#JTInTheRaw 35: 2017 Customer Trends You Need To Know
If I look like poo this morning, it’s because I caught the red eye home from Perth at 5am! This is JT In The Raw!!!
Welcome to #JTInTheRaw where I chew the thin on business. For the next 14mins & 36s plus or minus a bit I’m going to help you get your #hustlemodeon by understanding today’s consumer!
Last week’s show I asked you guys to identify business books we must read, so thank you to Kristie, Chris, Matt, Lisa Simone, Angus, Jason, Elisa, Eugene, Amanda, Chantal, Greg, Brett, for your suggestions. I was hoping for 500 books we have a good list 15 or so!
If you missed last week’s show pop 34 in the comments and I’ll send you the link. Being part of the JTInThRaw community, I’m hoping we can add to the list of books to make you a better business person, leader, entrepreneur, parent, partner or even lover! So put 34 in the comments watch the show & then share your book to grow our list!
#JTShoutOut
First a shout out to Jason, Karlee, Michelle, Tom, Peter, Frances, Alena, Jodi, Sara, Cindy, Shelly & Charmaine. This is the team from Life & Soul and F45 in north Western Australia. For the past 2 days, we unpacked how to operate as a Team. Then we developed a brand promise and began the journey on committing to core values. We did a great exercise called the Prisoners Dilemma to help the team identify what is happening with their Teams during meetings! Finally, to inspire innovation I took them on a journey around the world looking at cool stuff.
Life & Soul Team double thumbs up to you for coming with open minds and leaving with DOMS … delayed onset mind soreness!
I am super grateful when owners like Pete & Cindy trust me to help grow their team personally & professionally. I love it and get an amazing warm & fuzzy. Thank you Pete & Cin.
If you would like to work with me on developing your brand promise, core values and business goals send me a message! Email, private message here, call me (ask for my number in the comments) or send a raven from Kings Landing to me in Westeross – a little Game Of Thrones reference there!
Second shout to Retention Guru, Dr Paul Bedford, who had asked me to speak at his retention conference in May in Manchester in the UK. I feel humbled to be asked to share the stage with Paul, Lexie Griffiths and Keith Smith. I’m going to be doing a new presentation called Building Culture Starts Off The Field. I’m going to share 7 keys to building a winning team before even entering the field of play – ie in front of the customer. Thank you Paul …
This Week
Tomorrow I fly to LA for IHRSA. It is an honour to speak at this conference and this year I think is my 10th consecutive year speaking & I’ll be delivering 3 presentations. So today I thought I’d give you an overview of my main presentation on what is the 2017 consumer looking for in business that they are going to spend money with!
These are not exercise trends … these are consumer behaviours, needs and trends that if we meet – in any business – we will gain & keep customers, members & clients.
The challenge that we face in business is the expectations of your members and prospects are shaped by multi-nationals that have more resources – including capital – than you. When you deal with this huge companies, who understand how the consumer thinks, you expect every company you deal with to treat you the same. That includes your business.
First continuing trend and morphing trend if status.
The evolution of status has moved from:
- Being seen as superior by my peers – eg being in the top 20 visitors in your facility in a month; gaining free membership for referrals
- Being acknowledged for my loyalty – eg public recognition for how long someone has been a member of your facility;
- Receiving VIP privileges for my loyalty with you – eg a VIP area at the Christmas party for members who attended 150+ times in a year; or being invited to the launch of a new service owing to how long I have been a member; or paying less based on referrals I have brought to your club
For hundreds of millions of consumers they are on the endless search for status which now is more about their inside world: not what I have but who I am.
Our consumers are now adapting to an environment in which digital experiences are a status currency – Instagram followers; being tagged in your clubs; checking into your business.
Personal improvement is well established as the most powerful – and most sharable – form of status currency.
The challenge for your consumer, is that while they have more ability to gain and share status, there is no app for personal will power. Will power has not increased in our consumers. In 2017, there will be rising numbers of consumers looking to employ an external source of will power.
Second status I’ll talk about it: the consumer asking “How do I become a better person?”
Millions around the world, more aware that ever of their own ethics, actively want to become – and prove they are – better people. What’s more, they’ll reward brands that serve up the new tools, platforms and experiences that can help them find the answers to become a better person.
Thirdly, consumers are increasingly distrustful of mainstream media.
They’re increasingly skeptical. these networked citizens are more aware than ever of their own collective power to effect local change, and they’re looking for you to facilitate that. Step up . . . find common ground . . . and help them contribute to the community. The local community.
The next trend is to be a good person. Be a good company. In a world where hackers can place sanctions on ‘bad’ businesses, it’s wise to have positive impact! Beyond bolstering your digital security, the safest thing your brand can do? Make sure it has a net positive impact wherever it operates.
Rising numbers of your customers are asking you to make the world a better place to be. That world being their local community.
Most companies are inherently conservative. They don’t want to ever offend anyone. But as a result, this neutrality sees you just blend into the world. Many consumers will embrace the company that take a stance on a cause. When a company says “fuck you” to a common enemy like cancer, diabetes, domestic violence, you are no longer neutral and you stand out!
I know you all cannot be at IHRSA and I’m sorry you won’t hear all the details and examples of these trends I have in my presentation. So here is the deal … tell me in the comments below why you are not attending my session at IHRSA and if I think it’s a valid reason, I’ll share my notes with you AFTER the conference – not next week but the week after!
IHRSA is a big week and Chantal from the Fitness Business Podcast is going for the first time. I don’t think she knows what is about to hit her! It’s a great week and I love catching up friends across the globe! If you’re going to be in LA next week pop LA in the comments so we can look out for you!
That means I’ll be coming to you LIVE from IHRSA next week so tune in & I promise to give you a summary of my learnings!
Just before I go thanks to everyone who helped the Fitness Business Podcast have a record download month in Feb: 6460 – a massive 231 downloads per day. If you’re in the fitness industry and not subscribed to the show get to www.FitnessBusinessPodcast.com, see the best show notes in the business that Chantal writes, subscribe, get an amazing free gift when you do and you won’t feel like you are missing out!!!!!!!
That’s it for another show except for quote of the week. So here is my though for the week:
Quote of The Week
“Knowing what your customer wants is one thing. Understanding what your customer wants is deeper & will have a greater impact on your business.”
Check out all previous shows here: https://www.activemgmt.com.au/category/jt-in-the-raw/
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.