“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.”