Journal Entry: Week 12 (How To Get More Clients By Focusing On Your Current Ones)

The fastest and easiest way to get more clients is by going above and beyond for the clients you already have.

Most people try to add additional clients to their roster through attraction marketing (writing blog posts, running Facebook ads, doing webinars). And all of that stuff can be really effective. But if you already have at least one client, your time is often better spent multiplying those clients by providing a great customer experience.

The reality is that if you don’t already have a full client roster, you have some extra time in your schedule. Why not use that time to overdeliver for your existing clients?

In this week’s journal entry we’re going to discuss some different ways to do that:

What happened this week?

Created a “Start Here” guide. One of the new things I decided to do for my fitness clients is include a welcome PDF as part of their on-boarding. It contains guidance on what to do after signing up as well as an FAQ section about fitness and nutrition that I can continue adding to. The nice thing about taking the time to create an asset like this is that it saves you time having to cover this stuff with future clients. You can also use the welcome PDF to give them little bonuses - for example, I link them to a Spotify workout playlist that they can use during their training sessions.

Had a new client kickoff call. Once a client signs on, I recommend scheduling your first call as soon as possible to maintain momentum. Prior to this session, my client had filled out a detailed intake form and I had used that information to design his training program. We used this kickoff call to go over his training program and also to do some coaching around the mindset blocks he had mentioned in his intake form. Finally, I asked what the best way would be to connect with a potential referral he had mentioned in his intake form (I always include the question “Do you know anyone else who would benefit from a strategy session with me?”). He offered to talk to his friend about the program and provide my information.

Sent my client a gift. The key to delighting your clients is doing something personal and unexpected. I love sending my clients gifts throughout our work together. It’s one of the benefits to charging a bit more for your coaching engagements. My new client likes to hunt, so I sent him a camo-pattern foam roller to help with soreness. This is an ideal gift because it combines something unique about the client with something that will help them make the most out of my coaching. I also scheduled a gift to be sent out at the end of Month 1.

Figured out his KPIs and started tracking. When a client signs on with me, my goal is to get them tangible results within the first 30 days. If you can do that, you’re much more likely to have a client for life. The key is knowing what specific results are most meaningful to each individual client. You can use your intake form for this. For example, my new client has specific numbers they want to hit on their squat and bench press, so I can establish a baseline and then track their progress towards that goal. These are the KPIs (key performance indicators) for that client and everything I do in the beginning should be geared towards increasing those. Along the way, I make sure to celebrate small wins like completing a workout.

Revised my legal forms. When I first started coaching, I didn’t pay much attention to the legal side of things. I’d just send my client an email when they signed on outlining our agreement and ask them to reply with the words “I’m in.” And honestly, this worked pretty well in nine out of ten situations. But over time I’ve found that it’s helpful to put more intention into these agreements so you can cover yourself legally and clarify what your program includes, what results you client can/can’t expect, and what happens if they pay late. Since my fitness business includes the additional risk of being an exercise and diet program, I updated my agreements to reflect that risk.

What I learned this week:

I love fitness coaching. This week really reaffirmed my decision to focus on the new business. Fitness has always been a passion of mine, and it’s become clear how much I’ve learned over the years that I can now use to help other guys feel good naked. It was a lot of fun to create a strength training program for my new client and see him report back with his progress. Even though the revenue is coming in really slowly right now compared to my older business, I know that’s part of the process and I trust that if I keep being as helpful as possible the money will take care of itself.

What I’ll focus on next week:

Moving. My wife and I are moving from our farm in West Virginia to a downtown home in Burlington, VT this weekend. There’s still some packing left to do and I know we’ll need time and energy to get settled next week, so I’m intentionally lowering my expectations around work productivity during that time. Wish us luck!

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If you want to read my past journal entries, I've listed them all here for you: