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Social media isn’t just for posting pictures or sharing updates. It’s also a powerful tool for coaches and personal trainers for building meaningful connections – and booking sales calls.
But did you know where most of the action happens on platforms like Instagram?
In the DMs.
According to Instagram, users spend the majority of their time messaging others, not endlessly scrolling. If you’re a personal trainer or group coach looking to engage your audience effectively, spending time in the DMs is a must. Using the right coaching tools and techniques in your DMs can turn casual conversations into booked sales calls
Let’s break down how to use DMs strategically to book more sales calls.
Why DMs work
DMs create a personal, one-on-one connection.
For fitness coaches, personal trainers, and wellness professionals, these connections build trust and open the door for services like group coaching or one-on-one online PT coaching.
However, success in DMs doesn’t come from being salesy or pushy. It comes from asking thoughtful questions and genuinely understanding your audience. Consider using coach software like coaching CRMs or online coaching software to track your interactions and keep your outreach organized.
The OGSHI framework
To guide your DM conversations and maximize results, we recommend the OGSHI model, which is an effective framework for coaches.
Here’s how it works:
- O – Open up the conversation
Start with a friendly, non-threatening opener. For example:
“Hi Jane! Thanks for liking my post this morning. The engagement is much appreciated!” - G – Their goal
Ask about their lifestyle or fitness goals. For example:
“I love connecting with my followers. Do you have a particular lifestyle goal you’re working on right now?” - S – Goal status
If they share a goal, ask how it’s going.
“How’s that going for you? Are you making progress?” - H – Do they want help
If they mention challenges, ask if they’re open to help.
“Have you considered getting some support with that?” - I – How I can help
Transition into explaining how you can assist.
“Would you like to know more about how I can help you achieve that goal?”
If they’re interested, suggest scheduling a quick 15-minute call.
Practical steps to put OGSHI into action
- Start with a Story Poll
Create a poll on your story. Example:
“Are you currently working on a fitness or lifestyle goal? Yes/No.” - Follow Up with Respondents
Use this as an opportunity to engage directly in their DMs.
Example:
“Hi [Name]! I saw you voted in my poll and mentioned working on a goal. Would you mind sharing what you’re working on?” - Focus on Listening
Make the conversation about them. People are more likely to open up when they feel heard. - Offer Value Without Pressure
If someone isn’t interested in chatting or isn’t ready for help, thank them and move on. - Track and Manage Leads
Some coaching software platforms can help you organize conversations and stay on top of follow-ups, ensuring no potential client falls through the cracks.
Why it matters
DMs aren’t just about selling – they’re about connecting.
By showing genuine interest in your audience, you’ll not only book more sales calls but also build trust and credibility for your coaching business. If you’re an online PT or group coach, this is an absolute must.
Ready to implement it in your coaching business?
✅ Use the OGSHI framework in your next DM conversations.
✅ Experiment with story polls to engage your audience.
✅ Practice asking thoughtful, open-ended questions.
The more you engage, the more opportunities you’ll create to help others – and grow your coaching business.
Now it’s your turn. Who’s the first person you’ll DM today?