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

A school owner’s most important investment of time and effort is to sell memberships. A major part of that effort is to become known as an expert, an advisor in physical fitness and marital arts, in his or her community.

One of my first steps if I were a school owner would be to join the local Chamber of Commerce. I would want to go to some of the local business meetings. I would want to become known as the martial arts expert, and network with everyone I know and meet.

Every business owner is looking for a unique way to generate prospects. If I went to a meeting with five other local businesspeople, then I’d be sure to exchange business cards with them; I’d want them to know what I did. I’d also offer to tell others about those five businesspersons’ products and services and refer potential customers. For example, if one of them owned or managed an automobile dealership, then I might ask for some additional business cards, so I could recommend him to anyone I might meet that was in the market for a vehicle.

“I would want to become known as the martial arts expert, and network with everyone I know and meet.”

“The saddest part of the martial arts business is that school owners fail to consider everyone they meet as a potential, future student.”

 

 

That is certainly one prospecting method that would be easy for a small business owner, such as martial arts instructor, to use to generate plenty of new business. The key is to exchange business cards with other local businesspeople and send them a thank you note. “Dear Jim, it was so nice meeting you and thanks for exchanging business cards. As I mentioned, I’m a martial arts specialist in the area. I have a wonderful facility. I’d love to invite you to show what we do, so I can serve you or someone you know who might want to take advantage of our excellent program.”

The saddest part of the martial arts business is that school owners fail to consider everyone they meet as a potential, future student. You must really have your antenna in the air. I used to call it the Three-Foot Rule. Whenever you’re within three feet of anyone say hello, let him know what you do and be very excited about your martial arts program, so he will want to know more about what you do. Make sure to ask for a business card and then send him a note, thanking him for discussing your business. That’s a great way to develop a network and build momentum.

When you first make the effort to generate more leads, it’s all a matter of numbers. Once you’re enrollments and renewals are up and you’ve built a solid business, you must continue to communicate with your students to retain them as long as possible and not let their memberships lapse.