Never Do This If You Want More PT Clients (The #1 Sales Mistake)

Introduction to The #1 Sales Mistake

If you’re a personal trainer struggling to get more clients, it’s not because you aren’t qualified enough or because the market is saturated. It usually comes down to one critical sales mistake. And chances are, you might be making it without even realising it.

Let’s cut straight to the chase: The #1 sales mistake that kills your chances of landing new PT clients is trying to sell personal training sessions.

Sounds weird? Let me explain.

Why Selling Sessions Is The Worst Sales Mistake

When you focus on selling sessions, you’re competing on price. You’re making it easy for potential clients to compare you to every other PT in the gym—or worse, online trainers offering dirt-cheap packages. You’re also positioning yourself as a commodity instead of a solution.

Selling sessions sounds like this:

“I charge £40 per hour. Would you like to book in?”

It’s transactional. There’s no emotion, no value, and no focus on outcomes. And that’s exactly why it falls flat.

What To Sell Instead

Sell transformations. Sell results. Sell the outcome your client dreams of.

Instead of offering a block of 10 sessions, offer a 12-week transformation programme that includes:

• A personalised training plan
• Nutrition guidance
• Weekly check-ins
• Progress tracking
• Accountability and coaching

Speak to what they really want: confidence, energy, weight loss, strength, and self-belief.

Why People Buy Results (Not Time)

Think about it: nobody wakes up saying, “I wish I could buy 10 hours of exercise.” What they want is the end result. They want to feel good, look great, and perform better.

If you can clearly articulate how your programme will get them from where they are now to where they want to be, they will buy—even if your price is higher than the trainer next to you.

The Power of Positioning

High-performing trainers never compete on price. They position themselves as experts who deliver life-changing results. This starts with understanding your ideal client’s pain points:

• Feeling stuck and unmotivated
• Struggling with weight gain and low confidence
• Tired of trying and failing with generic plans

Then, clearly show them how your coaching solves those problems.

Example:

“My 12-week program is designed to help busy professionals lose weight, build strength, and finally feel confident in their clothes without spending hours in the gym or cutting out foods they love.”

Notice how this statement focuses on the client’s pain points and desired outcome—not price or sessions.

The Second Mistake: Talking Too Much

Once you’re in a consultation, another sales mistake is doing all the talking. Stop. Listen more. Ask open-ended questions:

• “What made you reach out to me?”
• “What’s been stopping you from achieving your fitness goals?”
• “How would your life change if you hit your target weight or strength goal?”

Let them sell themselves. The more they talk about their challenges, the more invested they become in finding a solution—which you’re there to provide.

Don’t Discount — Add Value

Discounting your services devalues your expertise. Instead, add value. Offer a bonus, like a free nutrition starter guide or an extra coaching call, but never drop your price. Clients who buy cheap, buy twice—or quit.

Nail Your Follow-Up

Most PTs never follow up. Don’t make that mistake. If someone doesn’t sign up straight away, follow up within 24 hours and again after a week.

Example follow-up message:

“Hey [Name], just checking in! I really enjoyed our chat and I know I can help you achieve [insert goal]. Let me know if you have any questions or if you’d like to get started!”

Watch on YouTube: Never Do This If You Want More PT Clients

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Conclusion: Sell Outcomes, Not Sessions

If you want more PT clients, stop making the biggest sales mistake: selling hours of your time. Instead, sell transformations. Position yourself as the coach who delivers results. Stay confident, follow up, and remember—you’re changing lives.

Want help building a premium coaching package and learning how to sell with confidence? Check out our Level 4 Strength & Conditioning and Bulletproof Business course and elevate your coaching and business skills today!

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