Downsell Sequence for Fitness Coaches Email Guide
Why Downsell Sequence Emails Fail for Fitness Coaches (And How to Fix Them)
Your dream client just said 'no' to your premium coaching package. The sale is gone, right?
Many fitness coaches face this challenge. You've poured energy into consultations, built rapport, and outlined a perfect solution, only for a prospect to hesitate at the price.
It feels like wasted effort, a missed opportunity to help someone transform their health. But a 'no' to your top-tier offer doesn't have to mean goodbye.
A well-crafted downsell sequence offers a viable alternative, keeping them engaged and moving towards a solution that fits their current budget or commitment level. It’s about meeting them where they are, not letting them walk away empty-handed.
The templates below are designed to turn initial rejections into new opportunities, ensuring you keep serving your ideal clients.
The Complete 3-Email Downsell Sequence for Fitness Coaches
As a fitness coach, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
It's completely understandable if my [PREMIUM SERVICE NAME] wasn't the right fit for you right now. Making a commitment to a significant health transformation or a new coaching program is a big step.
There are many factors that go into that decision, and I respect your choice. My goal is always to help people like you achieve real, lasting fitness results.
Even if the full program isn't what you need today, I still want to make sure you have options. I believe everyone deserves to feel strong, healthy, and confident.
If you're still looking for ways to get started, I might have something else that could work.
Best, [YOUR NAME]
This email disarms the prospect by acknowledging their decision without judgment. It uses empathy to rebuild rapport, positioning you as understanding and supportive, rather than purely sales-driven. This approach keeps the door open for future engagement.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Following up on our last conversation, I wanted to share an alternative that might be a better fit for where you are right now. Many clients find that starting with my [PRODUCT NAME] is the perfect way to build momentum without the full commitment of a longer program.
This [PRODUCT NAME] focuses on foundational nutrition habits and effective home workouts. It's designed to give you tangible wins quickly, proving to yourself what's possible.
It’s a more accessible option, both in terms of time and investment, but still delivers significant value towards your overall health goals. If you're ready to take that first step, you can learn more here: [LINK TO DOWNSELL OFFER]
Best, [YOUR NAME]
This email uses the 'foot-in-the-door' technique. By presenting a smaller, more manageable commitment, it reduces perceived risk and makes it easier for the prospect to say 'yes.' It frames the downsell not as a lesser option, but as a strategic starting point.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
Just a quick reminder that the special offer for my [PRODUCT NAME] closes at [TIME] on [DATE]. This is your opportunity to kickstart your fitness journey with key foundational habits and sustainable workout routines without the larger investment of my full coaching program.
I won't be offering this particular version of [PRODUCT NAME] at this price again for a while, as I'm focusing on my core coaching clients. If you've been considering it, now is the moment to act and secure your spot.
Don't miss out on taking that important first step.
Best, [YOUR NAME]
This email utilizes the principles of scarcity and urgency. By setting a clear deadline and emphasizing the limited availability of the offer, it prompts immediate decision-making. It reinforces the value one last time, pushing prospects off the fence.
4 Downsell Sequence Mistakes Fitness Coaches Make
| Don't Do This | Do This Instead |
|---|---|
✕ Focusing solely on advanced clients and neglecting those who need foundational help. | Create tiered services that cater to beginners, intermediate, and advanced clients, ensuring you capture a wider audience. |
✕ Only offering high-ticket 1:1 coaching without any lower-cost alternatives. | Develop a signature group program or a self-paced digital product that serves as a valuable downsell or entry-level offer. |
✕ Not following up after a 'no' to a premium offer, assuming the lead is lost. | Implement an automated downsell sequence in your CRM to re-engage prospects with a more accessible solution. |
✕ Using overly technical fitness jargon in initial sales conversations, intimidating potential clients. | Communicate benefits in clear, relatable language that focuses on their desired outcomes, not just the exercise science. |
Downsell Sequence Timing Guide for Fitness Coaches
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Fitness Coach Specialty
Adapt these templates for your specific industry.
Personal Trainers
- For in-person consultations, always have a printed flyer or a clear digital link to your downsell offer ready, in case the premium package isn't a fit.
- Consider a 'starter pack' downsell: 2-3 personal training sessions plus a custom workout plan, as a taste of your full service.
- Use your scheduling software to tag prospects who declined premium offers, then send them the downsell sequence manually or via automation.
Online Fitness Coaches
- Automate your downsell sequence using your email marketing tools immediately after a prospect declines your main coaching program.
- Offer a 'mini-course' or a 'challenge pack' as your downsell, focusing on a specific outcome like '7-Day Core Strength' or 'Beginner Home Workouts'.
- Utilize your CRM to track which leads engage with your downsell content, indicating continued interest for future follow-ups.
Group Fitness Coaches
- If a prospect can't commit to a full group membership, downsell them a 'class pack' (e.g., 5 classes) or a trial membership for a shorter period.
- Use email marketing tools to highlight the community aspect of your downsell (even if it's a smaller commitment) to maintain connection.
- Create a simple, low-cost guide (e.g., 'Pre-Class Warm-ups' or 'Post-Class Recovery Stretches') as an immediate downsell for those not ready for classes.
Strength Coaches
- For athletes not ready for a full strength cycle, offer a downsell focused on a single lift technique breakdown or a mobility program specific to their sport.
- Use your email marketing tools to share success stories of clients who started with a smaller program and then scaled up their training with you.
- Position your downsell as a 'prep phase' or 'foundational strength builder' for their ultimate goal, making it clear it's a stepping stone, not a compromise.
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