continuity offer. Discount plus one-time fee.

Spring 2015, I was walking out the front door of my labble location. The sun baked the black

asphalt of the empty parking lot. It was midday before the afternoon rush would begin in a few

hours. Before I could take a step towards my car, a man quickly approached me, almost out of nowhere.

Hey, you the owner? I was a bit

startled. I said, uh, yeah. Before I could ask what he wanted, he plowed right into his pitch. My name's Owen. I'm a personal training manager of a gym that just went under across town. I've got a group of trainers that just want to sell personal training packages. We do about $100,000 a month in personal training sales. We just need a facility to work out of. We don't really offer personal training here.

I said half lying because I didn't like the guy's vibe. He just didn't seem trustworthy. I started to turn my side towards him to show I wasn't interested and began to make my way towards my car. He realized he needed to change his approach. I promise we're a self-sufficient team. I can see through the window you guys have a lot of dead space,

even when your sessions are going on.

We can just help you monetize that area.

It'll cost you nothing.

It's just upside.

It'll cost me time and attention, I countered. And most importantly, it'll cost me the goodwill I've accrued with my customer base. No, no, no, no. We won't even talk to your customers if you don't want us to.

We'll just go get our own leads and sell them.

We just ask that you give them a discounted month up front.

And we'll charge an enrollment fee, which I just give to my guys as commission for the sale. So whatever they can close for the fee is theirs. That's how we do. It'll cost you nothing. Hmm, I'll think it over. After thinking it over, I decided I didn't want a former group of trainers and salespeople that I hadn't vetted walking around my gym representing my company.

But I did notice the offer structure you presented a discount plus a fee.

He clearly seen success with that, that much I believed.

And this was the first I'd heard of this monetization structure.

It both attracted customers with a discount and liquidated commissions and acquisition costs through a fee.

Here's how it works. Description.

You charge a discounted rate for your first term or peer-to-service. Then you charge one or more

additional fees that you just made up, just like the free-with-fee structure. If you can waive some

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