EP | 696 - How To Turn Every Financial Objection Into a Close [Live Role-Play w/ IFCA Sales Director]
The Fitness Business Podcast with Erin Dimond and Jordan Dugger
Erin Dimond and Jordan Dugger
4.9 • 670 Ratings
🗓️ 1 December 2025
⏱️ 11 minutes
🧾️ Download transcript
Summary
What I'm gonna share with you today is a live role-play from our Sales Director, AP, from a recent Black Friday webinar we did.
We had one of our attendees, Caitlyn, ask a question about how to structure Black Friday offers when clients have payment objections. And rather than me just coaching on it, I was like, 'AP, do you just want to role-play this with her live?'
And what you're about to hear is a masterclass on how to handle the situation when somebody says, 'I can't afford it.'
Now, here's the context: The biggest mistake most coaches make when presenting price is they just say, 'Hey, here's the paid-in-full price' or 'If you do a payment plan, here's what it looks like.' That's a terrible way to do it because it leaves all your negotiating ability off the table.
When AP came in and changed our sales process to use this new framework, our cash collection rate went from 30% to 70%.
And why does that matter?
Well, A: cash fuels the business to grow. But B: and this is the more important part, the more cash you collect on a deal, the more sticky it is. Meaning the more likely it is that the person is actually going to take action, follow through on their commitments, stick through the remainder of the program, and ultimately get results.
So pay attention to how AP isolates objections, uses tie-downs, and specifically the final question he asks before ever presenting a payment option.
Time Stamps:
(0:20) Recent IFCA Sales Roleplay Call
(2:40) Handling Price Objections
(9:00) Breaking Down The Nuances
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Transcript
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| 0:00.0 | Yo, what up guys. Today, what I'm going to share with you is a live role play from our sales director, AP. And this came from a recent Black Friday webinar that we held. And one of our attendees, Caitlin, asked a question about basically how to like structure her Black Friday offer when she's on a sales call and clients have payment objections or yada, yada, right? And rather than me just coaching on it, I was like, yo, AP, do you just want to like riff and roleplay this with her live? and man, the feedback was just out overwhelming. |
| 0:24.6 | Everybody was like, yo, AP, do you just want to, like, riff and roleplay this with her live? And, man, the feedback was just out overwhelming. Everybody was like, oh my gosh, this is awesome. This was so useful. Really one of the highlights of the call. And so what you're about to hear is a legit masterclass on how to handle the situation when somebody simply says, I can't afford it. Now, for context, most coaches make this mistake when trying to present |
| 0:39.0 | price. They just say, okay, here's what it costs if you prepay today, or if you do a payment |
| 0:43.2 | plan, you can make X number of payments over time frame. And although they can work, it's just the |
| 0:47.8 | wrong way to do it in general. Okay, so when AP came in and he changed our sales process with this |
| 0:52.8 | new framework that you're going to learn, our cash collected rate went from 30% to 70%. And the number of financial objections we're |
| 0:58.8 | able to work through because of this was insane. Well, why does this matter? Well, A, cash |
| 1:05.4 | fuels the business to grow, right? But more importantly, B, the more important part is that the more |
| 1:10.8 | cash you collect on a deal, the more sticky it importantly, B, the more important part is that the more cash you collect |
| 1:11.3 | on a deal, the more sticky it is, which means the more likely that person is to actually take action, |
| 1:17.2 | follow through on their commitments, stick through the duration of the program, and ultimately get |
| 1:21.1 | results. So I really want you to pay attention here on how AP isolates the objections, |
| 1:25.3 | uses tie downs, and specifically the final question he asked |
| 1:28.8 | before ever presenting a payments option. |
| 1:31.2 | Okay, so let's get into it. |
| 1:32.3 | Here we go. |
| 1:34.7 | Maybe this is a little more advanced. |
| 1:35.8 | I would probably recommend you like pitch it as a PIF |
| 1:38.8 | and then try to get into a payment plan |
| 1:41.3 | and create something custom on the spot |
| 1:43.8 | to maintain as much cash |
| 1:45.4 | as you possibly can up front. Let's do this real quick. Let's do this. AP is really good at this. |
... |
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