When I visited Westside Barbell years ago, I was surprised (and a bit disappointed) to find all the lifters doing sets of 50.
I wanted to see bleeding noses and bulging eyeballs and 900 lb. on a bar. But Louie Simmons had everyone doing high-rep work that day.
He told me he wanted to help his elite lifters “hardwire” the movements. I was familiar with the concept in kids, but this was new: Even pros have to get a lot of basic reps in to make progress.
I always think of Louie, who died in 2022, whenever I remember this wisdom a friend shared with me: “Sales is a perishable skill.”
To help you keep your skills sharp, I’m going to give you some work to do. Put in the practice reps now so you’re ready when you’re sitting in the sales office with a client who badly needs your help.
Sell to Your Dog First
We’ve been tracking data on lead generation, appointment bookings and sales conversions for years.
Your ability to get people to join your gym really comes down to one thing: Your skill in getting interested people to sign up.
You must Help Best: Make the prescription that will help the client, then get the client to accept the prescription. If you don’t, you can’t help anyone get fitter.
The sales office is really the narrowest point in the funnel. Lead generation, lead nurture and ads—they’re much easier. The hard part is learning to say, “Would you like to join us?”
After tracking this data with more than a thousand gyms around the world, we know that teaching you the “how” isn’t the big difference maker.
The reps really make the difference.
Telling you exactly what to say is less important than telling you to practice saying it.
Even though experience counts, you shouldn’t get your reps on a live audience. It’s too expensive. Instead, practice on your coaches. Or your spouse. Or your dog. Or the mirror.
But you must practice if you want to thrive when a troubled parent who wants to provide a positive example for an overweight child is about to leave your office without signing up because she doesn’t want to feel stupid after getting tossed into a group class.
Today, I want you to practice the scenarios below five times each. If you’re really shy, practice in front of a mirror—top salespeople do it all the time.
Practice Reps: Sales
1. A prospective client wants to lose 25 lb. in the next five months. Present your plan, including nutrition coaching and exercise. Present the price and ask the person to buy.
2. A lead comes to a No Sweat Intro and says, “I know what I need to do. I just need you to hold me accountable for doing it.” Close the deal.
3. A prospective client says they want to sign up but must check with a spouse. Help the person take action now.
4. A prospective clients says, “I need think it over. I’ll get back to you.” What do you say so you can start helping the person now?
5. A lead listens eagerly to your prescription and then says, “That’s more than I thought I’d pay for a gym membership.” What’s your response?
Bonus: A prospective client wants to earn a scholarship to a Division I football program. Your client avatar is 35-60-year-old professionals who have general health and fitness goals. Help the lead solve his problem.
Practice Is Progress
It doesn’t matter if these practice sessions go well. And it doesn’t matter if you feel like an idiot while you’re practicing. Stumbling, fumbling, hesitating—they’re all normal.
Just like your first lifts with a barbell felt weird, your first sales reps will feel weird. But we both know what happened when you practiced with the barbell. So push through the discomfort and think about the reward.
If you do, you’ll help more people get the results they want, you’ll create better careers for coaches, and you and your gym will earn more.
Need even more motivation to practice? Get this: If you can’t convince them to join your caring circle of fitness, they’ll waste their money somewhere else. They won’t benefit from your expertise, and they won’t accomplish their goals.
It’s really your duty to be good at this. So practice.
And if you have staff who sell, it’s your job to mentor them to success. Practice with them.
Either way, put in the reps so you can help more people.
Need some insight to help you nail your practice sessions? Check this out: