How to Answer Questions from Potential Students

How to Control the Conversation

When a potential students asks you about your school, it’s important to understand some basic communication tactics that will help you to gain and maintain control of the conversation.

When you’re asked a question, it’s important that how you carefully move the conversation in the direction of enrolling while also answering and respecting their questions.

The key is to “answer a question with a question.” If you just answer the question, “What style do you teach?” the conversation could be over with the last word out of your mouth.

Instead, ask them a question about their question.

That is called a “Comeback Question” and it is the key skill to controlling and directing any consersations.

Comeback Questions

“How did you hear about us?”

Huge question. 

1. You have to know what marketing efforts are generating leads.

2. How they hear about you will tell you a lot about the quality of the lead. If they come in from a discounted Groupon, they may just be bargain hunters and tough to close. However, if their friend referred him or her to the school, that is far more qualified prospect.


“Is this for yourself or someone else?”

This is important because you may assume it’s for the adult calling and start to point out benefits and features for adults when the caller is actually calling to get info on enrolling their child.

“What is it about Empower Boxing that you are interested in?”

Their answer to this question starts to pave the road for you. They are essentially telling you how to sell them.

“Are you currently involved in a fitness program?”

The answer to this tells you a few things. 

If they belong to a gym, that means they are paying for fitness. You can use this to your advantage later in the close by pointing out that “A lot of our students have told us that they like the idea that they can get everything here. You can combine all of your memberships into one at Empower Boxing because you’ll get  great cardio, resistance training, stretching, and core strengthening every class.

“And how do you like that?”

Tells me what he or she likes.

“What do you not like about it?”

Important question that will tell you what they so not like

Our next trial class is tonight at 7 or tomorrow night at 6? Which works best for your schedule?”

Do you work during the day? Would tonight at 7 be good?”

Do you know where we’re located?

Have you ever done martial arts before?”

What’s Your Name?

What’s your name is a “test close.” If they give it to you it is a buying signal. If they press further on price, just go ahead and tell them the price. In some cases, price is really an issue, so they have to know.

Escape the Jail Cell of Style

Escape the Jail Cell of Style

Escape the Jail Cell of Style


I recently posted this “Fighting Form” from our Empower Kickboxing program on Facebook. I designed the forms in the late 1990s to replace the traditional TKD forms I practiced and taught since 1974.

While the video didn’t quite go “viral,” it did stimulate over 100 comments and a number of “debates.”

I loved kata. I won more trophies in kata than fighting. I was the first center judge for the WAKO World Kata Championships in Berlin in 1986-ish. I was the US Open Korean Forms Champion in 1982. Just like my instructor Walt Bone, I was a kata guy.

However, after opening and running my school for a few years, I had a few revelations that I’d like to share with you.

Traditional kata creates confusion and contradiction.

1. It makes zero sense to teach my students to pull their hand to their hip during basics and kata in the first half of the class only to yell at them to put their hands up during mitt work and sparring. 

2. It makes zero sense to make students memorize and perform a clunky series of skills in stances that are way too deep and static only to yell at them to keep their legs under them and move during mitt work and sparring.

3. Each form and skill has an Asian name that students had to remember. For instance, one brown belt form was named Kwan Gae after the 15th Empower of some Korean dynasty. What do I care?

Why was I teaching Korean history in class? If I was going to teach history it would be American history. Remember, we won the war.

I wanted forms that taught the skills of sparring and self-defense.

Today, we can see what really works in self-defense because YouTube has hundreds of thousands of security and iPhone videos of real self-defense. 

Do you know what I’ve never seen in a real self-defense video? I’ve never seen an attacker in a deep stance holding his arm out with his other hand on his hip.

Why on earth would I spend time teaching what is clearly decades old impractical theory? 

Some will argue that the deadly skills of self-defense are hidden in the kata. Maybe they are, but people do not pay tuition to learn tedious forms in the hopes that one day they might figure out how it really works or, even worse, doesn’t work.

Think about it. Of all the skills that can be taught in a martial arts class, why would you pigeon hole yourself into the limiting jail cell of a style? 

How often have you had a prospect contact you can say, “I want to learn traditional kata.” Never.

When I replaced my TKD forms with these fighting forms, the students loved it and retention skyrocketed. I replaced basic TKD blocks and lunge punches with dynamic boxing and martial arts based combinations that they could apply that night in sparring.

The reason that most of us are so emotionally attached to a style is only because that’s what the school nearest taught. If the school taught a different style, you’d be just as attached. 

Attachment to any style is limiting. It’s limiting in what you learn and what you teach. Style attachment is like a brainwashing experiment reminiscent of The Manchurian Candidate. 

In my first white belt class, my 14-year old brain was ripe for influence when my instructor Walt Bone said, “We teach Tae Kwon Do. It’s the best style because it emphasizes kicking. Your leg is a much longer and stronger weapon than your arm. An attacker has to get past our kicks and then our punches in order to get to us.”

Three years later, a dad of one of the students didn’t think karate worked so he challenged Mr. Bone. Bone put sparring gear on the guy and bowed him in. After an initial clash, the guy tackled Bone. It was not pretty. 

So much for the power of the style. Walt Bone is facing the camera in the dark grey gi. 

Grab a copy of The Dark Side of the Martial Arts at

Why You MUST Learn How to Sell Martial Arts Lessons

Why You MUST Learn How to Sell Martial Arts Lessons


“I was at a video shoot here in Tampa recently for a nutrition company. It’s one of our sponsors and it was at a martial arts school gym in a school which was basically an industrial garage with big doors open and heavy bags. The nutritional companies’ posters were on the wall.

There were six or eight people in the class at one o’clock in the afternoon. It was not a professional environment by any stretch, but the students were paying tuition. The instructor said, “Well these are the guys from TEN. That’s the nutritional company. Yeah, I use all this stuff but I never mentioned it because I don’t want to be a salesman.”  

What he was really saying is what many of you feel so let me venture this concept to you. “I don’t want to be a salesman,” it translates to I am a coward when it comes to persuasion. I’m so afraid that I’m gonna be rejected, that I won’t even go there. Instead,  I’ll take the high road and say I’m NOT going to be a salesman.

In reality, every time that a student is at the crossroad where he could join your school or leave and go to another school, you have to know that touch point and you have to know exactly how to communicate the benefits of your program.

But if it’s beneath you, you’re going to lose students consistently. Eventually, you’re going to have to explain that to your family. “I know we wanted to send you to college Heidi but I don’t want to be a salesman.”

The truth is that it’s very simple to learn to sell martial arts. This is not a big program with all kinds of moving parts. You’re not trying to sell a car. You’re not trying to sell a house was all kinds of contingency laws and going back and forth and negotiating. There’s typically no negotiations in a martial arts school enrollment presentation.

You have to know how to make the presentation like a pro and track your results.”