Closer sales script

CLOSER Sales Script

Run the booked intro consult as a structured conversation that ends in a paid membership: understand the prospect, show them the outcome, present price once desire exists, then lock the next step.

Workflow

Run the six stages strictly in order, inside a 30-45 minute consult - long enough to build real desire, short enough that the decision happens in the room. Do not present price until Clarify, Label, Overview, and Sell are done - price before desire kills the sale.

1. Clarify why they came. Open warm, then get the goal and the why behind it. Ask: "What made you book today?", "What do you want to change in the next few months?", "Why now - what's different about this moment?" Write down their exact words; you reuse them in every later stage. The prospect should be doing most of the talking here - if you are speaking more than about a third of the time in the first three stages, you are pitching, not clarifying.

2. Label the problem in their words. Reflect it back until they confirm it: "So the real issue is [their words], is that right?" Get an explicit yes. Reflect their words; do not tell them what their problem is.

3. Overview past attempts and their cost. Surface why the old way failed and what staying the same costs: "What have you tried? How did it go? What has that cost you - not just money, but how you feel?" This builds urgency; never use it to shame.

4. Sell the vacation, not the plane flight. Sell the outcome and new life first, then attach the program to it: "Picture six weeks from now: [their dream outcome in their words]. Here's how we get you there - a coach who programs for you, a done-for-you plan, a small group that keeps you showing up, check-ins to catch problems early." Describe the destination, then the vehicle; keep features brief and tied to the outcome.

5. Explain - present price, then go silent. Anchor the stacked value, then state the price plainly and with confidence, then stop. "The 6-week challenge is [price] and includes [stack]. If you do the work and don't get [result], we keep coaching you free." Then say nothing - hold the silence for as long as it takes, even a full 10+ seconds; the next person to speak loses ground. When an objection comes (money, time, spouse, "let me think about it"), hand off to objection-handling-and-speed-to-lead. Offer a payment plan before a discount: split the price, never cut it.

6. Reinforce the moment they say yes. Confirm the decision and kill buyer's remorse: "You made the right call - people who start with a coach get there far faster." Lock the next step on the spot: collect payment, book session one, send the plan, grant group access. Momentum prevents cancellations. If they leave without paying, treat it as a no with homework - follow up within 24 hours or the close rate on that lead collapses.

Transitions that hold the structure

• Clarify to Label: "Let me make sure I have this right."
• Overview to Sell: "Here's the good news - this is fixable, and here's how."
• Sell to price: "Let me show you exactly what that looks like and what it costs."
• After yes: "Perfect. Let's get you started right now."

Know your numbers

Track close rate per coach per month. A well-run consult process closes 40-60% of shows; below 30% sustained means the script is being skipped or the leads are wrong - review recorded consults against the tracker before touching the offer. Same-day closes stick; "think about it" prospects who leave the building close at a fraction of the in-room rate, which is why Reinforce ends with payment collected, not a promise.

Quality bar

• Price is never stated before the prospect has named their problem (Label, with a yes) and wants the outcome (Sell).
• Every stage uses the prospect's own words captured in Clarify, not generic copy.
• After the price, you stay silent until the prospect speaks.
• Every consult ends with a logged outcome; every "yes" ends with payment collected and session one booked before the prospect leaves.
• Close rate is tracked per coach, with sub-30% months triggering a consult-recording review.

Do NOT

• Do not pitch features, plans, or price during Clarify, Label, or Overview.
• Do not list sessions, macros, or programming as the product - sell the life, then connect the program.
• Do not fill the silence after the price, justify the number unprompted, or apologize for it.
• Do not discount at the first hesitation; offer a payment plan instead.
• Do not end at "yes" without booking session one and collecting payment.
• Do not use Overview to shame the prospect for past failures.

Deliverable

Produce a consult-ready sales kit containing:

1. The word-for-word script (consult-script template below) with every [FILL] resolved for this gym - name, timeframe, price, stack, and guarantee line pulled from gym-pricing-and-guarantees - and the objection branch points marked.
2. The question bank (discovery-questions template) trimmed to the questions this gym's coaches will actually use per stage.
3. The consult tracker (consult-tracker template) ready to run live on every consult, plus the tracking habit: log every outcome and review close rate monthly per coach.

Template: consult-script

Word-for-word intro consult with branch points. Replace FILL fields with the gym's specifics; pull the price and guarantee line from gym-pricing-and-guarantees.

GYM INTRO CONSULT - [FILL: gym name]

CLARIFY
  "Great to meet you. What made you book today?"
  -> [listen, note exact words]
  "What do you want to be different in [FILL: 6-12 weeks]? Why now?"

LABEL
  "So the real issue is [their words]. Did I get that right?"
  -> If yes, continue. If not: "Tell me more so I get it exactly."

OVERVIEW
  "What have you tried before? How did it go? What has it cost you?"
  -> [let them feel the gap]

SELL THE VACATION
  "Six weeks from now: [their dream outcome]. Here's how we get you there:
   [coach, done-for-you plan, small group, check-ins], each one removing a
   reason it didn't work before."

PRESENT (Explain)
  "The 6-week challenge is $[FILL] and includes [stack]. [Guarantee line]."
  -> [STOP TALKING. Wait for them to speak.]
  BRANCH price objection  -> objection-handling-and-speed-to-lead: money
  BRANCH time objection   -> objection-handling-and-speed-to-lead: time
  BRANCH spouse objection -> objection-handling-and-speed-to-lead: spouse
  BRANCH "think about it" -> objection-handling-and-speed-to-lead: think about it
  BRANCH yes              -> REINFORCE

REINFORCE
  "You made the right call. Let's book your first session and send your plan now."
  -> [collect payment, book session 1, grant group access]

Template: discovery-questions

Question bank by CLOSER stage. Pull what fits each prospect.

CLARIFY
  - What made you book today?
  - What do you want to change in the next few months?
  - Why now? What's different about this moment?
  - If we nail this, what does success look like to you?

LABEL
  - So the real issue is ___, is that right?
  - It sounds like the thing in the way is ___?

OVERVIEW
  - What have you tried before?
  - What worked, what didn't, and why?
  - What has staying the same cost you?
  - How do you feel about it day to day?

SELL
  - When you picture this solved, what changes first?
  - Who in your life does this affect?

EXPLAIN
  - What questions do you have about how it works?
  - On a scale of 1 to 10, how ready are you to start? (then: what would make it a 10?)

REINFORCE
  - What's the first thing you'll do once you start?
  - Best day and time for your first session?

Template: consult-tracker

Per-consult checklist to run live and review after.

CONSULT TRACKER - Prospect: [FILL]   Date: [FILL]   Coach: [FILL]
  [ ] Clarified goal and why-now (noted their exact words)
  [ ] Labeled the problem, got a yes
  [ ] Overviewed past attempts and the cost
  [ ] Sold the outcome before features
  [ ] Presented price, then stayed silent
  [ ] Handled objections (which: ____)
  [ ] Outcome: joined / follow-up / lost
  [ ] If joined: session 1 booked, payment collected, group access given
  Notes / what to improve next time: [FILL]