EP | 697 - How To Sell High-Ticket Coaching Without Feeling Like A Scumbag
The Fitness Business Podcast with Erin Dimond and Jordan Dugger
Erin Dimond and Jordan Dugger
4.9 • 670 Ratings
🗓️ 4 December 2025
⏱️ 7 minutes
🧾️ Download transcript
Summary
We want you to finish the year strong in business and that comes down to sales. I want to share this quick episode on the mindset around sales that have helped our top students inside of IFCA and what has helped us reached over 40 million in sales.
Time Stamps:
(0:05) Why Sales Feels Gross To Most Coaches
(1:10) Caring And Selling Are The Same
(1:50) Rule #1: Always Do What's Best For The Prospect
(2:40) #2: What's Best For The Prospect is Always Outside Their Comfort Zone
(3:40) #3: Prospects Will Fight, Kick, and Scream Like Hell to Stay In Their Comfort Zone
(4:40) You Have To Do The Uncomfortable Thing First
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Transcript
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| 0:00.0 | Prospects will fight, kick, and scream like hell to stay within their comfort zone, which is why sales is hard. |
| 0:05.5 | You're not just overcoming their objection about money. |
| 0:07.0 | You're overcoming their entire identity. |
| 0:09.0 | Their beliefs that they're somebody who quits or who fails or who can't stick with it. |
| 0:14.0 | Your job has to help them see what they can't see. |
| 0:15.8 | Your job is for your certainty to override their doubt. |
| 0:21.6 | Welcome back, everyone. Look, this is why sales feels gross to most coaches |
| 0:25.6 | in the health and fitness space, especially in this space. |
| 0:27.6 | We ultimately have this mindset that we think we're manipulating into buying something that |
| 0:31.6 | maybe we don't believe that they actually need, right? |
| 0:33.6 | So maybe you either avoid it completely or you kind of apologize your way through |
| 0:36.6 | every sales |
| 0:37.5 | conversation, trying to make sure you don't ruffle any feathers. |
| 0:39.9 | But the problem with that is you're not getting clients, right? |
| 0:42.7 | And the people who need your help, they ultimately aren't getting it. |
| 0:45.6 | And you're broke. |
| 0:46.4 | So if you're broke, you can't help anybody, right? |
| 0:48.0 | But what if I told you that avoiding sales, okay, and having this misrepresented belief |
| 0:53.6 | system around sales is actually the |
| 0:55.8 | most selfish thing that you could possibly do. Okay, so I share that because on a recent webinar, |
| 0:59.7 | one of our attendees, they asked, I don't love it when people are salesy with me. It's a turnoff, |
| 1:03.8 | and I get that, dude. But what happened next was AP, our sales director, he broke down something |
... |
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