In this series, I’ve been talking about how deeper relationships keep your clients around longer. And deeper conversations lead to deeper relationships.
Today, we’re going to talk about the next conversation—because more conversations lead to longer relationships, too. One deep talk isn’t enough, even if tears are shed (and they often are).
The Two-Brain Coaching approach to client progress is learn, design, deliver, refine. In the Two-Brain Coaching courses, we teach the “design” and “deliver” pieces with excellence. But the most important part—for your clients’ progress and for your business—is the fourth step.
It’s also the step that most coaches and gym owners skip: Refine.
Goal Reviews: The Great Separator
Every quarter, you should meet with each client and review progress. That’s what coaching means: evaluation and optimization. Anyone can follow any program for three months. Your job is to guide a client to the right program for the right amount of time and maximize success with that program. That means a quarterly goal review with every client.
Our data shows that the best gyms do this regularly. A regular system of feedback analysis and new prescriptions is the separator that microgyms need. More and more, the prescriptive model is becoming our actual job; the delivery of nutrition and exercise programs is just how we implement our prescriptions.
Step by Step
Start the Goal Review Session with Bright Spots: What are they most proud of achieving?
Then pull out their personal roadmap: How would they rate themselves in each category now?
Follow with this question: “Are you happy with the progress you’ve made so far?”
If they say yes: Move to the Affinity Marketing process.
If they say no: Work on a new prescription.
Try to balance clients’ strengths with their weaknesses. Rather than simply “attacking weaknesses,” tell clients to “keep going” with their strongest attributes but prioritize their lowest scores.
Here’s the key: The programming you choose isn’t the most important part of this strategy. Retention is predicated simply on the act of reviewing client progress and changing plans; it’s not about what the new plan contains.
It ain’t the programming: It’s the care.
Words and Actions
If you claim to care about a client but never ask how they’re doing—well, your actions and your words don’t match.
If you ask how they’re doing but never change their plans, your actions and words don’t match.
If you ask them for referrals but don’t optimize their plans, you’re begging for favors. If you ask how you can help the people in their environment after proving that you can do it, you’re helping everyone.
Update their personal roadmaps. Identify their next opportunities for personal growth. Get deeper every time.
Learn, design, deliver, refine—and build a relationship that lasts.