Benefits

It’s one thing to sell benefits; it’s an entirely different thing to make it clear to your students that they are receiving those benefits. It’s important to remember that there are no benefits being conveyed to the student until the student perceives they are receiving that benefit.

It’s our job in this third area of the Back Stage to communicate, remind, and resell to the students the benefits they are receiving.

Break Down Each Point of Contact

Break down each point of contact you have with prospects, students, and family members during the Performance. Sit down with your team and determine the best possible ways you can improve the experience of the student at each stage of the Performance.

  1. Initial Contact:

    • Ensure that your marketing materials and introductory conversations clearly outline the benefits of your program.
    • Use testimonials and success stories to highlight real-life examples of benefits.

  2. Enrollment Process:

    • During enrollment, reiterate the key benefits and set expectations for what students will gain.
    • Provide a welcome packet that includes detailed information about the benefits and how to maximize them.

  3. Class Experience:

    • Regularly remind students of the benefits they are gaining during classes. For example, "This technique improves your coordination and self-defense skills."
    • Create a positive and supportive environment that reinforces the benefits of participation.

  4. Progress Updates:

    • Give regular feedback on student progress and highlight how they are achieving the benefits promised.
    • Use progress reports, certificates, and awards to reinforce the benefits they are receiving.

  5. Family Engagement:

    • Communicate with family members about the benefits their children are experiencing.
    • Host events and meetings to discuss progress and benefits with students and their families.

  6. Ongoing Communication:

    • Use newsletters, emails, and social media to consistently remind students and their families of the benefits.
    • Share success stories and testimonials regularly to keep the benefits top of mind.

Strategies for Improvement

  1. Visual Reminders:

    • Post visual reminders around your school that highlight the benefits of martial arts training.
    • Use posters, banners, and digital displays to reinforce key benefits.

  2. Instructor Training:

    • Train your instructors to consistently communicate the benefits during classes.
    • Ensure that they understand how to weave benefit statements into their teaching.

  3. Feedback Mechanisms:

    • Implement feedback mechanisms such as surveys and suggestion boxes to understand if students perceive the benefits.
    • Use the feedback to make adjustments and improve how benefits are communicated.

  4. Events and Workshops:

    • Host workshops and events that focus on specific benefits like self-defense, fitness, and mental discipline.
    • Use these events to deepen students' understanding and appreciation of the benefits.

By strategically communicating and reinforcing the benefits at every point of contact, you can enhance the overall experience for your students, increase their satisfaction, and ensure they perceive the full value of their martial arts training.