Walk-in

Coaching Notes

You closed this one, and that matters. The prospect walked in with a referral connection, you kept the energy conversational, and when they said 'I'll probably do the 6 months then,' you moved straight into collecting their information without hesitation. That's good instinct. You didn't pause and let them reconsider. You didn't ask 'Are you sure?' You just moved. That forward momentum is exactly what separates reps who close from reps who watch sales evaporate at the last second. But here's where I want you to sit with me for a minute, because there's a pattern in this consultation that cost you money even though you got the sale. Right at the beginning, you said: 'At our gym, you can cancel at any time. There's no cancellation fees, and you get a key card that gives you 24-7 access.' That's close to the fear removal opener, but it's missing the pieces that do the heavy psychological lifting. You didn't say 'month to month.' You didn't say 'no contracts.' You didn't walk them through first month, last month, and enrollment fee before they ever saw a number. What that means is the prospect went into the price presentation without the relief that comes from hearing 'no contracts, cancel anytime' in that specific sequence. They were still in evaluation mode instead of relaxed mode. Same gym. Same prices. Completely different feeling based on what you said before they saw those prices. And then — this is the big one — you said: 'Because Dustin technically referred you, you do have a 50% coupon you can use.' You offered that discount before the prospect ever pushed back. Before they said it was too expensive. Before they hesitated at all. You handed them leverage they hadn't asked for, on a sale that might have closed at full enrollment. Here's what that does psychologically: the moment you offer a discount unprompted, you tell the prospect the original price wasn't real. You signal that the enrollment fee is negotiable. And now, for every future prospect this one talks to — including the friends Dustin might send — the expectation is that the price is always flexible if you just wait. You didn't just lose margin on this sale. You trained the market around you to expect discounts. The referral connection was real. But the way to use it is after you've presented all three tiers, asked 'Which one would you like to get started with today?' and heard them hesitate. If they push back on cost, you run the Deaf Ear Close first: 'I totally understand. Did you like the gym? Does it have everything you need? Is it more about the upfront costs?' Then, and only then, you say: 'You know what, since Dustin referred you — did you happen to get our coupon mailer? It takes 50% off the enrollment. Would that help you out?' Now the discount feels earned. It feels like something they discovered because of their connection. Not like something you were always going to give away. The other piece I didn't hear was the assumptive close. After presenting the three tiers, the words need to be: 'Which one would you like to get started with today?' You explained the plans well, but you didn't land that question. The prospect said 'I'll probably do the 6 months' — and that's great, they made the decision themselves. But without the assumptive close, you're relying on them to volunteer. Most prospects won't. They'll nod, they'll seem interested, and then they'll say 'Let me think about it.' The assumptive close prevents that by giving them a decision between options, not a decision between yes and no. Here's what I want you to practice before your next consultation. Say this out loud ten times, until it feels natural: 'At our gym we are month to month — there are no contracts. You can cancel at any time. You would simply pay your first month, last month, and the one-time enrollment fee. This is just a one-time thing, not yearly. Does that make sense?' Then, after you present all three tiers: 'Which one would you like to get started with today?' Those two scripts, in that sequence, will change how every prospect responds to your prices. You got this one. Now go get the next one at full enrollment.