Handling Prospective Student Inquiries with the "Feeding Back" Technique
When a prospect asks you a question, your job is to feed it back to them to determine the level of importance of that particular issue and then adjust your responses. For instance, “Do you spar?” is an important question. Wouldn’t you like to know whether sparring is a positive or a negative to them first, before answering the question? If you answer, ”yes, we spar,” and they are terrified or at least very concerned about sparring, you’re dead.
On the other hand, if they are ready and excited about sparring and you explain that sparring is for advanced students only because of safety and that they will have to learn six to nine months of techniques first, you’re dead again. However, if you ask them, “Is sparring something you’d like to do?” you can then tailor your answer to their interest.
Another common question is, “What style do you teach?” In the vast majority of cases, it doesn’t matter, but you better know that before you answer. If your response is, “Tae Kwon Do,” and their second cousin told them that Wing Chun Kung Fu is the style to look for, then you’re dead. But if you respond with, “Is there any particular style you’re interested in?” And then, if they say “Wing Chun Kung Fu,” your response should be, “What about Wing Chun interests you?” Then, either they will confess they have no idea what they are talking about or they will mention characteristics that they like and you can look for common ground.
If you answer the initial question without feeding it back, what do you have? Nothing! Your goal is to get as much information as possible while giving as little as possible.
Examples of Handling Common Questions:
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What style do you teach?
- Response: “Is there a particular style you’re interested in?”
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Do you teach the philosophical part of karate too?
- Response: “Does that interest you?”
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Do you spar?
- Response: “Do you like to spar?”
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Can I keep my current rank?
- Response: “Is that important to you?”
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How much are your classes? (first time)
- Response: Provide introductory course information. For example, “Our introductory course is $19.95 and includes a uniform for the first week of classes.”
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How much are your classes? (second time)
- Response: “We have a variety of programs offering tremendous flexibility depending on the arrangements you want to make.”
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How much are your classes? (third time)
- Response: Provide a ballpark figure while making it clear it is not a quote. For example, “Most of our students invest between $100 and $150 per month, depending on the program. But the best way to get an accurate idea is to come in for our introductory course.”
Applying the Technique in Different Scenarios
The "feeding back" technique is not only useful in initial phone inquiries but also in enrollment conferences and any other interactions with prospective students or their parents. By understanding their true concerns and interests, you can tailor your responses to align with what they value most, increasing the likelihood of enrollment and long-term retention.
Conclusion
Mastering the "feeding back" technique can significantly improve your ability to handle inquiries from prospective students effectively. By asking follow-up questions and understanding the importance of their concerns, you can provide tailored responses that keep them engaged and interested in your martial arts programs. This strategic approach can lead to higher conversion rates and a more satisfied student base.