Kevin Munoz is helping first in a big way, and he’s being rewarded for doing so.
The short version:
- He gives out a 100% complete training plan in free consultations with prospective clients.
- It takes about an hour to create this plan—and he will literally implement it if the client joins.
- The clients can leave without committing and take the plan with them.
Sounds scary, right?
You’re taking a ton of time to use your coaching skills to lay out the “secret formula” for fitness, and then you’re handing it to the client.
What if I told you Munoz closes 80% of sales?
At Peak PT in Maryland, Kevin is using Two-Brain’s Prescriptive Model.
- Step 1: He meets with clients.
- Step 2: He finds out what they want to accomplish and takes measurements so he has a starting point.
- Step 3: He tells them exactly how to reach their goals.
- Step 4: He shows them the price and signs them up.
Kevin goes very deep in Step 3 because he has a clear understanding of his avatar and he’s selling two very high-value services.
On a recent episode of “Run a Profitable Gym,” he laid out his entire business for me in a few sentences:
“We’re just one on one and semi-private, and we serve busy professionals and take the thought out of fitness. You come in here and you know the plan’s made for you. … Busy professionals don’t want to think about reps or weight or whatever. We take care of that for you.”
It takes Kevin about an hour to meet with a prospective client and make a full plan, which includes Inbody data. But his average revenue per member per month is over $500, so that hour is a great investment.
Kevin isn’t terrified that people will scamper off with his master workout plans because his avatar is after coaching and accountability, too.
He knows ChatGPT and other AI platforms can crank out all the fitness plans in the world, so Kevin isn’t trying to compete. He’s trying to show value and start a relationship with the person in his office.
“We basically say, ‘If you sign up one on one today, this is your plan. I just built your plan here with you. Nothing changes. So if you don’t want to sign up, this is for you to keep. Take it with you. You go do it,’” Kevin said. “And people are like, ‘Well, what the hell? Everywhere else I go, I just get sold.’”
Right away, Kevin is standing out in the market because he’s helping first in a big way and delivering incredible value, not just trying to get a credit-card number.
Yes, a few people leave with the plan and don’t come back, but his close rate—80 percent—is excellent.
And he also gets referrals from unclosed leads who tell their friends about the amazing experience, so he’s generating more at-bats in the sales office with his free plans.
Overall, it’s a huge value play.
“I just took a look at the people that I follow on social media—I haven’t bought anything from them until I bought everything from them.
“So it’s like they give you so much value, so much value, so much value, and you’re like, ‘Damn, so good, so good, so good, so good,’” Kevin explained. “And then when they drop something paid, you’re like, ‘Well, they’ve already given me this for free. What could be on the other side of that paywall, right?’”
Your Plan
Kevin’s approach is not a one-size-fits-all solution for every gym, but I present it because it shows what can happen when you create a help-first sales plan with a mentor, tailor it to your target market, measure results and optimize the plan.
👉 If you don’t have a clearly documented sales plan, you need one yesterday.
🛠️ If your sales plan isn’t set up to show value and solve problems for your perfect clients, it needs an upgrade.
📈 And if your close rate is below 80%, you need to adjust your plan and practice selling so you can hit or exceed this number.
Your starting point: Dig into the Prescriptive Model. It’s been proven to increase sales, revenue and retention in gyms.
Want to go further? Check out Two-Brain’s sales process. It’s a lot like Kevin’s. We’re all about value, and we’ll tell you exactly how we can help you build a better business.
To hear more about that, book a call here.
