We all know that the success of a martial arts school lies in the number of students that are captured and retained. Good instructors are important, for sure. However, without students, what’s the point?

That’s why it’s important for you, as a martial arts school owner, to understand the significance of having a good admissions director (also called Program Director) at your service. The success of your school literally depends upon their abilities.

And it’s equally important for the admissions director to understand what is expected of them. An admissions director is, for all intents and purposes, a salesman for your school.

The Three Main Processes of an Admissions Director’s Job:

  1. Prospecting:

    • To seek out new student prospects.
    • They will call prospective students in response to leads from various sources such as demonstrations, advertising, referrals, inquiries, lead boxes, and walk-ins.
    • The goal should be to make at least 50 calls a week.

  2. Presenting:

    • Once they have gotten these prospects through your studio door, it’s their job to “sell” your martial arts program.
    • This involves teaching an introductory class and discussing the prospects' goals.
    • The admissions director helps the prospect create a plan to achieve their goals, be it fitness, the pursuance of a black belt, or learning self-defense skills.

  3. Following Up:

    • After creating a new student, they follow up to see how the student’s training is progressing and discover if the student is satisfied with their class.
    • This includes making two-four-six calls to ensure satisfaction and calling students in response to absences.
    • They communicate both telephonically and with written communication to the students they have enrolled.

Salesmanship Skills:

  • A good admissions director needs to be able to “sell” your program to prospects and convince them of the benefits of taking your martial arts class.
  • They must make the prospect feel that you can build a personalized martial arts program around their specific needs.

Avoiding “Bad Paper”:

  • “Bad paper” is a result of enrolling unqualified prospects who may not have the resources to pay tuition or attend classes regularly.
  • It is recommended to base the admissions director’s commission on the enrollee’s first two exams, ensuring they focus on quality enrollments and follow-up.

To ensure the success of your school, your admissions director must be a skilled salesperson focused on your success as well as their own.