The success of a martial arts school lies in the number of students that are captured and retained. Good instructors are important, but without students, the school cannot thrive. That’s why having an effective admissions director (also known as Program Director) is crucial. The success of your school literally depends on their abilities.

An admissions director is essentially the salesperson for your school. They need to understand their role clearly, which involves three main processes: Prospecting, Presenting, and Following Up.

Prospecting The admissions director must seek out new student prospects. This involves setting appointments by calling prospective students from various sources such as demonstrations, advertising, referrals, inquiries, lead boxes, and walk-ins. They should aim to make at least 50 calls a week. The number of appointments set will depend on their sales skills. Initially, they might set one appointment for every 20 calls, but with improved skills, they could set two to three appointments per 20 calls.

Presenting Once prospects are in the studio, the admissions director's job is to sell your martial arts program. This includes teaching an introductory class and discussing the prospect’s goals, whether they aim for fitness, a black belt, or self-defense skills. The director helps them create a plan to achieve these goals, demonstrating how the program can be personalized to their needs. This requires strong salesmanship skills to convince prospects of the benefits of the program.

Following Up After enrolling new students, the admissions director must ensure they are satisfied and progressing well. They should make follow-up calls at two, four, and six weeks to check on the students' satisfaction and address any absences. This continuous engagement helps in retaining students and reducing dropouts.

Key Responsibilities and Goals

Setting Appointments

  • Aim for at least 50 calls a week.
  • Improve sales skills to increase the number of appointments set.

Enrolling Students

  • Teach introductory classes.
  • Discuss and plan to help prospects achieve their goals.
  • Sell the benefits of the program.

Retention

  • Follow up with students regularly.
  • Communicate with students telephonically and in writing.
  • Ensure students are satisfied and attending classes.

Avoiding "Bad Paper"

To avoid enrolling unqualified prospects (those who may not pay tuition or attend classes regularly), base the admissions director’s commission on the student’s first two exams. They receive a commission when the student passes their first exam and an additional commission for the second exam. This system ensures that the admissions director focuses on enrolling committed students and following up on their progress.

Conclusion

To ensure the success of your martial arts school, your admissions director must be a skilled salesperson focused on the success of both the school and the students. Their role is pivotal in capturing new students and retaining them, ensuring the school's growth and sustainability.