Justin Hanover, the president of Fitness Revolution, shares how a compelling offer makes it easy for the right customer to do business with you.
When it comes to driving business growth, your offer is the lever with the greatest return — yet many gyms miss the mark.
A strong offer makes it easy for the right customer to do business with you. It removes friction and transitions your business from selling to serving. However, most gyms position their offer around their services, beliefs or features neglecting what their customer truly values.
The Offer Framework
There are five components to a compelling offer. Missing any weakens its impact.
- Know Your Specific Target
Being a generalist is a losing battle. Without a clear target, it’s hard to identify the problem you solve or position yourself as an expert. A specific focus makes your offer resonate with the right audience. - Call Out the Problem
People invest to solve problems. Your offer must address the exact problem your ideal client wants to solve. For example, someone with diabetes is more likely to choose a program specifically designed to help diabetics over a generic fitness option. - Certainty in a Specific Outcome
Clearly articulate the outcome your client will achieve. Vague promises force potential customers to connect the dots, leading to doubt and objections. Certainty builds trust and confidence in your solution. - Keep It Simple
A great offer is straightforward. Avoid unnecessary fluff or features that dilute the message. Focus on delivering one exceptional result. Simplicity conveys confidence and makes it easier for clients to say “yes.” - Ensure Value Outweighs Investment
Value emerges when steps one through four are nailed. If your audience feels you understand them, solve their problem, and deliver clear outcomes, the perceived value skyrockets. A poor offer diminishes value and forces you into hard-selling mode.
Real Examples
Consider this ineffective offer: “A fitness studio dedicated to helping you change your life from the inside out.”
It speaks to no one, identifies no problem and provides no clear outcome.
Now compare this: “Our proprietary speed program has helped student-athletes earn over $500 million in scholarships, ensuring they get into their dream schools without massive debt.”
This offer is directed at youth athletes — with parents as decision-makers — identifies the problem of college debt, and highlights a tangible, compelling outcome.
Bonus Tip: Understand the Buying Bucket
People invest in three primary areas: health, wealth and relationships. Aligning your offer with your client’s value system minimizes friction. For example, the scholarship-focused speed program that was mentioned above speaks to the wealth bucket, addressing parents’ financial concerns.
Another example would be if you target stay at home moms. They value being appreciated by their spouse. That would fall in the relationship bucket.
Your offer has to be clearly speaking to the right bucket and your facility or service is the method to allow the outcome they truly desire to unfold.
Conclusion
Your biggest growth opportunity lies in a well-designed offer. By following this framework, you can remove barriers, attract the right clients and position your business for success. While it may take time and testing, the rewards are worth it.
You have to make it easy for people to do business with you, and it all starts with the right offer.
