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

Why Most Of Us Get Sales Arse Backwards

Have you ever wondered why coaches, gym and clinic owners become the target for so many paid sales courses on the interwebs?

It’s mostly because we’re suckers for it.

Unlike people who sell cars, houses, or products at a retail shop, we are ‘selling’ a service.

And because of that, we have to learn how to navigate the apparent dichotomy between selling some ‘thing’, and serving some ‘one’.

For many of us, navigating this doesn’t come naturally.

So the moment some goo-roo offers a whiz-bang sales system that can sell ice to the eskimo’s even if they object to it, our primitive brain pays attention because deep down, we don’t really know what we’re doing.

But these sleazy sales tactics that prey on the primitive parts of our brain are going out of fashion.

In our post-truth world where no one believes what they hear anymore, we’re craving a more genuine, honest and authentic approach to sales.

An approach that positions the seller as an advisor, not an adversary.

An approach that makes the prospect feel heard and understood, not a piece of meat getting served a sales script.

And an approach that honours the old adage: “You’ve got two ears, and one mouth.”

The greatest sales people of all time, in every industry, share a core characteristic. Want to know what it is?

They ask great questions.

Great questions allow the seller to gather, analyse and diagnose problems.

Not only do they involve the prospect in the process, they make them feel like their ideas, comments and concerns are respected and valid.

And most importantly, great questions provide internal persuasion and pressure, rather than the opposite where you come across as pushy.

Doctors, Psychiatrists and Barristers have been using questions to move the agenda forward for hundreds of years.

Questions don’t just uncover pain.

They reveal consequences.

And once consequences are revealed, value is created.

This new, more authentic approach to selling is the focus of this month’s Alley-Oop Newsletter, which I’m going to be putting pen-to-paper on tomorrow. It will ship in a few days.

If you’ve ever wanted to sell effortlessly, without ever selling, this could very well be the most important edition you ever read.

Want to know why?

Consider this:

Let’s say you generate $100k in revenue per year.

And after you read this edition, you improve your sales by converting an extra 20% of prospects, year on year.

Have you ever thought about what the effect of 20% improved sales is, over the course of a 30 year career?

20% growth year on year would mean you generate over 20 million dollars by year 30.

That’s wild, huh?

Compare that to ignoring this email and never applying the framework; and the 100k you earn right now, will remain 100k in 30 years time (assuming no inflation).

The difference in the end result, over a long-enough time horizon, is life changing.

So for those that want to take the plunge and quickly upgrade their sales understanding simply by knowing what questions to ask, you can sign up below:

And for those that don’t think they need it?

You could ask yourself this:

“If I were to speak to a stranger — the coldest of cold leads — how easy would it be to make the sale, assuming they actually had an interest in my service?”

If the answer isn’t a piece of cake, then hit the link below, because this month’s edition is going to be a game-changer for you:

– Karl Goodman

Don’t Stop Here

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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.


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athletes edge

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FSC Wembley

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+61 439 296 427

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1300 936 563

Elite Performance Gym

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+61 7 3823 5676

Athletes Authority

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+61 1300 936 563

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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.