AAE Logo - Orphic v2@2x






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

Why A Sale Saved Is Better Than A Sale Won

Yesterday, Jordi and I were in our marketing meeting talking about the obsession with the ‘new’ & ‘novel’ on social media.

Love it or hate it; if it isn’t sexy, it isn’t going to sell.

And while this might make your blood boil, it’s how the game is being played right now, so you can either work with it or fight against it.

Thinking about this made me reflect on something afterwards:

Some of the best business advice that is never acted upon is the advice that isn’t sexy.

But it’s advice that moves the needle, nonetheless.

Take customer service, for instance.

When you first open your business, customer service stars front and centre. It’s the main act and the area which you emphasise and market.

But once your business starts to grow, many companies starve it right out of their budgets.

Case in point — Telco companies. Everyone knows that the major telcos ship their customer service offshore to somewhere in South East Asia where English is not the first language.

And they do it because labour is cheap.

But when the person introduces themselves as ‘Brad’ but they have an accent that doesn’t sound like a Brad, it gets a lot of people frustrated because essential communication is a hard ask.

Just yesterday, the tiler we used for our Melbourne facility didn’t understand what I meant when I said:

“Do you understand where I’m coming from?”

Context: He wanted to be paid before he gave us a certificate for the waterproofing, which I was definitely not going to do.

His reply, defensively, was this:

“I don’t know where you come from. I don’t care where you come from. You shouldn’t care where I’m from either. Are you racist?”

Like, f*ck me, this guy thought I was having a crack at his heritage… which turned me massively offside.

Anyway, back to Telco’s.

So iiNet, after hearing the feedback from thousands of frustrated customers, made the strategetic decision to hire only English-speaking South Africans who learn English before they learn Afrikaans, and they were catapulted to success because they got the basics right. 

Customer service is iiNet’s asset, and people love it.

They followed the ‘unsexy’ advice and reaped the rewards.

So here’s a basic rule of thumb that most of us will eventually ignore:

A sale saved is better than a sale made.

Or, as the poker players say, “folding a great hand, when you would have lost, is like winning a small pot”.

This isn’t the easiest thing to wrap your head around — because when we think of money, we think about new money generated, not old money lost.

But it’s exactly what we should be thinking.

Because the first sale is the hardest to make and every sale after that is infinitely easier.

Mind you, take this advice with a pinch of salt — because a small dose of dissatisfied customers is a good reflection that you’re not playing it too safe or only working within your current capabilities and not stretching yourself.

Just remember that marketing too aggressively has caused far fewer bankruptcies than not marketing enough.

But if your rate is too high?

It probably means that your customer service sucks.

While it sounds like common sense…

It’s not common practice because the #1 complaint of ‘big’ companies is that their customer service is garbage.

Apple is an exception to the rule, but that shouldn’t surprise anyone.

Just something to think about for your Tuesday morning/Monday evening.

– 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.