RU 8 | Close More Sales


The number one thing every salesperson is trying to figure out is the secret formula for that perfect sales pitch that would close more sales. Joe Arko, the owner of Learn To Earn, a consulting business developed to teach and mentor fitness professional to turn their passion into profits, gives us the phenomenal sales systems script that he uses with their coaching clients. He tells us why you need to figure out your relationship with money so it starts coming in. Moreover, Joe gives the six reasons why people are going to buy into you and the six-step process of how to make consultations so easy that the clients sell themselves. Lastly, discover how you can improve your internal dialogue with sales and money and learn about the first business-only summit being held in Toronto.

Listen to the podcast here:


What To Say To Close More Sales with Joe Arko

On this special episode, I bring on my good friend, Joe Arko. We actually do a live roleplay, a little sales conversation between him and I. I paid attention to the questions that Joe asked during this role play. They are huge and impactful and gets the client to see the future in what can happen with the right training program. Take some notes. Before we jump into the show, I’ve got a couple of announcements, RISE 2019. If you’re a gym owner or a personal trainer, an independent trainer, RISE 2019, the notification list is live. Get on that list. Tickets will open up in a few months. We’ve got three days in Dallas, Texas. We’re bringing in about 23 speakers so far. It’s three days to focus on attracting, selling, connecting, wowing the experience. If you’re a gym owner that is looking for help in marketing, automation, Instagram and client ascension, “How do I move my clients through my offerings?” Get on that notification list. Go to In the meantime, enjoy this episode.

Joe Arko from Canada. How are you?

I’m amazing. I’m happy, healthy and stoked to be doing this again with you.

I’m excited to bring you back. They’re in for a treat because we’re going to dive in into something very specific on this go around. Before we do that, I want to ask five rapid-fire questions so the audience gets to know you a little bit. First one is, what is your favorite quote?

My favorite quote is by a man named Mike Litman. I have no clue what he’s doing with his life right now. Many years ago, I read a quote that he said, “You do not have to get it right, but you have to get it going.” Mike Litman became famous by putting together a series of books called Conversations with Millionaires. He interviewed guys like Tony Robbins and stuff like that. That quote resonated with me because I am the perfect example of not getting anything right, but I love getting things going and making it right as I go along.

It seems like you’re getting some things out right now with everything that you’re doing. You’re doing something. What’s one of your superpowers?

This superpower was given to me. This is not a self-proclaimed superpower. No, it wasn’t some stupid thing that Sara says this would be PG. My superpower is being a master visionary. Given that I work with very closely, I’ve got a gift of taking people’s chaos, taking where people are in their life right now and helping build a good map for people and a roadmap to follow to get where they need to be. I love creating a vision for people and then giving them the tools to follow that out.

What are your three favorite books?

It’s none business-related. That’s too easy to do. Everyone’s like, “This is the book that changed my life.” Screw that. We’re going to go completely non-business. Number one is a book called The Heroin Diaries by Nikki Sixx, who used to be playing for Motley Crue. If you want a book to seriously move you and chill you to the bone, this is one hell of a book. It was the worst year of Nikki Sixx’s drug addiction. He kept a diary. Every day while he was high, he’d write in his diary. What they did was take that diary. Now many years later, they all read each chapter. Guys from the band or guys from the Crue, management, stuff like that are looking back now what was happening during that time. It’s sad to see what happens with limitless money and drugs. When you take a young kid who’s got nothing and all of a sudden gets everything, you’re limitless. How destructive can that be?

It’s one amazing story in terms of how he’s turned his life around, now clean and still doing awesome stuff. The other one is an odd one. It’s called Memnoch the Devil by Anne Rice. When I was in high school, I was a huge Anne Rice fan and vampire stuff. It’s the first book that made me open up my eyes about the Catholic faith, religion. The way she uses language, storytelling and descriptions captivated me. I started to love reading, not for the sake of like, “Let’s read Flex magazine this week.” It was the first book that got me into reading non-fiction stuff. The third one is George Orwell, 1984. I’ve read that in high school as well. I bought that a few months ago and reading it again. It’s scary that in 1948 someone had the foresight of Big Brother and how much of our life is being controlled, viewed and seen. It’s scary.

Do you know who got me to mix things up? It’s from John Romanello. When I saw him in Santa Monica, he was doing a little talk for Craig. He was talking about the creative process in writing and copy, and how we’re so submerged in the business fitness world of things all written by fitness business people but not a writer. He said, “If you want to learn how to write better, learn from some of the best authors.” I study these books on how the chapter is started, how they end a chapter. I take screenshots of words I’ve never heard before, look them up and try to use them. It’s gotten me back to the only reading for fun, but learning how to become a better writer as well.

I started reading Conversations with God. I’ve heard great things about it. It’s different than what I’ve been reading, but I’ve been loving it at night. What’s one of your greatest lifetime achievements?

I’ve done some cool things in my life. I’ve got a lot of great achievements. The first thing that would come to mind is things like being able to train UFC athletes and step on the UFC scale. I’ve had my own TV shows. I’m the 2017 International Trainer of the Year. One of the biggest things was in 2001, overcoming an attempted suicide, drug addiction, dropping out of school and starting my life completely over on my own in a new city with $500 in my bank account saying, “Let’s restart.” That’s probably the highlight for me.

My last question, what are you grateful for?

It’s the life I live. I don’t think there’s a day that goes by where Sara and I don’t look at each other going, “I don’t know how we do this.” I get to work from home. I get to impact people’s lives. I get to do what I love to do. I set my own schedule. I spent so much time with my kids. Sara and I go on dates every week. We travel every six weeks somewhere around the world. We’re traveling somewhere. I live a fun and awesome life. I’m grateful that I get to do what I do. I’ve been doing it for so long that I finally feel like being in this industry for many years is starting to pay off. I did many years of climbing with every little nail and crook you can find to get them to the top and it’s finally starting to feel a little easier now.

RU 8 | Close More Sales

Close More Sales: The faster you get around loving the fact that you can sell, the better your business is going to be.


I want to get into the meat of our topic, it’s all around sales. I love this topic. With all things out there right now all about getting leads, attracting leads, let’s talk sales. I know you have an amazing sales systems script that you use with your coaching clients. I want to say thank you for taking the time to go through that sales process. Our readers can hopefully implement some of the things they learn to their own business. All those leads that you’re getting in from your Facebook ads, you can start converting into clients. I want to kick things off with that. I want you to lead the way on this. Let’s rock and roll.

I’ll be the first to say that I’ve shared this once before. I have not shared it to the depth that I hope we have time to do. I used to hold onto stuff like this. I used to be protective of my ways. I would save this for a big talk at CanFitPro or like in a big conference or something like that. I’m like, “The more people I can impact, the more people that can take this, use it and make more money.” I’m a happy guy. I don’t care if people will never contact me or work with me. If you can take this and sell one more client or another big package, that’s what makes me incredibly happy. Thank you for letting me share this with you.

They’re in for a treat because you had Sara on before talking about Instagram. Now you’re all talking about sales. I’m like, “You all are getting a treat.”

One thing I want to talk about in terms of sales is that I truly believe in my heart of hearts that we are born salespeople. Every single human being is a salesperson. When a three-year-old wants something, how hard do they try to get it all out? If you say, “No,” they don’t go, “I understand. I’m sorry. You said no.” They’re like, “I’m going to keep asking you. When all else fails, I’m going to go on the ground, kick and scream until I get what I want.” That’s an innate ability to persuade. If you change the word selling with persuasion, we’re all born to persuade and you do it every single day. If you’re in a relationship and you want something for dinner, but your spouse wants something else, it’s sell time. You want to see a certain movie, but your spouse wants something else, it’s sell time. You’re out with your buddies. You’re like, “I don’t have the girlfriend. I’m my own man.” Shut up. Anywhere you go, you’re selling or being sold. You and your buddies want to go somewhere. Someone’s got to be the one seller and everyone else has to either agree with it or be sold. In life, you’re either selling or you’re buying. It’s as simple as that. The faster you get around loving the fact that you can sell, the better your business is going to be. What is important as well is that I’m assuming most people reading this are going to be in the fitness realm.

From a fitness entrepreneur world doing some selling.

They’re not selling someone else’s crappy product like a widget or Coca-Cola or Pepsi or used cars. You could sell yourself. If you’re an entrepreneur selling your own product or you’re selling yourself in terms of personal training, fitness, nutrition, whatever it is, you’re selling yourself. This might be a little too deep for people. If you hate selling, to me what that says is that you hate yourself. You don’t have enough confidence in what you do and what you charge to inspire, impact and change someone’s life. That needs to be dealt with first. We work with an NLP coach now with every single client that comes into our mastermind and our mentorship because I can teach you all the systems you want. I can give you the A, B, C, D. I can be your GPS saying, “Get in your car and drive.” If you don’t get in the car and start it, the GPS is pointless.

You’re alluding to something that a lot of people don’t recognize is a lot of where they are with their relationship with sales, with money stems back to when they were kids, when they were three, four, five getting told, “No,” fighting, getting pushed and pressed down. What are you discovering now with the fact that using NLP, like what are some of the relationships people have with money that you’ve seen through your coaching?

A lot of it comes down to self-worth. I find there are two things. The two major things I see a lot is self-worth. People are not believing that they’re worth what they charge. I see it as two different ways in the fitness fields. I see this with the trainers working for a big box gym having to sell their prices. They know they’re not worth $90. They’re probably only getting $25 or $30. We’re trying to inspire and teach them to sell $90 worth of personal training when they’re like, “I’m barely worth $30.” We wonder why they can’t sell. That’s one category of people that I see. Others are on their own. They see what everyone else is doing. They’re playing the comparison game. They’re going, “That person is charging $90 for this is so much better than me. I shouldn’t be charging that.” It’s self-worth in terms of like, “What is my service truly worth?” There’s the self-worth side. There are people who have a negative association with money. Money being the root of all evil.

This is a personal story for me. Growing up, I had the worst association with money. I grew up in a poor family. There wasn’t a lot of money. It was me and my dad growing up. We lived in a two-bedroom apartment. I look at that apartment now, “What were you thinking?” We didn’t come from a lot of money. My concept of money back then was my dad got paid on Friday, we went to the bank. He took money out because back in the day, there’s no ATM. You go with your check. You deposit it. You take money out for the next two weeks. That’s all you had. That’s it. You went grocery shopping on Saturday to get your food and your vegetables. That’s supposed to last a week. That’s all there was. I saw a ceiling my entire life. That’s all I knew. When I became an entrepreneur, I still had those beliefs. I always put a ceiling on myself. As things got better for me in this industry, I started making more money. The saddest thing is I never had more money in my bank or nicer things. No matter how much money I made, I found the most foolish reasons for getting rid of it. It was about four years ago that I finally realized that I had a problem. I need to work on this.

At that time, I was traveling. I got an awesome gig to go to Australia to teach my ATS course. The gym at the time was doing very well. I had three big things in revenue coming in. For the first time in my life, I made like $40,000 in one month. To me, I was like, “Oh my God.” Now I don’t even bat an eye. I don’t care that money is allocated. I’m like, “Let’s make $80,000, $100,000.” At that point, I was like, “I have all this money. I’ve never had it.” The only thing I know from growing up is that if there’s extra money, you can buy the things you’ve always wanted or you can get rid of it or you can treat yourself or find stupid ways of getting rid of it because your subconscious brain has no idea what to do with it. I’ve never been told to save, to invest or any of that. In six weeks, that money was gone. I remember even thinking to myself, “I don’t have to worry about rent for a long period of time. Car payments are paid for so long,” and all this other stuff. Everyone here knows that feeling where you’re like, “I need to make a sale to get some money this week.” It’s gotten real. I’ve got to make some sales because I’ve got money coming out of the bank in a few weeks and that money is no longer there. That’s all I knew. All I knew was to hunt. I didn’t learn how to gather, to save and to do all those things.

Naturally, you only do what you’re known to do. That’s when I got a financial advisor. I started working with an accountant. I started understanding my relationship with money. I digested everything from T. Harv Eker and guys like that. I started to learn to appreciate money. The irony is Sara and me, we have two different corporations. I don’t even see the accounts. It sounds silly to even be saying this. I can’t even tell you how much money we have in our account. I don’t have a clue. We take out a small weekly salary from the business to pay for food, excursions and stuff like that. No extra comes in. For me, I live like I’m poor. I’m like, “I need to get some new jeans. I’ll wait until the next week when I pay myself.” For all I know, I have $100,000 in the bank. I don’t care because I’ve learned that it’s not about the money from me anymore. It’s about the impact that I make to people that I work with. The money comes easier and easier. The less that I focus on the money and how much I’m making, the more folks I’m impacting and changing people’s lives. This sounds too cocky but I’ve never had an easier time making money in my life now that I’ve stopped worrying about how much money I’m making.

You’re hearing it more and more every day. You define and change your relationship with money and money starts coming in. It’s similar backgrounds as a human being, growing up poor, not having money and that relationship with money. That was part of how I was running my business. The minute I was able to release that, all of a sudden, money starts flourishing in. It’s weird how it works but it works.

Before you all start going, this is not some utopian world. I bust my ass off and I charge a lot more for my services now than ever before because I know I’m worth it, which makes the money coming in even easier. I sit back and go, “I don’t care about money.” I get random checks in the mail for money. This isn’t a secret.

I want to get into the tactics. Most people don’t have a sales system, don’t have a sales process. Those reading, they don’t understand the flow of what happened from the time someone walks in until that enrollment is done. Let’s dive into that and talk about that a little bit.

Anywhere you go, you're either selling or being sold. Click To Tweet

I strongly encourage until you and I can figure out a better way of getting some of these visuals to people. I’m going to cover some things that I want people to understand and to implement when they’re doing a consultation. Before we dive into the actual consultation where they are now in front of you, there are two things we’re going to be talking about. The first thing I want to talk about is understanding the six reasons why people buy you in the first place. If you don’t understand that, I don’t care about your sales system right now. That’s the first thing we’re going to dive into. We’re going to dive into my six-step process of how to make consultations so easy that the client sells themselves. That’s all we’re going to do.

The first thing is understanding why people actually buy into you. Keep in mind, this is for consultations for personal training. This doesn’t apply to why someone buys a gym membership. Before the haters come in like, “How close the location is and towel service is a huge thing.” This is for personal training. There are six reasons why people are going to buy into you. We’ll talk about each six individually. Number one is knowledge. Number two is motivation. Number three is accountability. Number four is to save time. Number five is status and number six is reassurance. We got six things: knowledge, motivation, accountability, save time, status and reassurance.

You think of a client that has purchased from you before or think of a potential client. They are the people who want to know about macros. They’re the people who want to know why is there two minutes rest in between and not three and a half? Why is this put together this way? They’re the knowledge people. They want to know why you’re putting things together. They’re the ones that will be impressed by some of the knowledge that you have and the people that you’ve learned from. The way you talk to a knowledgeable person is different than the way you talk to someone who wants accountability. The languaging becomes, “What does the person need from me?” Most common when I say, “Why do people hire you?” They say, “To lose weight.” No, they don’t hire you to lose weight. They hire you for the knowledge as to what to do so the outcome will be weight loss. The first one being is knowledge.

The second one is motivation. What I mean by this is there are people who will go to the gym, but they won’t train very hard. They won’t do the extra set. They leave early. Studies have shown if you’re a personal trainer, you stand beside someone and saying nothing for 60 minutes, that person will work harder. They work harder. They get better results because it’s like, “This guy is standing right here. He hasn’t popped yet.” They keep going and need that motivation that pushes someone being there. The third one is accountability. To me, this is number one. Most people need accountability. They need someone to say, “Be here Monday, Wednesday, Friday because I’m going to check in to make sure you’re doing a good enough job.” People like to be held accountable. Unfortunately, we don’t hold ourselves up to a high enough standard for most of us to be accountable to ourselves. Accountability is a huge one. The fourth one is saving time. Someone’s like, “It’s taking me forever to design my own programs. I go to the gym. I waste two hours. I don’t know what to do. I’m walking around aimlessly.” Your job is to save them as much time as possible.

Number five is status. I hate this one the most. These are people who hire you to tell their friends that they’ve hired a personal trainer. They are the most difficult people to work with. It’s not always but usually higher level executives because they outsource and hire everyone to solve their problems. They have something for everyone. These are the people that are like, “My training sucks, my diet sucks. I’m going to hire the best trainer I can find and that person is going to solve my problems.” They don’t always. Sometimes they do put in the work like most dedicated clients. The last one is reassurance. This is where you find coaches hiring coaches. Why would a prep coach hire a prep coach for their show? It’s for the reassurance, for an extra set of eyes to make sure they’re on the right path. This is important because before you get into your consultation, you know in your head, “Why is this person here?” We’re going to role-play this and we’re going to see how this comes into play.

Talking to a lawyer and talking to an accountant are two different things. If you want to sell a lawyer, talk to a lawyer like a lawyer. If you want to sell an accountant, sell an accountant like an accountant. You think of these as like there’s basically six different people coming in or a mixture of those. They’re going to want to hear certain words from you. They’re going to want to have certain problems solved so they feel as comfortable as possible get started with you. Before you ever go into your consultation, you’re like, “What do they want from me?” I’ve laid out this consultation. You’re going to ask those questions inadvertently and get the answers you want. Once you get the answers you want, you play those words. You play exactly what they need and selling becomes a lot easier.

In terms of the six-step formula, there are six steps I’m going to go through. There is a pre-step. Once I’ve realized this and share this with people that I coach, their mind has completely exploded. If you don’t sell a consultation 90% of the times, you screwed up massively. Here’s why I say that. If I’m a person who’s overweight, what does it take for someone to finally say, “I can’t do it on my own, I have to give someone a lot of money because I have no self-control or no knowledge or no accountability or no motivation to do it myself.” When you say that out loud, that person is in a sad state and they realize they need help. They start searching. They go from pre-contemplation, contemplation and now they’re in decision-making mode. They’re going to find someone. Maybe it’s through a referral. Maybe they’ll ask some of their friends, “Where do you go?” Maybe it’s through social media. Maybe it’s on the internet. They are already looking. They came across you. You are good enough for them to say, “I’m going to go out of my way and contact this person, book an appointment, take time out of my schedule in my life to sit down with that person and share with them that I need their help.” If they leave saying, “Let me think about it or I’ve got to ask my spouse, or I’m not too sure,” you messed up because they’ve already made the decision to buy.

Any excuse they give you is a polite way of saying you’re not good enough and you did not give me enough confidence that I’m going to reach my goals working with you. That’s as simple as that. If that hurts your feelings, good, because it means you need to get better at what you do. I’ve never come across anyone that by the time they get to a consultation stage, they know they’re going to spend money. Don’t even say it’s too expensive. They know you’re qualified. They’ve seen your stuff. At some point in that communication and usually what ends up happening is you didn’t go through this process properly. You didn’t figure out which of those six things they truly need to disconnect a communication. Hopefully, during this process, we can go through that, identify that and basically take away any reason why someone wouldn’t hire you. There’s an asterisk beside this sales formula. You have to be good at what you do in order for this to work. With great power comes great responsibility. If you’re a horrible trainer, please don’t steal my sales formula, sell a lot of training and you can’t nurture your client.

Let’s go into the sales formula. Step number 1A is pre-qualified. This is something that people do a poor job doing. Back when I had my facility, our pre-qualifying was a fourteen-page form. There weren’t a lot of online forms back then so they would get a fourteen-page form. It was very detailed. Everything from male health, female health, from hair and skin, digestion, basically all the information you need. That would be sent out as soon as someone was interested in a consultation. What’s interesting about my pre-qualify is the last two pages they had to sign six or seven things initially. It would be things such as there is some touch involved with personal training for stretching and spotting and stuff like that. You’re initialing this and says you’re okay with that. They’re already signing that we’re going to be doing some training together. There would be a cancellation notice saying, “We require 24 hours’ notice for any cancellations. There’s a charge of X and sign that.” They’d go on and on like we take photographs of our clients. It’s some very basic stuff. Also a lot of the wording was already getting them into the mindset that we’re going to work together and they’ve already signed that.

What this does is that it shows that they have money to spend because if they’re going to sign a cancellation policy that they’re going to pay me in any way for not showing up. I know they’re going to spend money. I know they have buying power because if they’re signing the sheet without getting permission first from their spouse, I know they have buying power. I also know that they’re serious because they’ve spent an hour filling out a fourteen-page intake form. That alone sets you up for a better success rate when someone comes down to see you, plus they already know you’re a professional. You don’t get in there and they go, “How is it going? How did you hear me? What’s going on?” You spent twenty minutes figuring out why they’re there in the first place. This shows that you’re very professional. You’ve done this before. They’ve got buying power. They’re willing to pay. They’re very serious. The pre-qualifying to me is extremely important.

They get the pre-qualifying. They come in. You shake hands like, “What’s up?” You’re going to be Sally for now. You’re going to be Sally, my consultation. Sally comes in. We sit down. We’re finally doing this. It’s time to do the consultation. Step number one in my consultation is always building rapport. One of the most common questions people say as soon as that consultation starts, “Sally, what brings you in today?” “I heard about you from Jim and I want to lose some weight.” You’re basically going to third base right away. One of these that I like to do no matter what, first and foremost, is you sit down and you build rapport. The way I go into this is I’ll be like, “Sally, thank you so much for coming in here. Before we get into why you’re here, I love to learn more about you. Tell me about yourself.” That’s it. It’s very simple, “Tell me about yourself.” One of a couple of things starts to happen. Sally can’t believe someone wants to listen to her and she starts talking for twenty minutes about her entire life.

Sally might dive right into like, “I’m here to lose some weight.” She might be very cold, standoffish. She might be a little reserved like, “This guy just wants my money.” Typical consultation sales process or something in between. Depending on the person you have coming in, I like sticking to the four principles: talking about family, occupation, recreation, motivation. Get to know them, get to know their family, where they’re from, what they do, what they like to do for work. The whole point of building this rapport is to build connection and to show that person that you genuinely” care about that person. Once you can build a connection, their guard starts to go down. People need to understand that this person has never met you before generally, maybe through social media or whatnot. Usually consultations, this is your first face to face exchange. You’re going in there basically asking for $7,000 to $10,000. You’re asking them to spend about 100 days over the next year with you. The least you can do is get to know this person. One of the things I like teaching when it comes to rapport as well is asking good questions and don’t say, “Cool, right,” after everything they say. For example, if you and I were talking right now I’m like, “Khaled, how are you enjoying Texas?”

“I’m loving Texas.”

“Where exactly do you live in Texas again?”

“I live in Richardson, which is about fifteen minutes north of Dallas.”

RU 8 | Close More Sales

Close More Sales: If you don’t sell a consultation 90% of the times, you screwed up massively.


“Of all the places in Texas to choose from, why there?”

“This is where my job took me. By choice of wherever I’m going to be working, I chose Richardson, which has been a little family town I like.”

“Tell me more about the job that you’re doing right now.”

“I am an operations manager, so basically I sit behind a desk and help operate the club, do phone calls, reach out, input agreements, things like that.”

“You were in San Francisco before. How did you go from San Francisco to wherever in Texas, where that job leads you to where you are now in Texas?”

“I went through a divorce. I’m not from San Francisco. I’m from California but not in San Francisco. I had a buddy of mine working for the same company. I ended up moving from San Francisco to Richardson because of my friend who worked for this company.”

“It’s a little bit of a fresh start. How is that working out so far?”

“It’s going well.”

“What do you love most about the move?”

“I’m a Cowboys fan. Being in Dallas, I’m home. It’s awesome having the Cowboys. The stadium is fifteen minutes from where I live.”

“I’ve been to Fort Worth, Texas several years ago to go see the new Cowboy Stadium and watch a Texas Rangers game there. Fort Worth has to be one of the most Texans city I’ve ever been to in my life.”

“I went there to a place called the Stock Yards, where people are riding horses and cattle. I was like, “I’m in Texas.””

“I found a picture. I was going through my phone and some old pictures. I found a picture of me and my buddy and those big huge bulls. We’re on top of these bulls. I’m like, “Why am I on top of the bull in Texas?”” See what we did there? That’s building rapport. That’s what people don’t do a good enough job doing. We are so good at expressing ourselves through emojis and GIFs now that we can’t hold a conversation with another human being. If you noticed, every time I asked you a question about one thing, I didn’t jump to something completely unrelated. I tried to dive deeper and deeper. If it was about Texas, where are you? What brought you there? Is that connected into your work? How did that change?

Within a two-minute conversation, look how much information I know about you. I tried to connect with you. Once I found out that you were a Cowboys fan, “I’ve been there. I went to the stadium.” We had a place in connection. We’d been to the same bar down there. None of this was even rehearsed. Even your body language started to change, you became a little more animated. You’re part of the conversation. You’re like, “This is cool.” This is the power of building rapport. People don’t understand that this is the foundation of how the rest of your conversation is going to go. When someone likes you, they want to buy from you. If someone is completely disconnected from you, they have no problem to say, “Let me think about it. I’ll call you back later,” and they never do. Let’s say we did this. Here’s what I don’t like to see. “Where are you exactly located in Texas?”

The less you focus on money, the easier it comes. Click To Tweet

“I am in Richardson, about fifteen minutes north of Dallas.”

“Cool. Right. Cool. What do you do for work?”

“I work at a gym. I’m an operations manager.”

“Right. Cool. Awesome. How long you been doing that for?”

“About five years.” I can’t stand that.

See how un-genuine that sounds? You will be surprised at how many people do that during a consultation because they never take the time to listen to themselves talk or they’d never record themselves or had someone sit in. I can’t tell you how many times we start roleplaying this, I started to burst out laughing. I’m like, “You’re doing it.” They’re like, “Doing what?” Everyone’s like, “You’re the cool guy.” What happens is that a lot of times because our brain isn’t processing fast enough to listen and think of another thing to say or another question to ask you, we use right or cool or things like that to stall so our brain can process what to say next. I’ve been doing this many years ago when I first started at Good Life is I would write down every single possible question I can ask someone, possible scenarios of their answers and more questions I can ask. The reality is no matter what you say, I have to think quickly what’s my next question going to be that’s still on the topic of what you said to me?

When you start bouncing around, it literally sounds like you have a list of questions to ask that person and it’s not genuine. I couldn’t have thought of asking you a question about Fort Worth, Texas and a bar that you might have went to like Stampede or whatever. That came out because I started diving deeper into our questions, which builds a deeper connection. You get to do this in the first five minutes of your consultation, the rest can be fun. Step number one, the person comes in, build rapport. Take the time to genuinely get to know that person, build a connection with that person. That creates trust. Trust creates revenue. Part two now is there’s going to come to a point where it’s like, “I’ve asked enough questions. It’s getting awkward. What do I do? How do I segue this into let’s do a consultation here?” Once you feel like you have a good enough rapport with someone, and usually that’s through body language smiling. You can tell when the person starts to get engaged and they’re happy to be there. Before you start to pause and go, “I’m out of questions.” Your segue question is always going to be this. From step one to step two, and so from the rapport to the next step of our consultation, your go-to is, “What brings you in here?” That’s it. After that, the person is going to say a whole plethora of things.

For purposes of this, let’s say arguably people come to see us the most is they want to lose some weight. Let’s use this. Part two is called the past/current/future. What we’re going to do here is going to figure out how long they’d been in their current state for, what they’ve tried, what are their habits and how long have they tried for? Everything about their past. We’re going to ask them what their current situation. What’s keeping them in their current state? What are their obstacles? What are their excuses? What made them decide that now is the time? Why not two weeks ago? Why not two months ago? Why now is the time? Find out what their big why is. We’d look at the future. There’s a cool drill that we’re going to do for that where we connect the physical and the emotional outcomes that they want. That’s powerful as well. I’m going to give you $2 million question that you need to ask your clients that will literally sell them on you. Let’s go through this. We’ve built some rapport. We’re good with that. Do you mind being Sally, my very awesome consultation?

I do. I’ll be Sally.

We assume that we’ve gone through our rapport. We have a good connection. “Sally, what brings you in?”

“I want to lose twenty pounds.”

I’m going to role play and also teach you at the same time. Sally wants to lose twenty pounds. Step number two is understanding the past, the current and the future. This where I would say, “Sally, how long have you been wanting to lose twenty pounds for?”

“For the last two years.”

“What happened two years ago that made you put it on this weight?”

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Close More Sales: We are so good at expressing ourselves through emojis and gifs now that we can’t hold a conversation with another human being.


“I had a baby. I had a child.”

“Congratulations, boy or girl?”

“It’s a boy.”

Two years ago, you had the child or a year ago?

“Two years ago, I had the child.”

“Two years ago, you had the child, put on the baby weight and now you need to lose that. What were you like before the child? Were you also overweight or is this new weight for you?”

“It’s a new weight for me. It’s weight ever since having the baby, I haven’t been able to get it off.”

“What have you tried in the last two years to get this weight off?”

“It’s diets, cardio. I’ve tried some exercising. Whenever I saw or read, that’s usually what I tried.”

“Each new things that you saw or read, how long did you try those things for?”

“Maybe a month or two.”

“I’m asking a question and this might be a tough question for you to answer. Do you feel over the last two years that all your attention, because this new baby is here, has been put on that baby and you almost feel guilty putting back that attention back on you now?


“Do you have the support at home with your friends, family or significant other that can help support you in making some time for yourself now?”

The whole point of building rapport is to build connection and to show that person that you genuinely care about them. Click To Tweet


We did the previous. We’re going to do this. Notice how all I’ve done so far is ask questions. Who’s in control of this conversation so far? Would you say you’re in control or I’m in control of the conversation?

I’m in control.

I’m asking the questions. This is very important and I’m going to reiterate this ten times. Let’s say Sally is a different Sally, “Sally, what brings you in? Do you want to lose twenty pounds? How long have you been wanting to lose these twenty pounds for?”

“For about twenty years now.”

“I’m assuming you’ve always been overweight, you’ve had this weight on you?”


“What have you tried over the twenty years to lose any weight?”

“I bought a treadmill. I bought gym memberships. I worked with a trainer. I went on diets. I’ve done pretty much everything I can to try to lose those twenty pounds.”

“How long did you stick to these things for when you tried them?”

“It’s not very long, maybe 90 days at the most.”

We go through the previous. Someone who hadn’t good habits prior to the baby, had the baby, put on some weight and now suddenly they’re no longer a priority. They feel guilty about making themselves a priority. Baby comes first. Someone who’s tried everything but basically not anything for a long period of time. There are some commitment issues. They either feel that they want a quick fix. They don’t get it. They go to the next thing. Two different scenarios here. We have to deal with this person very differently. Let’s go through a third scenario now. “Sally, how long do you want to lose this weight for?”

“For the last two months.”

“What happened two months ago to make you put on twenty pounds?”

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Close More Sales: Most consultations are all about finding what you’ve been doing wrong; that’s a bad way of doing things.


“I got a new job so high stress. I went through a divorce. It’s a couple of factors.”

“What were you like before that?”

“I was healthy. I was in shape. I was working out every day.”

Here are three people who want to lose the exact same amount of weight. Would you deal with these three people the same way?


Is it about the weight loss?


A lot of times we’re targeting, “How much do you want to lose? What are your current eating habits? Let me see your current training schedule.” This is what usually happens. A person comes in and says, “I want to lose twenty pounds.” Trainer Joe says, “You’re twenty pounds overweight,” so we look for the reason why. “Let me see your current diet. Let me see your current workout, your current cardio.” You’d go on with your big chest, “This is why you’re overweight. You’re training sucks and this sucks. Look at all my certifications, I’m awesome. Let’s go.” That’s in a nutshell how most consultations go, in an exaggerated way, “Here’s what you’re doing wrong. Thankfully you’ve come to me and we can make it right.” We’re going to see why that’s a bad way of doing things. We’ve targeted the past. Now let’s go through the current, and I don’t care which Sally you want to be. We have split personalities Sally. One of those three ladies, I’m going to ask you this right now, “Sally, what’s keeping you in your current state? Why can’t you lose the weight that you want to lose?”

“My baby being two years old, I’m not having the time for myself to stick to a goal or stick to a program.”

“Sally, straight up. I’m never going to fool you so don’t fool me. Deal?”


“I can’t make time. I wish I could but I can’t. You’ve made time to come see me. Is time the issue that you don’t have time or you haven’t prioritized time?”

“Probably I haven’t prioritized time.”

“I’m just a little curious. If we’re going to set up this appointment right now and you want some training, where are you going to find the time to do that if I can’t make any time for you?”

When someone likes you, they want to buy from you. If someone is completely disconnected from you, they could easily refuse. Click To Tweet

“I’m going to have to prioritize my schedule and make time for the training.”

“Let me ask you this. For two years, you haven’t decided to contact someone like me and four days ago, I got an email from you saying I’d like to book a consultation. Can I ask what was going through your head four days ago to make you decide that now was the time that you need some help?”

“We have a wedding coming up. I put on a dress that I put on two years ago. It used to fit me and when I put it on four days ago, it did not fit me. That’s when I reached out.”

“How much time do we have before that wedding?”

“We’ve got about six months.”

“We got some time. That’s good. Over the next six months, how do you feel that you’re going to overcome this issue with time? Do you have something in mind, whether it’s someone else watches the baby or is a daycare now involved? Is it going to be first thing in the morning? How do you see that playing out?”

“It’s going to be first thing in the morning where my partner is at home. He can watch the baby for an hour and I can come to the gym.”

“That’s always been there. Why haven’t you done it before?”

“I don’t know.”

These are things that need to be asked and said in the consultation. If you notice something, all I’m doing is one thing. I’m asking questions. The better you can be at asking questions and making that person give you the answers, the more successful these consultations going to go. Let’s go back to the current. We know why. The wedding, we have six months. There’s a deadline. It’s very important to her. We have to solve this problem with time. We’re going to go into the future now, “Sally, do me a favor. I want you to close your eyes and I want you to describe yourself physically six months from now on your wedding day. Describe your shoulders. What do your shoulders look like compared to now?”

“They’re toned. They don’t like linebacker shoulders. They probably look good in that dress because it’s a sleeveless dress, so my shoulders and the arms are going to show. They look toned. There’s lean muscle there.”

“Visually, what does your back look like?”

“I don’t have that backroll fat that’s going to come over the dress. My back has tone and definition to it.”

“Your butt?”

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Close More Sales: People don’t like being told what they suck at doing. They like to be able to self-reflect and say, “This is what I need to change. This is what I need to become.”


“It looks like JLo’s.”

“Your stomach?”

“It’s flat. I have this round tube after having the baby around my stomach. I want to get rid of that.”

“Let’s talk in the future. What does it look now in the future?”

“The future looks flat. It’s gone. It’s flat. It looks sexy. I can wear a bikini if we’re going on our honeymoon and I’m not ashamed of showing it.”

“Fast forward six months, you’re this person. You look lean. How do you feel?”

“I feel confident. I feel happy. I feel sexy.”

“Do you feel different in your day-to-day? Do you feel different than how you walk or how you talk to people? Has any of that changed because now you look a lot different?”

“Definitely at work, I feel like I can step up. I have a team, so I feel like I can be there for my team and I can be there for my kid and for my partner.”

Did we go through the previous, how long? I get a snapshot of how I’m going to deal with this person. What’s keeping them? Why now? I always say like, “You didn’t call me a week ago. You didn’t call me two weeks ago. Why now? What are some of the excuses or barriers right now? Time is a big thing for you and you did that in a second. The future, what I did here was I connected the physical and the emotional. That’s important. We’ll just say, “I look this way.” If you notice, the last thing I did was connect the emotional component of, “I feel.” This is very important. I get into the $2 million question. I know the past, the current and future. “Sally, I need to know who do you need to become and what habits do you need to change in order to achieve your goals?”

“I need to get better control of my time and make it a priority to come to the gym. I’ve got to create that habit of coming to the gym.”

“Let’s not fool me, let’s not fool you, Sally. Who do you need to become? The person you are now is not the person who wakes up and goes to the gym. The person you are now is not the one meal prepping. The person you are is not the one hitting the gym and not making excuses. Starting tomorrow, if you want this person six months from now, who do you need to become tomorrow to get you to where you want to be?”

“I need to become that person that is going to start coming to the gym in the morning and start prepping the meals so that I can get to where I want to get to six months from now.”

“Give me maybe two or three main habits that you need to change to become this person.”

The better you can be at asking questions and making that person give you the answers, the more successful the consultations go. Click To Tweet

“Definitely not staying up late. It needs to stop.”

“Let’s talk in a positive tone. What’s the opposite of not staying up late?”

“Going to bed earlier.”

“What habits you need to change? You need to go to bed earlier. What else?”

“Going to bed early, me laying all my clothes out so they’re ready for me in the morning. Maybe setting an alarm so that I can get up to make sure I get to the gym in the morning. Those are the big three habits I need to start making.”

“Let me ask you, how would hiring me to ensure that you’re going to reach your goals?”

“There’s accountability to you. I have a set time. I’m accountable to you. The workout, you’re going to hold me accountable to come into the gym.”

What we did there is you just sold yourself. This to me, this second part, the past/current/future and these million-dollar questions, if you do nothing else, this is the most important part about selling. If you notice so far, I’ve done nothing but ask you questions. You have to self-reflect. I haven’t made fun of your nutrition. I haven’t made fun of your training. I haven’t made fun of your old trainer and how badly he might have trained you. You’re in complete control. If you don’t think this is powerful, go to your significant other if you have a significant other. Go to that person and say, “Let me give you the three reasons why you suck in this relationship. Let me give you three ways that you can become better and let me know how that goes for you.” I can guarantee you, Sally is going to have a black eye. People don’t like being told what they suck at doing. They like to be able to self-reflect saying, “This is what I need to change. This is what I need to become.” There is power in getting someone to say, “I am or I need to or because of me, because of the decisions I’m making, I want to be this new person.” I asked, “How can I be the sideline guy? How can I facilitate this for you?” What did you say? Accountability.

Out of those six things that we talked about, accountability is now coming out. I’m getting my answers. I’m going to speak accountability, language, setting up appointments, making sure you show up, making sure they’re convenient. Having a backup plan if you can’t make an appointment because the baby is sick, we’ll have a home workout for you. We’ll see how this is starting to work together now. Step one, building rapport. Step two, the past, the current, the future. Step number three, because another end they’re like, “You had with accountability. I’m going to be a whole new person. I’m pumped on that. Let’s do this.” The next step I do is I take a blank piece of paper. I’ve done this for many years. Yes, I can make this into a template and print off the 50th time. I take a blank piece of paper, I draw a line across the top. I put zero one side. I put 100 on the other. I ask you this very simple question, “Sally, on a scale of zero to 100, how much are you willing to give me right now to reach your goals?”

“It’s 100%.”

It’s only because you’re from Texas and everyone’s like, “All in.” I would say the majority of the times, people say 100% because they’re still pumped. They’re excited. They’re sitting there. They want that. They’re like, “100%.” I’m like, “Let’s pause. Sally, let me show you what a 100% looks like because let’s give credit where credit is due.” If you’re a competitor out there, I’m giving credit to you 100%. “Sally, 100% means this. You’ve got to walk around with one of those mammoth mugs with your four liters of water. Every meal you have will be measured, weighed in Tupperware. Every two and a half to three hours you’re eating over there. You will not be having a sip of ice tea from now until your wedding. You’ll be training six days a week, doing cardio six days a week. This will be your life. Sally, are you excited with me?”


This works to our favor because who is in control? Who said, “Joe, I’m not going to do that?”

I did.

RU 8 | Close More Sales

Close More Sales: When people meet someone who cares about them, is asking good questions, and try to work out a solution to their problem, this was what makes selling a lot easier.


You’re still in control. I’m going to say, “Sally, that’s 100% okay because I don’t need 100%, but I want you to realize I’m not going to lie to you. I’m not going to say 100% three times a week with an extra Zumba here and there. That’s not 100%. A lot of times what we do is we falsify what it takes to lose this weight.” I give a tremendous amount of respect to anyone doing weight cuts, whether it’s fighters, whether it’s competitors. These people dedicate their lives for twelve to sixteen weeks. To me, give them respect. That’s 100%. If you’re not doing that, don’t fool your clients and say, “Sally, you’re getting 100% because you came in twice a week.” That’s 20%. If 100% is six times a week, six cardios, Tupperware and stuff like that, that’s probably not going to be relevant to your lifestyle right now. “Sally, where do you feel more comfortable on that scale?”

“It’s probably 50%.”

“Let’s cut everything by half, 50% to me is going to be three times a week training, three times a week cardio. I like to get your nutritional to go 75%, maybe even like an 80/20 and allow a little bit of leniency there. Let’s overall put you may be at 60%. How’s that sound?”

“It’s good.”

Who’s in control? You. They told me they’re not willing to give me 100%. Let’s say Sally is like, “I’ve got a wedding in twelve weeks. I don’t care if I eat cabbage for the next twelve weeks. I’m fitting to that dress so yes, 100% I’m in.” I give Sally a high five. I’m like, “Let’s go. It’s go time.” There will be people who are willing to give you 100%. Make it clear if they don’t give you 100%, you’ll basically come to them knowing that I don’t need 100% from you. It’s okay. There’s a stigma. When people come to see us, everyone thinks the trainers live on this high standard of we only know how to buy chicken breasts and broccoli. We only drink quality water with Himalayan sea salt. We’re human beings too. That’s okay. Let them know that it’s okay not to be 100%. That’s step three, the spectrum. They basically tell you where they’re going to be.

The next step for this is going to be the staircase. As the name implies, I take that same white sheet of paper and underneath my spectrum, I draw a little staircase. I put four or five steps on there, I put A on the bottom and I put B on the top. We’re going with this, Point A to Point B and the steps in between. Nothing magical here. Here’s what’s magical though. It’s the time it takes from Point A to Point B. Let’s do a little bit of basic math right now. Someone wants to lose twenty pounds. Don’t hate mail us please, I understand if the liver is not detoxifying properly, you’re not going to lose weight. If it’s macros, this and that. Let’s just bear math. If you want to lose a pound, you need to burn 3,500 calories. If you want to lose twenty pounds, you’ve got to burn 70,000 calories. I’m like, “Sally, 70,000 calories. That’s a lot of calories.” To me, equating losing weight with getting out of debt, which is ironic. Let’s say, you’re $70,000 in debt that’s like being 70 pounds overweight. It takes a lot to get out of debt. It takes a lot to lose weight. If I saved $10,000, I don’t go reward myself with a weekend away. I’m still $60,000 in the hole, which means if you’ve had five good days, you don’t go splurge on the weekends. The consistency is important. “Sally, you have 70,000 calories I need you to burn. If you want to do this in the next ten weeks, you need to burn 1,000 calories every single day consistently for the next ten weeks. How’s that sound?”

“It sounds great. Let’s do it.”

“Have you ever tried burning 1,000 a day on a treadmill?”


“Let me tell you something. It’s not easy.” Realistically, how many people are going to be able to be in the depths of 1,000 calories every single day?

It’s not a whole lot.

We go down the list. I’m like, “If you want to lose in three months, you need to be at a deficit of 833 calories every single day. That means if tomorrow you’re balanced at zero, the next day you have to be negative 1,600. On the weekend one night out, you’re an additional 1,000 or 2,000 calories over. We’ve got to tack that on. It’s going to give you three or four days to get back to where you are. Does that seem very realistic for you?”


“To lose these pounds in six months, you have to burn 400 calories every single day over the course of nine months consistently, 275 calories every day. Which of those seems a little bit better for you?”

“It’s probably the nine months.”

Once again, all I’ve done is ask questions. Who is in control?


I sold you a nine-month plan. I do the math. I sell packages of 10, 20 and 30.

Where do you get those numbers from? It was your industry. It’s what they’ve seen, what they’ve been told. I’m right there with you.

I hate the industry. Seriously, here’s my consultation sheet and there are six numbers on the top of that. You put your client name down and you ask them, “What are your goals on a scale of one to ten? How are you going to feel if you don’t reach those goals?” They’re real people who want to give you thousands of dollars. Get to know these people, show them some love and give them some respects. That’s how I feel about Sally. You’re in complete control. You’re telling me that nine months is way more suitable for you. We finished saying that you’ll have 50% to 60%, you’re going to be training three times a week. I take nine, times it by four, times it by three. That’s how many sessions you need. It’s simple as that. “Sally, to make this goal realistic, we’re going to have to do this now. One of the things that I need to stop you for, I know you said that the 270 is more appropriate for you, but I don’t think you understood something. That’s nine months from now, your wedding is in six. Are you willing to give me at least 400 calories a day for the next six months to reach your goals?”

“Yes. I’ve got to get ready for my wedding.”

We’re going to go six months times four is 24, times three, twelve, six, 72 sessions. The 72 sessions are going to be how much you need. This is where you finally start to talk. During the rapport, I’m asking questions. During the past, current, future, I’m asking questions. I’m asking the million-dollar question. Two questions I asked, merely asked some questions. The spectrum, I asked you what do you want to give me? Each of those numbers I tell you what those mean. You decide where you want to be. The staircase, how long it’s going to take? I asked questions. This person came in expecting to be sold. Now they met someone who cares about them, is asking good questions and try to work out a solution to the problem. This was what makes selling a lot easier. We’ve worked out the fact that you need 72 sessions. This is where sometimes people can start to say, “What’s that going to cost?” Under step number five is called your process. This is where you and your office should be filled with all your old clients, their testimonials, their diet plans, their assessments, the programming. You take out two or three people that you’ve worked with before that are just like Sally.

You plot those on the table and you’re like, “Sally, I want you to meet Kim. Kim was just like you. She had a baby as well. Here’s the assessment she went through, here’s the program she went through. She did five or six months just like you’re going to do. Here’s Lisa. Lisa did the exact same thing.” Right away she’s like, “He’s done this before.” There’s confidence. That usually takes away the whole, “Let me think about it,” because it’s like, “I know exactly what you want. You told me what you need. Here’s my process.” The process is basically being prepared and having the stuff to show them in what you do. Stop saying, “We’re going to go through a biomechanical assessment.” No client has any idea what that means. If you ask five strength coaches what a biochemical assessment means, you’ll have five different assessments. Have everything laid out so they know here’s what step one is, here’s what step two is. Part of your process is also saying things like, “Sally, we’re going to set up a schedule where I see you three times a week. I’m going to send you an email every Sunday to go through some accountability with you. Make sure to give that back to me by Monday morning. We’re going to do weekly weigh-ins on these dates. Every four weeks, we’re going to do a re-evaluation, design a new program.” You unfold your entire process to them.

The last part is finally the big part and that’s the close. That’s the call to action. This is where I don’t even allow them, so I’m like, “Sally, let’s start Monday with the assessment. What time is better for you?” She has to come to me with suggestions. I never say, “What do you think?” I don’t care what you think. I know what I think. This is an awesome idea. I don’t care if you don’t think this is an awesome idea. I know what I can do for you. Let’s get this party started. That’s the confidence that you need to have in that sale is great. “When do we get started? Monday or Tuesday?” Let them come up with the objections. How much is this going to cost? You can go through your different price procedures.

Here’s the thing. Even if she can afford, and granted not a lot of people can afford three times a week of personal training. Sally goes, “I can’t afford three times a week, Joe.” I go, “I understand that. How about we do this. Month one when you’re three times a week because I need you to understand how hard you need to work. Month two, we can go down to two times a week and we’ll reevaluate. We can go to once a week after that to keep you accountable. If that still poses an objection, great. Let’s go twice a week,” and you work your way down. This also comes down to your own moral values. It sounds like, “I can’t afford three times a week.” I’m like, “I also can afford to bust your ass and not doing this. You said to me you need accountability. Why don’t we build that habit first? Let’s do the first month three times a week, then we’ll decide what you want to do from that.” It’s simple as that.

It’s still 72 sessions.

I view those 72 sessions, not as paid sessions to me. I’m like, “Sally, you are committing to 72 sessions over the next six months. I don’t care that you’re on your own if they’re with me. I don’t care if it’s your best friend coming into a workout with you, but I’m going to coach you for the next six months whether it’s with me or on your own for the next 72 sessions. We’re part of a team now, Sally. We’re committed. Whether it’s with me, I’ll work with you,” but I’m also firm going realistically, “I need this for the first month because let’s be honest, Sally, you haven’t done it in two years. One week of working with me is not going to inspire you. I’m not Tony Robbins, I’m sorry but it’s not going to inspire me enough that you’re going gung-ho for six days a week for the next six months. Let’s build that habit first,” and my sale is done.

Let’s do a quick recap here. Step number one is basically in the back of your mind, always think to yourself, “What’s the reason that people want to come and hire me?” Sally wanted to hire me for some accountability. She wasn’t there for status. She wasn’t there for reassurance to make sure she’s doing the right thing. She doesn’t care about the knowledge. She doesn’t care why the program is put together. She doesn’t care, “Get me to the gym, tell me what to do. Save me some time, give me some motivation, accountability.” That’s the language I’m going to speak to her. When we go into the steps, pre-qualifying to me is the most important thing. If you have a hard time getting people to show up for your consultations, your show rate is low, charge $50 for a consult. That’s it. You can say, “If you buy something, you’ll get towards your payment,” it will make sure serious people come and see you. In terms of the steps, step one, building rapport, we talked about that.

RU 8 | Close More Sales

Close More Sales: Just showing that you care about that person coming in is enough for them to show up and come in for the consultation.


We did a cool little rapport building exercise there. We talked about the past, the current, the future. How long has it been stuck for? Why now? Why are they currently stuck? What does the future self look like? We went through the $2 million question. Who do you need to become and what habits do you need to change? Spend some time here. They’re going to BS you. They’re giving you fluffy answers. You’ve got to dive deep. When someone says like, “Who do you need to become and what habits do you need to change?” That’s a deep question. That’s a question that needs to be had. I even said to you while we’re role-playing, I’m like, “If you want to be this different person in six months, starting tomorrow, you can’t be the same person you are now because who you are now have the habits keeping you where you need to be.” We went through the spectrum, zero to 100%. Ultimately, if they’re not a competitor, don’t fool them and say they’re 100%.

If you know it, I did a very sneaky thing, I got you to say 50 or 60, which works to my favor because we did the staircase and the less effort you give me, the longer it’s going to take to reach your goals. I’m basically getting them trapped into buying a longer-term personal trainer. Number four is the staircase and number five was you showing your process, showing people what you do, how you do it, how it’s going to look over the next couple of months and call to action. Let’s get started. That’s all I got.

Thank you for sharing that with us. I got consultations. We’re going to put this into play.

For people doing this for the first time, what I’d recommend is obviously role-playing this. I’ve been selling for twenty years. I love it and I was very grateful to be taught by some great people and some great companies and it was ingrained in me. The only way I could live and feed myself was to sell when I was twenty because I was on my own in a city with no friends. I learned to sell really easily. If you do have a problem with the process and some of its self-worth or you have a bad issue with money, I would solve that before changing your sales formula. Change your internal dialogue first and start working on your external formula.

Where would you recommend someone starting when they know, “I got to sit at this awesome sales. I just learned this awesome sales system, but my internal dialogue with sales and money is not right.”

Let me ask you a question. Going through this process with me right now, does it seem sales-y?


Was it genuine?


If you truly want to help your client, to me this is the most genuine way of doing it. I’ll be very honest with you, I actually developed this as a big middle finger to the corporate gyms that still do their old way. I got a massive corporate gym here in Canada started adopting this and it works so well. The most common thing you hear a trainer says, “I’m a trainer. I don’t want to sell.” Anyone here who’s a trainer who is used to their sales team selling for them, if you’re okay having your entire income, your entire salary determined by how good some other guy is on your team is, there’s a massive issue. I will never settle for whether some guy who’s a sales guy is having a good or bad day or how good his sales skills are to determine my future and my income. You better step up and learn how to sell or be okay with a random stranger who doesn’t care about you dictating how much money you’re going to make in a year.

Since we’re in that big gym world right now as we’re talking about this, how do you obviously had a big gym with consultations, you can’t charge them for not showing up. For those who are reading that are trainers at a big gym, how do you increase your show rate at a big box?

I dealt with this here because there are two problems that we had. Number one is if you’re booking the consultation yourself because it’s a referral or someone reaching out to you, it’s usually a good show rate because that person is very interested. It’s simple things like the reminder the night before or two days before phone call like, “Jim, I’m so excited. I can’t wait for a consultation. If there are any issues, let me know. Here’s what to expect, here’s what to bring.” Just showing that you care about that person coming in is enough for them to show up and come in. Where I find the most issue is the front desk has a quota where for every membership they sell, they have to book a consultation. They start fooling a story as to how awesome this consultation is, you can get a program, they’re going to take you to the gym and show you all the stuff, and then that person’s hyped up and they get to the consultation. They’re like, “I was just looking at program and you showed me all the exercises.” The trainer is like, “No, this is the consultation to sell you on personal training,” you’re in trouble.

That’s where the communication needs to come down from basically the leader of whoever is running that gym to say, “I understand the numbers game, but what’s the ethics and the values that I want? How do I want to get people into a call in for a consultation?” It’s more communication from the person booking it and making sure the expectations are met. We’re asking someone to give us 100 days of their lives over a course of a year and maybe $10,000. You don’t want to start that relationship by screwing them over and lying to them. A lot of people do that because they know if we can book twenty consults, we know the show rate, we know the sales rate, we know the numbers game. There’s a values game that I like to work with. The ethics scheme that I like to work with, I’d rather have half the amount of consults, but they’re all great quality leads. Double the consults and half the people are pissed off, telling the rest of the members not to bother doing it.

I’ve dealt with that in my many years of work. I know that feeling very well. I know earlier you mentioned this is a process that you work with coaching clients. Let’s talk about that a little. I know you have two programs or an event that you’re putting on and mastermind. Let’s touch base on both of those.

We are running the Canadian Fitness Business Summit. This is going to be the first business-only summit being held in Toronto. There have been a lot of summits that I’ve been to that are mixed. There’s a little bit of business and some training and speakers going on at the same time. I love the way that you ran yours clearly. Basically, I stole the idea from you. Just one speaker at a time and everyone’s seeing the same speaker. I’d been to events where there are two good speakers or I’m presenting. There’s a better speaker presenting. There’s no one coming to see me. That’s the real reason why I’m doing this because I don’t want to feel that way again. I’ve also seen events where it’s mixed between business and training. People have to decide what they want to do. Business to me is such a huge integral passion of mine. All I do is business coaching. I don’t train people anymore. I’m out of the fitness world, so to speak, from that perspective.

The summit is going to be amazing speakers. We have twelve great speakers. Each of them has their own aspect of the business they’re going to cover. They all come together and give people a great experience to hopefully change the way they’re running their business. We run three-month mentorships as well. If you’ve ever watched Restaurant Makeover, someone has a business that’s not going the way it’s supposed to, that’s what we do. Over the course of three months, we do a restaurant makeover. I’ll be the first to say we knocked this program out of the park. We give people 28-day challenges, ten-week transformation, seven-day Kickstart guides, ClickFunnel pages, email automation, pre-done emails, pre-done posts, everything. They get access to my nine-minute workouts. There’s an Instagram course. For three months, we work with people to turn their business around and make all the how-to, how to do email automation, how to capture leads, how to attract clients, how to sell, how to nurture, how to duplicate and how to start exploding your business. That’s the three-month mentorship.

From the three-month mentorship, the top half of that group, I’ll send them into our mastermind, which is our twelve-month mastermind. That’s mostly from accountability. We bring in two speakers every mastermind. Unlike some masterminds, we meet four times a year instead of three. We do every 90 days. We’ll do 90-day targets. We meet up on the first day, we have a speaker on each day. You have amazing content. We covered questions for half a day. The other half, they were teaching strategies, concepts, things that we’re learning, things that we’re seeing that are also in the industry and giving that information to our clients.

Where can people find information on both the mastermind and the event?

The event is, and is for our mentorships.

For you, what’s been Joe’s Rise Up moments? I know I asked you this question but since that time, has there anything that’s happened that has created like this is a new Rise Up moment for you?

I had a very interesting experience. I’ve been in this industry for a long time, but I’ve also never seen myself as being very high up the mountain. I’ll always like looking up to people. I had a moment where I finally feel like I’m getting closer to the top of that mountain. I feel like I’m a big influence now. I’m helping a lot of people. This summit to me was a big thing. We’ve had a private conversation. People don’t realize what it takes to put on a summit. I remember reaching out to you congratulating you on how hard that is and how much work goes involved in that. We’re doing the summit for a couple of reasons. I want to let people know we’re here. We’re climbing for the top. We want to become the go-to people in Canada for business coaching. We’re doing everything we can from YouTube channels to the summit, to our mastermind to hiring the top people in the States and learning from them as well. The big a-ha was in 2019, I feel like I’m finally here to make a huge impact and to play with some of the big boys.

I can’t wait to see what you do. I can’t wait to be involved and help out any way I can. Thanks for taking the time to take us through your sales process. Readers, go implement this. If it starts bringing in some new clients, tag Joe, hit him up and let him know it’s working. Thanks again for taking the time.

I appreciate it.

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About Joe Arko

Joe Arko is a Father, entrepreneur, business consultant, an international public speaker, published writer and health and fitness educator. He has been in the health and fitness field since 1998. Joe is the founder and owner of the Advanced Training Systems Certification program. Joe and his partner Sara Fennel run their company Learn to Earn, a consulting business developed to TEACH and MENTOR fitness professional to turn their passion into PROFITS


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