AAE Logo - Orphic v2@2x






  • Founder of Athletes Authority
  • Marketing Maverick
  • Business Strategist
  • Newsletter Publisher

Do This If You Suck At Selling

Anita, an Alley-Oop subscriber asked me over the weekend:


“I work at a commercial gym and try to talk to people and invite them to my private FB group and get them in for a free taster session if I can… but I still struggle to convert prospects into paying clients. What should I be doing?”


Anita, you’re not alone.

In fact, you’re in very good company… because the vast majority of the industry operates with a mindset that selling is uncomfortable and they’d prefer to avoid it…

If you have this mindset, you convince yourself that “If they really want it, they’ll join”…

Which is a self-fulfilling prophecy because you’ll only see the clients who do join.

And all those that were on the fence will go elsewhere and you’ll never get the data points for all the people you could have served in the event you had a system for selling that took the sleazy out of it.

And, if you choose the right system, it can be completely free of tactics and doesn’t require you to become an expert in NLP… whatever that is.

The system we use is underpinned by 3 simple principles that create a framework for better sales conversations… which lead to better sales conversions.

And it’s so simple you can have 3 words on the back of your hand and know EXACTLY what you need to say.

So this is my advice for Anita (and others like her who want to have better sales conversations with less stress and better outcomes).

Ask, don’t talk

The number one reason why most sales conversations break down is because you pitch instead of asking questions. Instead of having a great conversation (led by great questions), you transition to a “this is how I can help you pitch” way too soon. In reality, you have not laid the groundwork to be pitching. You haven’t earned the right or gathered the right information to be in a position to KNOW how you can help… let alone be confident that you’re the right person to help.

So scrap the pitch (and relieve yourself of the pressure)… and start asking better questions. Here are some examples:

“What is the main motivation for reaching out?”
“What have you tried in the past to solve this problem?”
“How successful was it?”
“What do you think needs to change?”
“How long have you been thinking about this for?”
“Why now?”
“What are you concerned about if nothing changes?”

These questions not only gather intel, but help your prospect understand the real costs involved with both taking action (working with you)… and INACTION (not working with you).

It also takes all the pressure off you and allows you to be an active listener… which leads me to the second principle.

Reinstate what they say back to them

I learned this from Chris Voss. He was an FBI negotiator… some say the best in the world.

He has a strategy he uses called labels and mirrors. It involves repeating what they say back to them while creating an ‘open door’ opportunity for your prospect to expand on what they just said. It even doubles as assurance that you’re actively listening.

Here is an example:

“I want to lose 5-10kg’s”

“You want to lose 5-10kgs? It sounds like you really care about your health. Why is that important to you?”

The first sentence is the mirror — it simply repeats what they say and ends with an upward inflection in your voice that indicates you’re asking a question… an ‘invitation’ for them to expand. The second sentence is the label — “it sounds like you are <insert category>. Why is that important to you?” This allows you to tie in the first principle of ‘ask better questions’ easily and without effort.

The third principle?


I teach about this in the newsletter… and I’d say it’s the most powerful of them all. It allows any prospect to appreciate the true weight of INACTION, which will dwarf the cost of action. 

Want to get access to the Alley-Oop to learn this and more?

There are still 12 hours left to subscribe and get over $5990 in bonuses… for FREE.

But this time tomorrow, it will be gone, for good.

If you want to improve your business skillset and learn from me…

A gym owner who has been there, done that… and is still doing it…

Then this is the time to do it.

Because there is no better way to get me at your fingertips (via the exclusive Discord channel where you can ask me anything, like Anita)… and get inside my mind… for $3.19 a day. 

You spend that on a coffee without thinking about it… and last time I checked it wasn’t giving you immediate solutions to your biggest business problems.

Here is the link.

 – Karl Goodman 

Don’t Stop Here

More To Read

The Good Man’s Paradox

I watched Equaliser 3 last night. It is every bit as good as its predecessors. There were many memorable moments, but one in particular struck

The Goodwill Economy

I have a prediction for 2024. And it’s a complete backflip from what I would have said just a few years ago if you’d asked

Rich Men North of Richmond

It’s crazy how quickly things can go viral when a message really taps into the conversation that the market is already having inside its head.


237 Elizabeth Street, Hobart
TAS 7000
+61 407 757 394

CLub Lime

Level 1, Gungahlin Square, 43 Hibberson St, Gungahlin ACT 2912
+61 261 230 666


athletes edge

352 Griffith Rd, Lavington NSW 2641
0409 161 031

PEAQ Conditioning Coaching

1/10 Endeavour Dr, Port Adelaide SA 5015
+61 421 668 773

FSC Wembley

56 Grantham St, Wembley WA 6014
+61 439 296 427

FSC Wembley

56 Grantham St, Wembly WA 6014
+61 439 296 427

Bodyseek Personal Training

6/92-100 Champion Rd, Williamstown VIC 3016
+61 3 9078 3005

Athletes authority melbourne

8/1-7 Friars Rd, Moorabbin VIC 3189
1300 936 563

Elite Performance Gym

17 Neumann Rd, Capalaba QLD 4157
+61 7 3823 5676

Athletes Authority

16 Dickson Ave, Artarmon NSW 2064
+61 1300 936 563

Application details

*We’ll use your email address to send you our course guide. It’s a detailed explanation of everything you can expect from the course

Lachlan Wilmot



  • Bachelors of Exercise and Sport Science
  • Honors in Rate of Force Development in Team Sport Athletes

Lachlan began his professional sports coaching career as the second ever employee at the GWS Giants in 2010-11 season prior to entering the AFL in 2012. Over 7 seasons, Lachlan grew a team of talented young men into back-to-back preliminary finals contenders. As the head of strength and power, his role was to turn teenagers into physically dominant men, developing their strength, power, speed and most importantly, their resistance to injury.

In 2018, Lachlan’s success afforded him the opportunity to shift codes, having been offered the role of High Performance Manager for the NRL’s Parramatta Eels.

In as little as one rebuild season, he had taken the wooden spooners of 2018 to the finals in 2019, where they inflicted the greatest defeat of the Brisbane Broncos in NRL history. By 2019, it was time for Lachlan to go ‘all-in’ on his other baby, Athletes Authority.

Now, Lachlan leads the performance program, designing the programs for all the athletes here. He works closely with the sports medicine team, just like he did in pro sport, to help athletes achieve more and reach new heights with their athletic careers.

Karl Goodman


Karl began his career in coaching as a Personal Trainer back in 2007. After competing for NSW as a Baseballer, and then competing at an elite standard as a cyclist throughout university,  Karl received the opportunity to work with Gordon Rugby in the Shute Shield competition. From there, he found a way to marry his passion in sports and competition with coaching; selling his investment property to start Athletes Authority in early 2016.

Starting from humble beginnings, the facility vision was taken to another level when Lachlan and Karl partnered up in 2017 and Athletes Authority was incorporated. It was no longer just a gym training athletes; Athletes Authority was committed to becoming a brand athletes worldwide could rely on for quality coaching, advice and service.