Should you hire a virtual assistant?
Should you sign up for that email automation service?
Should you outsource your lead nurture?
No—at least, not until you’ve completed the first two steps to automating your gym: systemize, then optimize. Only then can you automate.
When you’ve built a system that anyone can follow and then improved that system to the point where it’s maximized, then you can hand it off to someone else.
That’s delegation. If you hand off a subpar system and expect staff to succeed with it, that’s abdication.
How to Avoid Sliding Back Into a Role
I’ll keep going with the sales example I’ve been using in this series.
The best salespeople in the fitness industry follow this process:
- They write sales scripts for their staff.
- They role-play (practice) the scripts every day.
- They track everyone’s sales metrics (set/show/close).
- They record everyone’s sales conversations.
- They use software like Gong to pick up key phrases and words in the conversation.
- They edit their sales scripts.
- They role-play their new sales scripts.
- They test the new sales scripts and compare against previous metrics.
- They record and test again.
Now, you’re probably not going to that level of detail—but the Two-Brain gyms with the top close rates actually do go to that level of detail.
You probably don’t even want to spend all your time focusing on sales. I don’t!
But you must focus on the metrics of any system. Metrics measure the efficacy of your systems. And your systems are your business.
To level up as an entrepreneur, you must offload duties so you can focus on higher-value tasks.
But here’s the secret:
If you don’t systemize everything first, you’ll always wind up doing things yourself—or they won’t get done.
For example, if you don’t teach your coaches exactly how to coach classes to your standard, you will always wind up coaching classes again. If you don’t measure the cleanliness of your bathrooms against a standard, you will always be cleaning the bathrooms on Sunday morning. If you don’t know how to build an ads funnel, you will always be looking for the next marketing guru.
Systemize, optimize, then automate what you can.
Delegate responsibility for different areas of your business. But never abdicate.