Understanding how potential clients make decisions is key to building a thriving coaching business. If you're a personal trainer looking to improve your lead conversion, you need to understand not just what you sell—but how people buy.

Let’s break down the buying journey and how you can apply practical, ethical, and effective sales strategies to turn interest into income.

🚦 The Three Stages of the Buying Journey

1. Awareness:

At this stage, prospects are just realising they have a problem—like low energy, weight gain, or lack of motivation—but they’re not yet sure what to do about it.

💡 Your Role: Educator
Use blog posts, reels, carousels, and free workshops to highlight common challenges and start the conversation. Think: “Why most people plateau after 6 weeks of training” or “How to know if your current routine is actually working.”

2. Consideration:

Now they’re exploring their options. They might be comparing trainers, gyms, or programs—or even asking themselves, “Do I really need a coach?”

💡 Your Role: Guide
This is your moment to stand out. Share testimonials, transformation stories, and results-driven content. Speak directly to your ideal client’s goals—be it fat loss, strength, or accountability. Position yourself as the best solution to their problem.

3. Decision:

They’re ready to take action—but who will they choose?

💡 Your Role: Closer
Make the next step easy and compelling. Offer clear pricing, service breakdowns, and simple calls to action. Use urgency ethically (e.g. limited spots or time-sensitive bonuses) and help them feel confident in their decision.

🎯 Identify Pain Points & Offer Real Solutions

Sales isn't about scripts. It’s about relevance.

Ask:

• “What’s been holding you back?”

• “What have you tried that didn’t work?”

• “What would success look like in 3 months?”

Then, match your solution to their problem.
Struggling with energy? Talk about your recovery protocols.
Can’t lose weight? Showcase your metabolic training methods.
Battling injuries? Explain your progressive, individualised approach.

The goal? Make them feel seen—then show them a clear path forward.

🧠 Build Trust Before Selling

According to Daniel Pink, successful selling today isn’t about pressure—it’s about empathy, insight, and trust.

Here’s how to build it:

• Listen actively – ask open-ended questions and shut up.

• Empathise – let them know their challenges are valid.

• Provide value – free advice, helpful resources, or insights that show you’re invested—before they pay a cent.

🔐 Techniques to Build Authentic Trust

• Transparency: Clearly outline your services and pricing. No fine print.

• Consistency: Be the same person across social media, DMs, and in-person.

• Proof: Let your results speak—client stories, reviews, photos.

• Connection: Relate on a human level. Common hobbies, values, or even shared struggles go a long way.

👋 First Impressions Matter

They’ve stopped scrolling. They’ve filled out a form. Now what?

Nail the first moment:

• Professionalism: Clear website, polished socials, clean comms.

• Friendly approach: Be warm. Be human.

• Clear value: What can you really help them with? Say it early and often.

• Follow-up: Don’t ghost. Personalised check-ins show commitment and care.

🧩 Apply Daniel Pink’s Sales Frameworks

Daniel Pink’s approach to modern sales includes:

• Empathy: Truly understand the emotions behind the decision.

• Problem-Solving: Frame your offer as the solution to their specific frustration.

• Authenticity: Be real—people spot fake a mile away.

• Reciprocity: Offer value first. It creates trust and momentum.

🚀 Final Thoughts

At Ascend Education, we don’t believe in pushy sales. We believe in ethical influence—guiding people to better outcomes through clarity, connection, and confidence.

If you're a trainer looking to improve your sales process, remember: it's not just about having a great service. It’s about clearly showing people that your service solves their problem.

Educate. Connect. Convert.
That’s the Ascend way.