TRANSCRIPT 🔗
WEBVTT
00:00:55.070 --> 00:00:58.750
Hello and welcome back to the Yoga Boss Podcast.
00:00:58.829 --> 00:01:00.349
I am Jackie Murphy.
00:01:00.509 --> 00:01:09.789
In today's episode, I'm going to teach you exactly what you should be doing in your after class announcements.
00:01:10.030 --> 00:01:14.429
You know that message that you share with your students after class has wrapped up.
00:01:14.670 --> 00:01:25.549
Now, this message will apply to you if you are a yoga teacher and you're teaching group asana classes or a meditation teacher, even if you're a coach or some sort of service provider.
00:01:25.789 --> 00:01:44.189
It also is going to apply to you if you are a studio owner or boutique fitness studio owner, not even just yoga, because you have a team of teachers underneath you and you may still even be teaching, and all of your team is making some sort of after class announcement.
00:01:44.509 --> 00:01:48.829
Now, let me tell you why I'm so passionate about this topic.
00:01:49.150 --> 00:01:54.829
I started as a yoga teacher, my first year full-time teaching yoga.
00:01:54.989 --> 00:01:56.829
I was teaching all over the place.
00:01:56.909 --> 00:02:02.030
I drove 40,000 miles in one city from like studio to studio to studio to studio.
00:02:02.189 --> 00:02:06.670
And I only made$15,000 that year.
00:02:06.989 --> 00:02:07.629
Why?
00:02:08.030 --> 00:02:20.670
Because I did not have the business skills that I needed in order to make sure that the time I was spending teaching turned into more revenue.
00:02:20.909 --> 00:02:28.750
I didn't have anyone telling me you need marketing skills and selling skills and you need to be able to create an irresistible offer.
00:02:28.829 --> 00:02:30.590
And that's a skill that you can develop.
00:02:30.990 --> 00:02:32.030
I didn't have that.
00:02:32.189 --> 00:02:41.629
I was just hoping that my after class announcements would want to make people do a private with me or join a retreat with me.
00:02:41.789 --> 00:02:49.709
I was just hoping that if I said the logistics of the other thing that I had, that people would come up to me afterwards and ask more questions.
00:02:49.870 --> 00:02:57.469
And what I found is that those afterclass announcements do not generate revenue for your business necessarily.
00:02:57.629 --> 00:03:00.189
There's nuance to this, so we're going to talk about it.
00:03:00.430 --> 00:03:24.990
The first thing that you have to understand when we go into this conversation is that you really have to be clear as a business owner, if you're acquiring these business skills necessary to grow your business, you have to understand as a business owner when you are delivering or fulfilling on what you've sold and when you are marketing and selling.
00:03:25.230 --> 00:03:29.790
And those two things need to be separate.
00:03:29.949 --> 00:03:33.069
So here we are already at problem number one.
00:03:33.310 --> 00:03:41.949
For most yoga businesses, the delivery or the fulfilling and the selling are all meshed together.
00:03:42.189 --> 00:03:53.790
And it is the reason why you are not seeing your revenue grow or why you're not getting fabulous, amazing testimonials about the overall experience of class.
00:03:54.110 --> 00:03:56.990
Now, I want you to think about this.
00:03:57.389 --> 00:04:11.790
If you have taken a flight, if you've flown on an airplane, if you sit there at some point during the flight, they most likely will try and get you to sign up for their airline credit card.
00:04:11.949 --> 00:04:12.829
Have y'all been there?
00:04:12.990 --> 00:04:16.509
You're sitting in your seat and it's like, attention, thanks for flying us today.
00:04:16.589 --> 00:04:18.430
Here's our next offer for you.
00:04:18.509 --> 00:04:19.949
And this is why you should get it right now.
00:04:20.029 --> 00:04:21.949
And who wants a credit card form?
00:04:22.110 --> 00:04:23.709
And raise your hand and I'll bring one over.
00:04:24.029 --> 00:04:27.389
How many people on your airplane raise your hand?
00:04:27.870 --> 00:04:28.990
Not many.
00:04:29.310 --> 00:04:29.949
Not many.
00:04:30.110 --> 00:04:36.670
They have a captive audience and they're making an offer, but people are not taking them up on it.
00:04:36.829 --> 00:04:42.029
How many of you have actually signed up for an airline credit card while on an airline flight?
00:04:42.189 --> 00:04:42.910
Not many.
00:04:43.069 --> 00:04:44.110
And if you have, let's talk.
00:04:44.189 --> 00:04:45.870
I want to hear about your reason why.
00:04:46.029 --> 00:04:58.110
But I want you to think about that experience as someone who's purchased a ticket, who is being delivered the service, is on the airplane in the moment, and then is also being sold to.
00:04:58.509 --> 00:05:05.870
It doesn't make you feel valued and appreciated, even though they start the message with, like, we're so grateful you're here.
00:05:06.029 --> 00:05:06.509
You're not.
00:05:06.670 --> 00:05:07.469
You're not grateful.
00:05:07.550 --> 00:05:08.910
You want more from me.
00:05:09.469 --> 00:05:11.150
That's how it feels to me.
00:05:11.230 --> 00:05:14.110
And that's what's happening to some of your students.
00:05:14.430 --> 00:05:20.350
They have signed up for class, they've paid you a drop-in or a package, or they might even have a membership.
00:05:20.509 --> 00:05:25.389
And you're delivering and you're fulfilling on what they've already purchased.
00:05:25.470 --> 00:05:32.590
And at the end of it, you're like, hey, you should also buy this thing and sign up for the next thing and you know, do it right now.
00:05:32.670 --> 00:05:34.750
And here's all the logistics behind it.
00:05:35.069 --> 00:05:42.670
Now, that for most people in the room is not going to compel them to take you up on that offer.
00:05:42.910 --> 00:05:50.270
One, because if you're teaching the asana and you've just gotten them into shivasana, their nervous system is finally relaxed.
00:05:50.430 -->
Load full transcript
00:05:52.509
Their brain has finally relaxed.
00:05:52.670 --> 00:06:07.150
And if you pull them out of shivasana and start to talk to them about logistics and numbers and offers and urgency and scarcity, you're literally taking the work that you've spent an hour cultivating and just throwing it out the window.
00:06:07.629 --> 00:06:13.150
So we don't want to do that for the overall experience of the class.
00:06:13.550 --> 00:06:33.550
We want to separate the delivery from the fulfillment so that when they go to take class or you're giving them a meditation or you're coaching them or whatever your service is, when they go to actually do that thing, it's all about their experience from start to finish.
00:06:33.710 --> 00:06:34.829
Did they feel welcome?
00:06:34.910 --> 00:06:35.790
Did they feel cared about?
00:06:36.110 --> 00:06:38.270
Did they get what they paid for?
00:06:38.430 --> 00:06:39.310
Were they happy with it?
00:06:39.389 --> 00:06:40.910
Was there an overdeliver?
00:06:41.230 --> 00:06:56.670
If that experience is top-notch from start to finish, and your clients start to share that with you, your students start to share how awesome the experience was from start to finish because you've cultivated it intentionally, they will naturally refer you.
00:06:56.910 --> 00:07:01.389
They will be like, you have to come to this studio because this studio does things differently.
00:07:01.470 --> 00:07:03.310
It feels amazing from start to finish.
00:07:03.470 --> 00:07:08.430
The moment you walk in to the moment you leave, the whole experience is a part of the package.
00:07:08.829 --> 00:07:20.350
Now, the second reason why these afterclass like announcements don't work in order to grow your revenue is because of the bystander effect.
00:07:20.670 --> 00:07:36.030
The bystander effect in psychology essentially states that if there's someone on the side of the road who needs help, most human beings will walk right past them because we assume that someone else will help them.
00:07:36.189 --> 00:07:38.270
This is a psychological phenomenon.
00:07:38.350 --> 00:07:40.270
This is not me coming up with this.
00:07:40.509 --> 00:07:43.069
I'm just relating that to business.
00:07:43.389 --> 00:07:54.430
So, for example, you have your students in front of you, you've just taught class, you've pulled them out, you're talking to them, and you're saying, hey, we have a chakra workshop on Friday at seven.
00:07:54.590 --> 00:08:04.189
If you want to come, everybody in that room, because of the bystander effect, is going to naturally assume that you're talking to someone else.
00:08:04.430 --> 00:08:07.790
That you that it's not for them specifically.
00:08:08.189 --> 00:08:10.590
This happens on this podcast, right?
00:08:10.750 --> 00:08:18.110
A lot of times I invite you on this podcast to the Grow Mastermind or to the Business of Yoga course or to anything I'm doing.
00:08:18.189 --> 00:08:22.670
And I guarantee some of you are thinking she's not talking to me, but I am.
00:08:23.150 --> 00:08:25.710
I am saying that this offer is for you.
00:08:25.949 --> 00:08:29.550
Your students feel the exact same way.
00:08:30.110 --> 00:08:32.750
They don't think that you are talking to them.
00:08:32.990 --> 00:08:34.350
And how does that feel for you?
00:08:34.509 --> 00:08:36.590
Have you ever been a part of a group of people?
00:08:36.750 --> 00:08:47.069
Let's say that you're hanging out with your, you know, group of mom friends from school, and a mom from over there says, Oh, yeah, like we're doing a potluck on Friday night at seven.
00:08:47.389 --> 00:08:56.429
If you're standing over here and they're talking over there, and maybe they make eye contact with you once, but not they keep looking around, you would not assume that you're invited to that potluck.
00:08:56.909 --> 00:08:59.149
It would be like, I don't really know if I'm invited.
00:08:59.309 --> 00:08:59.789
Should I ask?
00:08:59.870 --> 00:09:00.590
Was she talking to me?
00:09:00.669 --> 00:09:01.789
Was she not talking to me?
00:09:02.029 --> 00:09:03.549
It would be unclear.
00:09:04.029 --> 00:09:17.629
And so after your delivery, after you're working with your students, they've paid for your offer, you're making them an unclear and poorly crafted, if I'm being honest, sales message that they don't know is for them.
00:09:17.870 --> 00:09:22.429
That's about the logistics of your offer that most people will totally ignore.
00:09:23.389 --> 00:09:30.269
So what's happening is you're making the overall delivery experience worse when it could be amazing.
00:09:30.829 --> 00:09:33.549
And your selling isn't even effective.
00:09:33.949 --> 00:09:40.589
This is why you have to separate the fulfillment versus the delivery.
00:09:41.229 --> 00:09:52.029
Now, the example that I was really trying to think of an example of like, I want this to land in your body so that you can really understand what I'm talking about.
00:09:52.269 --> 00:10:02.429
And I don't have the perfect example yet, but the one that did come to mind was like you going to get a massage and having an amazing massage.
00:10:02.509 --> 00:10:16.109
And then the masseuse says, Okay, you know, get dressed, and they're meeting you outside with the little water cup, and they say, I'm having a I don't know, meditation on Friday night, and they're talking to a group of people.
00:10:16.269 --> 00:10:17.629
Do you want to sign up right now?
00:10:17.870 --> 00:10:20.669
You'd be like, One, I'm not even fully awake yet.
00:10:20.909 --> 00:10:25.789
I was just in bliss, and now I'm planning and thinking, and you're asking my brain to turn back on.
00:10:25.949 --> 00:10:27.949
Most likely you wouldn't say yes to the offer.
00:10:28.269 --> 00:10:28.509
Right.
00:10:28.589 --> 00:10:29.549
So that's my example for now.
00:10:29.629 --> 00:10:31.709
I'll come up with a better one and share it with you guys.
00:10:32.349 --> 00:10:34.990
So then you're probably like,
Jackie, what do I do?
00:10:35.709 --> 00:10:39.709
You're telling me that like making an afterclass announcement isn't gonna work.
00:10:40.109 --> 00:10:43.949
And I'm not saying you shouldn't make an afterclass announcement, right?
00:10:44.029 --> 00:10:49.549
I'm not saying that you should totally never talk to people after class.
00:10:49.870 --> 00:10:53.549
Your afterclass announcement needs a couple of things.
00:10:53.629 --> 00:11:00.429
And in order for you to really understand how to communicate well after class, you need sales skills.
00:11:00.669 --> 00:11:02.669
Not only that, you need marketing skills.
00:11:02.750 --> 00:11:05.389
And that is more than I can teach you in this podcast.
00:11:05.629 --> 00:11:10.589
That is why the business of yoga course is so key for you to take and learn.
00:11:10.750 --> 00:11:15.949
Because I literally say, like, this is how you say it, this is what you do, this is what will get their attention.
00:11:16.189 --> 00:11:21.069
So you need the marketing and sales skills in order for this to be effective.
00:11:21.309 --> 00:11:25.549
But what do you do if you change the way that you're doing after class announcements?
00:11:25.870 --> 00:11:29.469
If you go from, hey, we're having a chakra workshop on Friday night.
00:11:29.549 --> 00:11:31.069
If anyone wants to come, let me know.
00:11:31.149 --> 00:11:33.069
Like that's what is not gonna work.
00:11:33.309 --> 00:11:34.990
What is going to work?
00:11:35.469 --> 00:11:43.870
What will work is you creating a separate environment to have that sales conversation.
00:11:44.029 --> 00:11:47.069
And that environment does not have to be in person.
00:11:47.229 --> 00:11:54.589
It could be, it could be via email, via text, via like time at the front desk with you that's outside of class.
00:11:54.669 --> 00:11:56.349
There's a different way to do it.
00:11:56.429 --> 00:12:06.509
But I want you to make sure that you are creating some sort of selling environment so that you can separate it from your fulfillment environment.
00:12:06.669 --> 00:12:08.109
So that's this first step.
00:12:08.429 --> 00:12:14.429
The second step is that you really have to make sure that your announcement is not about the logistics.
00:12:14.909 --> 00:12:31.149
You want to ensure that when you're making announcements after class, you're doing it in a way that is calming, that is nurturing, and that is speaking directly to the person so that you avoid the bystander effect.
00:12:31.389 --> 00:12:45.629
Now, in order to do that well, you have to understand like what people actually need to hear when they are considering buying from you and what needs to happen in order for them to really feel like you're talking to them.
00:12:45.870 --> 00:12:52.189
And it might be much more of a one-on-one conversation than a general big announcement.
00:12:52.349 --> 00:12:56.750
But your big announcement, if you have one, doesn't need to get them thinking too much.
00:12:56.990 --> 00:13:01.629
It doesn't need to get them planning on their calendar and can they be there Friday or whatnot.
00:13:01.870 --> 00:13:10.589
It just needs to pique enough curiosity so that they come talk to you in your sales conversation environment later, right?
00:13:10.669 --> 00:13:15.069
Whether that's at the front desk, via email, via phone call, via text message.
00:13:15.389 --> 00:13:22.909
This is how I promise you, when you do this, your students are gonna rave about the experience uh at your studio or in your classes.
00:13:23.069 --> 00:13:30.109
They're gonna refer more people to you, they're gonna love it, they're gonna appreciate it and feel like your delivery is top notch.
00:13:30.509 --> 00:13:41.789
And your sales will increase because you're gonna be talking to more people when they're actually in a place to make a decision and not trying to catch them because they happen to be there.
00:13:42.109 --> 00:13:43.789
This is 2024.
00:13:44.109 --> 00:13:58.990
And in 2024, most of our marketing is consensual, meaning that you opt into it, you give someone their your email address, you click on a video, you listen to a podcast, you follow someone on Instagram.
00:13:59.149 --> 00:14:04.669
That's you saying, I'm like giving you permission in this environment to sell to me.
00:14:05.069 --> 00:14:13.629
The only place that it's typically not consensual, where it's still like an attention getter, can sometimes be in a YouTube ad where you're popping up and you're getting an ad.
00:14:14.029 --> 00:14:24.990
Anyways, before 2024 and back when the only way we were advertised and marketed to was like spur of the moment Saturday morning cartoon commercials coming on your TV.
00:14:25.229 --> 00:14:30.109
And that is what feels so pushy and weird to most people.
00:14:30.349 --> 00:14:32.029
I didn't ask for the sales message.
00:14:32.109 --> 00:14:36.829
I'm not interested in what you're talking about, and I don't want to be listening to this right now.
00:14:37.149 --> 00:14:42.269
However, that is what most yoga business owners are doing to their students.
00:14:42.509 --> 00:14:48.189
You're telling me you don't want to be salesy, but then you're taking the most salesy route.
00:14:48.349 --> 00:15:06.189
Like you're taking the most salesy option compared to you're creating an amazing experience, you're piquing their interest for something more, and then you're getting them into a conversation that they've opted into that they want to have because they're interested in your offer, they want to buy, that's not salesy.
00:15:06.509 --> 00:15:11.469
That's kind, that's nurturing, that is the way that we're moving as consumers.
00:15:11.870 --> 00:15:14.189
All right, my friends, that was a lot for this podcast.
00:15:14.349 --> 00:15:15.709
Listen to this a couple of times.
00:15:15.870 --> 00:15:20.909
I really want you to let it sink in and think about separating your delivery from your selling.
00:15:21.149 --> 00:15:30.750
If you
have questions about this, if you are a studio owner who's like, I have a team of teachers and I don't know what to tell them to say, you have to join the grow mastermind.
00:15:30.909 --> 00:15:35.709
Right now, there are only four spots left at the current price point.
00:15:36.189 --> 00:15:40.189
And you want to make sure that you are the right fit for this mastermind.
00:15:40.269 --> 00:15:41.149
It's not open to everyone.
00:15:41.229 --> 00:15:43.789
I'm very selective about who gets into this group.
00:15:43.949 --> 00:15:52.990
So you can head over to the yogabossgroup.com forward slash mastermind and submit an application to see if you're the right fit.
00:15:53.229 --> 00:16:06.509
If you are just growing your business, if you're getting like your first understanding of what marketing is and selling is, and you want to learn those skills before we level them up, then the business of yoga course is perfect for you.
00:16:06.669 --> 00:16:10.029
That is where you're gonna master the business skills that you do not have.
00:16:10.189 --> 00:16:13.469
You were not taught in teacher training, you would not learn in an MBA.
00:16:13.629 --> 00:16:16.349
It is business skills for the yoga industry.
00:16:16.509 --> 00:16:18.669
And once you have those skills, guess what?
00:16:18.829 --> 00:16:20.269
You get to keep them for life.
00:16:20.509 --> 00:16:23.309
Those skills, your skill set can never be taken from you.
00:16:23.469 --> 00:16:38.509
So you will understand no matter what offer, what location, what you're doing, how to create an offer that people will say yes to, get their attention, sell to them so they actually buy, and then really start to think like a business owner.
00:16:38.589 --> 00:16:43.469
So this kind of conversation is natural to you and something that you're always thinking about.
00:16:43.629 --> 00:16:45.870
All right, my friends, thank you so much for tuning in.
00:16:45.949 --> 00:16:48.509
And I will talk to you in the next episode.
00:16:49.870 --> 00:16:53.789
Thank you for tuning in to another episode of the Studio CEO podcast.
00:16:53.949 --> 00:17:08.829
From the bottom of my heart, I genuinely appreciate that you take the time to pop in your earbeds and to listen to this podcast so that you can not only grow your business, but grow the impact that you have in your community and in your own life.
00:17:09.150 --> 00:17:21.630
I would love if you could leave a rating and review so that more people will be able to find this podcast, change their businesses and change their lives, and ultimately shift the industry for good.
00:17:21.950 --> 00:17:29.630
Long gone are the days where people who profit off of the industry have nothing to do with the classes or the services that we offer.
00:17:29.870 --> 00:17:35.309
I want to put the profits of this industry back into the hands of the people who are passionate about what they do.
00:17:35.470 --> 00:17:39.150
And your rating and review will help me do just that.
00:17:39.390 --> 00:17:40.990
Thank you so much ahead of time.
00:17:41.069 --> 00:17:45.150
It'll take you less than a minute, and I will talk to you in the next episode.