The Golden Rule and the Sale: True or False?


Chris Millares
Vice President, Franchise Development
Amerikick Martial Arts
www.amerikick.com
chrismillares@amerikick.com

The Golden Rule and the Sale: True or False?

We have all heard about it since we were kids.  Most times we followed it, sometimes we didn’t.  Sometimes we wanted to follow it but at the time it seemed like more fun not to.  The times we didn’t follow it usually ended up in being sent to our room without:  video games, television, music, phone calls, computer games or any other leisure activity for that matter.  The Golden Rule states that we should “treat others the way that we want to be treated.”  It sounds nice and has been a staple in teaching children about manners, morals, respect, self-disciple and character for many years.

There is one question to consider, however.  “Does everyone else necessarily want to be treated the same way you do?”  In other words, beyond the basic realm of respect, confidence, self-esteem and appreciation does everyone want the same thing?  The answer of course is “not always.”  Consider the following:

  1. A successful program director closes 3 new members on Monday.  One new student made a buying decision based on building confidence in his 7 year old daughter.  The second student joined to get back in shape.  The third student was a police officer who wanted additional self-defense training.  Were the presentation and closing strategies the same in each case?
  1. A woman walks into the karate school and before she says a word, an untrained instructor begins to talk about martial arts as being “the ultimate fitness experience.”  Meanwhile, the woman is interested in finding out more information about practical self-defense.  What has happened to the chances of closing the sale?
  1. A couple is eating dinner at a new restaurant.  The waiter approaches them and says, “There is no need to look at the menu.  I’ll place an order for 2 filet mignons, medium rare.  It’s my favorite, you’ll love it!”  What is the couple’s response?   

People, especially in an age of information and ideas, want different things…many different things!  Understanding this concept and developing staff with this mentality is a necessity in a relationship driven martial arts industry.  Below are 3 sales development tips to implement and role play with instructors and staff members.  Implement them and find out exactly what your students want!
Ask intelligent questions and listen to the answers

“What initially sparked your interest in the martial arts?”  “What has that meant to you?”    “When you say_______, what does that mean?”  “Has that changed your perspective about______?”  “Why?”  “Why now?”  “Why has that been so significant in your life?”

Asking questions allows you to uncover answers.  Answers that ultimately stem from what the prospect wants, feels and needs (which, of course, will be different every time).  They provide insight into how your services may provide solutions.  For example:

Martial arts professional: “Mr. Jones, thank you for being a student here at XYZ karate school.  Have you enjoyed the program up until now?”

Mr. Jones: “Absolutely!  My goal is to come in more.  I feel great when I am here and have wanted to earn a black belt since I was a small child.  The only challenge is my work schedule.  I can only make it in 1 time per week.”

Martial arts professional: “It is so refreshing to hear that.  I’m glad you love the martial arts as much as our team here.  We are very happy to have you here at our school.  If your work schedule was not as time consuming, would you be interested in attending an extra class per week?”

Mr. Jones: “Definitely!”

Martial arts professional: “That’s awesome.  We recently updated our schedule to include more class times for students who want to train more but are confined by overwhelming work hours.  Do you have 5 minutes to review some new program options?  Why wait any longer on a goal that you’ve had since you were a child if you don’t have to?”          

The above is a very basic example of questioning a student.  There are literally thousands of ways to use this concept.  The answers are there.  Ask and you shall receive!  The key is role play and practice.  Incorporate this in every staff meeting held at your school and watch the excitement of positive results.   

Understand communication styles

Communication style is the method by which a person sends and receives information.  It is the way a person uses words, tonality and body language to convey a thought.  Effective use of this principle separates the good from the great especially in the martial arts industry. 

A great martial arts teacher is a master of this principle.  She can control her voice fluctuation, hand gestures, demonstrate with excitement and command the attention of any size class.  She speaks softly to students who tend to be shy and is a motivator to those students who need to be pushed.  When a parent asks a question, she responds in a way that ensures that her answer is understood, appreciated and valued.  People come to her for the answers.  She understands that her success in the present and future is a product of: what she knows, how she communicates and her adaptability.      

Guide your staff to understand communication styles and utilize them to maximize their productivity in a service driven industry.

Be an “our” and “us” person, not a “me” and “I” person

“Our” and “us” implies a collective set of information gathered through brainstorming, networking, study, practice, rehearsal and commitment to a team.  “I” and “me” can imply an ego or “I know it all mentality” when it comes to knowledge, ideas and circumstances.  It also leads the customer to feel inferior.  Below are 2 statements designed to convey the idea that your martial arts school is “communication and knowledge driven” during an introductory lesson.  The first statement is written in terms of “I” and “me.”  The second is worded as “our” and “us.”

  1. “Mr. Prospect.  One of the great things about my program here is the way I communicate the martial arts.  It is my goal that each student understands, appreciates and respects what I teach them.”
  1. “Mr. Prospect, our goal at the martial arts school is to provide a program that combines great martial arts with great teachers.  Our staff is fully trained and continually certified to better serve you.”

Which of the above statements is more appealing and inviting?  Which statement seems more comfortable and service oriented?  Which statement seems to imply an “above and beyond” attitude?

Teach your staff to be “our” and “us” employees.  Help them to understand that great things do happen with individual efforts but take a back seat to the miracles of teamwork and cooperation. 

Summary

The three concepts listed above are just simply ideas.  They are ideas that, when implemented, lead to treating your customers the way they want to be treated.  Train your staff to practice these principles on a daily basis and encourage them to act!  Remember.  “It doesn’t work unless you do it.”