Welcome to another episode breakdown from Profit Made Simple! In this special feature, I had the privilege of sitting down with Joe Marcoux—better known as The Sales Sensei.

Joe isn’t just a sales professional; he’s a master of transforming how individuals and businesses approach sales. Forget pushy tactics and awkward closes—Joe’s mission is clear: empower teams to create buying conversations rooted in trust, emotion, and genuine connection.

In this blog, we unpack Joe’s game-changing frameworks, from emotional engagement strategies to his famous objection prevention system. If you’re tired of outdated sales tactics and ready to learn how to inspire people to want to buy, this one’s for you.

Sales isn’t what it used to be—and that’s a good thing. Joe kicked off our conversation by highlighting a critical shift: people don’t want to be sold—they want to buy. The days of listing features and hoping for a close are long gone. Today’s prospects are emotionally driven, and great salespeople know how to tap into that.

Joe explained the key differences between average, good, and great salespeople:

• Average salespeople focus on features.
• Good salespeople sell outcomes.
• Great salespeople sell feelings.
• This was a lightbulb moment.

If you’re only selling what your product or service does, you’re missing the emotional connection that drives decision-making. Joe’s approach centers on understanding a prospect’s pain, creating emotional contrast, and guiding them toward a solution they truly desire—not just logically, but emotionally.

One of Joe’s standout lessons is that emotion is the true driver of sales. People buy based on how they feel, not just what they know. That’s why Joe emphasises creating what he calls a “gap”—the emotional distance between where a prospect is now (Pain Island) and where they want to be (Pleasure Island).

Using his simple yet powerful TED framework—Tell me, Explain to me, Describe to me—

Joe teaches salespeople to dig deeper. Instead of rushing to paint a rosy picture of the future, you first need to help prospects confront the cost of inaction. What happens if nothing changes? How will they feel six months from now if they stay stuck? This approach isn’t about being negative—it’s about creating urgency through honest reflection.

Joe made it clear that every stage of a sales conversation must be earned. You don’t just dive into deep emotional questions or jump to your pitch—you progress with permission and professionalism. His Buying Conversation Roadmap ensures that you’re guiding prospects thoughtfully, building trust along the way.

It starts before the call even happens, with Joe referencing Google’s 7-11-4 Formula:

• 7 hours of consumed content
• 11 interactions
• 4 different platforms

By the time someone books a call, they should already feel connected to you. From there, it’s about:

1. Building genuine rapport (Joe’s “just for fun” questions are gold).
2. Clarifying SMART goals.
3. Transitioning into emotional discovery with TED questions.
4. Using temperature checks to gauge desire and urgency.

Each step is designed to make the prospect feel seen, heard, and empowered—not pressured.

According to Joe, no sale happens without two critical ingredients: Desire and Urgency.

Desire comes from understanding what the prospect truly wants—not just on the surface, but at an emotional level. Urgency is created by helping them realise why taking action now matters.

Joe’s method of using a temperature check (“On a scale of 1 to 10…”) is a masterstroke. It allows prospects to self-assess their commitment without feeling cornered. If they’re not at a 9 or 10, Joe teaches how to explore what’s missing—often uncovering hidden objections before they arise.

This proactive approach flips the script on traditional objection handling. Instead of fighting objections at the end, you prevent them by asking better questions throughout the conversation.

One of the biggest mistakes Joe sees is salespeople rushing into their pitch—often turning a great conversation into a one-sided monologue. Joe’s golden rule? You don’t present your offer until you’ve earned the right to do so.

When it comes time to present, Joe advises using minimal text, powerful visuals, and—most importantly—keeping the dialogue alive. This keeps them emotionally involved and reinforces their ownership of the decision.

Joe also highlights the importance of creating unique mechanisms—branded terms or frameworks that differentiate your offer from everyone else’s. Instead of generic promises like “exercise, nutrition, and accountability,” craft signature systems or acronyms that make your process memorable and proprietary.

When it comes to pricing and packaging, Joe is clear: three options is the magic number. Offering too many choices overwhelms prospects, while a single option feels restrictive.

Joe recommends positioning your highest-tier offer first (your “Gold” or “Diamond” package). This acts as a price anchor and sets the stage for the middle option—where most people will land. The third option, a basic package, gives budget-conscious prospects a viable path without diluting your value.

And if needed, Joe suggests having a “secret menu” downsell in your back pocket—something you only offer when absolutely necessary.

Joe’s approach to closing is all about empowerment. Instead of asking, “Do you want to sign up?”, he recommends framing the close as a choice:
”Based on these three options, which one suits you best?”

This subtle shift gives prospects autonomy, removing the feeling of being pressured. It aligns perfectly with his philosophy that people don’t want to be sold—they want to choose to buy.

Before revealing pricing, Joe also introduces a second temperature check, asking how confident the prospect feels about achieving their goals by working together. If you’ve done everything right, they’ll respond with a 9 or 10—and that’s when you know they’re ready.

Adding a strong guarantee at this stage can further eliminate risk and boost confidence, making the decision a no-brainer.

In a world where every fitness business promises “exercise, nutrition, and accountability,” Joe stresses the importance of creating unique mechanisms. These are branded systems or frameworks that only you offer—making your service memorable and differentiated.

Whether it’s an acronym like DHNP (Daniel Henderson Nutrition Plan) or a creative name for your coaching process, unique mechanisms turn generic offerings into signature solutions.

This not only boosts perceived value but also makes your pitch more engaging and professional.

Throughout the conversation, Joe repeatedly returns to a core principle: simplicity equals elegance. Overcomplicating your sales process, your pitch, or your offer confuses prospects and kills conversions.

By keeping your frameworks, presentations, and offers simple yet powerful, you create clarity—and clarity converts. Whether it’s limiting your packages to three options, using short acronyms, or asking straightforward questions, simplicity helps prospects make confident decisions without feeling overwhelmed.

To wrap up the episode, Joe shared the most profound piece of advice he’s ever received:

Ask for help.

In a deeply personal story, Joe revealed how hitting rock bottom in his personal life taught him the power of vulnerability and seeking support. This lesson transcends sales—it’s about leadership, personal growth, and resilience.

Too often, entrepreneurs and sales professionals let ego get in the way. But as Joe’s journey shows, reaching out for help can be life-changing—both in business and beyond.

Joe Marcoux proves that sales doesn’t have to feel pushy or awkward. By focusing on genuine connection, emotional understanding, and structured conversations, you can transform your approach—and your results.

Whether you’re a fitness business owner or any entrepreneur looking to improve conversions, this framework will help you turn prospects into loyal clients without ever feeling like you’re “selling.”

If you found value in this episode, be sure to connect with Joe on Instagram at @sosdojo and take advantage of his generous offer to join his free skool group before it becomes paid.