The Business Of Strength Podcast EP 223: The Plus-One Sales System: Turning Every Yes Into More Revenue
In this episode, Coach Joe breaks down a simple truth most gym owners forget: discounting doesn’t fix a sales problem—explaining value does. You’ll learn how to value stack your core offer (without lowering price), and how to “plus-one” your sales process so you stop leaving money on the table—using paid-in-full options, referrals at the point of sale, and a clear high-ticket pathway.
If you’re getting leads but struggling with conversions, this is your playbook to increase close rate, retention, and revenue—without becoming the cheapest gym in town.
Why discounting is dangerous: it trains prospects to wait and attracts price-shoppers instead of “lifers.”
What “value stacking” actually means: increase real + perceived value without touching price.
Easy value-stack adds that boost closes: onboarding roadmap, goal reviews, bi-weekly coach check-ins, accountability touchpoints, assessments/scans, priority scheduling, community/identity perks, and simple guarantees.
The math of discounting: even “just $50 off” becomes thousands lost per client over long retention.
Sell certainty, not sessions: clients aren’t buying workouts—they’re buying leadership, accountability, and results.
When discounts do make sense: calculated, intentional offers (member pre-sales, referrals, special groups, rare promos like Black Friday)—not permanent rate reductions.
Plus-one your sales process (the money multipliers):
Paid-in-full/VIP option presented as “removes friction + locks in results”
Ask for the referral at the point of sale (when belief and excitement are highest)
Introduce the high-ticket pathway early so premium options don’t feel like a surprise
Common sales mistakes to avoid: too many pricing options, discounting instead of explaining, treating it like a transaction (not mentorship), waiting too long to ask for referrals, and avoiding premium offers out of fear.
Action challenge: go 30 days without discounts, rewrite your value script, and build a simple SOP with a built-in plus-one step.
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