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📘 Closing Rates & Sales Mastery – Understanding the Two-Phase Sales System

Overview This training module explains the key mindset and mechanics behind high-converting gym sales. It introduces the "Two-Phase Sales System," the Four-Layer Funnel, and how closing rates shift depending on where your leads come from. If you're just launching paid ads or expanding beyond referrals and walk-ins, this doc will help you prepare, adapt, and succeed.

 

🎯 Goal of This Section

To equip gym owners and sales teams with the understanding and tools to:

  • Consistently close 50%+ of leads who show up to appointments

  • Build scalable sales systems using paid ads, scripts, and funnels

  • Transition from rigid scripts to more advanced, high-conviction sales conversations

📊 Key Concept: The Reality of Closing Rates

Most gym owners think they "close everyone"—but that’s usually based on warm, referral-driven leads. Once you enter paid traffic and broad awareness campaigns, your lead quality and closing rates change.

  • Lower funnel (referrals, word-of-mouth): High-quality leads, high closing rate

  • Upper funnel (paid ads, cold leads): More volume, but lower initial conversion

👉 Expect your close rate to dip at first as you scale. That’s normal.

🧱 The 3 Pillars of Acquisition

  1. Lead Generation: Names, numbers, emails — using the Four-Layer Funnel

  2. Appointment Setting: Contacting leads, booking calls, ensuring show-up

  3. Sales Process: Using proven scripts and frameworks to close deals

🌀 The Four-Layer Funnel (Quick Overview)

While there’s a deep dive later in the program, know that this funnel supports your lead flow:

  • Layer 1: Paid ads (highest volume, coldest leads)

  • Layer 2: Warm content and web traffic

  • Layer 3: List-based reactivation and outreach

  • Layer 4: Referrals and organic social

Paid ads feed the rest. Get this right, and all other layers become more effective.

🛠️ The Two-Phase Sales Training System

Phase 1: Script-Based Selling

  • Learn the CLOSER framework and foundational skills

  • Develop reps in:

    • Creating a winning sales environment

    • Discovering pain

    • Presenting irresistible offers

    • Sequencing questions effectively

  • Ideal for new teams or those new to paid traffic

✅ Focus: Consistency, structure, repetition

Phase 2: Advanced, Destination-Based Selling

  • Transition to “no-script script” sales

  • Focus on:

    • Selling with conviction

    • Advanced objection handling

    • Charging more with confidence

    • Increasing sales velocity (shorter pitch times)

  • Learned in part through boiler room drills and real-time feedback

✅ Focus: Fluidity, nuance, personalization

💡 Key Advice

  • You may feel like you suck when you first launch ads — that’s normal.

  • Like lifting weights, sales is about reps — you improve with practice.

  • Roleplay, use the boiler room, and work closely with your coach.

“First you’ll suck, then you’ll suck less, and eventually you’ll get good.” – Alex Hormozi

📌 Action Steps

  1. Watch this video module and the “Sales Overview” if you haven’t.

  2. Download the Sales Script and begin rehearsing with your team.

  3. Track closing rates by source (referrals vs. ads).

  4. Meet with your coach to assess when you’re ready to transition to Phase 2.

  5. Join Boiler Room sessions for live practice and drills.

📎 Related Resources

🔁 Keep Going

This is the foundation of scaling your gym's revenue engine. Keep showing up, track your progress, and don’t skip reps. See you in the next training.