Ultimate

Sales Script

@ADAMHAYLEY1 |
#OTE

Cover
 Contents CLICK TO SCROLL

The Mindset 1-5

The Medium 6

The Script 17-19

The Objections 20-21

The Snapshot 22
Contents
 One

The Mindset
You already know that social proof (before /
after photos, testimonials etc) work really
well across social media.

You can perfect all the other elements:

 Marketing
 Retention strategies
 Touch points
 Etc
But if you can’t close a sale – it won’t be long before you find
yourself winding things down and returning back to full
time employment.
And that’s something I don’t want to see.
The fact that you’re taking the time to read this shows me
that you understand the above, and that you’re taking your
business seriously.
Of course, the outcome of this guide is that you’re going to
have a fool-proof plan of action that is going to give you
confidence going into every sales call from now on. And this
isn’t some gimmick, when you read what to do and why I’m
recommending each step – it’ll all fall into place.

@ADAMHAYLEY1 | #OTE 1
…just like it did for these
three students
Two

ONE TWO THREE

@ADAMHAYLEY1 | #OTE 2
Before we get into what to do though, it’s worth covering
mindset very quickly.
You see, most people loathe sales.
Three
I know I did.
But the truth is, until your business really starts scaling and
turning over large amounts of cash, you and only you are
going to be the one responsible for closing new clients.
Large corporations can afford to have a ‘sales team’ – with
smooth talking extroverts that have natural skill (and
financial incentive) for what they do.
Unfortunately, until you’re able to outsource this key area,
you’re going to have to become comfortable with making
sales. And it all starts with your perception of selling:

Selling isn’t bad.

And money isn’t
the root of all evil.

3
We’ll come back to money another time; but in short it
should be viewed as a vehicle to increased freedom. Socially,
financially, becoming stress-free, new experiences, the ability Four
to travel and so on. For those with an abundance mindset, it
can even be a vehicle to help others.

Onto the ‘selling isn’t bad’ part.

I used to have the stereotypical mindset of a trainer. “I just
want to help people”.
And that’s great. It really is.
So many get into the fitness industry as a fall-back. They
didn’t know what else to do. They were promised they could
pick their own hours and everything else that the course
providers filled their head with.
The problem? These trainers don’t last, they’re not doing it
for the right reasons. They resent the hard work. They’re not
fussed about their clients results. They just want to make a
quick buck, as easily as possible.
Not you.
You’re different.
You’ve got the passion behind you. The desire to help impact
as many people as possible.
But your fear of selling is holding you back.
In fact, it’s not just holding you back – it’s holding your
potential clients back.
And this next bit, is where I really hope you have an
epiphany.

@ADAMHAYLEY1 | #OTE 4
If you know that you can you provide an amazing service to Five
your clients, and that you can truly get them results: You are
doing them a dis-service by not selling to them.
Not wanting to be too pushy on the sales call.
Not wanting to sound needy by following up.
Sound familiar? I thought so.
I was exactly the same until I was told the above.
Make no mistake here. If you don’t sell to them – somebody
else absolutely will. And that person probably isn’t going be
half as qualified as you, half as experienced as you and more
importantly they’re not going to be half as passionate as you.
You need to understand that there is absolutely nothing
wrong with being paid for your knowledge, skillset and
experience.
Surprisingly, the act of charging someone the rate that you
deem you deserve may even increase the odds of them
getting a result. They now have ‘skin in the game’.

They’re invested. And they’re

invested in you.

@ADAMHAYLEY1 | #OTE 5
 Six

The Medium
In my experience:
It’s easiest to say no to a sale over email/DM.
Harder over the phone. (Vocal tonality).
Hardest in person. (Vocal tonality, body language and eye
contact).
What this means is that I would try and either get in front of
a sale in person, or more likely for online coaching, get them
on the phone at the very minimum.
Zoom/Skype video conferencing works really well too.

Whatever it is, you want to try

and be speaking to them in
real time.

@ADAMHAYLEY1 | #OTE 6
The Script
Seven

OK, this is essentially what you’ve downloaded this guide for.

Over the next few pages I’m going to talk you through each
step of how I’d recommend you run a sales consult;
including why each part works.
At the end of this guide, I’m going to give you an overview of
it on one page.
What I want you to do with that is screen shot it. Keep a
copy of it on your phone and email a copy of it to your
laptop.
Keep it open during your first 5-10 consult calls, until it feels
natural/fluid.

Don’t overlook this part. It’ll stop

you getting tongue tied – trust
me.

@ADAMHAYLEY1 | #OTE 7
 Eight

Fast
Rapport.
01
This part sort of goes without saying.
Nobody is going to part with money for your services if they don’t like
you/can’t relate to you.
We know this.
So it’s crucial to try and build some common ground right off the bat.
However, don’t fall into the trap of letting this drag on. It literally needs to
take 3-5min TOPS. And then on with the phone call; it needs to be clear
that you’re on the phone for a reason.

@ADAMHAYLEY1 | #OTE 8
 Nine

Map out
the call.
02
Possibly the most crucial element of the call. This was a complete game
changer for me once I’d started implementing this a couple years back.
You see, it’s easy for the rapport building part to get out of control, and
before you know it – the prospect is leading you. Often, once calls go this
way, you’ve lost the authoritative status you went into the call with.
Instead, once the rapport building has run its course, you frame how the
call is going to go. You tell them what their role in the call is, how you’ll help
and then you let them know you’re going to pitch to them. This way, it
comes as no surprise.
An example of how this might go is:

“ OK, let’s run this call like this. Why don’t you talk me through where
you’re at now with your training, your nutrition, how happy you are
with your figure/physique. Then talk me through where you want to
be. What’s working for you? What isn’t working for you?
“
From there, we can brainstorm some solutions together. I’ll then run
you through how my coaching works – and we’ll see if you’d be a good
fit for it.

It’s as simple as that.

But the effect it has on the outcome of the call is huge.

@ADAMHAYLEY1 | #OTE 9
 Ten

You have now:

Taken control of the call

Mapped the call out

Shown that you’re interested in their backstory

02
Already told them they’re about to be pitched to

More importantly, you’re making it clear that you are pre-qualifying

them (by seeing if they’d be a good fit) – who doesn’t want to be a
good fit?!

Problem
>Solution
Another part that most don’t consider.
03
When you run a sales call/consult right now, what do you do?
My guess is that you tell the client that they get a bespoke program,
custom diet plan, support.. Yawn.
You and every other trainer. They’ve heard it all it before.
What they really want to know is: Why are you the person that they should
invest into?

@ADAMHAYLEY1 | #OTE 10
 Eleven

The big bang/God/whoever/whatever created us,

gave us two ears and one mouth for a reason.
To listen more than we speak.
03
So, map out the call and then let them talk you through where they’d like
to get to and what’s holding them back. These are their problems.
While they’re talking, don’t just zone out. Pay attention. Listen. And listen
particularly hard for their pain points. Take a mental note of them.
Don’t interrupt early. Only when they’ve finished should you start to
provide genuine solutions. (Hence the problem > solution).
By showing that you care and giving them the opportunity to talk you
through everything – they should have pretty much sold themselves into
needing coaching. All you have to do is convince them that you’re the right
coach for them.
And to do so, you just give them free, genuine advice. You don’t hold
anything back. Remember their biggest pain points, and touch upon those.
This is ‘leading with a giving hand’ or giving ‘results in advance’. Whatever
you like to call it, it goes a long way.
Most trainers have a scarcity mindset and think that by giving away their
knowledge for free, that the person won’t sign up. But often times, the
opposite happens.

@ADAMHAYLEY1 | #OTE 11
 Twelve

The prospect usually winds up thinking:

“ 03
“ Wow. If this guy/girl already knows all of this.. What else can they
teach me?!

On top of this, knowledge without application is useless. You could tell

them the exact amount of protein, carbohydrate and fat that they need to
the gram. But if they don’t know how to track food, or even which foods
contain protein and which contain carbs – then they know they still need
you.
So, stop being protective of your ‘knowledge bombs’. It’s 2019 as of writing
this and most people are pretty efficient at using google nowadays. It’s not
the knowledge they’re truly after. It’s the application, the accountability,
the coaching.

As well as the fact that you care.

@ADAMHAYLEY1 | #OTE 12
 04
Thirteen

Social
Proof.
You already know that social proof by means of before/after photos,
testimonials etc work really well across social media.
But it also works just as well when you can bring it to live calls.
Bringing up a ‘problem’ that the prospect mentioned, giving a solution to
that problem and then following it up by referencing a previous client that
you helped with the exact same issue.
Example:

“ Don’t worry. Over-eating at the weekends is surprisingly common. I

know it’s the key thing holding you back at the moment – but you’re
not the only one. And there are ways around it.
My client John used to do the exact same thing as you. As soon as we

11
“
created a slightly larger deficit through the week and implemented a
small fasting window at the weekends – he started dropping body fat
really quickly!
11
What then works really well is following up after the call with a simple
11
message along the lines of:

“
11 Was great talking to you just now! While I remember, I thought I’d
quickly send over the clients’ photo that I referenced on the call so
“
11 that you can see how well the small changes that we made worked.
11
11
11 @ADAMHAYLEY1 | #OTE 13
11
11
 Fourteen

Pitch. 05
You’ve now earned the right to pitch to them.
Don’t suddenly go all weak kneed.
You’ve built rapport with them. They know the pitch is coming. You’ve
actively helped them and provided them with genuine solutions. You’ve
demonstrated that you’ve helped somebody in the exact same position of
pain that they’re coming from.
You’re the coach that’s going to take them from A to B the fastest. It’s a no-
brainer.
The segue is simple:

“ I have to say, with everything we’ve just discussed about your current
position, your goals and what not – I think we’re on the same
“
wavelength here. I’m confident that you’d be a really good fit for my
online coaching program.
Do you want me to run you through how it works?

If you’ve ticked all of the above steps off, you have a guaranteed “YES”.

And from there? You just discuss how you deliver your coaching. I can’t
give a script here as each person reading this PDF will have a different
way of how they do things.

@ADAMHAYLEY1 | #OTE 8
1
4
 Fifteen

I just have two pieces of advice:

05
01: Don’t try and oversell it. You’ve done the hard work. Keep this simple.
02: Don’t get carried away listing lots of ‘features’, instead relate them to
the ‘benefits’

Features
Custom diet plan, bespoke coaching, access to private FB group,
supplement recommendations etc

Benefits
Feeling body confident again, dropping body fat, adding muscle tissue,
improving health markers etc

In a nutshell features are what you give the client. Benefits are the
outcome the client receives.
As trainers, we get wrapped up in the features. When all the client really
cares about is the outcome.
Whether you deliver their meal plan to them via a £15,000 custom
designed app that you’ve had built – or via a handwritten note sent by
carrier pigeon – they just need to know that you will get them the result
that they’re after.
Once they’re sure of that, the flashy features are a bonus.

@ADAMHAYLEY1 | #OTE 8
15
 05
Sixteen

An easy visual analogy of this:

1
Price.
And here we go.
The pièce de résistance.
06
1
Or perhaps I should say: The final hurdle that you don’t want to f**k up.

@ADAMHAYLEY1 | #OTE 16
 06
111Seventeen
I’ll level with you here. It’s easy for me to write this
now. But in truth, this was the one part for years
that I screwed up on.
And I’ll bet it’s one of your worst parts of a sales consult.
The bit you dread; that makes your palms go sweaty.
Telling the client your price.
However, it’s really not that big a deal. And for one last time, I need you to
just trust me on this.
Trying to tell them the price in a tempo twice as fast, or two octaves higher
does not make it any more appealing to them.
In fact, it tells them you’re unconfident.
You were doing so well, but you’re now subconsciously telling them that
you’re not worthy of your own rates. Let’s keep it real, if someone isn’t
confident in their own product? That’s a red flag for anyone.
So before you enter this part of the sales process, mentally check
yourself:

“Are the results and service I give worth xx per

month?”
If you can genuinely answer yes to that, then just tell them the price in the
exact same manner that the rest of the conversation has been in.
You took control of the call, remember? You’ve rapport and authority.
You’ve provided them with solutions and social proof. They’re a good fit for
your coaching services and at this point you both know that if they work
with you, they will get to where they want to be.
Again, I can’t give you an exact script as you’ll be charging a different rate
to the next person reading this. You may do recurring monthly payments,
while someone else does 3 & 6 month packages and so on.
Whatever rate/package you have, you simply tell that to them –
confidently.

@ADAMHAYLEY1 | #OTE 17
 07
Eighteen

Silence.
Once you’ve told them the price – guess what you do next?

You STFU.
Yes, I really wrote that.
I needed to write it bluntly so that you sit up and take notice of it.
The absolute worst thing you can do once you’ve told somebody your price
– is to keep talking. Trying to justify it.
Don’t.
Stop it.
Tell them your price, and go silent.
I know the film is a little out there, but Leonardo DeCaprio in The Wolf of
“
Wall Street sums it up perfectly with this one sentence:

“ You wait. And whoever speaks first – loses.

I don’t know what it is about going silent and letting the prospect break
the silence, but 9 times out 10 when doing so – they end up talking
themselves into the sale.

@ADAMHAYLEY1 | #OTE 18
 1. Nineteen

You’ll tell them the price and it quite

often goes like this:
You: …
Them: …
07
You: …
Them: Erm
You: …
Them: Ahh, erm
You: …
Them: Right, OK, so how do we set this up?
It’s like magic. That doesn’t mean it’s easy though.
It’s human instinct to want to kill silence. So of course, you’ll want to
interject and fill it with a justification. Don’t.
Just wait it out, however long it may be. Let them mull it over. Let them
erm and ahh.
Your job is done. You just need them to confirm it, and then run them
through how they sign up.
And that’s it. Those 7 steps, when ticked off one-by-one will completely
transform your closing rate. Don’t try and tweak it or change it. Just run
through it step by step, and you’ll feel 10x more confident each call that
you do.
But, circling back to the beginning – you have to change your mindset
about sales first.
Once you genuinely believe that sales aren’t bad, and that you’re worth
every penny you charge, you’ll be able to sell with true conviction. And it’ll
sit well with you morally, it won’t feel shady.

@ADAMHAYLEY1 | #OTE 8
19
The Objections
2. Six

While the above sales script is really effective, naturally you

will have the small percentage of people that come up with
objections. This isn’t a bad thing, you just need to learn how
to help them overcome the objections.
The most common one is the classic:
“
“ OK great, I’ll go away and think about it.
“
To which most trainers will say:

“ Not a problem!

When instead, this one simple question when asked

politely can completely crush that objection. It’s not rude,
it’s not pushy and it’s super effective:

“
“ No worries, but before you go, would you mind if I
“
asked what it is that you still need to think about? If there’s
anything that I haven’t covered, I’m more than happy to go
through it while we’re still on the phone?

Usually the ‘I need to think about it’ line Is just a default

response to being sold to. By just questioning it – logically
and politely – can have the person do a completely 180.
I’ve had it where a guy has then replied back saying:
“
“ Actually, I don’t even know why I said that. I’m going
for it – what are the next steps?

@ADAMHAYLEY1 | #OTE 20
Nothing ground breaking here,
right?
3. Six
“
There are other common objections that you’ll have no

“
doubt come across before:
I need to ask my husband/wife
“
“ I can’t afford that right now
“
“
I don’t know if I’ve got enough free time to commit
currently

And others.

This guide would start to get a little lengthy if I covered

every possible scenario, but rest assured I go through each
of them on the business lectures within the Online Trainer
Education.

Doing so has been invaluable to the students in

overcoming objections confidently and still making the
sale.

If you've found this guide useful - but want to take it to

next level and learn everything else needed to run a
successful coaching business - then the full mentorship is
for you. To book onto the next intake, simply click the
button below:
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@ADAMHAYLEY1 | #OTE 21
The Snapshot
Seven

I would really suggest that you re-read this document 2-3x,

just to get a thorough understanding of each process.
Once you’ve done that, I want you to screen shot the sales
script steps that I’ve put below. Remember to try and keep
this somewhere in view when doing your next consults – I’m
quietly confident that you’ll be surprised at the outcome..

01: Fast Rapport

02: Map out the call

03: Problem > Solution

04: Social Proof

05: Pitch

06: Price

07: SILENCE

@ADAMHAYLEY1 | #OTE 22
Nineteen

@ADAMHAYLEY1 | #OTE