The most important person in the world.
Signing people up and keeping students twice as long, is easy if you know the answer to one simple question. Who is the most important person in the world?
The President, The Pope, Michael Jordan or someone else?
The answer is clear to at least ninety nine percent of the world. The most important person in the world is the person you are talking to. The prospect, student or parent you are addressing on the other side of your desk is the most important person in the world, at least to them.
It is amazing that so few instructors ever realize this simple fact of life. With rare exception, people are not interested in what you did for someone else. They are only interested in what you can do for them. Each person you meet in your studio wants to be treated like the most important person in the world. If you let him down in this regard, you will lose a sale, a prospect or a student.
Make it your goal to make every student, parent and prospect feel great every time you see them. Build them up, complement them at every opportunity and make them feel great about themselves.
If you hear a student has a new car, or you notice it yourself, ask if you can see it after class is over. They will be delighted that you noticed and that you are interested in them. When you see it, comment on something you like about its appearance.
Instructor: “Bob that’s a beautiful blue, what do they call it?”
Student: “Thanks, it is Blue Bird blue I think. ”
Instructor: “Great looking stereo system. I bet it sounds great.”
Student: “It sure does. Let me show you. ”
This will make your student feel great. Knowing that his instructor likes his car is like a vote of personal approval for him. It builds self confidence and makes him feel like a million bucks.
It works with parents as well
When little Jason Small’s mother walks in with him, tell her how nice her dress looks or that her new hair style really suits her. Tell her what a dedicated mother she is for bringing Johnny and his friend to karate every day, etc.
Comments like these payoff tenfold with whoever hears them. I am not suggesting that you tell people things you do not mean or that you should be insincere. On the contrary, if you are not sincere, it will surely backfire on you. Instead, what I do suggest is that you pay as much attention to the things that go on around your studio as you do to the things that happen in it. Paying attention to your students and the things that matter to them, will insure you keep them longer.
Resolve to make at least three people feel good about themselves everyday by complementing them on something you like about them, their appearance or possessions. Make sure to do it with everyone, not just your favorite students.
When a child tells you he is quitting
Unlike adults students, who simply drift away because they are too embarrassed to tell you why they are quitting, kids will tell you right up front. When a child tells you that he is quitting at the end of the month, when his current program runs out or when baseball starts again, it’s time to sit up and take notice. It takes a lot more time and effort to get a new student in than to keep an existing one.
Ask the child why he is going to quit. The answer will usually fall into two categories.
- The child is not having any fun, not learning, or is bored. If the child is not having any fun, make sure he does.
Make him the center of attention. Nearly all kids enjoy that. Ask him to help you judge a contest, this will make him feel important, wanted and very special. Ask him to come out in front of the class and stretch them out, or help you with a technique. This will build him up and he will want to stay.
If he is smart, learning faster than the rest of the class, and is getting bored, give him more information. Either spend some extra time with him yourself, request that he stay a little longer after class, or have a more advanced student help him. By giving him the information he needs, you have a good chance of satisfying his wants.
There will be many times, after the first few months, where the ranks go by relatively quickly. When the gap between tests becomes much longer, to a young child, that gap can seem like a lifetime. They find it hard to understand that they went through three colors in a few months and now they have not progressed at all in the last six months.
If your student reaches this point where he has not had a rank test in a while, and will not be getting one for sometime, reward him in some other way. Give certificates of accomplishment between tests, just to keep students motivated. Award pins and patches for special achievement or for longevity. A pin at four months a patch at six, something else at eight, and a special certificate each twelve months. This will help satisfy your young students need to see improvement and he will achieve rewards during the long periods.
- The parent does not feel that they see any progress or they feel that they are not getting value for their money.
The key here, is pure and simply communication. The more you communicate with a parent, the more they will understand about the martial arts, plus the many benefits it offers for their child.
Children have a way of describing things in two ways fun or boring. The parent will ask “what did you do today in class. ” The child will answer something like, “well first we had a boring workout, then we had lots of fun. We played dodge the punch glove and ran around the room as fast as we could and you know what mom, I was one of the fastest. ”
Now, on hearing this description of class, what is the parent supposed to think. His child is bored for most of class and goofs around for the rest. This is not the way they really want to spend a hundred dollars a month.
What actually happened is that you stretched out class for a few minutes. You went through the basics and then practiced kicks and punches. At the end of class, you had each child stand in the center of the room and move from side to side as you threw a glove to practice evading blows by body motion. To end class, you had everyone run around the room to increase their speed and told them that this is what they should do if a stranger offers them a lift in his car.
Now given this version of class, the parent will be more than happy with how they are spending their money. The problem is, this is never the version they are likely to hear from their child. You have to make the effort to explain things.
Go out of your way to talk to children’s parents especially mothers
If there is one thing people like to talk about even more than themselves, it’s their children. Make it a point to talk to each parent at least once a month. Some parents will always come into class at the end, that makes it easy, while others just pick their kids up on the run.
Walk out into the parking lot to see these parents, or ask the child to have them stop in and see you. Take a few minutes, in the office, to tell them of little Johnny’s progress. Explain how he placed first in today’s speed drill. How his kicks are higher than last month. How he helped a new student learn his blocks or any other positive statement that will make the parent proud.
Parents, like anyone else, want to know they are getting value for their money. Not only does this little talk each month demonstrate to the parent that you have a personal interest in their child, but you can be sure whatever positive comment you make about little Johnny will be passed around the neighborhood. This will lead to potential new students as other parents wonder what benefits martial arts might hold for their children.
If you have a very large studio, assign some names to your assistant instructors and check off each parent as you speak to them. This is a little thing to do, but like many other little things, it will add up over time. Your young students will end up staying longer. Not because you are teaching better or they are less inclined to come to class, but because you have the parents on your side. Believe me, that’s the best ally you will ever have in running your studio.
Use all your tools to communicate
Use your newsletter to explain some of the various drills and techniques you employ to motivate students who achieve results. Point out how specific games and drills develop speed or power. Also, point out that there are high and low points in every students motivation. Tell parents that children find it hard to wait six months for the next test and often get a little discouraged. Ask for their help in keeping the child’s interest and spirit up.
When parents are in the lobby watching and listening explain the benefits of various drills, games and techniques. At tests, demonstrations and tournaments, speak to parents again about the various benefits. In fact, use every single opportunity you have to communicate the benefits of your martial arts training program to anyone who will listen. The more often you explain the benefits, the longer your students, young and old, are going to stay.
Use the child and parents to communicate with each other
As I have already said, what you taught a child and what he thinks you taught him, plus what he ultimately explains to his parent, will very often be two entirely different things. One way to ensure you have some excellent communication is to supervise your kids in writing a letter. At the beginning of class, provide the students with pencils and paper and ask them to write a letter.
The title of the letter can be, “Things the martial arts have helped me with in my life. ”
Another can be, “Ways in which I can help my parents like a true martial artist. ”
When you show these letters to parents, or read them out loud at a special event, the response you will get will be nothing short of tremendous as little Johnny reads “Martial arts help me concentrate better in school. ”
‘I can help my parents like a true martial artist by not fighting with my little brother Joe. I can also help with more chores like taking out the garbage because martial arts training has made me strong. ‘
To make this even more effective, ask parents to write a letter to you telling you how the martial arts have helped their child. One simple and effective way to ensure full participation in this, is to make the letter from the parent part of the child’s first testing procedure.
By getting both the children and parents thinking about the benefits of martial arts together, you further ensure the longevity of the relationship. After all, if someone honestly believes that they are getting continual benefits from your instruction, why would they quit? It is only when this perception changes that you encounter problems.
Make sure every class ends on a high
An easy way to keep the interest up is to make sure every class ends on a high note. This advice goes for adults as well as children. Always finish the class with a quick barrage of kicks or punches, loud kias, and motivational instructions. This will get the students heart beat racing and leave them feeling excited about their training.
