What is Your Prospects First Experience Like at your Martial Arts School?
May 21, 2009 by Ryan Wheaton
Filed under Business
I have been looking to get some mats at my martial arts school and a friend of mine invited me go to his MMA gym the other night to check out what they use.
As I walked in, my friend introduced me to one of the owners/instructors. We shook hands, said hi, and then he handed me a full color glossy postcard sized handout with the schedule, basic description of classes taught, and the rates on it. Then he immediately took off to teach a kickboxing class. My friend took me back to his Jiu Jitsu class and after about 10 minutes the other instructor came over and introduced himself then went back to teaching his class.
I enjoyed watching their classes. It was a good time and gave me great insight. It also helped me to determine what I should do with my mats at my martial arts school. Overall, I had a great experience.
However, I left that place without anyone asking me for my phone number, email, or if I wanted to sign up for the free trial (which they offer).
If it were your school, how would you have interacted with me? I’d really like to hear your thoughts and reactions to this and promise to read every response. Please do me the favor of sharing your ideas below and thanks in advance.
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I'm Ryan Wheaton and I work with martial arts school owners to help them attract more students. Many martial arts school owners are confused at how to best market their business and feel awkward in selling situations. I help them overcome those challenges to become confident and competent in marketing and selling their services - helping them become more profitable so they can live the lifestyle they want to live.
Unfortunately, what should happen when a new prospect enters our school and what does happen is usually two different things. Ideally, the new prospect should be greeted by a smiling face and a friendly handshake or bow upon entering the school. Followed by a “welcome to (fill in the blank) martial arts school. How can I help you?” Any informational materials, brochures, flyers, etc should be displayed at the front of the school and be within arms reach so that you can provide them without having to walk away from the prospective client. Offer a quick tour of your facility. As a promotional, we invite visitors to the school to enter into our drawing for FREE lessons and a FREE uniform by filling out an info card which is then dropped into a raffle box. This gets us the prospect’s contact info before they leave and also adds a little more value to our deal. As they leave, they should be sent out the door with a smile, a handshake or bow, and an invitation to return.
Again, sad to say that it rarely happens exactly like that, but we’re still working on it.
Lane,
Thanks for commenting and welcome! Enthusiasm, appreciation and passion are definitely keys to attracting new students. I’ve read that people decide their impression of you within 45 seconds. Not a lot of time to make a good impression but it is so true. The first impression has to be solid. Also, I do the same thing with the raffle and that seems to break down any resistance to giving you personal info. I intend to write more about that idea soon. Sounds like you’ve got a plan for yourself… it just sounds like its a consistency issue. Let us know how it goes. Anyone agree or disagree with Lane’s approach?
Ryan
I think Lane’s approach is pretty sound. I always attempt to personally greet anyone walking into my dojo. I open myself up for their questions on the history of my art and any history they might like on my martial arts experience. I have a three fold brochure and a welcome packet. Each of these is offered to them on their way out and not hoved in their face as they come in. If they seem interested, and they already are they walked in didn’t they, I will offer them three free lessons which I personally teach. You never get a second chance to make a first impression. Keep the dojo clean and neat, maintain a positive and upbeat attitude. Most people won’t have a clue what kind of martial art you teach or how it’s different from others. You’re selling yourself as much, if not more, than anything else. Good luck!