Premium: Are Sales Calls Right for Your Fitness or Nutrition Product?

Is your selling method worth your time?

High-ticket products often need personal calls.

Low-ticket products usually don’t.

Your sales strategy needs to make sense for your product.

Expensive products can justify the time spent on sales calls.

Cheaper products like eguides might do better with automatic emails.

Fundamental sales mechanism

A sales call is an exercise designed to persuade people to buy your product.

During the call you should solve a small problem for free and reveal a larger problem that can only be solved by purchasing your product or service.

Think about that.

Solve a small problem for free and reveal a larger problem that can only be solved by purchasing your product or service.

Elite Coach Dan Lawrence demonstrates this perfectly.

Notice the link in bio.

Dan uses a strategy call as his sales mechanism.

You can’t buy his coaching without jumping on a call.

On this call, he solves a small problem for CEOs by creating a roadmap and highlighting how they can achieve their fitness goals.

This follows the most crucial business principle in 2024:

Give away information for free; charge for the implementation.

Everything about fat loss and performance optimisation is on Google, yet people still struggle to achieve their goals.

If you are a coach, you know the value of coaching is accountability and objectivity, not necessarily some secret knowledge or diet hack.

On this call, Dan offers personalised advice and insights, which prospects find valuable.

He builds out a roadmap to help visualise the process.

He has lots of elite clients.

High-ticket products

Dan Lawrence can offer strategy calls because he likely charges high-ticket, which is considerably more than £100 per month.

After all, his ideal clients are CEOs.

Indeed, another example of a high-ticket product is business software.

Lenushealth.com, who provide a business management platform for coaches, won’t allow you to buy their software without a sales call.

They don’t call it a sales call, they call it a “partnership”, to disguise the sales nature of the call.

It’s like Alex Hormozi referring to gym-launch as a licensing model, when in reality it’s just a course.

He refers to it as a licensing model to avoid the negative connotations associated with courses.

But it’s a course.

Low-ticket products

Sometimes a sales call may not be cost effective.

One example of a product that doesn’t make sense to run a sales call for is this done for you Canva template.

It’s £29.

It would take a coach over 20 hours to make themselves.

If their hourly rate is £20/h, it would cost them £400 in their own time to write and design.

This is why over 200 coaches have purchased it already. 

But you couldn’t profitably run sales calls for this product.

100 calls at 30 minutes per call, closing 10% would be 10 sales.

£290 generated in 50 hours of work.

£5.80 per hour.

Aldi is £11.40 and it’s guaranteed.

Instead, this product is placed on marketplaces like Etsy or marketed through newsletters like this.

The conversion rate is lower (~2.1%), but no sales calls are required.

Outwith the time spent to create the product, revenue generated is not tied to the founders time.

Heck, you could take our knowledge hub template, deck it out with your own content, and then sell it.

Download the template.

Coaching is a tricky one…

Financially it doesn’t make a lot of sense to run sales calls for many products.

Coaching often presents itself as a difficult one.

This is because some charge £100 per month and some coaches charge £500+ per month.

Let’s say you close at 10%, which is a very good closing rate.

If you book 100 calls at 30 minutes each, that’s 50 hours.

You close 10%, so you end up with 10 clients.

10 clients, 50 hours of work—that’s £1,000 per month in new revenue generated.

When you factor in the content creation, marketing, and actual coaching of these clients, the hourly rate may not even compare to a risk-free job in a supermarket.

In this instance, sales calls do not scale well.

Are there other ways to sell coaching?

No sales calls

A method taught by business mentors Propane Fitness is a no-call sales funnel.

They propose using email marketing sequences, which they term “14-day challenge”.

This is their unique sales mechanism.

A unique sales mechanism is a common business strategy popularised by Russell Brunson.

Their “14-day challenge” is nothing groundbreaking; it's just their spin on the traditional email marketing sequence, which they name a 14-day challenge to differentiate themselves in the market.

In this model, they get people into an email sequence that takes prospects through a structured process.

This email sequence converts at a smaller percentage but involves no calls and can run whilst you are asleep 24/7.

Although we have not been mentored by Propane Fitness or seen inside their program, their podcast is an incredible resource.

They also run through their model here.

Like many entrepreneurs, you can see the influence of Sam Ovens in their work.

They teach paid advertisements as one of the methods to fill the 14-day challenge with new people.

They believe that those who stick around the longest must learn paid ads.

Paid adverts

Social media platforms make money from adverts.

They want need you to use them.

But they require mental fortitude.

It takes a different breed of entrepreneur to hold their nerve watching advertising spend increase without making sales.

Unlike organic content, they work for you 24/7 and show your advert content to new eyeballs outside of your normal audience.

This is crucial for scaling.

Even Kim Kardashian runs ads.

You can run advertisements to a number of different sales mechanisms.

To name a few, you can run them to directly your product, to a lead magnet, to a video sales letter, or directly to a calendar appointment.

For example, The Fight Dietitian runs paid ads to their low-ticket product directly.

It’s hard to say if this is working (making profit).

Here are some potential scenarios:

1. Making enough sales to cover the ad spend.

2. Breaking even or losing money initially, but making a profit through upsells or back-end offers (e.g. coaching).

3. Losing money.

Scenario 1 is printing money. Rinse and repeat.

If you run advertisements you must know your numbers.

Here is a free video that explains how to diagnose issues with your adverts.

This is the level of detail you should track your ads with.

It’s a method that anyone could adopt, but not necessarily should adopt.

Propane Fitness themselves use sales calls to sell their high-ticket mentorship, but don’t advise you sell coaching to fitness clients using sales calls.

They propose:

Business to business → Sales calls

Direct to consumer → Email or community funnel

They ask the important question… When was the last time you bought something over the phone?

Each business deserves a unique approach.

Whether through strategy calls or a structured email sequence, the principles remain the same.

Providing value upfront builds trust and reveals the larger problems your coaching services can solve.

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