligns with the trainer's brand and mission, which can set them apart from competitors and create a lasting impact.
In today's episode, we continue with our series of favourite from the archive episodes by welcoming on Alwyn Cosgrove. This episode was first posted back in 2017 and in it, we cover why trainers need to rethink how they think about sales, what lifetime customer value is and why you need to know what about it and why Alwyn's business Results Fitness has had the success it's had. Find Out More About Alwyn: