In Part 1 of No Jerks Allowed: Finding Your Ideal Client, we started the discussion about how to find your ideal Crossfit client. In the next four posts we will cover:
- Identifying Your Most Profitable Crossfit Clients
- Determining Where Your Referrals come from
- Where your clients come from
- Why they buy
So, let’s get things rolling with Identifying Your Ideal Crossfit Clients.
1. Create a spreadsheet of your clients and list the annual revenue from each over the last 3 years (assuming your Crossfit affiliate has been around for three years). You should be able to export this from your client management software or you may have to do this manually. Not much fun, I know, but I promise you this is a worthwhile process.
2. Break the revenue down in major categories like monthly dues, personal coaching, workshops, and hard goods (t-shirts, MetCon5 Training Journals, etc.). Have totals by client and by category.
3. Carefully examine each client in detail. Sort the spreadsheet by most revenue to naturally group clients. You will likely see that there will be an obvious grouping of your clients at the top of the list that are “all in”. That is, those clients that have full memberships, likely pay for some extra coaching, attend workshops and own an entire wardrobe with your logo on it.
4. Identify The Clients That Bring the Most Value to Your Box. Examine each client and (in the same spreadsheet) assign them with a simple numerical rating out of 3 that essentially measures the value they bring to the gym and more importantly how much you and your trainers like to work with them.
The rating scale can go something like this.
3 = a GREAT client that adds to the community, is fun to work with, has drank the kool-aid, etc.
2 = a GOOD client that shows up, does the work, and that you enjoy working with
1 = a PAIN IN THE ASS client that complains about cost, takes a ton of your time but never listens, generally adds nothing (and potentially even takes away from other experience) to the community, and someone you don’t enjoy working with
Note that referrals are a huge part of a clients’ value and we will discuss this in detail in the next post.
5. Highlight Your 3’s in Green, 2’s in Yellow, and 1’s in Red.
6. Sort the list again in order of revenue.
Now take a look at the clients highlighted in green at the top of your list…these are your ideal clients.
In the next post, we’ll start with how to get more of these clients through your door…more of the clients that bring the best out of you and your coaches.
Until next time, MetCon5 Training Journals.