Ditch sales frustrations & gain the confidence to close more sales with the…

The SOS Dojo

Sales Objections Coaching for
High-Ticket Professionals

Learn About All of Our Dojo Programs!

*New Programs as of June 2024!*

  • Improve Your Sales Discovery and Prevent Sales Objections with our AIME Program

  • Overcome Sales Objections with our Private Sales Objection Coaching

  • Get More Leads & Improve Your Marketing with our Marketing Mastery Coaching Program

Strategic Coaching & Practice in a Safe, Fun Environment to Help You Confidently Close More Sales Without Being a Sleazy Salesperson

Quick question for busy biz owners and salespeople who need to grow faster:

What would your business look like if you could confidently close more sales without being pushy or deceptive?

71% increase

in year-over-year gross revenue

in the middle of a global health crisis


Increase in close rate

$ 150,000/year

in bottom-line growth

simply by closing more sales calls

Would you continue to run your sales calls flying blind like Mr. Magoo driving a bus of prospects over a cliff…

...with no clue how to course-correct your sales calls and process to make a real impact and grow your business without struggle?

Or would you work with a coach that doesn’t stop at sales scripts, but takes a deep dive into your entire sales approach, common objections and your actual on-screen technique to help you identify and eliminate missteps before you get on the next sales call…

...so that you can stop dreading sales calls, losing sales, and leaving money on the table...

without having to resort to hard-sell tactics, insane discounts, and shady persuasion techniques?

“I put every single one of my salespeople in the Dojo the minute they join my team. Just this year, this has added over 6 figures to our bottom line.”

Craig Ballantyne

More Leads Are Not The Magic Pill For Growth

Closing more leads. That’s the ticket.

So without practice and confidence in closing, more leads don’t get you anywhere.

It’s going to take more than a lead funnel to become a better, more confident salesperson

Your business can’t grow without sales.

And after months or years of pouring every ounce of your blood, sweat, tears, AND cash into your business…

You deserve to reap the rewards:

  • A business that serves YOU (not the other way around 🧘‍♂️)
  • Zero worries about your bank account (hello 💸)
  • And freedom to live the life of your dreams (working from the lake house, anyone? ⛵️)

You’re starting to dream about the game changer your business or career could be with more sales...

Until the day you realize that you’re not closing sales fast enough to keep up with growing expenses.

You start to panic as your dreams of escaping the hustle & grind mindset evaporate…

You thought you had a handle on sales.

But now you have to work longer hours and scramble to figure out how you’re going to start closing more deals…

And how to explain to your partner that those weekly date nights and that month at the lake house you promised will have to wait.

To make things worse, you know you’re just a few weeks away from full-on burnout thanks to doing all the things all the time in your business or on constantly grinding trying to hit your sales quotas.

Suddenly, you don’t feel like a confident business owner or salesperson. you feel like a tired-ass hamster who’s never getting off that wheel.

And it's humiliating to get on the phone with a potential client and not know how to help them through objections.

You realize that maybe you need more than a better sales script to turn this ship around but what is it going to take to get there?

Words are only 7% of Communication. Body Language and Tone are EVERYTHING.

Reading a sales script is easy. But communicating with your whole body is a completely different ball game…

And you deserve to be able to communicate confidently and fluidly, on the fly — without awkward pauses, uhh’s or umm’s.

You deserve to know exactly how to respond to questions about your prices.

You deserve to have a solid value stack, instead of trying to discount your way to the bottom for a close that robs you of profitability just to keep the lights on.

You deserve to be able to say “NO” to prospects that aren’t a good fit without worrying about hitting your revenue goals.

You deserve to run a business that doesn’t run you into the ground.

And I’ll tell you exactly how to get it.

But first, we’ve got to address the godzilla-sized myths holding you back…

“When I met Joe, he said, be yourself. That's why you're not making money. That's holding you back. And everything changed. He was the only person who believed in me and I would not have the business that I have now if it weren't for the Dojo. So I am eternally grateful.”

Kristin Ramazzena

“In the beginning, I was skeptical because I've been in sales a long time. But even in the first session, I identified and found areas I can fix. Within the first two weeks, I began to really see and understand what's being taught. I've never been as confident on sales calls as I am now. It even helps you outside the sales world. My relationships with my kids and my wife have improved. Two ears, one mouth. You've got to listen more than you talk!”

Markus Wolf

I was having some real troubles with getting clients enrolled and I knew I needed help. I was getting stuck when people came up with objections. Joining the SOS Dojo has helped me understand what people really mean when they ask me questions. It has revolutionized my coaching, confidence, money all aspects of my life. I was worried about getting an ROI when I joined but it paid for itself in the first month.

Rusty Osborne

3 FALSE Beliefs You’ve Got to Delete Right Now If You Want to Close More Sales, Protect Your Margins and Delight Your Customers

Myth #1: “I just need more leads.”

Leads are great. You will always need more of them. BUT…

What if you went from closing 1/3 leads to more like 4/5 leads?

What would it mean for your business if closing sales was no longer a guessing game?

What you need is a pathway forward that lets you close more of the leads you ARE getting.

It’s hard to break through the mindset of “I just need more leads.”

Even just one more sale per week can be a total game changer.

What you need is a community and a coach focused on consistent improvement when it comes to sales that has your back no matter what.

Myth #2: “I just need the right sales scripts.”

It’s not your fault that your sales skills are limited.

Most people never learn how to sell the right way. On-the-job programs are weak at best and most books, scripts and videos are missing the most important ingredient:


What you need is practice, practice, practice.

Myth #3: “Being Nice Makes Sales Happen.”


Being nice is powerful, there’s no doubt about that.

But if you’re thinking, “I’m already a nice person so people will automatically buy from me, just cause I’m nice…”

We need to talk about the facts.

Well-trained beats nice EVERY TIME.

But if you’re both well-trained AND nice, you’ll be unstoppable!

The Good News Is...

Mastering Sales Objections Doesn’t Require an Insane Amount of Work

Here’s the deal:

If you’ve spent any time reading about sales, chances are, you’ve already got 98% percent of the head knowledge you need to do this.

What if becoming a real sales “samurai” only took a few minutes each week of practice?

Would you seize the chance to partner with a sales mentor and a team of “sales Black Belts” that help you practice handling objections, seeing past your blind spots, and getting really good at thinking on your feet in a safe, fun space where there’s 100% NO JUDGEMENT?

HI, I’m Joe Marcoux!

I’m a sales mentor and all-around communications guy (who used to really struggle with closing sales without giving away the farm).

In my past lives, I’ve been a retail store owner, bodybuilder and rock singer (yes, really 🎸🤘)

But because a career as a fitness-loving retail-selling power balladeer wasn’t quite difficult enough, I decided to dive into the wildly competitive and difficult world of online business.

It wasn’t long before I realized that all the high-ticket courses and sales scripts in the world weren’t helping business owners like they promised to do.

I decided to do something about it.

I made it my mission to help business owners make real improvements to supercharge their sales game without wasting thousands of dollars for gurus and programs that just don’t work.

I’ve created the SOS Dojo to do just that. My team of sales objection handling Black Belts® and I use our decades of experience to bring you valuable insights and weekly “sparring” practice that allow you to unlock your sales potential and grow your business easily and predictably.

“I got out of a slump where I was barely making any money and ended up closing 4 new clients in under a month of being in the program. Not only are you going to learn to be a better salesperson, you’re going to learn how to communicate, influence people and help others. You’re crazy if you don’t join the Dojo!”

Nada B.

“I took what we learned in our first call and made a BIG SALE — I’ve been on a lot of sales training courses, but this has made an immediate impact on me and I’m not “a sales person” I’ve always struggled with objections.”

Jeff Later, Fitness Coach

“As doctors, sales come naturally to us…. we’ve re-engineered our entire process—we have a system in place so we feel confident.”

Dr. John Tait


The SOS Dojo

Transformational Sales Coaching & Weekly Practice for Motivated Business Owners and Salespeople Who Are Ready to Up Their Game

SOS stands for “Sales Objection System.

When you put it all together, you get the SOS Dojo – the only sales improvement program of its kind.

Each week, our small groups meet in a live virtual space to learn and practice sales objections. We cultivate a culture of community, accountability and constant improvement.

We are better together. Iron sharpens iron.

Each group is led by SOS Dojo Black Belts® -- all who’ve been through the program as a participant and have gone on to train privately with founder Joe Marcoux and co-teach groups alongside Joe before taking the reins.

We are deeply invested in our team’s training and education so that every member of the Dojo gets the attention, mentoring, support and development required to master sales objections and grow into mastery.

You’ll get immediate access to learning materials and playbacks each week so you can improve your sales scripts, review your on-screen performance and practice between sessions to up your game and integrate the training.

Additionally, you’ll get direct access to your Black Belt® Coach and Joe via email for as long as you’re a member of the SOS Dojo so that you can get the feedback and support you need as you go, learn and grow.

In the SOS Dojo, we help you become the sales expert you were born to be

Our sales objection program is designed to help you:

  • Drastically shorten your learning curve (and path to sales success)
  • Equip you with the exact scripts AND fundamental time to grow that you need to build a foundation for long-term business success
  • Provide you with the knowledge and support your need to confidently close more sales

What you’ll get as a member of the SOS Dojo:

The SOS Dojo Guarantee

When you enter our Dojo to work on becoming a better salesperson, you’ll experience unparalleled support for your growth. Together, we’ll get you to a place of competence and confidence so you’re able to close more sales, charge what you’re worth and protect your bottom line.

We insist everyone try the Dojo out for free before they commit.

So when you’re ready to take the next step, we’ll get you into a complimentary session so we can get a feel if you’re right for the Dojo and if the Dojo is right for you!

We also offer a 100% money-back guarantee. If after your first month of training you aren’t convinced you’ve gotten value from our work together, just let us know and we’ll take care of the rest.

“Changing my response with a prospect get them away from objections and back to being interested in the program — that was like YEAH!!!”

Kate Vidulich, Copywriter

“Not only have I improved my sales skills—now I can truly hear what my prospects are saying so I can meet them where they are”

Courtney Shelby

“Thank you for teaching me not to discount my greatness – the SOS System enabled me to handle objections the right way.”

Ron Mourra, Salesperson & Coach with Craig Ballantyne

Smart Questions Your Fellow Salespeople Asked Before Saying “Hell, Yes!” to the Dojo:

What makes you different from other sales coaches & programs?

Our business model is based on the Japanese principle of kaizen. That means we’re all about constant improvement. We aren’t here to convince you to do things “our way” – you get to practice all the tools in the program and make them your own. As we learn new ways to handle objections, we work these into our program. We’re here to improve right along with you.

Our team will work with you, side-by-side, to make sure you’ve got the support and insight you need to develop your own sales “6th sense” without being a gross used car salesman.

Unlike other programs, we customize our advice based on a deep understanding of you and your specific goals. This is not a one-size-fits all approach.

Working with a sales coach sounds amazing, but the investment is higher than what we’d pay to buy someone’s sales scripts. How do I know your services are worth the price?

We only take on clients who can invest in our program and who’re the right fit for us.

If we choose to work with you — and you show up and do the work — our program is likely to have an immediate impact on your ability to close more sales.

We also offer a 100% money-back guarantee. If after the initial 14 weeks of training you aren’t convinced you’ve gotten value from our work together, just let us know and we’ll take care of the rest.

I have a successful business that’s growing just fine. Why should I bother with investing in sales improvement?

Look, this program isn’t for everyone. If you’re happy with everything as-is, that’s awesome!

But if you’d like to…

  • Improve your closing ratio
  • Stop giving steep discounts just to close sales
  • Feel more confident on sales calls
  • Create better sales scripts and flow charts
  • Train your team to sell with confidence

Then you need to join the SOS Dojo!

You’re ready to jump into the SOS Dojo if…

  1. Your company sells a product or service you believe in: Now is the time to step into your expertise and deliver to the people and communities you’re destined to help.
  2. You’ve been left jaded because of poor experiences with sales coaches who overpromise and underdeliver: It’s hard to trust again after you’ve been burned, but all sales coaches are not equal. The S.O.S. Dojo has a track record you can trust and we won’t take you on as a member if we don’t believe we can get you results.
  3. You understand that investing in sales improvement will immediately decrease your stress and give you the roadmap you need to long-term profitability: The quickest path to improvement and more sales is to work with a coaching team that will work with you where you’re at now to get you on the path to where you’re destined to go.
  4. You’re ready to step up and be the confident salesperson you’re meant to be without fear: Because that’s what you get when you’re able to step into a safe zone of consistent practice and a community that lifts you up and has your back every step of the way.
  5. You know something about your sales process has to change: Sales numbers don’t go up magically. And buying the latest book or course doesn’t give you the experience and practice that’s truly required to make a significant impact on your performance.
  6. You’re afraid your business will suffer and die out if you don’t get more sales: More sales are the answer. Without sales, there can be no growth. And the benefits of running a profitable, growing business never come without fuel to feed the fire.
  7. You’re ready to experience exponential growth, and you need more than words to do it: When it comes to closing more sales, look no further than the S.O.S Dojo. We are built to help catapult your business to the top with our proven system of developing skills around sales objection handling and closing techniques.
  8. You understand that the 1 workshop or 1 book is not the way to SALES DEVELOPMENT. The SOS Dojo is an ongoing program. Even after the initial 14 weeks, you can continue with the Kaizen program for never ending continual improvement.

If you can check off at least 4 of the 7 points above, you owe it to yourself, your business, and your future to apply to join the SOS Dojo.

By now, you already know that the difference between businesses that skyrocket to 6-7-8-9-10 figures or even more and those that wither and die has a lot to do with….

Confidently Closing Sales

And if you’re still reading this page, let me give you the pep talk you’ve stuck around for.

If you’re a biz owner or salesperson who wants to get out of the quicksand of only closing a handful of sales when you could be totally crushing it...you need the SOS Dojo.

If your growth is plateaued because you’re not closing more sales... you need the SOS Dojo.

If you’re tired of giving away the farm by discounting sales... you need the SOS Dojo.

If you’re short on sleep because your sales calls are giving you the night sweats... you need the SOS Dojo.

If you’re still taking on customers that aren’t a good fit because you need the money... you need the SOS Dojo.

If you’re bringing in leads but struggling to close them... you need the SOS Dojo.


If you’re ready to transform your business into a revenue-generating cash machine that doesn’t run your life... you need the SOS Dojo.

Come try the Dojo and see for yourself, risk-free—just what an impact this can make on your life and business!



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