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You Won't Get Too Far Without the Gas

The Top Three Types of Staff Buy-In Needed to Drive More Paid Group Training

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Ron AlterioRon Alterio

Imagine that it's time to go shopping for a new car and you have done all of your research. You have decided on the exact make and model. You know the exact color you want and have made an extensive list of the "must-have" safety features. Most importantly, you have determined the bottom-line price you are willing to pay. After an exhaustive search spanning several weeks and a number of visits to multiple dealerships, you finally find the perfect vehicle and at the right price. There's just one problem. As you make your way out of the dealership and into your brand-new vehicle, it quickly dawns on you that you won't be going anywhere anytime soon. Upon one quick and unsettling turn of the key, you realize the gas gauge is on empty! All the features in the world, the best "deal" on the planet and the perfect color won't get you anywhere if you don't have what matters most: the gas to get from point A to B.

The above allegory should serve as a valuable illustration for many operators in our industry who are struggling to drive successful paid group training programs. Facilities from coast to coast, both in the for-profit and non-profits spaces, are diligently researching the best available programming options, painstakingly procuring the newest equipment lines available and are thoughtfully and artistically designing the perfect workout spaces. Yet, despite all of the aforementioned efforts, paid small group and/or team training programs seem to be at a standstill. Irrespective of the differing acquisition channels (at point of sale, during the new member onboarding appointment or simply promoting it to the existing member base) staff simply has a ton of trouble selling it, and members have a hard time understanding what it is. The final missing piece, the reason the gas gauge is on empty in their respective facilities, the lack of fuel aka... staff buy-in.

According to a recent forbes.com article, "Buy-In" is number two, second only to "Core Competencies" on their Top-40 Most Overused Words in Business and for good reason. When a word is used so liberally and so flippantly, and without the proper context, individuals can quickly become immune to its power and its affect. As such, we are going to park here in order to clarify and unpack the three critical types of staff "Buy-In" needed to drive greater sales and member engagement in your paid group training programs:

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