Retail Partner Onboarding
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AURUM Partner
● Module 3 of 3
● ~35 min read
● Retail Partner Program

Closing Deals

You understand the machine. You can build the ROI case. Now it's time to turn conversations into contracts. This module gives you the frameworks, scripts, and templates to run the full sales process — from first contact to signed agreement.

CLOSER Framework
Objection Handling
Outreach Templates
My Notes

Buyer Personas — Know Who You're Talking To

The same machine. Completely different conversations. Before any meeting, identify your decision-maker and adapt your approach.

The Clinical Director
Rehab clinics / Gesundheitszentren

Evidence-driven. Wants to know it works and won't create liability. Speaks in outcomes and patient data. Respond with: peer-reviewed research, data tracking capability, CE certification, patient documentation workflow.

The HR Director
Corporate wellness

Owns the wellness budget. Needs to justify spend to the CFO. Responds to ROI calculators, employee satisfaction metrics, and "easy to implement" arguments. Respond with: 3:1 wellness ROI, minimal disruption, measurable KPIs.

The Facility Director
Retirement homes

Responsible for resident safety and operational efficiency. Fears liability. Motivated by differentiation and cost avoidance. Respond with: fall prevention data, minimal supervision required, insurance cost savings.

The GM / Spa Director
Hotels & luxury clubs

Revenue-per-square-meter focused. Wants something guests will talk about. Responds to exclusivity, guest experience stories, and premium pricing potential. Respond with: differentiation story, session pricing model, white-label option.

The CFO
All verticals — final approval

Only cares about the numbers. How long until payback? What's the revenue model? What are the ongoing costs? Respond with: ROI models from Module 2, maintenance cost overview, financing/lease options if available.

The Skeptic
Any role — most common

"6 minutes can't be a real workout." "CHF 80,000 is too expensive." "We tried fitness equipment before." Respond with: offer a demo session — let the machine and the data answer for you. Every minute they spend in the chair is better than any slide you can show.

The CLOSER Framework

CLOSER is a structured sales conversation model. Use it as a mental checklist in every meeting — not as a script to read, but as a guide to ensure you cover every stage.

C
Clarify — Why are they interested?
Understand their motivation before pitching anything

Never assume you know why they took the meeting. Ask open questions to understand their actual situation — what they currently have, what's not working, and what prompted them to look at AURUM.

"Before I tell you about the machine, I'd love to understand your current setup. What does strength training or physiotherapy look like for [your residents / your team / your guests] today — and what made you take this meeting?"

Listen for: space constraints, staffing problems, a specific outcome they want (reduce falls, improve retention, differentiate their offering). These become your pitch anchors.

L
Label — Name their problem back to them
Make them feel understood before you offer a solution

Once you've listened, reflect their problem back. This builds trust and confirms you've understood. It also anchors the rest of the conversation around their specific need.

"So if I understand correctly — your main challenge is that you want to offer residents a meaningful strength training option, but you don't have the staff to supervise it properly, and you're worried about injury risk. Is that right?"

Wait for them to confirm or correct. This moment matters — they feel heard, and you've set up the solution perfectly.

O
Overview — What have they tried before?
Understand past failures to avoid their objections

Ask about their history. Have they had gym equipment that went unused? Tried a wellness program that didn't stick? This lets you pre-empt objections and position AURUM against what didn't work.

"Have you tried offering fitness or strength training before? What happened — what got in the way of it working?"

Common answers: "The machines collected dust", "Staff didn't have time to supervise", "Residents were intimidated." Each one sets up an AURUM advantage: app-guided, no supervision required, 6 minutes reduces intimidation.

S
Sell — Present the solution to their specific problem
Tailor the pitch to what you've just learned

Now — and only now — do you present the AURUM ONE. Not a generic pitch. Their pitch. Connect every feature directly to the pain point they named.

"Based on what you've told me — you need something that requires minimal staff time, is safe for your residents, and produces measurable outcomes. That's exactly what the AURUM ONE is designed for. Let me show you how it works."

Then move to the demo. The best sales moment is 6 minutes in the chair, not a slide deck.

E
Explain — How does it work, what does it cost, what's next?
Remove uncertainty from the buying decision

After the demo, answer the three questions every buyer has but often doesn't ask directly: How does this actually work day-to-day? What will this cost us in total (not just the machine)? What does implementation look like?

"The day-to-day is simple: clients/residents book a 15-minute slot (6 minutes training + arrival/setup). No dedicated staff needed during the session. We handle installation, onboarding, and provide remote monitoring. The machine warranty covers [X]. Service visits are quarterly. Total cost of ownership over 3 years is approximately [calculate with them]."

Transparency here builds confidence. Don't hide the cost — help them see the full picture, then the ROI.

R
Reinforce — Address doubt, build confidence
Help them justify the decision they want to make

Most deals stall not because of objections, but because the buyer can't internally justify a decision they already want to make. Give them the ammunition to say yes to their own team.

"Our first clinical partner, Valmedica in Germany, went through the same evaluation process you're doing now. They went live [X months ago] and are now running [X sessions/week]. Happy to connect you with their team if a peer reference would help your internal decision."

Also reinforce with: scientific publications they can share, ROI calculations they can put in a proposal, the AURUM team as a resource for any technical due diligence.

The Demo Closes The most powerful moment in any AURUM sales process is the 6-minute demo session. When a prospect sits in the machine and feels isokinetic resistance for the first time — and then sees their power curve — the abstract becomes real. Prioritize getting them in the chair over any presentation.

Objection Handling Scripts

Every objection is a question in disguise. Here are the most common ones — and the response that moves the conversation forward.

CHF 80,000 is too expensive.
Your response:
"I understand — it's a significant investment. Let me show you how the economics work. At a conservative 10 sessions per day at CHF 55 each, the machine generates CHF 165,000 in year one. Breakeven is around 145 days. At 15 sessions per day — which is standard for AURUM studios — it's under 90 days. Would it be helpful to model the numbers for your specific situation?"
Logic: reframe from cost to investment. Get them into a collaborative ROI modeling exercise — participation = commitment.
We already have gym equipment / a fitness room.
Your response:
"That's great — the AURUM ONE isn't a replacement for your gym, it's a different category entirely. Conventional gym equipment uses isotonic resistance — fixed weight. The AURUM ONE uses isokinetic resistance — the machine adapts to every individual's output in real time. Nothing in a conventional gym does this. It's why professional rehabilitation clinics use it alongside standard equipment, not instead of it."
Logic: avoid competing with the sunk cost. Position as additive and complementary, not a threat to what they've already invested in.
6 minutes can't possibly be a full workout.
Your response:
"You're right to be skeptical — I was too, before I understood the mechanism. With isokinetic resistance, 5 reps per exercise activates 100% of the target muscle fibers throughout the full range of motion. You can't achieve that with conventional equipment regardless of how long you train. The data backs it: over 20 peer-reviewed studies confirm the efficacy. But the fastest way to understand it is to try it yourself — 6 minutes, and you'll feel exactly why it works."
Logic: acknowledge the skepticism, explain the mechanism briefly, then get them in the chair. The experience is the argument.
Our residents / employees / guests won't use it.
Your response:
"That's a fair concern — adoption is everything with fitness equipment. The AURUM ONE has two things working in its favor: it's app-guided, so it feels accessible and modern rather than intimidating, and the time commitment is 6 minutes, not 45. In our experience, the people who are most resistant to conventional gym training respond best to AURUM — because the barrier to starting is almost zero. Would you be open to a pilot with 5–10 of your most willing users to validate adoption before committing?"
Logic: propose a pilot — reduces perceived risk and creates momentum without requiring a full commitment decision.
We don't have the space.
Your response:
"The AURUM ONE requires 2.5 square meters — smaller than most office desks. I've seen installations in unused meeting rooms, hotel suite extensions, and clinic consultation areas. If you'd like, I can send you the technical dimensions and we can look at your floor plan together. It's rarely been a genuine blocker."
Logic: make it concrete and specific. Offering to review their floor plan is low-commitment and moves toward action.
Who handles service and maintenance?
Your response:
"AURUM provides full installation and onboarding. The machine has remote diagnostics built in, so our team monitors machine health proactively. Scheduled service visits are quarterly, and for urgent issues there's direct support. The machine has very few moving parts compared to conventional gym equipment — maintenance is significantly lower. I can send you the full service agreement terms."
Logic: reassure, then close the loop with a concrete next step — sending the service agreement keeps the conversation warm.
We need to think about it / come back to us next quarter.
Your response:
"Of course — this is a significant decision. Can I ask: is there a specific concern I haven't addressed, or is it purely a timing question? I want to make sure you have everything you need. If timing is the issue, I'd suggest we at least schedule a demo session in the meantime — it takes 15 minutes and removes the need to imagine the experience."
Logic: distinguish between a real objection and a deflection. The demo request gives them a low-commitment way to stay engaged. "Next quarter" often means "I'm not convinced yet."
Can we get a trial before buying?
Your response:
"Absolutely — we support pilot programs. Typically this looks like a 4–8 week installation with an agreed set of pilot users and measurement criteria. We'd work with you to define success metrics upfront. I'd need to check availability and terms with our team — can I come back to you with a proposal this week?"
Logic: say yes, but structure it so it has defined endpoints. A structured pilot with agreed KPIs is far more likely to convert than an open-ended free trial.

The Outreach Sequence

Use this cadence for cold outreach. Personalize every touchpoint for the specific vertical and decision-maker. Never send generic emails.

  • Day 1
    Email
    Personalized cold email

    Under 150 words. Industry-specific hook. One concrete value claim. Soft CTA: a 20-minute call, not a purchase. See templates below.

  • Day 3
    LinkedIn
    Connection request + short note

    "I sent you a note about [topic] earlier this week — would love to connect here as well." Keep it under 3 sentences. No pitch in the connection request.

  • Day 7
    Email
    Follow-up with a resource

    One relevant piece of content: a case study, a stat, or a short research finding directly relevant to their vertical. 3–4 sentences. Renew the CTA.

  • Day 14
    Call
    Phone call

    Aim for the decision-maker directly. Opener: "I sent you a note last week about AURUM — wanted to follow up for 2 minutes to understand if this is relevant for you." Qualify quickly, offer a demo.

  • Day 21
    Email
    "Break-up" email

    Short, no pressure, leave the door open. "If the timing isn't right I completely understand — happy to reconnect in [season]. I'll leave you with one question: [relevant challenge for their vertical]."

Email Template — Rehab Clinic / Gesundheitszentrum

Email Template — Corporate Wellness

Email Template — Retirement Home / Senior Living

Personalization Rules Always reference something specific to the prospect: their facility name, a recent announcement, their location, or a challenge specific to their sub-sector. Generic emails get deleted. Personalization takes 3 minutes and doubles response rates.

LinkedIn Message (Connection Note)

My Notes

Notes are saved locally in your browser.

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