How to Pre-Win the Sale

Much of the conversation in fitness marketing centers around optimizing ads, refining content strategies, or tweaking pricing structures. While these tactics play a role, consider a more foundational approach: pre-winning the sale—creating a level of trust and reputation that makes you the obvious choice before a potential client even reaches the decision point.

What Is Pre-Winning the Sale?

The concept is drawn from Jonathan Goodman’s book The Obvious Choice, which explains that by the time a potential customer evaluates options, they have often already made their decision. The determining factor in this choice is usually not marketing campaigns but word-of-mouth or personal connection. Pre-winning the sale means laying that groundwork ahead of time.

The goal is to make yourself the most memorable candidate before a potential client even hits your website. Here are some core strategies that will help you be the first choice that comes to mind when a person is deciding who their coach will be.

Host Community-Focused Events

Showing up in real life and offering value at niche events helps position you as the go-to expert. CJ shares stories of coaches who hosted educational and fitness-related events, like workshops for Boy Scout troops or local powerlifting meets, that organically led to paying clients. These low-cost, high-impact engagements not only built trust but created memorable, meaningful experiences that clients wanted to continue.

Create Shareable Success Stories

Rather than focusing on your brand, focus on celebrating your clients. Capture and share their achievements—like their first pull-up or a particularly difficult lift—in a way that they will be proud to repost on social media. This kind of content resonates more deeply and encourages organic sharing, bringing new prospects into your orbit through authentic stories.

CJ even suggests unique personalized gifts, like custom Magic: The Gathering-style cards highlighting client milestones. These quirky, meaningful touches are memorable and shareable—powerful tools for generating buzz in niche communities.

Reward Behavior That Leads to Referrals

Traditional referral programs that exchange cash or discounts for signups often fall flat. Instead, reward your clients after they have made a referral, even unintentionally. A simple thank-you gift, a free month, or public praise shows appreciation and reinforces positive behavior without making it transactional or uncomfortable. This can build a “referral culture” rather than a formal referral system: people share their experience with your business because they are excited, not because they are being paid.

The key to pre-winning the sale lies in authentic relationships, creating standout moments for clients, and being genuinely helpful. When people experience value, feel seen, and are celebrated, they become your best marketers.