Martial Arts Professional Asks… Tom Hopkins, The Builder of Sales Champions

Renewing students from a short-term beginner program to a long-term Black Belt program is a process that occurs at virtually all martial arts school.

Tom Hopkins answers…

First, I think it’s very important that instructors show a real personal concern for all their students, which starts by remembering their names. As soon as they walk into your school, you say their names. I help people in membership-type businesses to develop a memorization technique to repeat a person’s name four times as soon as they meet them. If you enrolled a new student who has attended the first two classes and you don’t remember his or her name, then that is totally a low-class attitude and that new student is likely not to return for the third class.

I think you also need to create a friendship, to the point that, as his or her martial arts instructor, you almost become a counselor to help him or her beyond martial arts.

Ask your students plenty of questions; learn about their businesses, families, interests, etc. Show concern for them, as a human. I really believe that if they like and trust you and they feel good with what you’re teaching them, then they’ll look forward to coming to the school because of the feelings that you give them. The average person today lacks recognition. They need someone to make them feel good; and I think that is one of the secrets to retain more of your students.

Many people are challenged with making a commitment to larger ticket items, such as a martial arts membership. The reason is they can’t afford them and they have not sold themselves on the value they’ll receive. The first step in the process is that you must really believe – that’s the key. You must believe that martial arts training is good for them. They must feel that when they give you three or four thousand dollars and make a four-year commitment to your school that it’s the right thing for them and they’ll thank you in the future. You must sell yourself on that concept. Then, you must make eliminate your uneasiness about asking for the fee or tuition. Of course, you must be an avid martial arts student, using your facility, so your students can see that you’re not just a salesperson or a representative, but you totally eat, sleep and drink the training programs that you’re marketing to them.

You must work on your renewal process until it becomes natural and you no longer fear it. “Jim I thought we might go over the financing and how we handle our memberships; and if it makes sense, then I’d sure like to welcome you to our school as a member. Can we sit down and go over that real quick?” Then, you explain how your membership or programs works. Let Jim know how thankful he will be when he is a member, the physical and emotional benefits they’ll receive.

I also think that school owners should share stories about students who were initially hesitant, but then joined and are so happy. “Jim, you remind me of Bill Simpson. Bill came to us about a year and a half ago and he was really reluctant to join. He felt the membership was just a bit too much for him. I visited with him and helped him understand the long-term benefits. Now, he’s one of our happiest members and he’s doing so well. I know that if he were sitting with us, then he’d say to you, ‘don’t postpone this; take advantage of a membership today.’

“The average person today lacks recognition. They need someone to make them feel good; and I think that is one of the secrets to retain more of your students.”