EP | 685 - 2025 Buyers Are Built Different — Here's How to Sell to Them Without Sounding Salesy
The Fitness Business Podcast with Erin Dimond and Jordan Dugger
Erin Dimond and Jordan Dugger
4.9 • 670 Ratings
🗓️ 23 October 2025
⏱️ 16 minutes
🧾️ Download transcript
Summary
If you want to sell in this new market, you're gonna want to listen to this episode and take notes. I'm going to explain why buyers are different in 2025, how to handle some common objections using emphatic and compassionate techniques that work now, and why you need to shift with a shifting industry.
Time Stamps:
(0:16) Why Buyers Are Different in 2025
(1:43) Our Shifting Industry
(4:30) "I Can't Afford It"
(6:55) Spousal Objection
(9:15) "I Need To Think About It"
(14:12) DM Me "Sales" For Resources
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Transcript
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| 0:00.0 | Coaches who are closing great, 60, 70% of their calls, it's not a magical script they're using. |
| 0:06.0 | Like, they're all using our same shit. |
| 0:07.9 | They just sound different. |
| 0:10.4 | They're calm. |
| 0:11.3 | They're confident. |
| 0:12.1 | They're neutral. |
| 0:13.0 | They're unattached. |
| 0:14.5 | Which is why we have updated our objection handling frameworks inside of IFCA in 2025 to |
| 0:20.0 | reflect what actually is working today. |
| 0:23.6 | Hello, welcome back to the podcast. I am talking to you about sales. I often talk to you about |
| 0:28.8 | sales. I love sales. It is not a sleazy thing. And if you do it right, it is the biggest gift |
| 0:36.4 | you can give somebody. So today I'm talking about |
| 0:38.7 | why buyers are built different nowadays, how to sell them without sounding salesy and why a lot of |
| 0:45.2 | the old tactics just do not work because like I said, buyers are different. So let's start here. |
| 0:52.0 | So many coaches, they still crumble when they hear, like, I can't afford it. |
| 0:56.6 | I need to think about it. I need to talk to my spouse. And the truth is, handling objections, |
| 1:02.2 | the old school way just really doesn't work like it used to. Buyers are smarter. They have |
| 1:08.3 | heard scripts. They are very sales aware. And if you don't adapt, |
| 1:12.4 | you will lose trust and you'll lose sales. And the reality is, if you can't confidently |
| 1:17.3 | handle objections, you're going to stay stuck chasing leads instead of closing them. |
| 1:22.1 | Because handling objections is coaching. Like, I don't know, once you get the sale, you're going to have so many |
| 1:30.2 | more objections in your coaching. So if you cannot help people overcome old beliefs and old patterns, |
... |
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