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💼 Using the “Two Questions” Framework to Close More Sales

This guide introduces a simple but powerful framework from the Gym Lords sales training that helps sales staff move from surface-level conversations to emotionally resonant discussions that drive conversions. It complements the training video: "Two Questions to Close More Sales" and should be used alongside the Closer Framework and your Sales Script.

 

🎯 Objective

Equip gym owners and sales staff with two specific, high-impact questions that accelerate the sales conversation by:

  • Uncovering the deeper emotional pain behind a prospect’s surface-level goals

  • Creating urgency and clarity that makes your offer significantly more valuable

  • Ensuring level 3 (identity-based) conversations happen before pitching the program

🧠 Key Concepts

1. The Three Levels of Sales Conversations

Level Description Common Examples
Level 1: Surface Basic goals or general desires “I want to lose 20 lbs.”
Level 2: Reason Emotional reason behind the goal “I don’t feel confident or energetic.”
Level 3: Identity Deep, personal impact and fear “I’m scared of losing myself or needing medication.”
 

🚨 Do not pitch until you’ve reached Level 3.

âť“ The Two Power Questions to Ask

Once a prospect shares their surface-level goal (e.g., weight loss), ask these in sequence:

Question 1:

🟡 "What's the reason for that?"
This moves the conversation from Level 1 âžť Level 2.

Example:
“I want to lose 20 lbs.”
→ “Got it. What’s the reason for that?”

Question 2:

🟡 "How is that really showing up for you in your life right now?"
(or: “What’s not happening because of where you’re at right now?”)
This drives the conversation from Level 2 âžť Level 3.

Example:
“Because my clothes don’t fit.”
→ “Got it — but how is that really showing up in your life day to day?”

đź’¬ Tips for Success

  • Listen deeply — your job is to uncover the real pain.

  • Guide with empathy, not pressure.

  • Don’t rush the pitch. Stay in the pain until it’s fully surfaced.

  • Use phrases like “Tell me more about that” to keep the conversation going.

🧩 When to Use This

âś… During sales consultations (after rapport and initial goal setting)
âś… Before you present any pricing or program details
âś… When a prospect gives vague or surface-level goals

đź›  Tools to Pair With This

  • Sales Script Template

  • Closer Framework

  • Objection Killers Sheet

  • Offer Presentation Help Doc

  • Identity Gap Worksheet (optional)

🎥 Video Reference

Training Title: Two Questions to Close More Sales
Timestamp: 0:00–6:56
Location: Sales Training Module – School Platform