Prescription-Based Selling: How to Achieve 78%+ Sales Conversions in 2025 Without Being Pushy
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You can out-earn a GP if you sell like one.
You just need to know how to sell like one.
Which is exactly what I'm going to show you today.
Your current approach to sales might feel 'icky', a little forced, or just not suited to your style.
This creates poor sales conversions, which creates a false mindset. This false mindset would have you believe that you need lots of leads.
You don't.
A few good leads each month, backed by the type of sales system we are about to unpack, creates a fantastic high-profit, low-stress business.
But it requires a different approach…
From what I've experienced, a typical PT in a commercial gym converts about 20-30% of their consultations into paying clients.
If I gave them 5 leads, they would:
Sign up 1 or 2 (probably 1)
Get 1 or 2 saying 'No'
The rest would need to "think about it" and never return
Even if you had more leads, you'd still struggle to build a business quickly with conversions like these, especially if retention wasn't great.
You can 3-4x your sales conversions using 'Prescription-based Sales' as a key part of your sales system.
Coaches that implement this as part of their system convert over 78% of their leads in to paying clients.
So let's start unpacking it for you…
Prescription-Based Selling for Better Results
"It's not about having the right opportunities. It's about handling the opportunities right." - Mark Hunter
My previous newsletter outlined the power of 'Problem Discovery' as part of your sales process.
Understanding this skill allows you to know exactly what your potential client needs from your service in order for it to be of massive value to them.
You can use Problem Discovery to clearly define…
What the person wants
What they are struggling with most
How to overcome those barriers
With this part taken care of, you can now 'sell' in a completely different way.
A way that feels more natural, authentic, and far less repulsive than any form of sales you've ever come across.
How to sell like a Doctor:
This is where prescription-based selling comes in.
Like a Doctor would, we prescribe a solution to the person's problems based on our expert opinion and our assessment of what we have learned in the conversation.
FYI - I’m not a fan of Doctors and handing out prescriptions as if they solve the world’s problems. But the analogy works well.
We present what we believe to be the best prescription and see if the client is willing to take it. If not, only then do we start exploring other prescriptions that might fit the bill.
This happens towards the end of a consultation or any form of sales process.
Meaning, you've already built some rapport, you've already understood what the person wants and needs, now it's time to offer your service.
Here's how that might look in a conversation…
"Jane, from what I've heard so far in our conversation, it's clear that losing two stone, feeling fitter in your day-to-day life, and improving your overall health for the benefit of your kids is really important to you. Is that correct"
Jane would answer 'Yes' at this point, assuming you've listened well and fed back the relevant points.
We then need to establish the key things we are looking to achieve or the barriers we want to help Jane overcome. This is us laying out a plan she can visualise and buy into.
"To get you to this point, there's a few things we need to get in place. Firstly, we need to help you feel more comfortable and confident using the gym, so that you feel like you know what you're doing and have a routine you know you can stick to.
Next, we want to make sure you have a flexible approach to eating that enables you to drop some weight, whilst still being able to socialise, and do so in a sustainable manner.
Finally, I would like to make sure you have the right amount of support to help you on this journey and make this process feel as comfortable as possible.
Does that sound like an effective plan to you?"
Again, Jane will probably say 'Yes' at this point.
**Side Note: The three things I've picked out in the section above are all things Jane will have mentioned in our conversation as part of the Problem Discover process. I use that feedback to clearly lay out an effective plan for her and paint the picture in her mind of what the journey will look like.
Then you would go in to your prescription…
"Based on what you want to achieve, and what we've discussed today, my advice would be that we work together for an initial period of 3 months, to get everything you need in place, and make sure you have the right amount of contact time with me to get some momentum.
This would involve seeing me in the gym twice a week and following the relevant systems I put in place for you outside of the gym. How does that sound?
We haven't given her a menu of packages.
We haven't bamboozled her with numbers and cost.
We have presented one, clearly defined, bespoke offering that ticks all the boxes she needs.
From here, now that Jane knows she wants what we offer, we can discuss pricing.
In this situation, Jane is no longer buying PT, she is buying the solution to her problems.
Presented in this way, pricing should now be much less of a friction point. Especially as you are positioning this as only a 3-month commitment that can be re-assessed when you reach that point.
However, if there remains some friction regarding price, you can slightly adjust your prescription…
"Ok, if starting this way is out of your budget, let's look at another solution. There are a number of ways I can help you reach these goals - I always like to start with what I feel is the best option"
In a conversation laid out like this, the person's defences will be much lower and there will be a much higher chance of you having an open conversation regarding pricing and affordability.
Rather than the usual…"I need to think about it"
The person will want to find a relevant solution based on how you've presented it to them.
So, in many cases, they will openly say: "Well, I had X budget in mind, but I'm happy to extend that a little if it means I get something that will really help me achieve these goals"
In this scenario you are providing a specific prescription for a specific set of problems.
The perceived value of this is FAR higher than selling 'a block of 10 PT sessions'.
You won’t have to sell.
People will want to buy.
And because they will want to buy, they will be more open and honest with you, so that you can help them find a solution.
It really is that simple.
The Coaches I work with and teach these systems to have no problem selling their services.
In fact, they don't feel like they're selling at all.
They simply…
Seek to understand person's goals and problems in achieving them.
Prescribe a relevant solution to that problem based on the services they offer.
Sometimes the prescription is 1-1 Coaching, other times it's an Online Group Program.
Your services can be used in many ways…and the services you could offer are endless!
A little something to help you out…
If you want to delve deeper into understanding sales and making the whole thing feel much easier and nicer to do, I can help.
If you visit mattrobinsoncoaching.com and head right to the bottom of the homepage, there is a FREE guide you can download call 'PT Sales Mastery".
It's a short guide with video trainings on how to apply some of these principles to your sales process.
There's also a series of emails that accompany it to help you with the implementation.
**Those emails are much shorter than my weekly newsletters!
Head over there and grab that if you want some specific help.
As always, feel free to reach out with any questions or requests.
