Now that we understand why it makes sense to teach intro lessons to new students, we need to look at the what, when, and how of teaching intro lessons.

But before we get into that, I want to spend some time discussing...

First Impressions

The whole idea of teaching an intro lesson is really all about making a positive first impression. The reasoning here is simple--the more comfortable the new student becomes with us in that initial lesson, and the more confident they are in our competence as an instructor, the more likely they are to enroll.

Beyond that, it's also about convincing the prospective student that we can give them what they want. This goes into the psychology of enrolling new students, so I don't want to get too deep into it just yet. Right now, just be aware that this is an issue we have to address during the intro process.

But one thing that can absolutely kill our chances of enrolling that new student, before we ever have the opportunity to build rapport with them and earn their trust, is making a poor impression right out of the gate.

So, the purpose of today's email is to help you prepare for that prospective student's first visit to your school, and to lay the proper groundwork beforehand so you don't blow it before they even hit your doorstep.

Image and Language

Using the proper language is so essential to the selling process that there are entire books devoted to what to say to a potential customer. And as anyone who has ever worked in sales knows, using the right words at the right time can cinch the sale in an instant.

However, what many business owners and sales people forget is that they need to avoid saying the wrong things to the customer. Further, we also need to avoid saying the wrong things around the customer as well.

This means eliminating curse words from all public discourse and conversation, including social media. It means staying away from topics such as politics, religion, and sex as well. And of course, you must avoid discussing these topics with a potential client.

I don't care if the customer comes in wearing a shirt that has a political slogan on it. Even if it appears obvious where they stand, you cannot assume that you can safely engage that person in a conversation on politics. Ever.

By the same token, if the prospect uses curse words in front of you, it doesn't mean that you can use them too. The minute you do, you'll lose respect and stature in their eyes. 

Why? Because it's unprofessional!

Remember, you're supposed to be a martial arts instructor who teaches things like honor, respect, and so on. Cursing is disrespectful, and if you want to be seen as a professional then you have to avoid using it in public. 

Image and Your Dojo

Let's say you get a prospect who is being smart about picking a martial art school. And, let's say that they are doing trial courses at your school and at the school down the street at the same time, for comparison.

For the sake of this little mental exercise, let's say that the school down the street is kept spotless by the school owners. And, let's also say that they take great pride in their facilities, and that they make sure that everything from the chairs in the waiting area to the glass in the Pro Shop display case is kept clean as a whistle, 24/7/365.

Now, let's take a look at your dojo. When was the last time you gave it a thorough cleaning? Does it smell like a high school locker room when you walk in the front door? Are there cracked tiles in the entry, or worn and threadbare carpet?

Is there dust on the items on display in your Pro Shop? Cobwebs in the upper corners of your dojo? Rust stains in the sink and toilet (or worse)? Paint peeling off the walls? Patches in the drywall that haven't been properly sanded and painted?

How about the training area... are the mats cleaned everyday? Is the equipment kept in good working order? Do you routinely replace torn or worn pads and shields with new equipment?

Consider that the dojo down the street is very likely keeping their school clean and in tip-top shape in order to present a professional image. And if they are and you're not, guess which school is more likely to get that student who is just shopping around?

Image and Personal Cleanliness

Remember the last time you went shopping for a large ticket item? Maybe it was a car, or a house, or an engagement ring (you poor schmuck). Whatever it was, I'm sure that making such a substantial purchase caused you to be extra careful about choosing where that purchase was made.

Now, think back to the salesperson you ended up working with. How were they dressed? Were they disheveled, dirty, and smelly? Or, were they well-groomed and well-dressed?

Chances are good that the salesperson you worked with on that major purchase was immaculately dressed and groomed. And there's a reason why the top salespeople tend to dress like a million bucks and always look like they just stepped out of a Beverly Hills salon.

What it boils down to is trust. Whether you're buying a car, a boat, a house, or a 2-carat diamond ring (horrible investment, by the way), you are only going to buy from someone you trust. And if a salesperson looks like they bought their clothes at the Salvation Army, their hair is a mess, they haven't shaved for days, and they smell like they need a bath, well...

You are NOT going to trust that person with your money.

Now here's the thing--a martial arts membership is a substantial, high-ticket purchase. You may not think of it that way, because your clients pay you on a monthly basis. But, when you add up a 12-month membership at $150 bucks a month, it's clear that it's a significant investment.

Then why do martial art school owners treat it like it's a $50 retail transaction? 

When you meet a prospective student and you're sweaty because you just finished your workout, you're wearing the same uniform you've worn all week (and haven't washed), your breath stinks, and you forgot to shave that morning, you're sending signals to that prospect that you really don't want their money.

So, accept that you are playing in the big leagues now. Remind yourself daily that every single person who walks in your school wants to give you a pair of thousand-dollar bills, and the only thing that will prevent them from doing so is you.

Kind of makes you want to up your game, doesn't it?

The Bottom Line

The bottom line is that clean language, a clean and neat school, and a clean and well-groomed you are pretty much the bare minimum for successfully enrolling students. Or as one sales trainer puts it, that stuff is basically the entry fee for making sales.

You really can't even consider yourself in the game if you're not presenting a professional image to your prospects. And no matter how good you are at teaching intros, if the image you present is unprofessional you will have a lot of prospects walking out the door.

So, up your game! Clean your school twice a day (once before classes start, and once when you close at night). Keep up the maintenance on your school and equipment. Clean up your language and avoid hot button topics. And keep up with your personal grooming and appearance as well.

Doing so WILL help you increase enrollments, guaranteed.