You sell them these micro moments ( each training session) along their journey and quest to becoming a better version of themselves ( google jobs-to-be-done)

I keep reminding my clients, you ( me - or - the service provider) are not the HERO in the story, the customer IS and they are on the hero’s journey ( Joseph Campbell’s book a hero of a thousand faces - hero’s journey framework can be applied to every good movie story / script) We are but a Sherpa guiding them along their progress path(way) 💯 👍