Turn your sales process into a system anyone can run.

“Selling is coaching. It's about understanding client goals and pain points. Confidence and clarity close more clients. Confusion costs them.”

Sherman Merricks · Gym Marketing Made Simple Podcast

1. Scripts · Script 1: First Touch SMS Within 5 min of web form 01

   Hey [First Name], this is [Coach] from [Gym]. Saw you reached out about getting started. I've got 10 min today at 2pm or 4:30pm to call you and chat through your goals. Which works better?

   Why this works

   • Names them. Names you. Acknowledges what they did. Offers two specific options instead of "when works for you" (which makes them think too hard).
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   Template 01: your ready-to-use copyHey [First Name], this is [Coach] from [Gym]. Saw you reached out about getting started. I've got 10 min today at 2pm or 4:30pm to call you and chat through your goals. Which works better?

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2. Scripts · Script 2: Discovery Call Open Coach · phone 02

   Hey [First Name], thanks for taking the time today. I want to ask you a few questions first so I can actually help, not just sell you something. Sound fair? Cool. What made today the day you reached out?

   Follow-up questions, in order: "How long has that been on your mind?" "What have you tried before?" "What worked? What didn't?" "Six months from now, this is solved. What's different about your day?"

   Why this works

   • Sherman's principle: "Lead with the right questions. The conversation should feel like coaching, not selling. Most owners flip this. They pitch first, then ask. The order matters."
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   Template 02: your ready-to-use copyHey [First Name], thanks for taking the time today. I want to ask you a few questions first so I can actually help, not just sell you something. Sound fair? Cool. What made today the day you reached out? Follow-up questions, in order: "How long has that been on your mind?" "What have you tried before?" "What worked? What didn't?" "Six months from now, this is solved. What's different about your day?"

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3. Scripts · Script 3: The Booking Close End of discovery 03

   Okay [First Name], based on what you just told me, I think we can absolutely help. Best way to figure out if we're a fit is for you to come in for a 30 minute consult. I've got Wednesday at 10am or Saturday at 9am. Which works?

   Why this works

   • What NOT to say: "Do you want to come in?" (Yes/no equals an easy no.) "When would you like to come in?" (Too open, they'll defer.) The two-option close pulls a decision without pressure.
   Make this template yours

   Template 03: your ready-to-use copyOkay [First Name], based on what you just told me, I think we can absolutely help. Best way to figure out if we're a fit is for you to come in for a 30 minute consult. I've got Wednesday at 10am or Saturday at 9am. Which works?

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4. Scripts · Script 4: The Confirmation Sequence 24 hrs and 2 hrs before consult 04

   24 hours before: "Hey [First Name], excited to meet you tomorrow at [time]. Wear something you can move in. We'll grab water when you arrive. Address: [link]. Reply YES to confirm or RESCHEDULE if you need a different time."

   2 hours before: "[First Name], 2 hours from now. I'll be wearing a [color] [Gym] shirt. See you at the front desk. Text me here if anything comes up."

   Make this template yours

   Template 04: your ready-to-use copy24 hours before: "Hey [First Name], excited to meet you tomorrow at [time]. Wear something you can move in. We'll grab water when you arrive. Address: [link]. Reply YES to confirm or RESCHEDULE if you need a different time." 2 hours before: "[First Name], 2 hours from now. I'll be wearing a [color] [Gym] shirt. See you at the front desk. Text me here if anything comes up."

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5. Scripts · Script 5: The Sales Promise Recite without looking 05

   Our gym exists to: ___. The person we serve is: ___. The transformation we deliver is: ___.

   Why this works

   • The test: every coach should be able to recite these three sentences without looking. If they can't, the sales process is built on sand. Drill these on day one of any new hire's training.
   Make this template yours

   Template 05: your ready-to-use copyOur gym exists to: ___. The person we serve is: ___. The transformation we deliver is: ___.

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6. Objection handlers · "I need to think about it" Objection handler 06

   Totally understand. When you go home tonight to think about it, what specifically are you going to be thinking about? [Listen. Almost always price, time, or self-doubt.]

   Why this works

   • Don't argue with "I need to think." Surface the real objection. "What are you thinking about?" forces them to name it. Then address the real thing.
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   Template 06: your ready-to-use copyTotally understand. When you go home tonight to think about it, what specifically are you going to be thinking about? [Listen. Almost always price, time, or self-doubt.]

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7. Objection handlers · "I need to talk to my spouse or partner" Objection handler 07

   Smart. When you bring it up to [spouse name] tonight, what do you think they'll be most concerned about? [Usually price or whether they'll actually use it.] Got it. Let me give you the three things that'll answer that concern so you're set up for a quick conversation, not a long one.

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   Template 07: your ready-to-use copySmart. When you bring it up to [spouse name] tonight, what do you think they'll be most concerned about? [Usually price or whether they'll actually use it.] Got it. Let me give you the three things that'll answer that concern so you're set up for a quick conversation, not a long one.

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8. Objection handlers · "It's too expensive" Objection handler 08

   I hear you. Help me understand. Is it too expensive compared to other gyms, or too expensive for your budget right now? [Two very different problems.] [If gym comparison] Got it. Other gyms charge less because they sell different stuff. Let me show you what's actually different here. [If budget] Totally fair. Let's talk about what fits.

   Why this works

   • Avoid the trap: don't drop the price immediately. Sherman's principle: "Three clients paying $1,000 a month beats nine paying $133." Discount equals devaluation. Use sparingly. See Discount authority levels below.
   Make this template yours

   Template 08: your ready-to-use copyI hear you. Help me understand. Is it too expensive compared to other gyms, or too expensive for your budget right now? [Two very different problems.] [If gym comparison] Got it. Other gyms charge less because they sell different stuff. Let me show you what's actually different here. [If budget] Totally fair. Let's talk about what fits.

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9. Objection handlers · "I'm too out of shape to start" Objection handler 09

   That's literally the reason to start. Every single person in our gym was where you are at some point. I want to introduce you to [Member Name] who walked in 12 months ago saying that exact same thing. Now she coaches new members. The first 30 days are designed for exactly where you are.

   Make this template yours

   Template 09: your ready-to-use copyThat's literally the reason to start. Every single person in our gym was where you are at some point. I want to introduce you to [Member Name] who walked in 12 months ago saying that exact same thing. Now she coaches new members. The first 30 days are designed for exactly where you are.

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10. Objection handlers · "I want to try it first" Objection handler 10

    Makes total sense. Here's what we do instead of a free trial: a paid intro consultation where you actually train one-on-one with a coach for 30 minutes. You feel exactly what a session is like, get a real workout, and know if we're the right fit. It's $97 and it applies to your membership if you join. Want me to book that?

    Why this works

    • Why paid intro beats free trial (Sherman): "Gyms that abandon free trials see higher-quality leads and stronger revenue growth. Free trials attract uncommitted individuals who devalue the service."
    Make this template yours

    Template 10: your ready-to-use copyMakes total sense. Here's what we do instead of a free trial: a paid intro consultation where you actually train one-on-one with a coach for 30 minutes. You feel exactly what a session is like, get a real workout, and know if we're the right fit. It's $97 and it applies to your membership if you join. Want me to book that?

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11. The system · Why LASSO does not run free trials Foundation 11

    Free classes attract uncommitted individuals who devalue the service. Coaches spend time working for free with little return. A 15 to 30 minute structured consultation focused on client goals positions the gym as the expert and attracts higher-quality leads.

    Replace any free trial with a paid intro consultation or a low-ticket paid intro program (example: $97 for a 2-week intro). Paying anything filters out tire kickers and starts the relationship in a position of value, not desperation.

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    Template 11: your ready-to-use copyFree classes attract uncommitted individuals who devalue the service. Coaches spend time working for free with little return. A 15 to 30 minute structured consultation focused on client goals positions the gym as the expert and attracts higher-quality leads. Replace any free trial with a paid intro consultation or a low-ticket paid intro program (example: $97 for a 2-week intro). Paying anything filters out tire kickers and starts the relationship in a position of value, not desperation.

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12. The system · Lead response standards First response time by source 12

    Web form: under 5 min, SMS then call. Phone call: under 30 sec, live pickup. Walk-in: under 60 sec, in person. Instagram DM: under 15 min, DM reply then ask for phone. Referral: same day, owner direct call. Facebook lead form: under 5 min, SMS then call.

    Make this template yours

    Template 12: your ready-to-use copyWeb form: under 5 min, SMS then call. Phone call: under 30 sec, live pickup. Walk-in: under 60 sec, in person. Instagram DM: under 15 min, DM reply then ask for phone. Referral: same day, owner direct call. Facebook lead form: under 5 min, SMS then call.

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13. The system · Discount authority levels Who can offer what 13

    Coach / Sales Rep: $0 off list price, no discounting — must escalate any discount request. Sales Manager: up to $20/month off OR waive the enrollment fee (one, not both) — escalate anything greater or both concessions. Owner: up to 15% off, or 30-day grace, or scholarship — escalate anything beyond 15% (rare).

    Why this works

    • The principle: coaches who can discount, discount. Coaches who can't, get better at value. Authority placed too low erodes price integrity. Authority placed too high frustrates leads. The middle layer protects both.
    Make this template yours

    Template 13: your ready-to-use copyCoach / Sales Rep: $0 off list price, no discounting — must escalate any discount request. Sales Manager: up to $20/month off OR waive the enrollment fee (one, not both) — escalate anything greater or both concessions. Owner: up to 15% off, or 30-day grace, or scholarship — escalate anything beyond 15% (rare).

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14. The system · Lead routing decision tree If / then 14

    Referral from an existing member: owner calls personally within 24 hours — referrals close at 2-3x the rate of cold leads. Don't outsource them. Paid ad, web form or Instagram DM: assigned coach responds within 5 min via SMS, follows Script 1. "Thinking about it" 14+ days with no response: drops into long-term nurture, pulled every 60 days with a value-add (event invite, new program launch), no more "just checking in" texts. Doesn't qualify: honest disqualification — "Based on what you told me, I don't think we're the right fit. Here's where I'd point you instead." Builds trust. Generates referrals later.

    Make this template yours

    Template 14: your ready-to-use copyReferral from an existing member: owner calls personally within 24 hours — referrals close at 2-3x the rate of cold leads. Don't outsource them. Paid ad, web form or Instagram DM: assigned coach responds within 5 min via SMS, follows Script 1. "Thinking about it" 14+ days with no response: drops into long-term nurture, pulled every 60 days with a value-add (event invite, new program launch), no more "just checking in" texts. Doesn't qualify: honest disqualification — "Based on what you told me, I don't think we're the right fit. Here's where I'd point you instead." Builds trust. Generates referrals later.

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15. The system · The cancellation save script Before anything is finalized 15

    Hey [First Name], saw your cancel request and wanted to call before anything was finalized. Can I ask what's going on? [Listen. Three categories: life event, dissatisfaction, financial.]

    Life event (move, baby, injury): offer 30 to 90 day hold, not cancel. Keep them in the system. Dissatisfaction (programming, coach fit): owner conversation, address specifically, try a different class or coach, re-evaluate in 30 days. Financial (lost job, tight month): hold or offer down-tier membership for 90 days — better to keep them at half-revenue than lose them entirely.

    Make this template yours

    Template 15: your ready-to-use copyHey [First Name], saw your cancel request and wanted to call before anything was finalized. Can I ask what's going on? [Listen. Three categories: life event, dissatisfaction, financial.] Life event (move, baby, injury): offer 30 to 90 day hold, not cancel. Keep them in the system. Dissatisfaction (programming, coach fit): owner conversation, address specifically, try a different class or coach, re-evaluate in 30 days. Financial (lost job, tight month): hold or offer down-tier membership for 90 days — better to keep them at half-revenue than lose them entirely.

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16. Hiring & growth · The 5-question hiring filter Before extending an offer 16

    1. What's the highest-stakes sale you've ever closed, and what did you do differently? 2. Walk me through how you'd handle "I need to think about it." 3. Tell me about a time you talked someone out of buying. What happened? 4. If a lead doesn't show, what's your next move, specifically? 5. What's the difference between selling fitness and selling fear?

    Why this works

    • Sherman: "Identify the coaches on your team who genuinely enjoy sales conversations. Letting uninterested coaches handle sales weakens conversions every single time."
    Make this template yours

    Template 16: your ready-to-use copy1. What's the highest-stakes sale you've ever closed, and what did you do differently? 2. Walk me through how you'd handle "I need to think about it." 3. Tell me about a time you talked someone out of buying. What happened? 4. If a lead doesn't show, what's your next move, specifically? 5. What's the difference between selling fitness and selling fear?

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17. Hiring & growth · 30-60-90 day targets Pass / fail 17

    First 30 days: memorized 5 scripts, shadowed 20+ consults, closed first 3 alone, filling out the Floor Scorecard for every consult. First 60 days: hitting 60% close rate, owns weekly review, 10 documented role-plays with the team. First 90 days: hitting 70%+ close rate, trained the next coach, owns the 14-Day Follow-Up sequence end to end.

    Make this template yours

    Template 17: your ready-to-use copyFirst 30 days: memorized 5 scripts, shadowed 20+ consults, closed first 3 alone, filling out the Floor Scorecard for every consult. First 60 days: hitting 60% close rate, owns weekly review, 10 documented role-plays with the team. First 90 days: hitting 70%+ close rate, trained the next coach, owns the 14-Day Follow-Up sequence end to end.

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18. Hiring & growth · The weekly sales huddle 15 min, every Friday 18

    Review the week's numbers: leads, consults, closes, close rate, average member value. Walk through 1 win and 1 miss from a real consult (use the Floor Scorecard). Run 1 live role-play (5 min) using a Persona Pack scenario. Set the 1 specific skill each coach will practice next week.

    Why this works

    • The honest truth: most gym owners hire a closer too early. Don't hire until you've personally hit 70%+ close rate for 3 consecutive months. You can't teach what you haven't done.
    Make this template yours

    Template 18: your ready-to-use copyReview the week's numbers: leads, consults, closes, close rate, average member value. Walk through 1 win and 1 miss from a real consult (use the Floor Scorecard). Run 1 live role-play (5 min) using a Persona Pack scenario. Set the 1 specific skill each coach will practice next week.

    Replace placeholders and verify every price, offer and factual claim before publishing. Edits stay on this page until you leave; copy or download your work to keep it.

Sales SOP + Playbook, The Full Gym, Chapter 18.