Key takeaways
- Speed to lead is the single biggest conversion lever
- Use one repeatable trial-to-member script
- Measure show rate and close rate separately
Diagnose before you pitch
The first half of the trial conversation is questions only. Goals, past attempts, what 'success' looks like in 90 days. You're a coach, not a closer.
Frame the offer around the outcome
Map the gym's program directly onto the prospect's goal. 'Here's how the first 4 weeks look for someone trying to lose 6kg.' Concrete beats clever every time.
Close on commitment, not price
Ask: 'Are you ready to commit to 3 sessions a week for 90 days?' Once they say yes, the membership decision becomes a formality.