SELLING THE STRENGTH EXPERIENCE.

By Steve “Coach Fury” Holiner

MFF's Godzilla Geek, Master DVRT, Original Strength Instructor and Senior RKC.

*This is the start of a new series of "FURY FOR COACHES" blogs aimed directly at helping fitness professionals. 

We are teachers. We are salespeople.

Teaching’s the rewarding sexy part. Selling is usually the stress and conflict inducing side of things. That feeling of sales anxiety is really based on our perception of sales and the act of “selling.” If you dread it, change your perspective and see if that helps.

I have a visual effects and advertising background. I learned to hate the notion of sales over the years. The main reason was that while I fully supported the companies I worked for, I could rarely back the products sold in the commercials we worked on. Those feelings of unease remained attached to my notion of selling until I learned to love what I do.

You see I love strength training, DVRT, Mark Fisher Fitness, the RKC and Original Strength. Most importantly, I love helping people. My grand victory in life would be to share those passions with as many people as possible. Did you read the key word there? SHARE. Getting people to register for courses is my way of having the ability to share what I love on a bigger scale than I can in classes, semi-private or personal training. I am a ripple. I can only train so many people in a day, week, month or year. On the other hand, if I can teach hundreds of other trainers and enthusiasts to do what I love, that ripple becomes a mighty tsunami of strength.

Sharing equals Selling. Selling equals Sharing.

Sharing is a significantly more positive concept to embrace. Yes, there will be a financial transaction. Think of the cost of a course (or your training) as a life necessity that enables you to continue sharing. We are experts in our field with limited time. The cost involved by someone buying our expertise is what makes all of this possible.

Now just what are we selling?

We’re selling an experience, based upon the systems we love and believe in. Please read that previous sentence again. If you don’t love and believe in what you teach, stop now. You’re still a fantastic human being but it’s time to reevaluate the path your on. Selling and teaching courses is a ton of work and a waste of time if you’re not fully invested in the material. Your bosses and the attendees will pick up on this.

Let’s talk about the course experience.

“The purpose of a pitch isn’t necessarily to move others immediately to adopt your idea. The purpose is to offer something so compelling that it begins a conversation, brings the other person in as a participant, and eventually arrives at an outcome that appeals to both of you.” –Daniel Pink. To Sell Is Human.

Pink’s approach to selling was a game changer for me. The best part of courses is the hands on participation. The attendee gets to learn and train directly in something that we already know they have an interest in. How far they take that interest will depend greatly on their experience at the course. The sharing/selling doesn’t stop at the point of registration. That is only the beginning. This is why it so necessary to believe in what you do. You must be authentic in how you represent the material. You must be authentic in how you represent yourself.

Please take Allan Jason Pasco for an example. Allan is a wonderful guy and software developer from New Jersey. He’s also a dedicated strength enthusiast. Allan took a DVRT Workshop with me over a year ago. That workshop was a small group and I was sure that each attendee got plenty of personal attention.

Through that, Allan and I stayed loosely in touch on Facebook. Based on his experience with me as the coach and respect earned at the course for Josh Henkin’s material, Allan registered for an RKC with us. This is completely different material but he trusted in Josh and I to deliver another great experience. When his RKC was over, Allan wanted more and he signed up for a DVRT Level 1 with me. This isn’t a brag about me, but an example of how delivering a memorable experience will surpass the content at the course. People will not leave a workshop remembering everything you taught them.

They will remember you.

A software developer from Jersey has spent thousands of dollars and several days of his time away from his family to learn with me. I find that incredibly humbling. That is the goal for all of us. We teach to grow the tribe. We sell to grow the tribe. We share to grow the tribe.

That is how we build our community.

Thanks for the read.

-Fury

Steve “Coach Fury” Holiner’s superhero headquarters is Mark Fisher Fitness in NYC. Fury’s a Senior RKC, a DVRT Master Chief, and an Original Strength Instructor. He is available for classes, semi-privates, instructor training and programming at MFF. Check out coachfury.com, facebook.com/coachfury Instagram@iamcoachfury and Twitter @coachfury for more info.