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Thirteen Key Sales Principles: Unveiling the Success of Elite Fitness Systems

Elite Fitness Systems (EFS) is renowned for its superior strength training services and products. Founded by Dave Tate, EFS emerged from a need for reliable, effective training advice that Tate identified during an extensive review of sports training resources online. Noticing a gap where coaches and athletes were struggling to find quality information, Tate established EFS to fulfill this demand.

Dave Tate's background as an elite strength athlete, combined with his two decades of experience in the fitness industry, has given him insights into every conceivable training program and piece of equipment available. This extensive experience is what positioned EFS as a leader in strength and conditioning worldwide. The core philosophy of EFS is to prioritize the success of any training program above all else.


The underlying success of EFS can be attributed to thirteen fundamental sales principles that have improved their capability to sell products and services effectively:

  1. Believe in Yourself and Your Services: Confidence is contagious. By believing in yourself and the services you offer, you project energy and assurance that attracts clients.

  2. Value Over Money: Understand that the primary goal isn’t to make money but to provide value. When clients see the value in what you offer, they are happy to pay for your services.

  3. Target Those Who Need Help: Focus your sales efforts on individuals who are actively seeking help in your area of expertise.

  4. Money for Time and Effort: Recognize that clients pay for the time you dedicate and the efforts you make to help them reach their goals.

  5. Quality Ensures Return: If your services are of high quality, clients will return regardless of the cost.

  6. Distinguish Between Clients and Prospects: Know the difference between someone who is already paying for your services (a client) and someone who might (a prospect).

  7. Selling as a Skill: Selling should be viewed as an essential skill for personal trainers. The more skilled you are, the more people you can help.

  8. Leverage Cost-Effectiveness: Understand that individuals who are looking for less expensive options might be your best prospects.

  9. Manage Your Time Wisely: You have the freedom to set your sales appointments. Prioritize meetings with prospects who are more likely to hire you.

  10. Emotion Drives Purchases: People often make purchasing decisions based on emotions. Tap into this by making the prospect feel emotionally invested in the potential outcomes of your services.

  11. A Sale is Not a Sale Until Paid: Ensure that prospects commit by paying for your services before they leave the sales appointment.

  12. Act Quickly: Set appointments immediately after initial contact since prospects can easily become distracted. Prioritize those for whom fitness is a major concern.

  13. Guide, Don’t Push: People enjoy buying but dislike being sold to. Guide prospects through the decision process by asking the right questions that help them realize the benefits on their own.

These principles not only helped EFS grow its client base but also ensured that their customers became their biggest advertisers. By consistently putting the client's success first, EFS has cultivated a dedicated following, with customers regularly revisiting their website and engaging in repeat business. This client-centered approach underscores the importance of passion and dedication in the realm of fitness training and sales.

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