Back when I was a personal trainer, there was one skill that allowed me to outpace everyone—other trainers, and most notably, the smart gobshite from my school who went into law and medicine.

That skill was Sales.

I was great at what I did. I mastered the skill of getting people in shape.
But what good was that if I couldn’t convince people to work with me?

Most people find sales difficult because of money trauma and lack of training.

If you’re great at sales now, realise this—there’s always another level.
You’re just comfortable selling the same thing.
It’s when you start selling new and more expensive stuff that your real sales skill—and your money beliefs—get tested.

I’ve done thousands of sales calls.
Hundreds of sales events.
I spent years analysing the pitch of my voice, the exact words I used, the pauses, the tempo, the tonality, the transitions, offers, re-offers, guarantees, objection handling—you name it.

The level of detail I paid attention to was crazy.

I took that experience and weaponised my own sales team—
And they’d put most closers to shame.

It’s no surprise I get asked to coach sales teams regularly.

Because let’s be honest—
There are sales students…
And then there are closers.

A lot of people have studied sales—
But they’ve never actually sold anything.

Big difference.

Coming from being an out-of-shape Type 1 diabetic with no experience in fitness…
To making millions in the fitness industry…
To now having a Netflix doc called FitPreneur (you can watch the trailer here)

Let’s just say…
I know a thing or two about how to sell.

I knew early on:

If I mastered sales, I could get whatever I wanted in life and business.

Sales can be used to inspire, influence, and serve.
Or, it can be used to manipulate and rob.

But whether you're selling the world’s best service…
Selling your partner on going out for dinner and getting the kids minded…
Or selling your kid on eating their veg…

You're selling. Every. Single. Day.

And the better you get at sales, the better you get at everything.

Anyway, I want to share some of that wisdom with you today—because it’ll help grow your bottom line.

With this new venture I’m launching soon, I want every single email and piece of content to make you money and give you more peace of mind.

That’s my mission.

Here goes…

The next time you’re selling someone, make sure you cover all of these emotional checks.

Because when you do, your prospect starts ticking off all their limiting feelings before they take action.

It clears the path for them to say yes.

There are 7 emotional checks I run in the background of every sales conversation.

Every time I present an offer—

In-person, on a sales page, or inside an ad.

Every time I speak on stage.

Every time I open my mouth to lead.

Here they are:

1. Clarity
Confused people don’t buy.
If someone doesn’t know exactly what happens after they purchase, they’ll hesitate.
Your offer should include a clear roadmap.
“In the first 30 days, you’ll…”
“The moment you join, here’s what happens…”
Remove confusion—replace it with clarity.
People move when they know what they’re stepping into.

2. Safety
Everyone’s scared of making the wrong decision.
Scared of getting ripped off.
Scared of wasting money, time, energy, reputation.
You build safety through proof. Testimonials. Guarantees.
But more importantly, by knowing exactly what they’re afraid of—and addressing it before they even say it out loud.

3. Enthusiasm
An enthusiastic client is a successful client.

Let me break it down—

I’ve sold £25K masterminds to two very different types of people:

First, the wealthy coach living off Daddy’s trust fund.
No urgency. No hunger. Needs dragged out of bed just to show up.
Barely lifts a finger.

Then you’ve got the hungry coach who put the same mastermind on a credit card—
Showed up early. Took notes. Applied everything.
Went all in.

Now—who do you think got the better results?

It’s not about the money.
It’s about the energy behind the decision.

That’s why your marketing needs to stir desire.
Your prospect should want it. They should see it.
They should say, “I’m doing this, no matter what.”

Your market needs a powerful why—
One that connects your offer to their deepest pain, and their greatest possibility.

That’s what moves people.
That’s what creates real change.

4. Anger
This one’s surprising—but it works.

Sometimes you’ve got to trigger them to move.

If I’m on a call with a jacked-up fitness model earning £4K/month…
I’ll tell them:

“Mate, I was an overweight Type 1 diabetic who built a 7-figure fitness business.”
Or—
“You’re skint with 10,000 followers but I ’ve got a client with 1,000 followers making £25K/month.Go figure..”

That stings.
But it also motivates.
It lifts them out of shame and forces them to look in the mirror.

Used right, anger is fuel.

5. Trust
This one’s massive.

Do they trust you?
Do they trust the thing you're selling?
Do they trust that this is the right move?

Trust is built long before the sales call.
It comes from the results you’ve stacked.
From how you show up.
From the consistency of your message.
And from the certainty in your delivery.

In all my years I've found small promises are easy to keep compared to huge promises that spiral the prospect into a world of self-doubt and overthinking.

6. Certainty
If you don’t sound certain—it’s over.
If you don’t believe it’ll work for them—they won’t either.
Certainty comes from experience, reps, and conviction.
They’re not just buying your product—they’re buying your belief in them.

7. Identity
This is the big one.
The glue that holds the decision together.

They’re not just buying the offer.
They’re buying into the person they want to become.

Your offer must help them step into a new version of themselves.
One that has more power, more peace, more profit, more status, more freedom.

So every time I’m selling—
Or leading a team—
Or talking to my wife about a weekend away—
I ask myself:

Am I making them feel clear, safe, excited, certain, seen, capable, and like the person they want to become?

That’s the game.

And if you run these checks consistently, you become a potent communicator.
A trusted leader.
A world-class influencer.

Use this.
Implement it this week.
Watch the difference.

Until next week,

Phil

P.S. I’ve got a huge client event next week, but behind the scenes, I’m deep in the work building my next big move—the play outside the fitness industry. I know many of you are excited about it (you should be). I’ve already gone through three or four name ideas and scrapped them all. Because this can’t just be good—it has to hit hard. It has to reflect how I live, how I lead, and how I build. When you see it, I want you to feel it in your gut and say, “That’s mine. I’m in.”

FYI > This is for founder-led business owners doing 250K to 5M who want to scale smarter—without working more. It’s for those done with the grind and ready to fix real bottlenecks, build better systems, and grow with control. No fluff. No noise. Just clear execution that builds a business that lasts.