In a Quick-Start Meeting, Stephen Oliver, Grand Master Jeff Smith and Greg Moody cover speed-to-lead, what a lead is worth, which numbers to track, and goal setting for a million-dollar school.
What this session covers
In this Martial Arts Wealth Quick-Start Meeting, Stephen Oliver, Grand Master Jeff Smith, Greg Moody and the team say most schools do not have a lead problem. They have a follow-up, appointment-setting, show-up and enrollment conversion problem. Stephen explains that a new lead has a very short half-life, so schools should respond immediately by phone, text, email and voicemail, and keep following up with direct mail and retargeting rather than checking leads once or twice a day.
The meeting shows how to work out what a lead is really worth from lifetime student value, intro conversion, appointment show-up rate and lead-to-appointment conversion. Stephen says that when a lead can be worth hundreds or thousands of dollars, weak follow-up is expensive negligence. He also advises owners to stop obsessing over random objections, which usually point to weak value-building or a weak sales process, and to track leads, appointments, intro show rate, enrollment percentage, active and inactive students, dropout rate and average student value.
The session ends on goal setting and vision. Stephen says many owners think too small because they have never seen what a truly successful school can become, and he covers the numbers behind a strong model: active students, average student value, retention, renewals and monthly gross.
Key points
- Respond to new leads immediately; they have a short half-life.
- Phone, text, email, voicemail, direct mail and retargeting should work together.
- Calculate what a lead is worth using lifetime student value and conversion rates.
- Most schools give up on prospects too soon.
- Track active and inactive students, dropout rate and average student value.
- Set long-term goals and vision for a million-dollar school.
Frequently asked questions
How fast should a martial arts school follow up on a lead?
Immediately. Stephen says a new lead has a very short half-life, so schools should call, text, email and leave voicemail rather than check leads once or twice a day.
What do prospect objections usually indicate?
According to the session, they usually reveal weak value-building or a weak sales process.
Which numbers should a school track?
Leads, appointments, intro show rate, enrollment percentage, student lifetime value, active and inactive students, dropout rate and average student value.
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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