Breaking The "Overpromise-Underdeliver" Syndrome: Part 2

Welcome to Part 2 of Breaking the Overpromise-Underdeliver Syndrome article. The upside to successfully breaking this Syndrome is summarized in the Chart below.

How Do We Break The Syndrome?

STEP #1: Make the Strategic Decision to Change. This speaks for itself.

STEP #2: Create Your Customer-Centric Value Proposition Grid that supports and speaks to your target market. This will identify why the Non-Customers should (1) join your Club, Studio &/or Your Entrepreneurial FitPro Business; why they should (2) stay as your Customers and create the reasons why (3) they would want to share their experiences by referring their friends, family members and work colleagues to you. Below is a Sample Value Proposition Grid that was created for SHAPES Fitness for Women.

STEP #3A: Create a dynamic, upskilling training program for your T.E.A.M. Members so that they can understand and deliver your updated customer-centric CORE Values to your customers. This includes training all levels of your organization. The foundation of this training curriculum must include Emotional Intelligence. Any new employees that are recruited to your organization must also go this training process as well. ?

STEP #3B: In addition to participating in the STEP 3A All Staff Training Process, all Fitness Professionals must go thru what we would call a blended upskilling/reskilling teaching/learning process. As a minimum, this would include the following:

(1)? Introduction to the need for continuous learning beyond their basic certifications; this will include developing customer-centric skills instead of only focusing on their clients and/or their students;

(2)? Have them incorporate the new customer-centric core values into the programs that they deliver;

(3)? A rewrite of their job descriptions to include their new role in participating in your New Customer Onboarding Process for which they will be compensated;

(4)? An expansion of their current job descriptions/titles, after appropriate training, so that they can potentially deliver the following customer-centric services:

a. Group Exercise Classes

b.? One-on-One Training

c.? 2-on-1 Training

d.? Small Group Training

e.? Large Group Training

f.? Health & Wellness Coaching

g.? Corporate Wellness Programs

h.? Community Outreach Programs/Services

In our business model, Fitness Professionals who can successfully deliver the above referenced customer-centric services are called Hybrid Fitness Professionals. These professionals have the skill sets of the best GroupEX Instructors & the skill sets of the best Personal Trainers. I have been a practicing Hybrid Fitness Professional for the past 25+ years. ??

STEP #4: Create a Customer-Centric, New Customer Onboarding Process. This will include incorporating the new upskilled programming skills of Fitness Professionals into the new, upfront Customer Lifecycle Process. Our FitPros will work with our Sales Teams, once they are trained, to create a value-added relationship with our Customers. This process will include creating Short-Term, Mid-Term & Long-Term programming/activity goals that will meet the initial goals of each new Customer. These goals will evolve over time as each new Customer gets (1) more involved with our programs and (2) get more involved & integrated into our customer-centric community. We will use technology to facilitate the management of this process. This graphic captures the essence of this new service and role for our Fitness Professionals. We would like to point out that these Hybrid FitPros will also cross-promote each other’s services during the Onboarding Process as well.

STEP #5: Like everything else in our Sector, if we don’t measure this new process, we’ll never know if it is working. We will obviously use technology to manage this Process. We should also expand our traditional Financial/Operational KPIs by incorporating that items that are listed in the Chart below.

Conclusion: Well, what do we think?

Is our new Front-End loaded Customer-centric concept off the wall? Is this something that we think we can incorporate and evolve while we keep stopping our Customer-leakages in the back end of their Membership Lifecycle?

The Customer Experience is our New Marketing Battlefront! The following 7 Points are driving “what” we do and “how” we do it:

1)??? It’s Not About the Sale, It’s About the Relationship

2)??? It’s About Community

3)??? It’s About Camaraderie

4)??? It’s About Meeting the Customers Where They Are At

5)??? It’s About Creating the Desire to Belong

6)??? It’s About Creating the Desire to Stay and

7)??? It’s About Creating the Desire to Share by Referring.

?Please let us know your thoughts.

?Bob Esquerre