“I don’t want to bother anybody. If they really want to join karate, they’ll call me.”
-Former Karate School Owner
I hear this foolishness a lot, and trust me, I get it. I don’t want to bother anybody either.
But here’s what I know for a fact…
For every person who complains about being contacted too much, there are at least 3 people who are genuinely interested and either too busy to get back to me, or they are just procrastinating. And if I don’t follow up with them, they will forget about me and then we both lose.
So that’s the tradeoff. You can either never bother anyone and miss out on three new students, or you can bother one person who would never become a student anyway, and pick up three new students.
It seems ridiculous when you think about it. I mean, really…who cares about that grouch that drops a few expletives and hangs up on you when you know for a fact that if you keep going you’re going to enroll three new students?
Here’s a great analogy about this process.
Imagine I bring you into a room with 10 locked safes. I tell you that 3 of the safes have $2,500 in them, 6 of the safes are empty, and one of them has a stink bomb. Then, I tell you all the safes can be opened with a simple combination and you can open all the safes and keep whatever you find.
So you get excited and open a safe…it’s empty. But then you remember, there’s no limit to the number of safes you can open, so you open the next one…it’s empty too…man! Is this for real? So you move on to the next safe, and bang, the stink bomb…now you’re really getting frustrated. That’s where a lot of people quit and say “the safes were all empty and one of them had a stink bomb in it!”
I see this happen all the time, and it’s sad. Because if you just keep opening the safes you’re going to find $7,500! But we’re so worried about the stupid stink bomb we stop opening the safes, or worse we forget the combination and can’t open the rest.
This is how some martial arts school owners approach leads.
The numbers hold up for leads too. You get 10 leads, and 7 of them will either never book an appointment, one will hang up on you, but 3 will come try your school. But you have to call them a lot!
We did a study and found that 80% of the appointments were booked between the 5th and the 12th call! You might be shocked to hear that but it’s true. That means if you only call your leads 3 or even 4 times, you’re only getting 20% of the value from them.
Now that also means that if you do call them 5 to 12 times, you are multiplying your results by FIVE TIMES! That’s huge! Especially if you’re paying for those leads.
The most successful schools that we work with simply call the leads every day until they either answer and book a lesson, or ask them to stop calling. That’s the difference between a growing school with 300+ students and a school with less than 100 students who can’t seem to get over the 100 student mark.
By simply calling the leads once per day for two weeks you can get five times the value from the lead list. The real secret to this is having a good story for each call. If you’re leads are coming in from an ad you can expire the offer after 7 days, so that the first 7 calls you can count down to the expiration.
For example, “Hey this is Jon following up about the Free week of Karate you requested yesterday. That certificate does expire in 6 days so I want to make sure we get you on the schedule.”
Then the next day you say something similar but “5 days” etc.
After the offer expires you can offer to “still honor it” even though it expired, or you can call them with a different offer. The main thing is that you want to keep calling them and have a reason to be excited about calling them.
Maybe that’s not your problem at all. Maybe you’re thinking, “Man if I could get some leads I would have no problem calling them until they answer.” If that’s the case, then you’re the exact kind of school owner that I love to work with. We’ve helped a TON of schools get an endless supply of leads and it’s on complete autopilot. All you have to do is call them.
If you’re sick of wasting time at community events and kids expos trying to “get your name out there” only to return with a couple names…
If you’re tired of getting bogged down in all the technical stuff of marketing…
Then, I want to share with you how we consistently fill the mats at martial arts schools with PAYING students on my Free Case Study Webinar. (CLICK HERE TO REGISTER FOR THE FREE CASE STUDY WEBINAR AND SEE FOR YOURSELF)
About the author: Jon Evans is an author, entrepreneur and owner of GetKarateStudents.com, a marketing agency that specializes in helping Martial Arts Schools grow.