My bodybuilding mentor invited me to run a training seminar for inmates at the second-largest prison in Washington state. Let’s say I learned a few things while I did my time… teaching inmates, that is.

After watching the recent women’s marches—and being involved in some interesting social media conversation—I started to think about how men should respond when masculinity is threatened.

Every successful fitness professional is a proficient salesperson. And by “successful” I mean those who aren’t forced to find another career because of their lack of business skills or desire to improve them. Here are 13 sales “basics” to improve your ability to sell your services.