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Building & Growing Your Martial Arts School Part VII: Instructor & Promoter Pay

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This entry is part 7 of 13 in the seriesStarting Martial Arts School

Before we get into the actual marketing techniques you need to explode your martial arts business, lets take a minute to discuss who should be doing your marketing, how much you should be paying them, and how to get cash in faster to speed up your business.

Get On The List!

A lot of the techniques we will be showing you you can easily manage yourself. You will definitely want to have a hands-on approach to some extent at the beginning, and then you can easily have a manager handle all of your marketing efforts. At the end of the book we will show you how you can outsource most of your marketing to experts at a fraction of the cost you might expect.

The traditional model for martial arts schools involves the instructors doing all of the marketing and sales. There is a huge problem with this!  While it often offers a cheap form of labor, your trainee instructors and instructors are normally not equipped with the best skills for handling this side of the business. They may be great martial artists, people-oriented and even great teachers, but rarely are they also great sales people or trained to be great sales people.

It is also not the best use of their talents. Your instructors are much more valuable in class than out handing out flyers. If you want to hand out flyers, hire some kids to do it for minimum wage. This will make your instructors happier and cut your costs.  It’s only logical that whoever is going to be selling potential students or guiding them into enrolling at your school should have some sales skills and training. If this is going to be your instructors then make sure they receive some type of sales training.

If you can’t afford professional training then send them to seminars, give them books, or role-play with them. Having a more effective ‘closer’ in your martial arts school will mean more visiting prospects signing up who are willing to pay higher prices.

Your instructor’s pay should definitely be heavily based upon performance. Due to the typical nature and stereotype of instructors you will need to give them enough base pay to eat on so that they stay happy.  The rest of their pay however should be performance based so that they remain motivated. As mentioned earlier this should be based on both the number of students that they enroll and keep enrolled, as well the profitability of the entire school.

Giving Out Discounts To Students In Order To Increase Revenue

This should also apply to the amount of revenues coming in and when. Smart schools offer discounts for paying for a year or more in advance or until a certain grade is attained. This can often be in the region of $10,000 per student or family. Offering them a 10-20% discount means significant savings for them. It also means you are raking in big revenues early. Yes, you will still be bound to provide the classes they have paid for, but it is about the time-value of the money.

How To Get Bigger Discounts

Getting in big chunks of operating cash now means that you can not only obtain bigger discounts on services and products yourself and be able to improve your facilities to attract more students, but it also means you will have more money for your marketing budget. Being able to spend $100,000 on marketing now instead of $10,000 means bringing in more students quickly so that you can get ahead of the game and begin a snowball effect that will help build your business bigger and faster.


About Tim Houghten

Tim Houghten has written 11 post in this blog.

Series Navigation<< Start Your Martial Arts School Part VI: How To Market Your Martial Arts SchoolBuilding & Growing Your Martial Arts School Part VIII: Promoting Your School >>
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1 Comments For This Post

  1. Tony Says:

    Hi Jonathan,
    I agree that a strategy is key! You also have a great point in that sometimes it is best to bring in a partner with other skills then yourself. A lot of people pick out partners who happen to be friends and they typically have the same skills this get’s them nowhere besides two people working on the business. However, if you have a partner that has different skills then you then you will each fall into the sections of the business where you both excel. This is ideal.
    Great point thanks for the comment.

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