Oh… the dreaded “S” word.
I’m going to make this first part short, otherwise it will be a rant that goes on until I explode.
Do whatever you need to do in order to never forget this point. If someone is giving you money to teach them classes, YOU ARE SELLING.
That makes YOU a sales person.
Yes, you. The one sitting in your underwear right now reading this.
I know that “sales person” and “sales” have a negative connotation, but that doesn’t change the fact that you are a sales person.
Now, you have a choice. You can continue to be the “righteous non-salesperson, salesperson” pretending that you are not selling when you ask someone for money in exchange for Taekwon-Do lessons (which is even more annoying to your prospects and comes across even more salesy)…
Or, you can own the fact that you are selling and get good at it. Plus you just might get a few more students and make a few extra dollars as a result.
Your prospects know that you are going to try and sell them something because they are there to buy something. It’s okay. They’re big boys and girls and are ready for it.
It’s weird for them to go and try to purchase a program or lessons from someone who doesn’t want to sell them.
Have you ever dealt with a car salesman or someone who you clearly know is trying to sell you something but pretending to not be salesy about it? It’s extremely aggravating and insincere!
Maybe I should have saved this for a Mindset feature… oh well, I guess you get a little extra in this issue!
On to converting sales…
This is the critical moment when you have the opportunity to show a prospective student all the benefits of Taekwon-Do, of your school, of how you teach, why they should learn from you, and to demonstrate how you can fulfill on all of that.
It amazes me how flippant most instructors are about this, allowing people to just try class and decide if they want to enroll after that one experience.
If you aren’t actively guiding the buying process for your prospects, then you are at the mercy of their personal buying process.
If you are just letting new prospects try class and then asking them afterwards if they’d like to join, you have no idea what is guiding that decision. You don’t know if they said no because they didn’t see the value in what you were offering or if they just don’t like the way they look in a do bok.
You want to be guiding them through every step of the process for their benefit.
Most people looking to start themselves or their kids have no idea what to look for, what questions to ask, what Taekwon-Do is and the amazing impact it can have on one’s life.
Guiding them through this process allows you to be sure they are exposed to all the benefits and are clear about what Taekwon-Do is all about.
This way they can be educated and make an informed decision on what you actually offer.
Otherwise their decision could be based on your haircut, or the color of your mats. Really! People do make decisions this way when they don’t know what to ask or what to look for.
At my school we take every new member through an introductory appointment. We greet them, take them on a tour of the school, introduce them to the chief instructor, do a personal analysis to find out more about them and what they want to get out of training, take them through a short physical lesson and then sit down and explain the programs to them and allow them to make a decision about training with us. It all takes about 45 minutes.
The point is that we guide them through every step of the process and when they make their decision they are crystal clear about what they are signing up for and what to expect.
When sales are done correctly, prospects feel taken care of, informed and complete in their decision to join or not. And if they do say no, they are clear about what they are saying no to.
Look at your operation, what you do for this process and begin brainstorming how you can implement these principles.
You may be teaching out of a community center and don’t have access to the training floor all the time, but…
Can you meet prospects in the lobby there?
Can you carve out one more hour a week and do a weekly mass intro for people interested?
Start wondering about what you could do to improve this aspect of your business and get in action!
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