What is something worth? When considering this there are a lot of ways to measure value. Is the item an object or person or feeling? Do we believe we need it? Are we sure it works? Can it solve an important area of concern? Does what we are trying to value have a monetary value? How will others view us once we have it? What’s its history or quality? Will it bring us joy? Can we see it?
The obvious answer is that everyone assigns value differently. Every decision we make is made from our desire to trade something for something else. If we are hungry we must eat so we trade money or time or travel to get that need met. For instance if we are hungry we may feel like Chinese food, that little place across town is so good. Now we must determine its value. How much will it cost us? Money? Time? Travel? Is the 15.00 and the time it will take us to travel to the restaurant and the wait for a to-go order worth the getting of the Chinese food? Today based on my finances and my time available and my energy level, the answer is no, but I reason that on Friday ill have more time and I’ll get paid that day and my energy will be up since the weekends are always so much fun. Sounds pretty logical huh? But wait… What if the Chinese place had delivered? What if I had a coupon? What if I was really really hungry? What if I had just been in an argument with someone and really needed it to relax? What if I had just received really good news and wanted to celebrate with that delicious Chinese entrée? Would any or all of these factors have made a difference in the Chinese restaurant having had another sale? ABSOLUTLY YES!!!
So what does this mean to us as Z-Ultimate Self Defense Studios instructors trying to enroll as many students as we can to better serve our community and our company? Everyone is not the same. We are not the same. We must study ourselves and our prospective students to determine how to present value so they will trade their time, travel and money to join our team.
How???
Believe…ask questions…Listen…Care…believe…ask questions…answer questions…believe…demonstrate…lead…
Now for some examples:
Prospective student: “well we have to think about it, the cost is more than we thought, so we need to think it over.”
Z-Ultimate Instructor: “That makes sense to me, What kind of things will you be considering?”
Prospective student: “well the price is higher than the tae kwon do place we looked at down the street. As a matter of fact it’s higher than everyone else in the area.”
Z-Ultimate Instructor: “ That is true our tuition rates are a little higher than some of the other karate studios in the area, but let me explain why. As I’m sure you have noticed or will as you look around the area our schools are in great locations that are safe and easy to get in and out of, we have invested in our studios to make sure our locations are cosmetically attractive and have all of the necessary equipment needed for your training, In addition All our instructors are certified and must graduate from our exclusive Z-University of Martial Arts Professionals, where all of our instructors are trained not only in the latest martial arts techniques and workout exercises, but also are equipped with the latest teaching styles and coaching methods. Every one of our studios have these Qualified Black Belt instructors that lead all of the studio training programs. In addition to our Z-University of Martial Arts Professionals , all of our instructors are required to attend continuous weekly classes of their own to make sure they are increasing their martial arts ability and knowledge. Additionally, when a student enrolls in one of our locations he or she becomes a member in all of our locations, so unlike the local studios in the area, if you should have to transfer in your career or relocate for any reason, maybe your just on a vacation, with ZUSDS wherever there is a location close by you can continue your training. We are the Largest martial Arts Company in the United States and we are continually growing all of the time.
There are a lot of reasons that make our studios the right choice for you. We know that for every reason you want to study the martial arts with us there are at least a dozen more benefits that you will discover while training with us. There is something kind of magical about the martial arts and I know that the investment you make in your training will ULTIMATELY pale in comparison with the many incredible things you will get out of it. Give us a try, we will not let you down!
There are a lot of reasons that make our studios the right choice for you. We know that for every reason you want to study the martial arts with us there are at least a dozen more benefits that you will discover while training with us. There is something kind of magical about the martial arts and I know that the investment you make in your training will ULTIMATELY pale in comparison with the many incredible things you will get out of it. Give us a try, we will not let you down!
Great Job, very insightful
ReplyDeleteWow. Awsome.
ReplyDeleteI like your responses to the prospective student. We need to teach our Instructors that they can speak the same way, direct, insightful, meaningful, sincere, helpful. First, they have to believe it themselves. If they don't believe it, then they are just trying to sell with a canned pitch, and that just doesn't work.
ReplyDeleteCreating Value is essentially showing people that their life will be better by enrolling with us. That there is no risk. No buyers remorse. No chance of being humiliated for their decision. However, it will also be better if they enroll somewhere else. It is our job to show them that enrolling with us is the best thing that they can do for themselves. Why are we the better Dojo? Convenience? Standard Hours? Standard Rates? Consistency from Studio to Studio? Personalized Instruction? Do we really care more than the next guy? Really? Really??? Our Training? The University? The list is endless. How do we get the instructors to realize these same things and also realize that the most important ingredient to the whole formula is one thing.......ready? Are you ready? It is THEM...Yes Them. They are the secret ingredient. They are Awesome! They are Great! They don't know it though. They think they are mediocre, average, invisible, low self esteem, That's why they got into Karate in the first place. Low Self Esteem, Lacking Confidence.
So, how do we get them to realize that they are the better teachers? That their Art is the better all around art for them and the every day mom and pop and sis and bro out there? Cause it is! I know it. You know it. Look at what it has done for us! We have to help them realize that Karate has in some way shaped their lives and has become a defining factor in their life. It has shaped them in ways they don't even realize. I think it's about time that we give the Martial Arts it's due! YYYYEEEEAAAAHHHH KARATE!! Where would I be without Master Eszlinger and the Martial Arts. My Instructor and my private lessons. Man what a ride! No wonder I had a successful Studio. I know where I came from and I know what this did for me.
Done!
OUT!!
RP
very cool!
ReplyDeleteThanks for the comment RP.
ReplyDeleteValue: Its why people enroll, and why the discontinue their training. Create value in your own mind about what you want and why, then you can help create it in the minds of others about what you are offering.
ReplyDeleteVery Nice!
ReplyDeleteThank you Mr. Perlman. To me that comment really sums up the entire process(from one side of the elephant anyway ;-) )
ReplyDeleteThank you for the helpful example. For me, the most critical sentence is
ReplyDelete"That makes sense to me: what kinds of things will you be considering?"
This kind of language both validates the concern/objection, which makes them feel that we understand them, and also invites the prospective student to help us personalize our answer to them.
I think that people DO want to be sold, not in a cheesy way, but in the sense that they do want help making an informed purchase decision. No matter what we're shopping for, we always have a choice of products, and in order to choose A over B, there needs to be a tipping point, so we need information; in the absence of information, price will probably win out with most people.
I definitely agree that there's no reason for us to shy away from our higher cost. If someone can't afford it, they can't afford it, but if they can, then it's up to us to make them feel secure and happy about spending the money. The trick is to find out what will make them feel this way, which is why personalizing and asking questions seems so vital.
LV (Bellevue)
Well this is definately in my personal opinion great,it gives the student as well as the instructors views on the topic. As an instructor going throught these situations on a regular I feel the more we can get a better interview process we can bypass this problem (If you were to even consider it one) sooner. The way you phrased all the possibilities wouldnt necessarily come out of my mouth in so many words but i understand that it was mainly for blog purpose... Funny thing is I read this to my significant other who not only is in another kempo dojo outside of our system, but is a psychology graduate and hearing her thoughts on it without being bias is quite interesting. As a purple belt/ graduate it can be a bit "spicy" determining differnt perspectives... but... I got her to understand why we are this BUSINESS!!! and not some huge corporation that cant back up our words.
ReplyDelete