Stephen Oliver says the fortune is in the follow-up. He describes a multi-touch campaign that mixes calls, texts, email, voicemail and direct mail, and walks through carrier route reports for mailing.
What this session covers
Stephen Oliver argues that one of the biggest mistakes school owners make is not generating too few leads but failing to follow up consistently with the leads they already have. Most prospects, he says, do not enroll after a first call, email or introductory lesson, but because the school stays professionally engaged.
In this session, he describes a systematic multi-touch follow-up campaign using phone calls, text messages, email, voicemail, direct mail and automation tools. Topics include how often to contact new prospects, the right mix of channels, why speed of response affects enrollment, how to automate without sounding automated, and how to build long-term nurture campaigns for prospects who are not ready yet.
The chapter list also shows a walk-through of a carrier route report, covering route income, household and age data, the low cost but untargeted nature of Every Door Direct Mail, scouting routes in person, and filtering by income and household size. Oliver recounts a 1985 census-tract site mistake and recommends starting by mailing your own lists.
Key points
- Most schools lose leads during follow-up.
- Combine calls, texts, email and voicemail.
- Speed of response affects enrollment.
- Build long-term nurture campaigns for prospects not ready today.
- Start by mailing your own lists.
- Scout carrier routes in person and filter by income and household size.
Chapters
- 0:00 Pulling up the carrier route report
- 2:26 Reading carrier route income, household and age
- 4:29 Every Door Direct Mail: cheap but untargeted
- 6:01 Scout the routes in person
- 6:34 Filtering routes by income and household size
- 8:39 The 1985 census-tract site mistake
- 9:14 Start by mailing your own lists
Frequently asked questions
Why do martial arts schools lose leads?
Stephen Oliver says the problem is often failing to follow up consistently with leads the school already has, since most prospects do not enroll after the first contact.
Which channels belong in a follow-up campaign?
He describes combining phone calls, text messages, email, voicemail, direct mail and automation tools.
About this video. Business Breakthrough TV draws on the YouTube channel of this journal’s publisher, Grand Master Stephen Oliver. Many sessions were recorded inside Martial Arts Wealth Mastery, his coaching program for school owners, and are presented as recorded. Results described by school owners are their own accounts and have not been independently verified by this journal.
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