- Make my students like me more -
- Keep my students happy -
- And help me retain students -
I was so very wrong about that. And it wasn't until I became "Sensei No" that I really started enjoying the benefits of running a successful martial art school.
Let me explain...
It started by letting people bully me during enrollment conferences. I'll never forget the time I got hosed by a new student who was a sales manager at a local multi-national tech company.
It was shortly after I'd moved into my first full-time location, and I was sweating making enough to cover my expenses on the dojo and at home that first month. So when this guy came in with his son and wife to join on a family membership, you can imagine I thought it was my lucky day.
After the intro class, I take him and his family into the office and show them my rates... which incidentally were VERY reasonable at the time. I offered a nice family discount for multiple family members, and I was just sure the sale was in the bag.
Nope. The guy looks at the rate sheet, gets a stern look on his face, and says, "I don't think I want to pay that - but let me tell you what I am willing to pay."
Frankly, I was shocked. I'd never had anyone dicker with me on my rates before, and I had no idea what to say or how to counter his demands.
But, I didn't want to let this family of three slip through my fingers, and I'm pretty sure my desperation was apparent to him as well. So, I let the guy talk me out of 40% of the already discounted tuition rates I'd set for a family of three.
No sooner had I agreed to his demands than the guy gets a huge crap-eating grin on his face, and that's when I knew I'd been had. But, I gave my word, so I stuck by it.
It was only when I walked them out the front door and watched the family drive away in a brand new BMW luxury sedan that I realized how badly the guy had just worked me over.
And that was when I learned my first lesson in becoming Sensei No - that is, never, ever, ever let someone beat you up over your prices. Better to let them walk, than to give people the impression they can get one over on you on your pricing.
Because once one person does it to you, they'll tell all their friends. (I mean, of course they're going to tell their friends - isn't that the first thing you do when you get a killer deal on something?)
Once word gets out that you're squishy on your prices, forget it. Everyone and their brother will be asking you for a break on your tuition rates, and you're going to be headed for the poor house quicker than you can say, "sign here."
Unfortunately, I didn't learn the entire lesson. A few years later, I had a single mom come in and tell me that she was going to have to pull her kid out, because the kid's dad had refused to continue to help with his tuition.
He was a good student and close to getting his black belt, so I relented and gave her a 50% break on her tuition payments to keep him in.
The very next day after she signed her revised membership agreement, I happened to be outside and saw her loading her kids up in a new full-sized SUV with dealer plates.
Later I heard she got a new job and a pay raise. Unsurprisingly, she did not demand to start paying full tuition again after her income increased.
Once again, I'd been had.
After those two experiences, I set up strict rules about tuition. No more dickering, no more falling for sob stories, no more breaks. (I did still keep my scholarship program for disadvantaged kids, but that's a discussion for another email.)
The sad thing is, all I wanted to do was help people. Sure, I wanted to make money and keep my school open, but I'd decided to teach kids not for the money, but because I realized martial arts was a great vehicle for helping kids succeed.
But when it comes down to the brass tacks, people are going to see to their own interests before yours. And that's in spite of how nice you are or how much they like you.
It's human nature. People are basically selfish creatures who generally are preoccupied with self-preservation and ensuring their own comfort. And they'll take advantage of your kind nature and goodwill in a heartbeat to further their own ends.
Once you let people take advantage of you, it can easily and quickly result in you working longer hours for less money - not to mention that it can also lead to you becoming jaded and bitter about being a school owner.
After that happens you can chalk it up, because once you lose your fire your school is sunk.
So what's the answer?
You need to exercise some preventative self-preservation by setting boundaries in your business. And, you need to learn to say "no" when others attempt to inconvenience you to further their own ends.
Here are a few situations when I encourage you to introduce your students to Sensei No:
- When a prospective student tries to negotiate a lower tuition payment -
- When a student repeatedly asks for "just a little extra help" after class -
- When a parent complains about their child's lack of progress toward their next rank, and threatens to find another school if they don't see a promotion soon -
- When a single, divorced parent tries to get you involved in their custody battle (or any of the other nasty games embittered exes play with each other) -
- When a single mom or dad asks you, their single instructor, out on a date -
- When a clique develops among the parents in your school, and they try to pressure you into doing something you don't want to do (squash that fast, or it'll keep coming back to haunt you, believe me) -
- When your students ask you to start teaching classes on your days off -
- When your students start expecting you to accompany them to tournaments every other weekend to "coach" them -
I could go on and on, but I think you get the point.
Whenever you encounter people who are placing unreasonable demands on you that extend beyond the implied and explicit services you originally agreed to render...
...just say "no". Your life will be so much easier and simpler, once you gain a reputation for being someone who can't be bullied, bought, or bartered with.
