ethic al
sales
the 10 minute process that
converts the RIGHT people
(Those you can help most)
Here’s why you and your team
need to know ESP (Ethical Service Process)
If you don’t know how to ethically sell or as I say “how to serve”, you’re wasting precious time by not pinpointing the potential clients’ needs. Today’s consumers have all caught onto hard sell techniques and no
matter how amazing your product or service is they won’t go near it if they sense a big sell coming on.
Ethical servicing is different. Why? We build a connection with the potential client, we give value and close
with authenticity.
The Online Lead Builder 1.0
“I help health and fitness professionals
who are stuck in 1:1 delivery or who’s
business is not growing fast enough.
I help them automate their lead
generation, sell with seminars, and
leverage their coaching business
so they make more money, more
meaning, clients results and freedom.
This short guide will show you how.”
Dave Pow Tabain
Founder of DPT, SIDEKICK, Avengers and The 30-Day Challenge.
The Online Lead Builder 1.0 has 4 essential steps – the Ethical Service Process is the third step. First is a
Lead Magnet Offer that gives value and invites the person to take action. Second, the Thank You Walk
Through ensures your prospect is warm and gets to know you. Third is the Ethical Service Process call
or face-to-face visit, which builds trust and qualifies the person; before the Strategy Offer takes people
from prospect to client in one interaction. With an Online Lead Builder in place, you’ll be generating leads
automatically. This means you decide which A-players you’ll work with, who will sign more deals with less
resistance, and that means more clients, more money, more meaning, better clients results and more
freedom doing so.
1. Lead Magnet Offer
(Download)
2. TY Walk Through
(Landing Page)
3. ESP Chat*
(10 minutes)
4. Strategy Offer
• High value
• Builds database
• Sets prize frame
• Gets them hot
• Authority frame
• Streamlines and
automates lead process
• Exposes need/s and
determines if you’re a fit
• Connects their want/s and
need/s with your product
• Introduces you and your
business/product
• Allows you to qualify
leads FAST
• Makes perfect pitch
• Encourages change, noninvasively
• Seeds professional
• Warms up prospect
• Signs member
Professionals who implement the Ethical Service Process qualify clients better, build trust faster, have
better success and results for their clients. They sign clients onto longer memberships or programs
without any need to pressure people or be weird. The following pages will go into further detail of the 6
key principles you need to ESP your service process.
1. Be Gordon
not just the chef
“Every client
conversation is
like an audition
on Gordon
Ramsay’s
Kitchen
Nightmares...
for them.”
Most trainers or gym owners start the
chat nervous, hoping to sign a client.
Gordon doesn’t; he puts the spotlight
on the rookie chef without trying to win
over the prospect with charm, advice,
and sales techniques. When a prospect
feels you trying and overselling the
details like this, a power-shift takes
place and the game is over. They have
the power and you lose it.
So What Went Wrong?
Shift Positions Right Now
The service process is like an audition,
but you’re not the one in the spotlight
– they are. You aren’t tap dancing. You
are Gordon Ramsay judging their flaws.
They don’t decide if they work with you,
you decide who gets to work with you.
Don’t try to impress them. Assess their
application and situation.
Remember, they’re the ones with the
problem to solve, aka kitchen to fix.
They’re the ones who are needy. Shift
positions right now. Be Gordon fucking
Ramsay not the rookie chef.
2. Take the reins
Lead From The Start
“Hi James, it’s Dave Pow Tabain here, how are you?”
Most “sales” chats don’t fail
because the close is weak. They
fall apart in the first minute.
If you do a poor job of selling
in the opening minute, your
prospect won’t be able to trust
you, they’ll resist your questions,
and be hesitant to take the
next step. When you lead your
prospect like I’m about to show
you, they trust you, they are
open to your questions, and will
let you decide what the next
step should be.
“Good,”
Here’s an example opening for
my Ethical Service Process:
“Great, I noticed that you downloaded my (lead magnet), is that right?”
“Yes,”
“Awesome, well I’ve got a quick 10 mins before my next client, do you
have 10 mins to spare for a few questions?”
“Sure!”
“Thanks for that. The questions are super simple, I’ll ask a bunch and
your answers will determine IF or HOW I can help you further. If I feel
like I’m not the one to help you, I’ll let you know and do my best to
point you in the right direction. Or if I can help you, I’ll give you the
best starting advice. Is that ok? ”
“Yes,”
“Perfect, let’s get started.”
What Did
You Notice?
In 60 seconds, I 1. Took the
lead, 2. Set a time frame,
3. Established that I would
be asking the questions,
4. Informed them that
the conversation is about
helping or direction, 5.
Introduced the take away,
and 6. Agreed on the next
step (if we are a fit).
How much would your
results improve if – after 60
seconds – your prospects
were this well framed?
3. Gather Ammo
The Two Abilities
Bill Brooks once said that the best
salespeople in the world have two
abilities that set them apart from
everyone else: the ability to build trust
faster, and the ability to qualify leads
better. The ES Process does both, by
gathering ammo fast.
To decide if you’re a fit or not, you
need to know 6 things:
1. Why now? What’s going on in their
world for them to download the
lead magnet/come into contact
with you.
2. What results are you after/looking
for? (Future)
3. The gap: Where are you now?
(Reality) What do your current 3
biggest problems sound/
look like?
4. Built tension: if in one years time
you haven’t fixed these how will
you feel? (Tension x Infinity)
5. Priority: is this a later thing or a
sooner thing? Will waiting any
longer help you achieve the results
you want?
6. Is there anything holding you back?
Roadblocks (address orange lights).
No Pressure Needed
Ask those 6 questions in your next
Ethical Service encounter, and you’ll
know if they are a good fit or not. You
won’t have to hard sell or pressure
anyone. If you’re not a fit, of course
you won’t invite them to the next step.
And if you are, you’ll both do what
comes naturally.
4. Watch for orange lights
Orange Lights
Forget Details/Facts (Neo)
Unlike speeding through an orange light and getting away with
it in a car, when dealing with clients only rookies try to do this in
business – aka “assume the sale” BS.
Engage Emotion
(Crocodile)
Acknowledge a real roadblock if your prospect has one, or you’ll be
considered a jerk, the client will totally switch off, stop listening to
you and you’ll repel anyone you come into contact with.
Know The
Three Parts
To The
Human Brain
If you’re only asking Neocortex questions
– you haven’t dug deep enough. For
example, questions about price and
the timetable. Gather and gain more by
asking the right questions.
Listen attentively to the client and the
signs they are giving to engage emotion.
Think: fitting into favourite jeans (or not
fitting) rather then exercise, time and
cost specifics.
The Brain Response
There will be one of three responses
to your call/chat:
1. Run
2. Watch
3. Want
Always listen closely, Runners can
turn into Watchers over time, so
make sure you don’t waste their time
but still seed the product.
Continue to plant seeds with the
Watchers so they grow into Wanters.
Simultaneously continue to listen
to the Wanters and deliver product/
services (whilst they are hot).
5. Be the ‘sniper’ problem finder
Prescription Before
Diagnosis Is Malpractice
How To Pinpoint
The Problem
Most fitness professionals rush to talk
about their offers and the next steps
(logically). This is a mistake, with three
consequences: first, it positions you
as just another salesperson. Second,
the prospect doesn’t have any reason
to believe you can be useful, and
third, there’s no compelling reason to
take the next step.
If you pinpoint the problem first, you
become an asset, a valuable problem
solver. Your prospect automatically
assumes you have the solution. And it
positions the value of the final step in
the sales process: The Strategy Offer.
The process is simple. All you have to
do is list their top three problems –
and the impact each of them is having.
What To Say
Why It Works
It sounds like your top three
problems are:
Wyatt Woodsmall was right: When
you can articulate a person’s
problem better than they can, they
automatically and unconsciously
credit you with knowing the solution.
• You want result but (obstacle),
• You have problem and it’s costing
you (impact), and
• You don’t have desired (thing) and
it’s hurting you because (cause).
6. Show them the door
Fit Is Binary
Show Them The Door
Opening The Door
Now you know if you can help
your potential client or not.
The audition is over, and it’s
time for Ramsay to deliver
the solution.
The Ethical Service Process’s job is to work this out fast,
so you only spend quality time with quality people.
If you are a fit, say so again. Start by reminding them
that your job was to work out if or how you could help,
and let them know you deal with problems like theirs
every week.
Remember, a fit is binary.
You’re either a match, or
you’re not. You only want
A-grade clients, so decide if
they’re a fit and either show
them the door, or open it.
If they’re not a fit, say so. Start by reminding them of
your goal in the first minute, then show them the door:
“At the start of our interaction I mentioned I’d ask you
a bunch of questions to work out if or how I could help
you. Based on what you answered, I don’t think I’m the
right guy/girl for you.”
Then do your best to point them in the right direction.
“So the next step for us it to book another time to talk
about how.”
Tell them that, in the next session you want to build
a road map for them, explaining the benefits of the
Strategy Session using the Reality, Results, Roadblocks
framework. Finally, you – or your assistant – will
schedule them in for the 45-minute strategy session.
Listen, learn and perfect
Service Don’t Sell
Sell Without Selling
The Ethical Service Process (ESP)
at it’s core is not about selling. It’s
about asking the right questions,
listening to the feedback/wants/needs
and desires and making an ethical
decision about whether or not you
can actually help the client/prospect
and want to take them on board.
When you approach any situation
like this, the great thing is you will
pick up valuable points you would
have missed in the past and new
opportunities will present themselves
in ways you would of previously not
even imagined. Be ready to listen,
learn and perfect the process. You’ll
develop a level of understanding
and ability to help clients like never
before, getting to the roots of their
problems and wants.
The Online Lead Builder
1.0
At the start of this short guide,
you were shown a diagram which
displayed how the Ethical Service
Process fits into the four steps of The
Online Lead Builder 1.0.
If you want to take and install the
entire Online Lead Builder 1.0 into
your business, the next step is
to come to my Signature System
Intensive in Sydney.
It’s a one and a half day private group
style training seminar on how to
automate your lead gathering and
marketing, sell with seminars and
leverage your knowledge and skills
through creating your own Signature
System. Because of the hands-on
nature of the workshop, seats are
limited to 30 participants.
To see what’s covered, and to
find out more go to:
yoursignaturesystemintensive.com