10 Steps to Freedom

By Eric Ruth

Remember Mel Gibson in Braveheart? “FREEDOM!” Ultimately, that’s what we all want. Freedom. Let me show you the 10 steps to freedom in your fitness business.

Since we don’t live in a totalitarian state and this is a business article, the freedom I’m referring to is liberation from stress and worry over finances and security. Two things make that kind of business freedom possible:

1. Cash Flow – preferably lots of it. Cash flow can give you freedom, as long as you have…
2. Systemization – I’m simplifying here to make a point, but consider McDonalds. They can hire anyone off the street, hand them a systems manual, spend two hours supervising them and that person can now do his or her job correctly and efficiently. That frees the business owner to do what’s most important: manage and work on big picture business growth plans and ever-improving marketing and operational systemization which generate more cash flow (yes, these are inter-dependent).
   
   If you have cash flow, and marketing and operational systems that work, you have freedom. It’s that simple. Your job, therefore, is to rapidly put yourself in a position where the cash is flowing because the systems ensure your marketing and operations run smoothly, consistently and automatically, producing even more cash flow (it’s cyclical). Sounds easy, right? It isn’t. But it’s not as hard if you use the information provided here.
   
   Now, what comes first, the cash flow or the systems? Ideally, you will develop both simultaneously. That rarely happens. So you have a choice. Focus on generating significant cash flow first, or on systemization first.
   
   Which would you choose? My choice is always cash flow. Cash flow is king. Without it, your business goes under. I talk to fitness professionals all the time who work feverishly on developing operational plans and efficiencies for their “big idea”, but have no clue how to get clients. Ooops. So get the cash flowing first and then immediately begin setting aside time each day to work “on” your business by asking yourself, “how can I systemize this process?”
   
   There is no easier answer than that. It takes work. But 12 months of hard work to get the cash flowing and the systems online will result in a lifetime of freedom and a real business asset, not just a thinly disguised job. So let’s discuss what you should be doing over the next 12 months.
   
   There are 10 time-tested, proven steps you can take, starting right now, that will ensure your freedom by the end of 2005, possibly sooner. I’ll lay them out for you here, then show you how to do each one.
   
   
   1. Set specific, measurable, realistic goals.
   2. Take shortcuts.
   3. Don’t follow, be unique.
   4. Get help. Develop mastermind and strategic alliances.
   5. Fill your pipeline. Focus on lead generation – build your list.
   6. Use tools. Create marketing materials and systemize their application.
   7. Read.
   8. Write.
   9. Record.
   10. Take massive action.
       
       Set Goals
       
       Okay, you’ve heard it plenty. There’s a reason for that. It’s true!!! You’ve got to set goals: specific, measurable and realistic goals.

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