Persuasion expert Michelle Bowden, whose episode 83 on the Fitness Business Podcast ranks in the all-time top 20, is back to break down the science of influence and how to connect with every prospect and member. If you want to boost sales, retention, and team member engagement without resorting to manipulative tactics or "buyer's remorse," this episode is a must-listen. Michelle explains the difference between influence and authentic persuasion, introduces her four persuasion types, and gives practical, 1% tips you can implement today to become a stronger communicator and get more of what you want in life.
Key highlights from the episode:
- Persuasion vs. Influence and the Four Types: Michelle advocates for persuasion as the assertive approach to achieve lasting change, contrasting it with coercive influence which often leads to "buyer's remorse". Her system identifies four persuasion types—Wise Owl, Commanding Eagle, Friendly Brolga, and Captivating Peacock—to help tailor communication to the specific stakeholder.
- Managing Objections with P.O.O.: Use the five-step "Pacing Out Objections" (POO) technique to handle common sales resistance. A crucial step is to stop using "but" and "however," which trigger a fight/flight response, and instead use joining words like "and" or "so" to bridge your argument.
- The Power of Commitment and Position: To sell professionally without being pushy, leverage the Law of Commitment and Consistency by having the customer articulate and commit to their own goals, such as by completing their own goals form. For better listening, adopt Second or Third Position (focusing on their needs or an elevated view) rather than the self-indulgent First Position.
Curious about the future host of Fitness Business Podcast? That's Zoe, the host JT's daughter!
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Quotes:
"Persuasion is actually what we're trying to do. And whilst there are five main ways to influence, there's actually four ways to persuade." - Michelle Bowden
"Stop saying 'but' and 'however'. You don't even know how often you say it. It is just not functional communication to say it." - Michelle Bowden
"To win in the next 90 days by persuasion, start by caring about what the other person wants and then giving it to them." - Michelle Bowden
Resources:
- Become an FBP Insider on Patreon: https://patreon.com/FitnessBusinessPodcast
- Fitness Business Podcast's LinkedIn Community: https://www.linkedin.com/groups/9878228/
- Mystery Shopping for Fitness Businesses: https://mysteryshoppingforfitnessbusinesses.com.au/
- Episode 83 of Fitness Business Podcast: https://fitnessbusinesspodcast.com/michelle-bowden-using-presentation-and-communication-skills-to-connect-with-your-clients-members-and-teams/
- Michelle Bowden's 7 Tips for Remembering People's Names - On Patreon only - https://www.patreon.com/posts/7-tips-for-names-141609461
Our Guest:
Michelle Bowden, Director
LinkedIn: https://www.linkedin.com/in/michellebowdenenterprises/
Website: http://www.michellebowden.com.au
Facebook: https://www.facebook.com/michelle.bowden.1671
Instagram: https://www.instagram.com/_michellebowden/?hl=en
Merch Sponsor:
Be a Merch Sponsor - https://fitnessbusinesspodcast.com/merch/
REX Roundtables:
Website: www.REXRoundtables.com
Email: Eddie@REXRoundtables.com
Supplier:
EGYM Instagram: https://www.instagram.com/egym_global/
EGYM Website: https://us.egym.com/en-us
Dana Milkie's LinkedIn: https://www.linkedin.com/in/dana-milkie-38ab47/
REX Roundtables Trusted Suppliers:
Make sure to check out other REX Roundtables Trusted Suppliers:
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Atlantis Strength: made by and for those who are dedicated to shaping greatness. https://atlantisstrength.com/
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ABC Fitness: provides gym management & software solutions. https://abcfitness.com/
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Digital Revenue Systems: offering digital revenue opportunities for you. https://www.digitalrevsystems.com/
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Centr Hyrox: The official equipment provider for Hyrox. https://shop.centr.com.au/collections/hyrox
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Covery: Wellness recovery franchise offering cutting-edge restorative services. https://www.thecovery.com/franchise
Skip to the good part:
00:00 Welcome, Season Wrap-up, and Guest Introduction (Michelle Bowden)
02:00 Season Four Giveaway: How to Win a $100 Amazon Voucher
03:00 Tailoring Communication Styles: Persuasion vs. Coercive Influence
10:00 The Four Persuasion Types: Owl, Eagle, Brolga, & Peacock
14:00 1% Gains and Tips for Remembering Names
21:00 Handling Sales Objections: "Too Expensive" & "I Need to Think About It"
22:00 The 5-Step Pacing Out Objections (P.O.O.) Technique (and why to ditch "but")
29:00 Being Persuasive Without Being Pushy: The Law of Commitment and Consistency
33:00 Active Listening and the Three Communication Positions (First, Second, Third)
37:00 Challenge: How to Win in the Next 90 Days by Persuasion
About Our Guest: Michelle Bowden is the number one speaker on persuasion at work and the authority on persuasive presenting in business. She created the Persuasion Smart Profile®, a world-first psychological assessment tool for workplace persuasive strengths. Michelle is a best-selling, internationally published author of How to Persuade and How to Present. As a multi-billion-dollar pitch coach, her client list spans international businesses in banking, IT, pharmaceutical, retail, and more. Her popular Masterclass has been run over 1,000 times for more than 13,000 people.
About Your Host: Justin "JT" Tamsett is a fitness industry veteran with over 30 years of experience who aims to reduce global healthcare costs by promoting physical activity. Through his company Active Management, he provides business coaching to fitness entrepreneurs, leads 8 REX Roundtables in the US and Australia, and has spoken at over 40 conferences across 23 countries. His ultimate goal is to create a world of opportunity for his daughter Zoe by helping more people move and stay healthy, while empowering gym owners to build successful businesses that contribute to a healthier society
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