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The Secret to Slime-Free Sales and Gym Growth

A close-up of two hands covered in thick, purple slime.

My email inbox looks like yours: It’s full of sales pitches.

Some of them are clever, but many of them are so awkward and slimy that you feel like you need a shower after you read the message.

Stuff like that makes everyone hate sales. Especially entrepreneurs who own coaching gyms.

We don’t want to feel like the obnoxious, high-pressure salesperson screaming about cupholders and trim packages in the car lot. And we certainly don’t want to trick people by promising a Ferrari but supplying a rust bucket with engine knock after we pocket the cash.

But we do have to sell—that’s the truth.

If we don’t, our businesses will fail—and people who need us won’t get help.

That last part is critical: People badly need our help, and it’s our duty to offer it and encourage them to improve their health. If we fail prospective clients, they stay sick and unhealthy. So we have to sell. But we don’t have to use slimy tactics.

In 2017, I wrote a book called “Help First,” and it contains my philosophy for marketing and sales.

Here’s the short version: Help first is usually an invitation to aid someone.

Sometimes it means that you’re doing something for free in the beginning. Sometimes it means that you’re teaching somebody for free in the beginning. Whatever the approach, there’s always a purpose to what you’re doing.

So, for example, I might offer to do a free seminar for a client who runs a financial brokerage, or I might publish a free guide to help people take small steps toward eating better.

The truth is that there is always an intent, but that doesn’t mean it’s devious or slimy.

The intent is honorable: I want to provide enough free help to give a person some momentum. I want that person to get a win and think, “Yes, I can do this!”

And then I want the person to sign up for the service that will really help. Because when that happens, I can change a life.

And so can you.


Help First—Not Forever for Free


Here’s an important point: You help first, but you don’t help forever for free. You don’t have to offer free memberships or donate huge amounts of time without compensation. You are running a business, and it must be profitable so you can keep helping people forever.

And this is also true: If a person isn’t paying for your expert coaching, that person is not yet fully invested in achieving their goals. People waste free stuff all the time. But they take action when they’ve put money on the line.

So when you’re setting up the Help First strategy, be intentional: “I’m going to give away free health and fitness information on this platform to improve lives in my community and tell them how to go further when they’re ready.”

Here are two important reminders:

1. Make sure the help you produce has a point. It must give members of your audience a way to get momentum so they feel like they can keep succeeding. People must experience small wins.

2. Make sure people know what to do next if they want more help. This next step should be clearly laid out and very easy to take. No secret codes, no broken links, no missed calls. “Do this to get started right now.”


People Need You


Here’s what to do today.

Say to one of your best clients, “Hey, I’d be happy to come into your workplace and talk to the other people about eating healthier and reducing stress. What do you say?”

Then pack as much value as you can into a 30-minute free session that includes a Q&A. Summarize your presentation in a very short PDF guide—it can be just one or two pages. Be sure it includes your email address, phone number and a link so people can book a free consultation with you.

End your presentation with this line: “I love talking to you all about this stuff, and I want to continue the conversation. Write down your email address and I’ll send you the free guide I mentioned earlier. And if you have more questions later, you know exactly how to get hold of me fast.”

What you’re doing at that seminar is answering questions and earning trust. You’re making connections. Then you’re giving access to more information that will help people take a tiny step forward.

From there, you’re giving them the opportunity to talk to you privately with personal questions.

Then you’re giving them the opportunity to meet up and see if your personalized plan is right for them—this a No Sweat Intro or free consultation (read more about the process here).

Forget your hangups about asking people to take the final step to pay you for coaching. If you really care about helping people, you must ask them to commit and pull out a credit card. If they don’t, they won’t reach their goals. It’s that simple.

Help First is the simple start to establishing a relationship. It’s taking the lead, it’s giving before getting, and it’s a warm introduction to a relationship that can change lives.

It’s guiding people and helping them win for free, and then it’s helping them hit the jackpot for a fee that reflects the value of the jackpot.

Does that sound slimy?

I didn’t think so.

Now go help someone today!

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One more thing!

Did you know gym owners can earn $100,000 a year with no more than 150 clients? We wrote a guide showing you exactly how.