What do I mean by… “Your Herd”?
I’m talking about a group of people who have identified themselves as someone who is interested in what you do, what you offer and who has a high probability of purchasing whatever you are selling.
For most Taekwon-Do school owners, we spend a lot of time, money, energy and resources attempting to get in front of people in order to enroll new members into our schools.
Now, for every one new member you enroll, how many people do you think there are who noticed you, may have even been interested, but for some reason just didn’t take action and enroll?
Unfortunately there are many! And there are an infinite number of reasons that may have gotten in the way of them taking action. But not having a way to follow up with them over time can cost you as much as tens of thousands of dollars a year.
These people slip through the cracks and most often are never heard from again.
So how do you keep these people from slipping through the cracks?
YOU HAVE TO GATHER THEIR INFORMATION!
Once you have that, you can create a system for following up with people that allows you to be in front of them on a regular basis and than informs them of what’s going on with you, your school and how they can enroll… until they decide they don’t want to hear from you any more.
There are many things you can do to attract people to your business and that will give them a reason give you their contact information, saying, “YES, I’m interested!”
On our new Karstadt Taekwon-Do website we’ll be offering a free 25 page consumer guide to choosing a martial arts school, a free video introduction answering the most common questions new members have about starting martial arts and a special offer to join. All they have to do is enter their contact info and they’ll be getting it all, automatically be email.
If they are looking for a school then they’ll want the report with the free tips and advice, we look like the authority on the subject and become a trusted source. Then they receive 12 short videos by email over the next 30 days that include offers and incentives for them to come in to the school.
Another example is our Buddy Night events that we discussed in last week’s issue. We give the kid’s invitations to hand out to their friends who want to attend. On the back of the invitation is a permission slip they must fill out in order to attend.
Now we have the child’s name, parents name and contact info to follow up.
Find ways to get creative with this. I know many of you have an email capture on your website so that people can get your newsletter. There’s nothing wrong with doing a newsletter, it’s just not much of an incentive for someone to give you their personal information.
These are just a few (but effective) ways to get the contact information of people who are interested in what you offer. You could have someone enroll with you 2 months, 4 months, 6 months or even longer after their first contact with you, because you were there when they were ready to buy.
Start brainstorming and thinking of new ways you can attract people to your website and to your school so that you can get their information and continue to build your herd!
AND… Consider this…
As you continue to build your herd, you will be developing a database of people that you know are interested in martial arts and self-defense. This is also a group of people you could sell any number of things to that are related to your school.
How many of those people might not want to take Taekwon-Do, but would still participate in a 3 hour Women’s Self-Defense Class, have a Taekwon-Do Birthday Party, participate in a Buddy Night or participate in a Bully Defense Seminar you offer?
Anything you have to sell that fits that target market can quickly become additional, profitable income streams and take your earning potential far beyond just tuition, uniforms and equipment!
About the Author:
Mr. Karstadt is the founder of 1 TKD Consulting and owns the longest running ITF Taekwon-Do school in Arizona, Karstadt Taekwon-Do in Phoenix, AZ with his father Master David Karstadt. He has been training since 1984, earned his Black Belt at the age of 8 and is currently an internationally renown intstructor teaching the culture, discipline, leadership and business skills of Taekwon-Do in classes and seminars to Instructors around the world. He has been a member of eight U.S. Taekwon-Do Teams and has traveled to 14 different countries competing in Taekwon-Do. He has won numerous medals at the World Championships and in international competition, most notably winning the 2004 World Championships in South Korea with two gold medals and the Men’s Team All Around Trophy. Mr. Karstadt currently resides in uptown Phoenix, Arizona with his wife and three children. Mr. Karstadt can be contacted by e-mail at email@example.com