The Most Powerful Thing That Will Boost Sales

As fitness professionals, we're all taught countless sales techniques and closing strategies. Some of which just simply don’t jive with me and ultimately seem sleazy and insincere.  

Remember that sales is the start of building the coach/ client relationship, so it has to be genuine.

After 18 years of coaching both clients and other coaches, I've discovered that the most transformative skill isn't about what you say—it's about how you listen.

The Critical Difference: Listening to Understand vs. Listening to Reply

Most coaches enter discovery calls with a mental checklist of points to cover and packages to sell. Some even have actual scripts!

Their "listening" is merely waiting for their turn to speak, mentally rehearsing their next statement while the prospect is still talking. This approach fundamentally undermines relationship-building and ultimately, conversion rates. 

Who would want to work with a coach who doesn’t listen to them?!

True listening—listening with the intent to understand—operates differently:

• It seeks the deeper narrative beneath surface-level goals

• It prioritizes curiosity over conversion

• It allows the conversation to unfold organically rather than forcing it into a predetermined structure.

• It builds the foundation for authentic, lasting relationships

Real-World Application: A Case Study

Recently, I had a call with a prospective client who was adamant about competing in a bodybuilding show.  It would be his first show, and for all intents and purposes, he was ready and fired up. If I had been listening to reply, I would have immediately signed him up for coaching and started him in prep.

Instead, I dove a bit deeper… because that’s what I do… and our conversation revealed something pretty profound: his desire to compete stemmed from deep-seated insecurities and a troubled relationship with food. The bodybuilding goal was actually a manifestation of these underlying issues.

I probably spent 80% of the call listening, and after he opened up, we collaboratively shifted direction. Rather than pursuing competition prep immediately, we decided that he would take some time and learn to train as hard as possible and fuel himself for performance, all while healing his relationship with food—addressing the root causes rather than the symptoms.

The result? Not only did I secure a client, but I secured a client who felt truly seen and understood from our very first interaction.  We’ve been working together for almost 3 months now, and he’s having so much fun, that he opted to forego a prep and focus on growing into next season.

Implementing This Approach in Your Discovery Calls

1. Limit your talking to 30% of the conversation—if you're speaking more than listening, you're likely missing critical information.

2. Ask thoughtful follow-up questions that probe beyond surface-level goals

3. Practice reflective listening by periodically summarizing what you've heard to confirm your understanding.

4. Identify the emotional drivers behind their fitness goals, not just the metrics they want to achieve.

5. Customize your offer based on what you've genuinely learned, not what you've pre-planned to sell.

Remember: your discovery call isn't primarily about showcasing your expertise—it's about establishing yourself as a guide who truly understands the client's journey.

Ready to Transform Your Coaching Business?

If you want to master these client relationship skills and dramatically improve your closing rates while truly serving your client's needs, my mentorship program provides the frameworks, guidelines, and personalized approach you need.

Learn more at www.mentorship.coachescorneru.com

Keep Raising the Bar,

Paul Oneid MS, MS, CSCS