Journal Entry: Week 3 (My Pre-Call Ritual For Getting Coaching Clients)

I got my first 3 fitness coaching clients this week!

If you've been following along on this journey, you know that I'm documenting the process of building a fitness coaching business from scratch.

This week was exciting because it was the first week that I started doing free consults (or "strategy sessions") with potential clients.

In this journal entry, I'll break down everything that happened and I'll also share with you how I prep for my strategy sessions.

Check it out:

What happened this week:

Went through Week 3 of Bootcamp. I'm using the system I teach in Coaching Business Bootcamp (which I explain in this free training) to build my new fitness coaching business. Week 3 of Bootcamp is all about enrollment. This is where I dive deep into my 3C Sales System and teach people how to have conversations that convert potential clients into paying ones without being pushy.

Booked 5 more strategy sessions. Some of these came from following up with people who had requested a session but not scheduled one yet and others came from people sharing the Facebook/IG post or seeing it for the first time. This puts me at 21 strategy sessions scheduled so far (my goal is 30). I haven't posted the offer in any additional groups or emailed it to anyone at this point because my calendar is full up for the next couple of weeks.

Got 3 fitness coaching clients. What's cool is that my first two clients actually came from my first two strategy sessions - they paid upfront right there on the phone and we got started this week. Please keep in mind that I've done hundreds of these strategy sessions for my current business and so I was able to hit the ground running and get results quickly - if you're new to this method of enrollment, there is a learning curve involved. Watch this week's video to see how I prep for my calls:

What I learned this week:

Sales is largely a numbers game. You may have heard this phrase before, and it's cliche for a reason. The more strategy sessions you have each week, the more clients you're going to get. Yes, you have to make sure the people you talk to are qualified. Yes, you have to get good enough at enrollment to convert some percentage of those people. But at the end of the day, you just have to keep having conversations and let the chips fall where they may.

Here are my numbers from this week:

  • Strategy sessions so far this week: 9
  • Number of people I offered to work with: 6 (67% proposal rate)
  • Number of clients who signed up: 3 (50% conversion rate)

A couple of things to note:

First - I'm not offering my coaching to everyone I talk to. Part of having integrity as a business owner is listening to your gut about whether you're willing and able to help the person you're speaking with. I'm very discerning about who I choose to work with and you should be too.

Second - I'm going to be following up later today with one or two of the people who I already proposed to, so my conversation rate may end up being higher than 50%. Either way, I'm satisfied with it. Anything above 30% is a great conversion rate, assuming that you're charging enough money for your coaching.

I may have to raise my prices. If you project out my current numbers, you'll see that I would end up with about 10 coaching clients at the end of the 30 strategy sessions. Since I've decided to take on only 5 fitness coaching clients at a time, I'll either need to change that number, create a waitlist, or increase prices to control the demand. This is obviously a good spot to be in, but I haven't decided exactly what I want to do yet.

What I'll focus on next week:

Vacation. Next week I'm going to a wedding in California  and I've decided not to do any calls while I'm away. Part of me is conflicted about this and wants to keep momentum. But deep down I know that I need time to recharge before getting back into it. There will always be more work to do and you have to be disciplined about actually using the freedom that you create as an entrepreneur.

Greg Faxon

Greg Faxon, 2829 Connecticut Avenue NW (Apt 513), Washington, DC 20008, United States