Filling the Emotional Bank Account Last month, we talked about building relationships with our clients and creating more value in our program than we sold in the initial enrollment.To re-cap, the essential keys to locking the back door for long-term student retention are: Over delivering on the customer expectations, clearly communicating the benefits the program for the student and the family, creating a positive community within your martial arts school, and offering exciting, productive classes that the client perceives to be valuable.

This month, I want to discuss some powerful, proven strategies for making deposits in a student and parent’s emotional bank account.

Each time you do something unexpected that adds value to your program, or the relationship with the client, you are making a deposit. For example, the “good job” note that the instructor sends to the student is something that both the student and his or her parents would see as a value-added service. This is a simple strategy and has a powerful result. At the end of each class, the head instructor and any assistant instructors should jot down the names of students who improved that day. Address the notes to those students and mail them. Your students and their parents will love it.

Of course, these emotional deposits must be made in the classroom as well. When you spotlight a student in a positive way in class, calling attention to his or her strengths or accomplishments, or give him or her a “high five,” you are making a small deposit. Each instructor must call out at least 3 to 5 students in each class in a positive way. Either have them demonstrate a technique they are really good at, point out a skill where they’ve made an improvement, or showcase how respectful that student was to the new guy in the class. Value-added events at your martial arts school are another way to exceed expectations and make that all important emotional deposit. Think from your clients’ perspective and identify what is of high value to them.

I had the opportunity recently to test drive some exotic cars. I’m a big car fan, so it was a real treat for me. Ever since I was a little kid, I’ve loved the Lamborghini. So, I went to the driver’s fair, one with all sorts of exotic cars: Ferrari, Bentley, Bugatti, Rolls Royce, Porsche, and of course, the big Lambo! I was giddy with excitement! I slowly made my way around the facility, closely examining the cars that I’ve drooled over for most of my life, each a mechanical masterpiece.

The Rolls was solid, refined, with a sparse interior. The Porsche Elise was quick, light and stripped to the bone to increase its acceleration. The seats in the Bentley were like sitting on a cloud, and at about 135 mph you could hear a pin drop. And then…there they were…the Lamborghinis. There were several models, but I gravitated to the V12 Murcielago, and the V10 Gallardo.

Now, I’m coming to my point, stay with me. My expectations were that the Murcielago, which I’ve panted after for as long as it has existed, proved to be absolutely unmanageable. I don’t think I would take one if they gave it to me. On the other hand, the Gallardo proved to be an absolute dream! It was fast, powerful, but relatively smooth. I could actually drive it on a daily basis. While the Murcielago is more expensive, powerful, and many people would consider it to be more valuable, I did not. To me, the value was in the Gallardo and to feel that I could drive the car daily and be comfortable. The martial arts school owners have to put themselves in the shoes of the client. Teaching the next cool kick or the next weapon may excite you, but what is important is what the clients see as valuable. Are they interested in becoming more fi t? Then perhaps a special fi tness related event might be valuable to them. Are they interested in their child becoming more focused? Then perhaps a special session is where the value lies. It’s very easy and a common mistake to let your personal affinities and preferences distract you from understanding what your customers really want, need and desire. The more in-sync you are with their perception of value, the more effectively you can give them what they really want, need and could benefit from.

Next month, we’ll move to some tools and systems to clearly communicate the value of training in your martial arts school on a consistent and ongoing basis.

Toby Milroy is a 4th-Degree Black Belt, school owner, Mile High Karate Regional Director and NAPMA’s Director of Sales and Marketing. He can be contacted through MileHighFranchise.com or NAPMA.com.