Effective Enrollment Strategies: Beyond the Hard Sell

When converting trial lessons into enrollments at your martial arts school, a thoughtful, collaborative approach is far more effective than outdated hard-sell techniques. Here are three closes I’ve used in the past that I would not recommend.

The Ben Franklin Close

“I can see you are having a hard time making a decision. Here’s a technique Ben Franklin used to use. He would draw a line down the middle of a piece of paper and list all the positives to moving forward, and then he would list any negatives. Let’s do the positives first. You will get in better shape, like you said you wanted to. You will have more confidence. You said stress relief was really important to you, and you felt your health was not what it should be. When I asked you if you ever thought about being a black belt, you said it has been on your ‘wish list’ for years. Of course, learning self-defense ties right in with that. Let’s see, that’s one-two-three-four-five-six major positives if you enroll. Now tell me, what are the negatives?”

The Back to the Future Close

“Joe, I want you to close your eyes for a moment and just imagine what your future life will be like if you earn your black belt. You are in great shape. You’re flexible. You’re powerful, and you are getting high levels of respect and admiration from your friends and family. You have become a leader in their eyes. Now Joe, isn’t that what you really want?”

The Take-Away Close

“As a first-visit incentive, we will reduce the registration by $50 for enrolling today to make it easier for you to get started. So which program works best for you?”

These techniques can feel forced and may lead to buyer’s remorse. Instead, focus on creating a comfortable decision-making process through a trial lesson program.

Collaborative Selling: A Better Approach

Collaborative selling involves working with your prospect to meet their needs, fostering a positive relationship that leads naturally to enrollment. Here are key points to remember:

  1. Understand Their Needs: During the trial lesson, ask questions and listen carefully to understand the prospect’s goals and concerns.
  2. Build Trust: Demonstrate your expertise and genuine interest in their progress. Trust is crucial in the martial arts instruction business.
  3. Guide Them Gently: After a successful trial lesson, the paperwork should be easy. Imagine your prospect on their tiptoes at the precipice of enrolling, and you are behind them, ready to give a gentle nudge, not a hard push.

Conclusion

The process of enrolling new students should feel natural and positive for both you and the prospect. By focusing on relationship-building and understanding their needs, you can create a welcoming environment that encourages long-term commitment. Avoid the hard-sell techniques and instead use a collaborative approach to guide prospects into becoming dedicated students.

In summary, martial arts instruction is a relationship business. Build that relationship from the first phone call through the trial lesson, and the enrollment will follow naturally.