An Uncomfortable Subject – Sales

I want to talk to you about a topic that is pretty uncomfortable for most trainers.

Let’s talk about sales.

All the marketing in the world can’t get you more clients unless you know how to sell. It’s the truth. See, marketing generates prospects. Sales convert prospects into paying clients.

But there is more to sales than just that.

See, for most trainers selling means getting the prospect to buy single sessions or at best small packages of 10-15 sessions at a time. That’s the old way of doing business. Selling single sessions and small packages gives you unreliable and unpredictable income.

Not to mention selling small blocks of sessions means that you have to sell, and resell that client over and over again.

I don’t know about you but I’d rather sell once and not have to sell that client again. I’d rather my clients purchase long term, high dollar, results oriented programs where I get reliable, predictable income and they get the results that they need and want.

Like I said, the idea of selling as been taboo in our industry for a long time. Most trainers simple do what was done way back in the beginning and sell themselves short by offering single sessions and small packages.

Wouldn’t you like to sell 96, 144, or even 196 sessions at a time? Wouldn’t you like collecting $2,500 to $7,500 per sale? And wouldn’t you enjoy the idea of having your clients committed for 6, 12 or even 24 months?

The missing ingredient is having a sales system and presentation that actually works. See, like anything else there is a formula for selling high dollar, big package personal training programs. The foundation of this formula are these seven steps.

1. Build RAPPORT

2. Uncover the prospects WANTS (Notice I did not say needs)

3. Establish VALUE and BENEFITS

4. Creating URGANCY


6. Overcome COST

7. CLOSE the sale.

Last year, at Fitness Business Summit 07 I spent four hours late into the night behind closed with ten of my 12 mentorship clients. All of these guys earn high six figures. Most of them own one or more training studios.

They cornered me Saturday night and asked if we can discuss sales. What was supposed to last only a few minutes ended up being a four hour fitness sales training marathon.

Thankfully we decided to video tape the entire thing so they could have a copy of this sales training session.

I want to share a short video clip from this meeting with you.

In the video clip below you’ll see why spending too much time in your initial consultation can kill your profits. You’ll also learn a little trick called tone matching that will help you increase the likelihood of making the sales.

If you want to see more of this sales training session and learn how to Close 9 Out of 10 Clients, check out