Episode 8: Balancing Emotional and Rational Selling with Chris Burgess

by Michael Keeler

What if you were friends with a bunch badass business leaders and entrepreneurs and could ask them about their successes, challenges, and most valuable advice? That’s exactly what Business for Unicorns delivers. Join business coach and entrepreneur Michael Keeler as he speaks with inspiring leaders and entrepreneurs who believe that a business can make money while improving the lives of their employees and customers.

? New Episodes posted every Monday. Start listening at businessforunicorns.com/podcast.

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Chris is the owner of Lift the Bar Education for Personal Trainers which offers high quality education for health & fitness pros delivered by the brightest in the industry. He is also the proud owner of Lift the Bar Gym, a training studio in England.

In this podcast Michael and Chris discuss:

  • Chris’ ability to be a super-connector and networker.
  • How to harness the drive for constant improvement.
  • How to attract and hire staff that connect with your values.
  • What steps leaders can take to set up their team to succeed.
  • What do to when the people who want your help stop showing up.
  • The role emotions play in consumer’s decisions.
  • The value of rational decision-making.

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  1. Jeff Blair

    Hi Michael,

    Have to get my comment in this week ☺.

    Great discussion about high emotion and lifetime client value. I have developed some intuitive ideas around this concept but didn’t have any data. It seems pretty consistent with BJ Fogg’s “Tiny Habits”/start small approach as well as a skills-based approach to fitness transformation. Maybe when people are too excited at the beginning they have unrealistic expectations leading to disappointment? Excitement can sometimes be the enemy of execution.

    I also identified with his desire to deliver excellent service to GP clients.

    Thanks for the show!

    • Michael Keeler

      Yeah, Jeff, that was one of my big takeaways too. When we get a prospect super excited about our product or service we may be missing an opportunity to set clear expectations of reality. Ensuring that they have accurate expectations is KEY to them having a positive experience. Particularly in fitness, our services aren’t’ a magic wand, so we need to balance the promise of solid aesthetic results with the reality that it requires hard work and dedication. 🙂


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