Joanne: She is also a busy mom, but works more of a regular 9-5 schedule. She has a new baby and is trying to get back into shape. She was referred to me by a mutual friend. She lives in Columbus, OH.
Here is the embedded audio file and she also answered them via email (below).
https://soundcloud.com/skfitlife/market-customer-interview-1/s-KjOZh
Most interesting:
While I found all of the information incredibly helpful, the main takeaways were:
1.) She chose my program because she knows ME and wanted that personal connection.
2.) She noticed the programs she compared me to were more polished and buttoned up in their marketing, but ultimately chose me because I didn't seem so manufactured.
3.) Her recommendations on giveaways "people love free shit" and incentives for activity in the group were spot on and something I can do immediately. This is some of the same advice classmates have given me, but I wasn't sure on the "how". Joanne helped me see the how.
What I would change:
I interview guests for my podcast so I feel like my interview skills are pretty good. I also truly appreciate the feedback I am getting from my clients. They are smart women with impressive resumes and skills. I should have been doing this from Day 1. I did it a little in the beginning but then I was in such survival mode while I was sorting through the rubble of my personal life that I got away from it.
Need recognition:
When did you start looking for a fitness program/how long before you purchased did you start looking?
I had a baby in late July, so I knew that getting back into shape was on my horizon; however, actually getting started (the right way) took me longer than I expected.
Six weeks postpartum, I resumed my gym routine. I built back up my cardio endurance, but I knew that cardio alone wasn’t going to cut it. I also knew that my five push ups here and there was a far cry from where I needed/wanted to be.
Five months postpartum, I purchased SKF.
What made you start looking for a fitness program? What are the most difficult parts of health and fitness for you?
I started looking for a fitness program because:
- I wanted to feel good about myself again: The baby excitement died down, I went back to work and all that was left was a version of myself that I didn’t feel was the best it could be
- I knew that a fitness program could help me address both my physical and mental health
- It adds something different in the ho-hum of my daily routine
The most difficult parts of heath and fitness are:
- The go-in factor; actually getting to the gym and fighting the urge to give into excuses not to go
- Being patient: Progress doesn’t happen over night, nor did the 60 lbs I gained while pregnant!
- Fighting the perfectionist urge: Forcing yourself to adhere to every little thing increases your chance of quitting and burning out
Information Search:
How did you find SKF? Where else did you look or what else did you try and/or consider before deciding on SKF?
I found SKF because I met Stephanie through a mutual friend. I knew she ran her own fitness business.
I checked out Lori Harder’s program, but I thought, “Why give someone I don’t know the business versus someone I do know, and someone with whom I could possibly build a friendship?"
Evaluation of Alternative:
What were some of the features you liked about the other option(s) during your search for a fitness program?
I think some of the other programs’ marketing and branding are more robust than SKF. They seem more buttoned-up, and offer more opportunities to live the brand. I am a sucker for the giveaways. If someone says to me, “You get a free hoodie and goal journal when you join,” that totally entices me and makes me feel a part of the club ;-)
What did you like about SKF better?
It felt more personal and accessible. I felt like I would be getting more than just downloads. The other programs were just programs (too commercialized) w/out the personal touch.
Purchase:
What finally prompted you to purchase your first 12 weeks with SKF?
What motivated me to purchase SKF were Twizzlers. Yes, Twizzlers. One night, my wife and I went to the movies, where I ate an entire pack of them: Yum and DONE.
When we got home, I realized that in order to achieve the health and fitness goals I had, I was going to need some help. I had been checking out SKF for several weeks, but it was the night of the Twizzlers when I made the purchase.
About how long had you been thinking about joining before you purchased?
2-3 weeks.
What was holding you back from purchasing sooner?
I knew that purchasing SKF meant I had to get my ass in gear. If I made the purchase, the struggle would be REAL! Also, it’s an investment, albeit cheaper than a trainer at the gym.
Post Evaluation:
Which things surprised you about SKF? Example: you didn't realize how much you would actually use a private FB group with other members, etc.
- I didn’t realize how much I would learn about what makes a workout effective
- I didn’t know that SKF would be 10x more enjoyable than going to the gym w/out a plan
- I didn’t realize how empowered I would feel to post a before and after pic on my Facebook
- I didn’t realize what a good mood doing the workouts would put me in
What would you like to see changed in SKF?
- Improved app w/ more direct link to videos so you can quickly reference in the gym
- Way to access workouts more directly from app
- Perhaps provide a guided journal as a welcome gift to new members b/c journaling is so helpful. I started using this: https://pandaplanner.
com/home - Sometimes, it gets old seeing the same old accountability pictures. So, maybe there could be weekly/monthly challenges, like post a selfie doing/accompishing a goal from your vision board (ex: taking a new class or doing Yoga outdoors)
- Perhaps incentivize the challenges, like the more goals you accomplish in a given amount of time, you get a prize (tank, water bottle, towel, etc.)
- I think people want to live the brand and SKF needs to be more prescriptive about how to do this. I think it’s an easy solve: sell shit! Sweatshirts, tanks, water bottles, etc. :-)
Thank you for some Russian in your interview! :)
ReplyDeleteStephanie,
ReplyDeleteI liked how you used your questions in this interview to get into the importance of meeting the needs of clients. Joanne was a great customer/client and she gave some great answers to your questions. I found it interesting her perspective on the losing weight after pregnancy. My wife is going through that right now as well and I know first hand how hard it is for her to try and work a full time job while also getting back into shape; not easy. Your interview was great in capturing the value that your venture brings to helping customers with these needs.