You don’t get paid to work.
If you spend weeks perfecting your curriculum, working on new flyers, scheduling demos, figuring out your website, setting up seminars and events, collecting tuition, running errands and the many other things you fill your days with… Guess what?
No one but you cares and no one is going to pay you for any of that effort.
In school we were taught there’s always a big reward for the completion of tasks. As small business owners that translates to us thinking that if we put in the work then the results are guaranteed. The problem with that is that your prospects and students have no regard, nor do they care about the thousands of hours you’ve put into cleaning your school, into the perfect graphics for your advertising or how many times you’ve rewritten your schedule or testing requirements.
LISTEN UP: This is super important. As a business owner, a school owner, you don’t get paid for completing tasks. You are not an hourly worker. You get paid based on the value that you are able to contribute to the prospects and students you serve.
While you could make a case that all of the things listed above are related to the value you are contributing to your prospects and students, they’re not directly related. They are all the things that YOU think, or have been told by other instructors, that contribute to them.
To understand this more clearly, you have to deal with the use of the word VALUE.
Value is something that is subjective. Whether or not something has value depends on the individual person. What you think provides value to your students is colored by your perspective, it’s your opinion, your point of view.
In order to provide value to your prospects and students you have to be able see the world through their eyes.
I wish I could tell you, right now, what your prospect’s point of view is but I can’t. If I claimed that I could (or anyone else does), then I’d be full of s#!t (and so would they) and you should stop reading this (or anything they claim) now!
But the truth is, that only by doing the right research on your current students and your target market, can you discover what it is that is of value to your prospects and students.
One of the things you can do is send a survey out to your students. There are websites that allow you to create free surveys, will give you a link to send it out and track your results. For your students, simple questions like:
- What do you like most about your training?
- What do you like the least about your training?
- What do see as your greatest personal accomplishment since you’ve began training?
- How have you grown personally since you began training?
- What would you change, if anything, about your experience training with us?
Something as short and sweet as that will give you great insight into what your students really value about you and your school and guide you towards creating high value activities and experiences that they will truly appreciate. This information can also be used to produce marketing materials that will attract the same type of students.
As far as your prospects go, this will take some more on your part because you don’t know these people yet. However, you can define your perfect client geographically and demographically (which provides you A LOT of information). From there, you can put yourself in their shoes and think about the things that they are concerned about, the things that keep them up at night, the issues that they or their family deal with that you and your school have the answer for.
Because Taekwon-Do is a way of life, it doesn’t matter if someone wants to lose weight, get more flexible, increase their confidence or learn to defend themselves, you’ve got it covered. You just need to be clear about who you are talking to so you can create a message that will catch their attention.
When you are able to identify those things that your students and prospects hold in high regard, those things that are of value to them… and are able to clearly show them how you can provide that value for them… that’s when you know you’ve hit the sweet spot. That’s when business is flying and you know you are making the difference you set out to make.
That is what you get paid for.
About the Author:
Senior Instructor – Karstadt Taekwon-Do
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