The Martial Arts Business is an Entertainment & Involvement Game

[Preston Gary]

We spend money on sporting events, movies, television, vacations,
amusement parks, and anything else that generates positive, relaxing,
and fun emotions. The best and highest paid entertainers are the
individuals and events that get you involved! They realize that people
are moved and influenced by positive emotion, not just information. As
professional martial-arts business owners it is our obligation to
entertain and involve both our students and their parents. It is our
job to generate positive results that lead to positive emotions for
everyone, whether participating or just watching our classes. When you
begin to understand and implement this concept into all of your
classes and every aspect of your school sales will come easier and
with greater abundance.
One evening I observed the parents who were sitting in the waiting
area of my martial arts school. I soon became very uneasy about the
site I was witnessing. Parents carrying on pleasant conversations;
Some watching class and looking pretty in-tuned as to what was going
on; Others reading a book or magazine, and a couple getting caught up
on some office work. You might think, no big deal, I see the same
thing every day too. But if you think about how many of these parents
were being entertained?
How many actually felt involved with what was going on in the class?
Sure, no one was complaining and the chairs were full, but who the
heck cares about that! What we need to be doing with these parents is
entertaining them and involving them to the point that they figure.
"This is the most positive activity that I've ever gotten my child
enrolled in." A major form of influence is positive emotion, and a way
to get positive emotion is through entertainment and involvement. If
they're just sitting there disengaged they will not be influenced by
you.
We need our spectators, whether parents or not, to be on the edge of
their seats. We need them laughing, smiling, and happy. We also need
them focused when the time comes. What we don't need is stone faced
parents who feel that they have to "find something to do" while
martial-arts class is going on. We need them doing the same things
that they would do when they go to the movies or attend a professional
sporting event. Would they bring a book to football game or to a
movie? No way, they don't want to miss a second of the action! So what
are some steps we can take?
Be unpredictable, have them wondering "what's he gonna do today?"
alter your class routines. Ask them questions? "How's this class
doing?" "Do you think they can yell louder?" Give your mat chat closer
to the parents if possible and ask them for their in- put. Get them up
holding targets or judging. Get them to help you with your lesson in
some way. Make them feel like they have to be on their toes for the
half hour or forty-five minutes of your class. Be creative and think
of some more ways to get them involved.
Make the shift from Martial arts instructor, Martial arts business
owner, program director, to entertainer and motivator. Let them come
to you for the same reason they spend the big bucks on everything
else... To feel good and have fun! Hey... they may quite possibly
figure out that they might as well get themselves in classes too!
Remember, with involvement you get commitment and with commitment you
get retention. When you begin to entertain as well as educate you make
everyone more relaxed and get their positive emotions going. When they
view you as larger than life and envy your ability to captivate and
inspire them and their children they will join your black belt club,
refer you new students and help your martial arts business grow!