Question 048: School growth
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Have a set routine when dealing with potential customer phone calls or visits so you always get the pertinent information and answer all their questions. Tell people why you are the best choice, not why other schools are a bad choice. Even if an employee fist handles a call, ensure you follow-up personally.
Make follow-up phone calls regularly and on time. Show concern but don't pressure. If people are undecided, ask if you may check back with them at a future date, make note of their answer, and call back on that date.
Children students are where the money is since there are so many of them wanting to train, so you must concentrate your efforts on children and their parents. However, adult students are who holds the school together so you must maintain a loyal, happy base of adult students.
When a people show interest in the school, answer their questions about cost etc. but push getting them into a trial class or classes so they may experience what you have to offer so they will want to join your school no matter the cost.
Try to satisfy all types of students. Each class should be a strenuous workout for those who want an aerobic workout or want to lose weight, but don't overstress those who don't want to or can't workout very hard. For the martial art enthusiasts, each class should stress some aspect of the art. Students should learn something new, be it a technique or just knowledge, at every class. Sparring is where the competition and fun is, so spar every class.
Surveys have shown that, no matter what their original reason for taking a class, the number one reason people stay in a martial art class is the social structure. They like to workout with friends, test and compare their abilities with friends, feel relaxed and carefree after a hard day at work, and have fun. When coming to class becomes a chore, they dropout.