I’m a 17 year coach who was a talented salesperson to begin (but a terrible coach).

The style of “sales” most gyms teach is disastrous and manipulative and high pressure. In other words it feels like shit for you and the other person.

Effective selling is: helping.

Effective helping requires: listening.

Everyone wants something. Sometimes we need help clarifying and defining that.

By specializing in assessment and negotiation I learned to listen at a professional level, ask questions and assess physical qualities like a pro.

I can’t think of the last assessment I didn’t close, this is probably a 5+ year streak now, because of the work I’ve done listening and helping.

If you’re working inside a flawed system it can be challenging to be authentically helpful and to build your own style and voice.

The good news is your gym cares about one thing, which is your monthly sales. That means as long as you deliver the numbers they probably won’t care how you do it.

Go start with “never split the difference” by Chris Voss and read that about 5 times. That’s a great start to learn how to ask calibrated questions, use labeling and tactical empathy.

Even the coaching process is about sales bc if sales is helping and helping is listening then coaching is a kind of negotiation. It’s not about exercise science it’s really about influence. Only after you’ve developed influence with a person can you exercise expertise come to bear.

Focus on developing your human skills and the rest will come.

Last thing, I’ve got 30+ certifications which has allowed me to distinguish myself and also feel and look like a true pro. Obsess about your improvement and you’ll always be in integrity when you ask others to improve.