“Perception Selling” to
Maximize your Classroom Experience
Chris Millares
Director of Education
Amerikick Consulting Team (ACT)
Perception can be defined as the sensory
interpretation of given external stimuli. For example, a
new student enrolled in an empowering martial arts
program will mentally perceive his environment as one of
excitement, enthusiasm and trust. On the other hand, a
new student enrolled in an unconstructive, pessimistic
program will quickly develop a negative perception of
the martial arts as a whole. Perception is the pair of
binoculars through which we view elements in the world.
Different binoculars provide infinite combinations of
shades, lighting, sizes, shapes, interpretations and
analysis for the individuals that they serve. Any given
social situation can be interpreted in countless ways
depending on who is watching and the type of binoculars
that they use.
Our mission as martial arts educators is to build our
students on a foundation of success. We are leaders who
employ effective communication techniques in order to
convey a positive message. With such, we construct our
classes for the purpose of motivating, inspiring and
making a substantial difference in the lives of the
clients that we serve. The ability of a martial arts
educator to transfer his message in a clear and concise
manner is paramount. This transference is received by
those involved in the class and ultimately translated by
their perception.
During any given martial arts class, there are three
basic perceptions. First, is the perception of the
instructor conducting class. Second, is the perception
of the students participating in the class. Third, is
the audience observing class from the lobby area. This
audience includes the following: parents, grandparents,
friends, family and prospects. In this setting it is
vital to effectively sell ourselves and the program in a
way that satisfies all three perceptions.
The following are five keys that will enhance your
perception selling ability and maximize the results of
your classroom experience.
1. Use empowering language to captivate the crowd.
Language is a powerful tool that can either captivate
your crowd or fill them with boredom. Make a difference
in your class by using language that inspires, motivates
and sends a call to action for your students and
audience. Imagine you are an artist with a colorful
palette of choices at your side. Do not limit yourself
to one color in creating your work. Utilize an
assortment of colors, angles and positive images to make
your work come alive.
There are roughly 490,000 words in the English language.
The average English speaking person uses a vocabulary
that consists of 5,000 – 6,000 of those words. Imagine
the enhanced effectiveness of your classroom language if
you were to increase this average number by 1%. The
combinations of phrases and potential to reach your
students and audience would reach new heights. Challenge
yourself to create an expanded vocabulary filled with
ideas that will make a difference. Dare to grow and
refuse to settle for anything less than extraordinary.
2. Conduct your class in a way that addresses your
student’s needs.
Needs analysis selling is the process of determining
client needs before recommending and implementing your
product or service. When you take your car to the body
shop, the mechanic will ask, “What can I do for you?” or
“What seems to be the problem?” It is essential that the
mechanic understands your basis for bringing the car in
before a service can be performed. Dr. Tony Alessandra
is quoted as saying the following, “In the medical
field, prescription before diagnosis is malpractice!”
During your martial arts class this concept serves as a
powerful tool in maximizing your experience. For
example, let us assume that you are about to teach a 5
year old class. Before you step onto the floor, you
notice that many of the students are laughing, playing
and not sitting still. The junior instructors are
sitting patiently with the children but nonetheless,
they continue to fool around. As you turn and look to
the left, the audience is observing class and making
gestures toward their children prompting them to sit up
straight and pay attention.
In this situation, the needs analysis is simple. The
students need to be reinforced on the concept of
self-control. You might say something like the
following, “Ok class stand up and place your hands at
your sides. Today we are going to practice our
self-control. Everyone say self-control…Self-control
means that we use our mind and body to help us get
better at karate, doesn’t it? If we are silly or playing
around in karate class can we improve and get better?”
From this point on, parallel the focus concept to your
lesson plan for the day.
In the above example, the major need of the students was
self-control. By targeting this need and addressing this
need in your teaching, drills, classroom organization
and use of language you will have successfully engaged
in perception selling.
There are countless needs that your martial arts program
is ready to solve. Find out what they are and serve your
students. Practice needs analysis every day and record
the results. Keep these records in a notebook or laptop.
Review them every day and take your teaching to the next
level of excellence.
3. Communicate on the visual, auditory and
kinesthetic levels.
Learning and communication are at their best when 2 or
more of the senses are involved. Consider the following
image. An intermediate level class is lined up in an
attention position facing a lesson plan posted in the
front of the room. The head instructor steps onto the
matt with excitement and announces, “Today class we are
going to give everything we’ve got. We are going to
practice today’s lesson plan with such exhilaration that
we take our martial arts skill to the next level! As
your instructor I am going to give you everything I have
and I want to see your best! Is everybody ready to get
started?” The class replies with a motivated spirit,
“Yes Sensei!” Throughout the class, the instructor
demonstrates the way he wants his students to
demonstrate. He refers to the weekly quote written in
bold letters on the board. He asks the audience to
applaud when his class performs a given drill the
correct way. While the students are engaged in pad work,
he makes sure that their stances are correct and hand
position is correct. By this action he creates a private
lesson feel in a group class. Everyone in class is
electrified by the presentation and feels a personal
connection with the instructor.
The best martial arts instructors are masters at
teaching on the visual, auditory and kinesthetic levels.
They use images, props, motivational quotes, voice
fluctuation and power analogies to create a lasting
effect on all 3 class perceptions. Take initiative in
your classes today. Challenge your own creativity in
developing new drills that will reveal your message in
new, exciting ways.
4. Reinforce your lesson plan with real life examples.
Education psychology teaches us that abstract concepts
are learned and understood progressively through the
accumulation of concrete examples. For instance, if you
were to ask 7 year old child in the beginner class to
define “confidence” she might respond, “Confidence means
to keep your hands up and to be strong.” The concrete
explanation, “keep your hands up and be strong” adds to
the abstract understanding of “confidence.” At the other
end of the spectrum, you might ask a beginner adult to
define “martial arts” to which she might reply, “Martial
arts is a system of fighting, self-defense and physical
conditioning.” In both cases to principle remains the
same.
In order to bring out the best in your students, educate
them in a way that guides them from concrete explanation
to abstract understanding. Give examples that show how
the martial arts relate to your students and to your
audience. Use this principle whole heartedly and
consistently for greater results in your martial arts
classroom.
5. Selling 101: Transfer your excitement about the
martial arts in a positive, lasting way.
The excitement level of your class is determined by the
level of excitement that they feel and obtain from you.
If you are tired, unmotivated and careless with your
action then expect the same result from your students.
The power of persuasion is strong on both the positive
and negative sides. Be a positive believer and let it
reflect in your martial arts school. Have the courage to
be innovative, inspiring and willing to take your
teaching to soaring new heights.
Chris Millares
Director of Education
Amerikick Consulting Team (ACT)
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