Jan 12, 2021
Our guest today is an amazing example of taking one customer and turning them into a boatload of raving fans who want to work with you and help you scale your business fast. Leslie Logan is a PMA Certified Pilates Teacher and has been studying and teaching since 2005. She also has eight years of retail management experience, and six years managing studios and was voted ‘Best Pilates in Los Angeles’ by Los Angeles Magazine. She’s here to share how she built such a successful business off the back of good relationships.
Leslie’s journey to breaking through her first six figures started with managing a high-end boutique that she actually enjoyed. There, she learned about sales and relationships, but she knew she had a hard ceiling working for someone else. When she was invited to a pilates workout by a friend, she instantly knew she was hooked. When she moved to LA, but couldn’t find a class that fit her--so she started her own. Faster than she could imagine, she was booked to the point where she was working 7-days a week. She pivoted from her day-to-day job to teach as well.
Getting booked early and often was a product of Leslie’s foundational mantra: get your first client obsessed with you, and they will get you every client. She poured herself into the first relationship she found and it paid off in the biggest way. She knew that when they walked out the door, people who ask them why they’re standing taller, feeling better, and looking great. Before she knew it, these clients were recommending her to dozens, who further referred her. It’s important to note that while she was pouring herself into these relationships, she wasn’t waiting around for referrals. She continued to be consistent and show up where she needed to at the same time. When she speaks to her potential clients, she tells them exactly what she does in a context that makes sense to who she is speaking to. For example, if she’s speaking to a business person, she may mention how Pilates can help with back pain, posture, and other related issues.
When Leslie began managing a studio, she noticed many women in her industry were trying to sell the service or business, not the time with them or the attention and care they would receive. She discovered that if you can make people feel heard and seen, if you can show them that what you offer will bring them value and improve their lives, you can build a foundation of clients who return to you consistently. Demonstrate that you’re the only person who can do what you do the way you do it. Build trust through honesty--people will stick with you for years if you can set expectations, hit goals, and meet needs.
Leslie discusses setting rates based on how much you want to work. Her formula is this: think about how much you want to gross in a year, take that number and divide it by how many weeks you’d like to work in that year. Include holidays, important weeks, and events as well! Then, consider how many days a week you’re comfortable working, and again, how many hours a day you’re able to work. You’re left with an hourly rate. This way, you’re not basing how much money you make on working more. Get specific if you’re considering making your side-hustle your primary income. How much do you need to make to fill the gaps? How much time will it take in comparison?
Remember, people don’t buy businesses, they buy stories. Building genuine relationships is the first step in a long journey to bringing value and serving those who are interested in what you’re passionate about.
Leslie’s final tip is to have the confidence to trust yourself. Don’t look for the next hot tip--listen to advice, but listen to your heart and where your soul is pulling you.
Connect with LL on IG @lesley.logan & @profitablepilates