Brad Sugars Says …

Brad Sugars comments on how this business thrived with the help of ActionCOACH.

Jamie came to ActionCOACH through a referral of a mutual friend. He was a very concerned at how he was going to pay for coaching as he was only turning over $35,000 a year.

Jamie was so full of passion and energy, however, he lacked the direction and focus to keep him on track to achieve his goals.

He needed to free himself of the $20 per hour jobs he was doing. Initially he had to do more personal training sessions with his free time to increase his cashflow. And he needed a more professional image to go with his profile. The price rise ActionCOACH put in place would make him the most expensive trainer around.

ActionCOACH introduced scripts and developed a referral program, which worked outstandingly well.

ActionCOACH started to test and measure everything, and concentrated on improving his time management/self-management skills.

ActionCOACH built strategic alliances with other health professionals as a way of generating new leads, as Jamie didn’t have the cashflow to invest in marketing. His conversion rate also needed some work.

As a way of increasing cashflow, ActionCOACH put in place some guarantees, and produced 10 paid-in-advance training session packs (at a reduced rate) to increase client’s training sessions per week. This worked very well. We discovered from our testing and measuring that the business was 90% referral. This convinced us to develop more strategies aimed at increasing the flow of referrals to the business. We produced an e-mail newsletter, and tried several different types of flyers, which didn’t work so we dropped them and went back to what was working – referrals and strategic alliances.

ActionCOACH certainly faced some interesting challenges along the way. Jamie’s time was limited, as he was already working over 70 hours per week, so we had to free him up from the non-income producing stuff. This was not easy, as he didn’t have anyone to delegate to.

We introduced systems to his business and got him to use scripts consistently. Keeping him focused on his weekly goals without letting himself set another dozen each week was also a major challenge. So was trying to get some balance back into his life.

Jamie’s passion and focus due to the clarity of his goals, I think, was the main driving factor for him. Coaching him was like having a tiger by the tail most of the time.