Three (or so) Pieces of no Bullshit Advice for Martial Arts School Owners, Whether They Want it or Not, from Tom Callos of www.the100.us.
Sensible, no Bullshit Advice for School Owners, Whether They Want it or Not, from Tom Callos of www.the100.us. No. 1
Do not send students to collection for unpaid tuition for untaught lessons. This is something the evolved master teacher never does, ever, period. Be smart enough to create programs that allow the school to collect the income it needs to thrive, but without chasing people, harassing them, because you weren’t resourceful enough to keep them coming, despite the well known obstacles (there are always obstacles).
Create pricing programs that serve the diverse economic range of parents and other people in your community. Keep students and make them happy and able to pay with individual and high quality service. Offer one class a week free to all children, use it to train your up and coming teachers and to activate volunteers who’d be into helping kids who are quite possibly in an economic situation where they might never get to take lessons under a high quality teacher. Create a one-day-per-week pricing program, so that you may appeal to students / parents who are on a tight budget and/or who are pressed for time. You’re a teacher, so teach and serve. Create short term courses that allow students to see if you are smart and capable enough to assist them in breaking thru all the reasons people don’t stay the course of their training. If you keep them, they will pay (to support your school).
Sensible, no Bullshit Advice for School Owners, Whether They Want it or Not, from Tom Callos of www.the100.us. No. 2
Do not engage in manipulative, hidden, or dishonest / questionable pricing practices. Do not hold back curriculum to entice people to up-grade their program. Do not host events that are a ruse for membership sales and up-grade efforts. Do not hide your prices on the phone or in your school’s information. Do not build a model for business that requires you to get and spend tomorrow’s income for today’s expenses.
Be completely and absolutely transparent in all of your pricing and financial issues at your school. The burden isn’t to try and hide your pricing until you can justify the value of your lessons, it’s to price your programs so that people get a chance to see what you’re worth, for real, and then to charge enough to each student that it makes perfect sense for the school’s budget. DO build a school that is known for it’s up-front, nothing hidden, completely honest and transparent business practices. DO speak out, as an activist in your community, about pricing policies in the MA community that create win-lose situations with students, practices that put the burden of obligation on the student, not the school’s teaching staff. Do adjust your pricing so that everyone in your community with an interest can have access to lessons they can afford. Do learn to live on the money you make this month, versus spending tomorrow’s money for today’s expenses.
Sensible, no Bullshit Advice for School Owners, Whether They Want it or Not, from Tom Callos of www.the100.us. No. 3
Do not build your school’s identity and sales approach based on the words, images, and concepts that everyone else uses. Do NOT sell your services with slogans borrowed or bought or stolen or modeled from the work of others —or that are “standard” in the industry. Do not offer or advertise “benefits” of membership at your school that are unjustified, un-researched, and that you actually know little or nothing about. Do not put staff members on the floor with the inference they are teaching some benefit, without having spent adequate time training them and/or exploring how they’re to “teach” any particular benefit —and what the language and practices of these benefits are. In other words, don’t advertise you teach bully prevention, for example, when you or your team of instructors have not invested even a single term paper’s worth of thought and energy into actual study of the subject; when you and/or your team haven’t read a single book on the subject, have published no opinions on it, have not attended a single conference or seminar or viable course of instruction, don’t know who the experts are, or what research has been done. Don’t sell what you don’t know, don’t research, and don’t actually train your staff in. Don’t teach things that you don’t have even a single teaching aid to teach —or teach things that under the scrutiny of a real expert, would embarrass you for your lack of research and actual knowledge.
Take every benefit you claim to teach and adopt a self-imposed immersion into the subject of at least 60 hours of research and training; in that 60 hours (10 min a day for a year = 60 hours), carefully document and post the what, why, who, when, and where of the training on your school’s website or blog. Curate content you’re studying and/or using to train your team. And most importantly, create a PROJECT-BASED PORTFOLIO of how you’re taking the concepts you claim to teach and DOING something with them. Show how these ideas manifest themselves in hands-on experiences with you, your team, and your students. Build an EVIDENCE-BASED sales program that doesn’t simply talk-the-talk of your benefits, but shows, documents, and records how what you teach becomes a practice, logged and noted. Take the benefits you claim to impart and show more rock-solid evidence that you know exactly how to create the benefit in a tangible, hard-evidence based way. Show more actual proof that you OWN these concepts than anyone within 100 miles of you and your school.
If you teach “Respect” then show us, show your community, exactly what that means, what it becomes. If you claim to teach bully prevention or self-defense, show what that means, what it becomes, and how it’s translating into actions, behaviors, community outreach programs, and education that comes from you and travels thru your teaching team, into your students, and outward from there into tangible, measurable off-the-mat evidence.
Reject 90 to 100% of the kinds of sales rhetoric and marketing tools that anyone with absolutely NO experience, someone who simply buys a program or box from someone else, could do. It may take you some time to turn from a school of talk to a school or rock-solid evidence-based benefits, but it’s something that a lesser school, someone or a group with less commitment and intellect would/could never do.
Distinguish your school and services with real stories, with actual evidence, and not just marketing hyperbole or inferred benefits.