Mastering the Enrollment Conference: Turning Prospects into Committed Students

This is where all of your money spent on marketing is either multiplied in its return or wasted in its effort. The enrollment conference is not a hard-sell encounter with high-pressure tactics. If you are going to work with someone for three to five years, you want to get off on the right foot, and that entails building trust.

Addressing Objections During the Introductory Process

All possible objections should be addressed in the introductory process. Prospective students should already understand that your initial goal is 100 classes (two classes a week for a year). However, it is also very important that all of this is reviewed to anchor the commitment and ensure everyone understands the arrangements. This is accomplished through your enrollment conference.

The Enrollment Conference

The enrollment conference helps reveal any concerns or possible roadblocks. It is designed to help the prospective student address, in a very frank manner, the commitment they will be making.

Questions to Ask After the Introductory Lesson

After the introductory lesson, the first thing to do is to congratulate the prospect on earning their white belt. You might also remind them about what they said they were seeking in the martial arts and how that was touched upon in the intro, or how they will get it once they become a member.

Two Class Trial Course

Present the enrollment options after the first trial class. Tell them that they can enroll that night or after the next class. If it’s the next class, “please make sure that anyone involved in making the decision to join or not is here to see the class. It’s always best to see the actual class when you’re enrolling…” (Notice, “When you’re enrolling” not “if you decide to enroll.”)

The second class ends with a white belt test. It lasts about two minutes and consists of a somewhat fast-paced review of the skills taught:

  • Fighting stance
  • Head movement
  • Position movement
  • Front kick
  • Back kick
  • Jab
  • Cross
  • Hook
  • Uppercut
  • Combinations

Conducting the White Belt Test

The key is to get them to make a mistake that you can refer to at the end of the test: “Joey, we’re very serious about student quality. We don’t just give belts out for showing up. You have to practice and attend class. What impressed me the most about your test was when you messed up the 1-2-3 combination. You didn’t quit. You quickly recovered and got it right. That’s the beginning of you developing the black belt attitude, which means you always try your best and you never quit. For that reason, I’m proud to present you with your white belt. You’ve earned it. I certainly look forward to awarding you your black belt in the next couple of years. Congratulations.”

Review the Benefits

“Our program has a great advantage in that we use the techniques to capture the interest of the child and use that to motivate them to perform better in all areas of life. In our school, sidekicks really do lead to self-confidence.”

Test Close-Schedule

“Would he be attending Monday and Wednesday at 6 pm or Tuesday and Thursday at 5 pm?” If they answer either way, they are ready to enroll.

Price Presentation

Once they have committed to a schedule, you move to the tuition: “Monday and Wednesday? Great. Here’s how it works…”

  • Option one: A registration fee of $149 and then $149 a month for six months, so you can enroll for just $298.
  • Option two: Or, you could combine it all into one for $799, which saves you $244. Which works best for you?”

SHUT UP. There is nothing you can or should say at this moment. It’s all on the student.