Sometimes, a little introspection is called for.
I know you're probably inclined to answer with one of the most common reasons people give you when they join your school:
- To learn self-defense,
- To get in shape,
- Better grades/attitude/confidence/etc.
But those are just surface motivations. Today, we're looking for deeper reasons, things that go beyond the initial motivations that people have for taking martial arts classes.
Because, the REAL question we're trying to answer here today is this:
"Why Would Someone Choose To STAY At Your Dojo?"
Honestly, have you ever asked yourself that question?
I mean, why WOULD someone stay at your dojo?
And by the way, "Because they're on contract!" is not a good answer.
Perhaps you've never really given this question any thought, or maybe you just assume that if someone joins your school they're going to want to stay. And, maybe that's even true...
But engaging in a little thoughtful introspection can lead to a number of important realizations for the typical martial art school owner. Here are two good reasons why you need to answer this question:
- If people just naturally seem to like being at your school, and your retention rates are pretty good -- but you have no clue why that is -- then you're missing out on a prime opportunity to turn whatever it is you do to make them want to stay up several notches. In other words, you're missing out on an opportunity to supercharge your enrollment numbers. Big time.
- And, if you honestly can't answer this question at all -- if you have no clue what would make someone want to stick around at your dojo -- then you're obviously missing that certain something, call it camaraderie, family, esprit de corps, whatever... and the fact that you don't have it will most certainly resign your dojo to mediocrity.
If you want lasting success as a school owner, you have to have that something extra. It's that certain something in the atmosphere and culture of your school that will make your dojo special and different from all the rest.
That certain something, that quality that might seem indefinable to your clients (although we're going to define it this week) is what will keep them sticking around for the long haul. It's that extra "something" that turns them into raving fans.
And that, my friends, is the thing that will cause them to join your tribe. This week, we're going to be discussing what that certain something is, and how to create it in your school.
So, stay tuned for these messages. They're going to be worth a read.
