Biggest Martial Arts Business Misconceptions (1 of 8):
noun, \ˈbiz-nəs, -nəz\ : the activity of making, buying, or selling goods or providing services in exchange for money
Based on the Merriam-Webster Dictionary definition of business shown above, as a school owner you could successfully argue that you are providing the service of Taekwon-Do training in exchange for money. Therefore teaching Taekwon-Do is the business you are in.
The problem with that is, even though you may be right, this mindset for a business owner is extremely limiting and can be downright counter-productive.
No matter what industry you apply this to, when the business owner relates to the “thing” they do as the business they are in, the business owner often thinks that all they need to do is focus on the “thing” they do in order to achieve success. This is a very narrow minded view of business and more often than not, causes the business to actually suffer.
As the business owner you can’t just be great at whatever it is you do.
As the business owner you have to also be great at getting what it is you do in front of the right people. Then you must be great at getting those people to spend their hard earned money on whatever it is that you are doing! Otherwise you have no customers, no students and no business.
Therefore, I say if you are running a school, you are not in the business of teaching Taekwon-Do. I say, you are in the business of marketing and selling a way of life.
This misconception isn’t unique to Taekwon-Do instructors. It runs rampant throughout just about any industry you can think of. For example a baker is not in the business of baking, a restaurant owner is not in the business of preparing and serving food, the dentist is not in the business of cleaning and caring for teeth and the car repair man is not in the business of fixing cars.
Successful entrepreneurs know that they are in the business of marketing and selling whatever it is that they do.
Making this leap in thinking has been the source of some of the biggest breakthroughs in income I’ve seen time and time again with successful Taekwon-Do school owners and other small business owners as well.
Getting this distinction here will transform your business.
If you truly want to be a successful school owner, it is imperative that you get as interested in developing yourself in marketing and sales as you are in Taekwon-Do.
I know the words “marketing” and “sales” may sound like bad words to you and conjures up visions of sleazy car salesman or time-share sales people trying to aggressively talk you into something or take advantage of you. I’ve dealt with those people and that is nothing like what I am talking about here.
What I’m talking about is learning the best methods to get your business out in front of people, effectively attracting the types of students you want and educating yourself on the conversations to have with new prospects that will ultimately lead to them becoming a new member in your school.
And YES, there are ways to accomplish this without turning into the stereotypical, fake, sleazy sales person.
It is possible for you to be great at marketing and selling AND still observe the tenets of Taekwon-Do!
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