Having just gone through a very interesting process of having our organization acquired by another, (see the details here: http://bit.ly/1GIjHVG), I can tell you that this process has not only allowed our organization to get better, but most importantly understand the process of creating value for others.
Creating value is one of those aspects of business that is difficult to put a finger on. Value is the thing that has people pay money for your services, however, it is very much in the eye of the beholder.
As business people and fitness professionals we get caught up in our own perspective all the time about the latest exercise, program, piece of equipment, or any tool that we think will help us impact others positively.
Really, creating value, and making an impact with the people we serve has little to do with our perspective and everything to do with the perspective of the person who is paying for your services. When an organization that is global in scope approaches you with intent of creating a stronger team together, it is humbling when we realized the value they saw in our team.
So how is value created?
In fitness, there are 3 options that we know best:
The last one is the hardest but it can be the most rewarding. It requires a lot of work on the front end, in education and on the back end in making sure you consistently over deliver on your promise.
Which option is best for you?
I can share that for our team, it is creating a system and process that allows our people to have the flexibility to tap into either option depending on the situation or challenge that our customers face. We tend to lean to the side of same or higher price options. This works well because many of our customers understand the pain of low prices. The low price option also requires laser sharp precision in understanding the revenue/cost structure or being able to survive can be a challenge. We have seen many suppliers come and go following the low price model.
If you are offering fitness services, there is a lot of pain in customers not reaching their goals. It is up to us then figure out the best way to create value for our target market, in a way that best suits your skills and comfort level.
So which is it?
Regardless of the choice you make, the good news is that the more we focus on creating value for others, the healthier our customers will be, and by extension our industry.
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Mill Pond Publishing Inc.
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Georgetown, ON L7G 4S6