I’ve been a salesman most of my life. From birth, it seems like I was constantly trying to sell, persuade,
or charm myself into or out of something. I remember a teacher in junior high school telling me that I
would either grow up to be a multi-million-dollar salesman or a lawyer, because I was the only student
that could charm his way out of detention and have the teacher think it was her idea.
After high school, I went directly into a sales position with a company that allowed me to make more
money than I could have imagined at the age of 19. I learned a few things there, but most importantly I
learned what I was not, and that is a “salesman.” I found that the most difficult thing in the world for me
to do was to sell a product that I didn’t believe in or that I didn’t believe truly benefitted the client.
Long story short, that is one of the many reasons I ended up as a trainer. Like LeAnne always says,
“we sell hope.” Once I started shifting my energy toward helping others improve their quality of life,
I thought that the “selling” would become effortless because I was so passionate about the product.
That was a fallacy. The truth is that even though passion and energy go a long way, there is still a secret
Achilles’ heel that will cause you to fall short every time if it is not addressed. One part of that secret
weakness is the subconscious; and while most of us don’t think about our subconscious much, the
truth is that it dictates 95% of our cognitive actions. Our subconscious controls our deepest beliefs, our
paradigm of the world around us.
Another factor that, when paired with our subconscious, can get us into some trouble, is our body
language. Our body language represents roughly 80% of our communication. When those two factors
work together, it is easy to say one thing, but communicate something entirely different. Many people
may not consciously see the problem, but they may catch it subconsciously and think or say something
like “that guy’s vibe was weird,” or “I just don’t feel right about what she is saying.”
The point is that no one can tell you or teach you how to “sell” something better; you need to figure out
what it is that you believe about the product or service being sold, and then address any issues you have
The best example I can give is “selling out of your own pocket.” Essentially, what this means is that you
perceive the value of something to be what it is based on whether or not you, personally, can afford it.
It doesn’t matter how many ways you try to tell people about our affordable packages; the truth is that
if you believe that the “product” being sold is expensive, based on the fact that it doesn’t fit into your
budget, that message will come across in your attitude during an Intro. Value is relative. What may seem
expensive to you, may be priceless to someone else.
So here are some tips that I believe can help address this issue when selling hope to new clients:
1. Check your heart! Is there anything about the product you’re selling that you don’t believe in? If
so, you need to address that first.
2. Ask questions. If something doesn’t seem to make sense to you, such as pricing, or only working
out twice a week, spend some time researching the truths behind those issues so that your
subconscious can begin to shift that paradigm in a new direction.
3. Never sell to yourself. It can be very easy to sell something to someone else based on your own
life and experiences, but the truth is that there are many different reasons upon which people
base their decisions. Simply present the benefits of the product or service to them, without
judgment, and allow the client to make the decision that is best for them.
Our job is to understand what it is that we are selling, to believe in it at our deepest core; and then to
find out why our clients are coming to us and meet their needs confidently with the service that we have
I believe in this workout! I believe that people’s health is the most valuable thing that they have. We
change lives every day, and that is something worth selling!