In the Gym Secrets podcast, host Alex discusses the sales process, emphasizing the importance of selling the end result—the "vacation"—rather than the arduous journey to get there. He uses an analogy explaining different levels of service as various modes of transportation to reach the same destination, illustrating the concept of price anchoring and the importance of presenting the highest value option first. Alex also touches on the commonality of promises in sales, underscoring that success hinges on convincing customers that your product or service can truly deliver on its promise. He concludes by encouraging listeners to spread the word about the podcast and teases a future episode on building customer conviction.
Hello, everyone, and welcome to the Gym Secrets podcast. I am your host. My name is Alex, and today we're going to be talking about the sales process from the spiritual, theoretical standpoint.
This quote sets the stage for the episode, indicating that the focus will be on the sales process from a more conceptual angle.
I was talking to Dana Derek. He's a good friend of mine. He's the best copywriter in Amazon. Unbelievable. He's an awesome, awesome copy guy.
Alex introduces Dana Derek, whose opinion on sales processes influences the content of the podcast.
Side note, if you're a gym owner, you want to get your gym full, go to and go apply, and you can get a bunch of cool stuff anyway.
Alex briefly shifts focus to offer gym owners a resource for improving their business, demonstrating a practical application of sales techniques.
All you do is sell the vacation. And I think a really easy analogy to this is that you always sell the vacation. You don't sell the plane flight.
This quote introduces the central analogy of the sales process, emphasizing the importance of selling the desirable outcome rather than the process of getting there.
You sell Maui, right? That's what you sell.
The quote simplifies the sales concept to its essence, suggesting that the focus should be on the attractive destination or end goal in a sales pitch.
The difference in level of service is how they want to get there because they're going to get to Maui. Right? But do they want to walk there?
This quote highlights the concept of different levels of service within the same sales process, recognizing that customers have unique preferences for how they achieve their goals.
"And it's not really service because we sell like products. But I won't get into it. But point is that we mostly sell the exact same thing. We're going to fill up your gym and help you make more money. That's what we sell. Right."
This quote explains that despite the differences in service levels, the end goal of the product remains consistent: to increase gym memberships and revenue for the client.
"And you should usually start with a one on one flight because some guys just want a one on one flight. And the nice thing is that if you start high, we price anchor a $10,000.01 way plane flight."
Here, Alex suggests starting with the highest level of service, which sets a high price anchor. This strategy makes other service levels appear more accessible and can enhance sales effectiveness.
"So every single person within your space, or really any vertical industries makes more or less the same promise, okay?"
Dana Derek emphasizes that the promise made by businesses within an industry is usually uniform, highlighting the competitive nature of marketing and the importance of standing out with one's service promise.
"The promise isn't that different. They say we're going to help you generate more leads, help you get more customers, help you make more money with your gym, right?"
This quote exemplifies the commonality in marketing promises across the fitness industry, where the basic value proposition is to help gyms grow financially.
"And so it's like, well then how does this guy sell way more than this guy, right? How do we sell so much more than every other coach and marketing agency out there that targets homeowners?"
Alex questions what differentiates successful salespeople or agencies from the less successful ones, suggesting that there is another factor beyond the basic promise that influences sales success.
"We do it because we hit the other thing, right? Because there's two questions in sales."
Alex introduces the concept of two key questions in sales, with the second question being critical to their success in selling their services.
"One, do you think that if this thing does what we say it does, it's worth what we're charging we're asking for? Right? They say yes."
This quote captures the first question in sales, which is about the perceived value of the service or product if it meets its promises.
"So then it's the second question, and no one addresses that. Everyone keeps selling like, don't you? Like, we're going to ten X your business. We're going to do all these things, right?"
Alex points out that many in the industry focus on the first question and neglect the second, which is about the credibility and practicality of achieving the promised results.
"I don't think we've ten X anyone's business. Maybe. No, we Ten X Monica's. Real quick, guys."
This quote illustrates Alex's acknowledgment of the rarity and significance of achieving the promised results, such as tenfold growth, and provides an example where they did achieve it.
"You guys already know that I don't run any ads on this, and I don't sell anything."
Dana Derek establishes the podcast's model, which is free from advertisements and product sales, suggesting a focus on content and community rather than direct monetization.
"And so the only ask that I can ever have of you guys is that you help me spread the word so we can help more entrepreneurs make more money, feed their families, make better products, and have better experiences for their employees and customers."
Dana Derek's quote underlines the podcast's mission to support entrepreneurs in various aspects of their lives and businesses, relying on the listeners' support to achieve this.
"If you can rate and review and share this podcast. So the single thing tha"
This incomplete quote implies a call to action for the listeners to engage with the podcast through ratings, reviews, and sharing, which is presented as the sole request from the podcast team to its audience.
"Leave a review, but take 10 seconds or one type of the thumb."
This quote is a direct request from Alex, emphasizing the ease of leaving a review and its importance to him.
"I can get you to six figures a month. If you're at 30, we can get you to 100, but I can't get you to 300."
Alex is confident in his ability to increase a client's income to a point but also acknowledges his limitations, which adds honesty to his sales pitch.
"How do I get you to believe that that statement is true? Okay, if what I'm saying is true, is it worth what I'm asking for it?"
This quote reflects the core of Alex's sales approach, focusing on establishing trust and perceived value in the proposition.
"It's worth $5,000 if I can get you to lose 60 pounds in this amount of time?"
Alex uses this rhetorical question to illustrate the perceived value of his service compared to other expensive alternatives like cosmetic surgery.
"You can check out like, 60 plus amazing testimonials of gyms that went from zero to full capacity in 30 days using our system."
This quote is used to showcase the success of Alex's system and to encourage potential clients to trust and invest in his services.
"I'm going to make a second one about how you can increase someone's conviction in the next podcast."
This quote serves as a teaser for the next episode, aiming to retain listener interest and anticipation for more sales strategies.
"So you should definitely apply. All right, have an awesome day, guys, and I will catch you guys on the next podcast."
This closing statement encourages listeners to take the next step with his system and creates a friendly, approachable sign-off, reinforcing the connection with the audience.