A lot of offers don’t sell because of how they are pitched. Not because of demand, and not because of credibility.
This is the sales script that did over $100M for me in six years. I’ll walk through every step and show you how I used it in my first company, an online fitness business that hit about $150,000 a month.
Step 1: Intro and pre frame
Spend the first 5 to 10 minutes on real small talk. Where are you from? Do you have kids? Sports fan? Been anywhere good on vacation?
The more connected and comfortable the prospect feels, the easier it is for them to see things your way later.
Step 2: Discovery
Discovery looks like information gathering. It’s actually where the prospect commits to change. Ask:
- Why now?
- Why today?
- Why not in a year?
- Does it matter to you?
- If it’s a fit, are you ready to move forward today?
People hate looking inconsistent. If they have already told you they want change, they are far more likely to follow through when you ask for payment.
Step 3: Summary
Recap everything they told you and get them to confirm you got it right. That is a second verbal commitment. The more yeses you collect before the ask, the easier the final yes.
Step 4: The three pillars
This is the most important part of the call and the part most salespeople get wrong. They list features and benefits. Diet plan, workouts, coaching, an app. Every competitor says the same.
And if you compare components, the cheap option wins. My program was $3,000. Put it next to a $50 program on features alone and I lose.
So show the bad version and the good version of the category, and make sure your offer lands in the good column. Here were my three fitness pillars.
Pillar 1: Eat what you want without sabotaging results
I never said “calorie counting” or “macros.” Those words sound like work. Most trainers hand out chicken, broccoli and rice. Clients lose some weight, can’t stick to it and quit.
Give people what they want so you can give them what they need.
Pillar 2: Train how you want without sabotaging results
About 90% of results come from nutrition and about 10% from training. Training still matters, but the goal is to train as little as possible and still get results. Even someone who refuses to exercise can get in shape through nutrition.
Pillar 3: Why hire me
- In person trainers focus on training, the 10%. And they lose their paycheck if you learn to do it yourself.
- Cheap online programs are one size fits all. A 300 lb man and a 200 lb woman get the same plan. That leads to hard restriction, overtraining, quitting and regaining the weight.
- My offer teaches you to eat and train in a way you can sustain, so you never need another trainer.
Then one question: would you rather pay once for life, or $50 a month for life?
By the end of the pillars, they have bought the mechanism without hearing a single deliverable.
Steps 5 and 6: Brief overview, then certainty
Now list what’s included. Custom workout plan, custom diet plan, app access, one on one coaching, Zoom calls. Keep it short. They just want something tangible.
Then create certainty before the price. Ask why they think this is a good fit. If the answer is positive, reinforce it and get them to say they are certain. If they hesitate, fix it now. Dropping a price on someone who is already unsure is the fastest way to lose the sale.
Step 7: The close
State the price plainly. For example, $10,000. Then stop talking and let them respond first.
From here you’ll hear one of four things: price, spouse, “I need to think about it,” or “I’m scared it won’t work.”
Price
- Know your floor. On a $10,000 program, mine might be $2,500. Anything below is unprofitable.
- Acknowledge and isolate. Is there anything besides price stopping you today?
- Double tie down. If we solve price, can you move forward today?
- Find cash on hand. Checking, savings, credit cards. Not crypto, not the 401k. Don’t move on without a number. If they make $5,000 a month and spend $3,000, that is about $2,000 left over.
Below the floor? Tell them you can’t go that low, ask if they can find more, and if not, wish them well. Don’t spend 30 more minutes there.
Above the floor, say $5,000? Don’t keep dropping the price. Tell them $10,000 won’t work right now but you’re willing to customize something. Confirm they’ll move forward today first. Then offer a conditional deal: $5,000 today, they work hard, they don’t complain, and they don’t tell other clients about it. That beats losing a big chunk of your prospects and gives you cash for ads, fulfillment and scaling.
Spouse
Isolate it: “So it’s not that you need to talk to her, it’s that you think it’s too expensive?” Around 80% of the time, the spouse objection is really price. If it isn’t, ask: does she know you’re on this call, does she want you happy, and would you support her if the roles were reversed?
“I need to think about it”
Not deciding is still a decision. Ask three questions: are you more likely to hit your goal with us, do you trust us to deliver, and do you have the resources? If yes, they have everything they need. More information won’t make anyone 100% certain.
Belief
Ask what the worst outcome is, then walk through three scenarios: it works, it doesn’t and they get a refund, or they do nothing and stay stuck. For services, use a performance based guarantee. If you guarantee 20 lb, they follow the plan: photo food logs, a weekly call, daily app tracking.
When they still won’t decide
- The 51% question. If you had to choose right now, yes or no? Most say yes.
- A refundable deposit. They lock it in, sleep on it, and get a refund if they still don’t want it.
- A deadline. If they still refuse, ask when they’ll know, like 10 a.m. tomorrow. No chasing for days.
The takeaway
In door to door I faced 20 to 40 objections. On sales calls there are four. Build rapport, get commitments in discovery, sell the mechanism with three pillars, confirm certainty, then say the price and shut up.
Master those four objections and you can sell almost anything.
Want to know what’s capping your business right now? Take my free 90 Day Ceiling Plan. Answer 18 questions and get a written plan, built on your own numbers, that names the one thing holding you back and what to fix first.
