Unlike a store, where someone walks in already intending to buy, it’s a little harder for us. Unless people see that we are the product, they won’t fully connect. Don’t just think of your studio as a business — even though it is — think of it as the item a customer is picking up, flipping around, and deciding if it’s the right fit for them. The class itself is the sales pitch. The sale is already happening the moment they walk in. If you need a speech at the end, you’ve already lost the sale. Instead, the owner should be future casting — painting a picture of the client using the product: making friends, improving, reaching their goals. That’s why I love the pause. It the consumers turn to finish the sale, put the card into the machine and bag up the item.