You ever go on vacation, come home, and feel like you need to sleep for a week just to recover?

Yeah, that's how I feel every single time I go on a trip with my family. Last week we headed down to the coast and spent the week at the beach, visiting the aquarium, shopping, and dining out.

And after a week of "mandatory fun" with the family, I am beat. :)

But the really interesting thing about going on vacation (for me, anyway) is that you get to see a lot of different businesses in action. We must have hit several dozen different restaurants, shops, and other tourist traps last week.

At every single one, I spent time watching the staff and owners (or management). It only takes a minute to see who really cares about their customers and providing good service, and who is just in it for a buck.

Which brings me to the 5th Immutable Law of Running a Dojo:

Thou Shalt Wow Thy Customers In Every Way Possible!

Take note, because if there's one thing that will make the difference between scratching and clawing for every new student, and people beating down your door, it's this simply principle.

You see, people are simply not accustomed to being "wowed" anymore. They've gotten used to lackluster service, mediocre products, and staff who just don't give a damn.

So when they come across a business that is run by people who really, truly care, well... they tell everyone they know.

And the really cool thing is, these days when someone tells their "friends" about how great a business is, they're not just telling one or two people...

Nope.

They're telling hundreds, via Facebook, Instagram, Twitter, Snapchat, Yelp, Google reviews, and so on.

And of course, the reverse is also true. When they have a poor experience, they'll share it with the world as well.

Which is why you want to make every effort to wow your customers in everything you do. 

I have coached a lot of martial art school owners, and I can usually tell which ones will meet with massive success, and which will just get by. Oh, I give everyone the same coaching and the same information, but it's what they do with it that makes the difference.

When I'm coaching someone and they have that tired look of disinterest that says, "Yeah, yeah... just tell me how to make more money," I know they're going to struggle.

That's because they don't really care all that much about wowing their customers, about providing them with an amazing experience, every single time.

But when I'm coaching someone who has that gleam in their eye...

When I talk about wowing customers and they start asking me questions...

When I mention customer service and they start bouncing ideas off me...

Well, I know that school owner is going to go gangbusters in their school. And that's because they genuinely care about their customers. And, they understand what it means to be in a service industry.

So, ask yourself this: "If I were a student at my own school, would I be wowed by the level and quality of service and instruction?"

Also, ask your students. Do a blind online survey and get some feedback on what you're doing right, and where you're falling down on the job.

Trust me, it'll be worth the effort.

Because when you truly wow your students, they'll keep coming to class for a long time... and they'll bring their friends.