Understanding the Model

Successful companies like Gillette and those in the dental industry have demonstrated the power of repeat sales over initial product sales. This concept can be applied to martial arts schools through in-house seminars and specialized classes that offer free products included in the class fee. Here's how to implement this model effectively:

Seminar-Based Sales Strategy

  1. Identify the Product

    • Choose a low-cost, high-value product that complements your martial arts training. Examples include padded nunchaku, My Defense Tool®, bo sticks, or any other training aids or weapons.

  2. Plan the Seminar

    • Schedule regular seminars focusing on the chosen product. These can be monthly events to maintain a consistent revenue stream.
    • Each seminar should include a mix of history, basic techniques, partner drills, and practical applications.

  3. Set the Price

    • Determine the class fee by marking up the product cost by 10-20 times. For instance, if padded nunchaku cost $2 each, charge $25 for the seminar.

  4. Promote the Event

    • Advertise the seminar as an opportunity to receive the product for free as part of the class.
    • Use flyers, social media, emails, and in-class announcements to generate interest.

  5. Deliver the Seminar

    • Structure the class to provide maximum value in a short time. Example structure:
      • Introduction & History (15 minutes)
      • Basic Techniques (20 minutes)
      • Partner Drills (15 minutes)
      • Practical Applications (10 minutes)
      • Q&A and Review (10 minutes)

Example Seminars

  1. Padded Nunchaku Seminar

    • Charge: $25 per student
    • Product Cost: $2 per nunchaku
    • Profit: $23 per student
    • With 20 students, gross $500; net profit $460

  2. Self-Defense Class with My Defense Tool®

    • Charge: $35 per student
    • Product Cost: $5 per tool
    • Profit: $30 per student
    • With 20 students, gross $700; net profit $600

  3. Bo Stick Class with Free Book

    • Charge: $25 per student
    • Product Cost: $5 per book
    • Profit: $20 per student
    • With 20 students, gross $500; net profit $400

Marketing and Additional Sales

  1. Seasonal Packages

    • Offer packages of three seminars for a discounted rate, e.g., three for $60, to boost sales during holidays.

  2. In-Class Promotions

    • Integrate training aids into regular classes. Demonstrate their use and suggest students purchase their own for home practice.

  3. Cross-Selling Opportunities

    • When students express interest in additional training aids, offer them for sale immediately.

  4. Expand Audience

    • Promote weapon seminars to non-students and the general public to attract those with specialized interests.

Benefits of the Strategy

  1. Increased Revenue

    • Regular seminars with product sales can significantly boost your income without a proportional increase in overhead costs.

  2. Enhanced Student Experience

    • Providing high-value products as part of the training enhances the perceived value of your classes and fosters loyalty.

  3. Broader Market Reach

    • Attracting non-students for specialized seminars can expand your customer base and potentially convert them into regular students.