How to improve your customer experience and maximize profit inside your Jiu-Jitsu academy
ATT East Orlando
As martial art school owners, we are constantly balancing running our business while attempting to improve our business. The problem is most of us are usually either struggling to get by or doing well and content with our current situation. Either way can make it challenging to implement new systems or protocols to improve the bottom line. Any successful business needs well-executed systems to improve the overall customer experience, make you and your employees’ jobs more efficient, and maximize profit. Implementing “Success Systems” is the most important thing you need to be doing in your business right now. Having an Inbound system, Trial Student System, and Sales Conference System will streamline the conversion of leads into new students.
The Inbound System will dictate what you do when a lead contacts you via phone call, email, social media, or if someone walks into your school looking for information. The script and process will be very similar regardless of where the inquiry came from. The Trial Student System creates a protocol for how the prospect is guided through their initial experience inside your academy. This is your chance to show the prospect the positive aspects of your academy and how you can help them. The Sales Conference System offers a professional way to present the enrollment options at your academy. Enrolling at your academy should be a simple and easy-to-understand process. Collectively, these Success Systems will increase your revenue and student count, as well as identify problem areas you need to improve on.
As Brazilian Jiu-Jitsu has become more popular and mainstream, it is attracting more professionals and people who otherwise maybe wouldn’t try training Jiu-Jitsu. Of course, offering high-quality classes and good customer service is essential to any successful martial arts school. With a friendly, knowledgeable instructor, it’s easy for potential new students to quickly fall in love with our beloved martial art and enroll at your school. Many times, however, unorganized business practices leave a bad impression on potential students, and they may leave without ever giving you the chance to show them all that Jiu-Jitsu has to offer. Multiply that several times over, and it can lead to you having to shut your doors permanently.
The Inbound System starts with the first contact a lead makes with your business. When someone responds to an ad or the phone rings at your academy, for example, a simple script can be used to guide the conversation to the main goal: scheduling an appointment for them to come into a trial class. Regardless of if you offer one free class, one week free, an introductory class, or a paid trial, get them in the door. People usually ask questions like “How much are classes?” or “What programs do you offer?” Although we want to be friendly and give them information, it is essential to always take control of the conversation and provide them with a reason a come in. It is vital to make a good first impression.
The essential information you want to get when a lead contacts you are:
- Their name (or their child’s name and age), so we can build rapport and use it throughout the conversation.
- Ask if they have any martial arts experience.
- Find out their goals for training and match them to the benefits of training at your academy.
- Explain what your trial program includes and how it will help them see firsthand the benefits of training with you.
- Get their phone number and email address.
- SCHEDULE AN APPOINTMENT FOR THEIR FIRST CLASS!
Usually, you can use your management software to track the leads, their information and schedule appointments. If you’re not using management software with those capabilities, you can write their information down and use a desk calendar for the appointments. The prospect should be called the day before or morning of their appointment to confirm. If they didn’t make an appointment, you should follow-up with them at a later date to see if they’re ready to come in for their trial.
The Inbound System’s primary goal is to schedule an appointment for them to come into a trial class!
The Trial System kicks in once a prospect comes in for their trial class. You want to make sure to give them plenty of personal attention and make them feel welcome and comfortable. They should sign a waiver and be given any relevant information. A positive first experience is crucial.
Critical points for the Trial System are:
- Introduce the prospect to the instructor so they can build rapport with them.
- Refer to their goals for training throughout the trial class. Remind them why they came in and how you can help them achieve their goals.
- Don’t let them train live (unless they have previous experience) or train with students that cannot control themselves.
- Explain the fundamental principles of Jiu-Jitsu, its effectiveness, and how it can help them become the best version of themselves.
- The instructor should compliment them on movements or techniques they are doing properly. Reaffirm a positive and friendly environment to learn.
- Ask if they have any questions and guide them back to the front desk after their class. This will allow you to present the different program options for enrollment, i.e., Sales Conference.
The Trial System’s primary goal is to convert the prospect into a new student.
The Sales Conference System is the final step in converting a prospect into a new student. Enrolling at a Jiu-Jitsu academy can be intimidating because of the commitment of time and money. We know firsthand the benefits of Jiu-Jitsu and how it has the power to improve people’s lives. Enroll prospects because they will benefit from training with you, not just because of money. Convey the message of becoming a martial artist. Training Jiu-Jitsu is not just about learning techniques. It is about becoming a better version of yourself and the core values of a martial artist: Respect, Self-Discipline, Integrity, Courage, Modesty, and Indomitable Spirit.
Whether you use your management software or a physical binder, make sure the different program options and tuition prices are displayed clearly and professionally. Build the value of your programs before showing prices.
Our sales binder begins with a list of the benefits of training with us. We read this list verbatim:
Get in Great Shape, Learn Self-Defense, Gain Self-Confidence, Lose
Weight, Develop Mental Toughness, Relieve Stress, Have fun!
For kids, we add: Improve Discipline, Focus, Confidence, Character
Development & Life Skills, Bully Proof Training, Develop Mental and
Now that you’ve built the value of your program, you can continue with the tuition options. Some schools offer only one price for unlimited training, but we offer three different training programs at our academy. Our Basic Program is two classes per week. The Elite Program is three classes per week, and the Ultimate Program is unlimited classes. Each program has the option to pay upfront at a discounted rate or different monthly payment options with a down payment. Regardless of what programs and tuition options you offer, make sure they are easy to see and understand.
After presenting the different tuition options, ask the prospect, “Which option works best for you?” and wait for them to respond. At this point, they will either choose one, and you can begin the paperwork to enroll them, or they will offer an objection to enrolling at the moment. Don’t be pushy or aggressive if someone objects. It is natural for someone to have questions or need time before making a commitment. Give them peace of mind that enrolling will benefit them. They came in to achieve a goal. Remind them that enrolling now will help them start working towards that goal today. If they need to think about it, ask when they can come back in for another class. The better you are at executing your systems, the greater the success rate you’ll have.
Training Jiu-Jitsu has a way of humbling us through a long journey of self-improvement. The competitiveness that helped me win a World Championship has also motivated me to improve my academy on the mat and behind the desk. Implementing Success Systems will help you be more efficient and effective in your training and your business. Although our Jiu-Jitsu school is our passion, it is a business and should be run accordingly. We bear the responsibility of helping others and enjoy the fulfillment that comes with it.
Most Jiu-Jitsu schools spend money on marketing and advertising to create inquires. Don’t waste that money by letting those leads “slip between the cracks” and not give them the chance to see the benefits of training with you. The more people you enroll, the more you can help, as well as creating financial security for yourself.