A $16,000 Mistake

Mike Coval
July 7, 2021

Back in the Spring of 2016 I wasn't satisfied with how the gym was doing from a growth standpoint.

If my memory serves me well, in 2015 we grew 5% from 2014 and with the aspirations I had for the gym this simply wasn't going to cut it.

For whatever reason, I got it in my head that we needed to get better at sales (which we did...but you will see why my thought process here was flawed). I ended up signing up for sales training with a company. Locked in for 12 months. The total cost of the training was $16k.

About two months into the training I had an epiphany. We didn't need sales training right then. We needed people to sell to.

We didn't have a sales problem. We had a lead generation problem.

I felt so foolish as I completely ignored the root of our issues (lead generation). I also ignored the fact that our sales process was already in place. We needed to get people in the door for our 21-Day Kickstart Program. The experience spoke for itself.

What I did was akin to someone purchasing a detox cleansing kit to help them lose weight or pushing one's self to the max in the gym thinking that will get them to lose weight when they only sleep 4 hours per night and eat poorly.

I focused on the quick fix rather than spending a bit more time to dissect the problem and get to the core of it.

Hopefully, this is something that resonates with you and inspires you to dig a bit deeper if you're going through similar struggles in your life.

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Mike Coval

Coval Fitness is a Personal Training Studio and Gym in Ann Arbor, Michigan

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COVAL Fitness

Personal Training Studio in Ann Arbor, Michigan

Our Location

100 Phoenix Dr #170, Ann Arbor, MI 48108
E-mail: 
mike@annarbortrainer.com

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Mon / Wednesday:
5:30 - 9:15 AM
4:45 - 8:45 PM
Tues / Thurs:
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Friday: 5:30 - 10:30 AM
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Coval Fitness is a Personal Training Studio and Gym in Ann Arbor, Michigan
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