As a business coach to fitness professionals I get an inside look at how the average trainer’s brain works in regards to running their business. One of the joys of my job is that I get to notice some repeating patterns (or excuses) that trainers use in order to avoid doing stuff that they either don’t like or don’t really want to do.
Regardless of how you justify this to yourself, the end result is that create (or maybe accept is a better word?) that right at this very minute you have a legitimate reason not to take an action that you know will move your business forward.
We all know that the more time we spend outside our comfort zone, the more progress we will make in our business. So I wanted to put together a list of the common excuses that I hear on a weekly basis from fitness business owners. But just hearing the excuses is not going to help so I have also included my little tips to ensure you can crush every excuse as they appear.
If you look through this list and notice that a few of them sound really familiar, it might be time to have a good hard look in the mirror :-)
Excuse #1: I don’t have time
Solution: Everyone is busy – so make some time if you cant fit something in. Unplug the TV for a month and magically 10 productive hours per week will appear before your eyes. Even better, download www.rescuetime.com (it’s free) onto your computer for a week and it will tell you where and how you are spending your time online (the Facebook time alone will freak you out).
Use this little tool to optimize your productivity in work hours.
Excuse #2: I don’t have the money
Solution: Stop spending money of stupid shit that you don’t need and start rolling out more no-cost marketing. It’s that simple… Oh, and knowing your business numbers will also help you in this area.
Excuse #3: My clients would never go for that
Solution: That is head-butt material. Either implement it and find out or ask them, but never assume what someone else will think. Capish?
Excuse #4: There are too many other trainers in my area
Solution: Too many trainers in your area is a great indication that you have a ripe market for your services. Research and mystery shop every one of them and identify how you can be better than all of them.
Excuse #5: I don’t know how to do that.
Solution: Friggin’ learn – period. Developing a skill and then executing it is one of the most satisfying experiences any business owner can have. Footnote: if this excuse pops up for something that is highly specialised (eg: coding a complete website from scratch) make a judgement call and have it outsourced.
Excuse #6: I don’t know any business owners in my area.
Solution: This one pops up a lot when any talk of business alliances rears it’s head. If you don’t know any other business, then I think it is time to go on a networking mission. Build one relationship per week with the right people and NEVER undervalue what you have to offer or where you are at in your business.
Excuse #7: I am scared that it wont work
Solution: being scared is completely natural, but not doing something because of it is where the problem lies. Act through fear and you will expand your comfort zone and be less scared. Easy concept, hard to execute regularly. Remember if you are not scared or excited your probably not pushing yourself enough.
Excuse #8: I am worried what people will think of me
Solution: While most tough trainer-types will never admit this one, I have found that people have a tendency to give considerable thought and worry to what other people think of them. I get that, it’s only natural but if this excuse is holding you back on a regular basis here is one fact to remember…most of the people you are concerned about are too worried about themselves to notice what you are doing.
So play your own game without fear of judgement.
Excuse #9: I am just too tired
Solution: In the fitness industry this is an easy situation to find yourself in. You give your all but sometimes you take too many withdrawals from your bank and find yourself run down and flat. So look after yourself by getting the right exercise, food and sleep. You are your greatest business asset so look after yourself.
Excuse #10: It’s not quite perfect yet
Solution: Be prolific, not perfect. Play the 80/20 rule and focus on taking consistent action rather than small, highly-refined steps. If you really think about it, waiting for perfection is just a stupid avoidance tactic (see excuse #8).
OK, so if you have ever justified NOT doing something in your business with any of these excuses it is time to step up.
Say NO to shit excuses and YES to taking action.
Go – get moving.
P.S: I would love to hear which one of the ten excuses has haunted you most?