NAPMA Martial Arts Business and Martial Arts Marketing Blog for Martial Arts School Owners » 2008

Time to refocus.

Posted in 1. Stephen Oliver, CATEGORIES, Industry News/Trends/Discussion, Martial Arts School Operations, Martial Arts Teaching, Instruction, Sales and Martial Arts Marketing by Stephen Oliver on the June 26th, 2008

Time to refocus.

As you are reading this we have come off of several of the biggest martial arts movies in recent memory. “Forbidden Kingdom” did respectably opening at #1, the “Kung Fu Panda” went crazy with co-promotions everywhere you looked and $100,000,000+ in it’s first 10 days. Admittedly “Never Back Down” and, “Red Belt” both had modest success. Interesting during the UFC MMA Boom the two MMA movies bombed (personally I liked them both) and the “traditional” martial arts movies thrived.

Now, summer is winding down and it’s almost time for “Back to School.” At the same time Jet Li is back in his next starring role, this on in the Mummy. Jackie Chan and Jet Li are setting things “on-fire.” Jackie Chan was in “Forbidden Kingdom” and in “Kung Fu Panda.” Jet Li is in both “Forbidden Kingdom” and “The Mummy.”

I’ve said for years that I yearn for the “Karate Kid” Days. Well, I truly believe they are back again. I know that with the NAPMA Promotions that I put together that many schools generated 20, 30, even 50 or more “Intros” in a couple of days. I’ve heard of several who attribute 40 or 50 enrollments in June to their work with “Kung Fu Panda.” It just doesn’t get better than that.

As an aside…. Please send me feedback on your results. Whatever you’ve implemented with great success let me know: StephenOliver@MileHighKarate.com

We encourage you to send us your best ads, promotions, and feedback on successful implementation of current or past promotions. We’ll feature some of the best at the upcoming Extreme Success Academy.

The “Master-Mind” effect.

I’ve just talked with each of my coaching clients and returned from the “Inner Circle” and “Peak Performers” meetings in Florida. There’s HUGE growth among many of these school owners. They are aggressively benefiting from the “Master-Mind” effect and growing their schools DRAMATICALLY. If you are at $400,000 a year or more you really should be in Inner Circle. It only has one or two seats open, however many school owners will join Peak Performers to be put on the “Waiting List.” If you are grossing $100,000+ and are sincerely interested in growing to $300,000 or more (possibly MUCH more) then you should be a Peak Performers member. Go to www.NAPMA.com/innercircle to complete the application and for a personal interview.

In the “Media Gets It Wrong… or, At Least Misleading” Category.

Just as I put last month’s edition “to bed” I received my subscription to US News in the mail. On the cover is a shot of the coming “World’s Tallest Building” in Dubai with the headline of “Where your Gas Money Goes….Record oil prices fuel the ambitions of the United Arab Emirates.” Then the headline in the article (June 16, 2008, Page 33) is headlined: “Riding the Oil Boom. With money pouring in faster than ever, Dubai’s ambitions soar.” In case you missed it I had talked about visiting Dubai. It was an MBA trip (not mine, I graduated in 1992 for that program) and was a pretty comprehensive “behind the scenes” look a many businesses in Dubai. Recently I just finished a book called “Dubai and Company” about doing business in Dubai & in the Gulf region (purely for academic “entertainment.”)

Anyway the first two pages of the article implies obviously that your gas money is going directly to Dubai. That the incredible development of this “Fastest growing city in the World” is coming straight from your wallet as you fill up. However, later buried in the article the author acknowledges: “…Dubai has nearly run out of it’s own oil. But Dubai has successfully turned itself into a post-oil-economy.” Ok, well which is it.

Now, I don’t bring this up because you are likely to have a business interest in Dubai. It was to me an interesting wake up call. Now, I’m sure I read a bunch of stories, or skim them, on subjects that I know little or nothing about in Time, US News and the other news magazines (not to mention stories on TV, Radio, and the daily newspapers.) This just happens to be one that I knew something about. I realized immediately that probably the reporter was writing an interesting story on the growth of Dubai. Somewhere along the line they decided they needed a “hook” to get you to read it and to frankly get you emotional about it. Well, it’s in the middle east… why not make it about where your gas dollars go?

They do acknowledge (which you should learn from) that the city’s secret is a unique combination of marketing acumen that would make P.T. Barnum proud and an unusually tolerant society that has thrown it’s doors open to foreigners.” In fact, their primary targets are tourists from the U.K. (the airlines even bought naming rights for the largest football (Soccer) stadium in London,) and Australia.

Interesting member questions.

I’ve spent an enormous amount of time pouring through member surveys. I’ve read each one that’s come in. We’ve copied all of them and put in notebooks for each and every NAPMA staff member to review. I am planning on answering as many of the questions asked by Maximum Impact, Peak Performers, and Inner Circle members as possible – here and in NAPMA Now with the “Basic Toolkit”

This is from Jose Marti. Traditional Karate America. 178 Harris Road, Bedford Hills, NY. He’s a Maximum Impact member who should be in Inner Circle. Teaching over 300 students and grossing over $50,000 a month after just 4 ½ years in business.

He asks “How do you get $300+ for Leadership Programs? … I currently charge $225 per month.”

It’s an interesting question. I’ve heard it many times. Among the EFC Board Members I used to get two questions: How do you get someone to write a check for $12,000 - $20,000 for “Karate Lessons?” or, Jose’s question.. how do you charge so much.”

Well back at those meetings.. Keith Hafner could parrot me now without a moment’s hesitation, my answer was always the same: “Ask.”

Now I know that’s overly simplistic. However, the first hurdle most must make whether it’s asking for higher down payments, big paid in fulls, higher payments for leadership or other programs is to “grow a pair.” Now, I don’t want that to sound overly crude but, really it’s mostly a matter of being willing to ask.

Ask expectantly. Ask congruently. Ask sincerely. Ask confidently… really practice it in the mirror first, and be willing to get a few no’s before you get good at it.

After that I think the answer is a little more complicated. What I tend to find is that most school owners really don’t give great service and have created a curriculum around their own personal “hobby” rather than truly what students need or want to learn.

Coaching client Miko Peled was with me in Denver for two days recently on a consulting day and “behind the scenes” tour. His observation, not mine, was that what he most learned (contrary to expectations) was about the depth and quality of the character development and personal development curriculum that we’ve developed.

He observed that EVERYONE, staff, franchise owners, instructors, senior staff were polite, great people, professionally groomed, and sincerely happy to be working with students and growing their schools. It’s really important to implement your own “No Assholes Rule” (Pick up the book by the same name) – and, to make sure that everyone in your environment (down to all of the senior ranked students) really are walking, talking, breathing “Products of the Product.” It’s easy for parents or students to justify the tuition if they are surrounded by people “who are what they want to be.”

I’ve had the debate from time to time with Dan Kennedy. He says that selling doesn’t have to be “congruent,” using the example of seeing the idea of not having to do manual labor while traveling around the country doing exactly that. My experience in our environment has always been the opposite. I’ve always been a BIG believer in the “Everything Counts” philosophy.

Do you want to “sell success?” Well make sure you and all of your associates and staff are successful. Want to sell a high priced leadership program? Make sure you and your staff and associates all exhibit impeccable leadership skills.

Now, I’ve seen the opposite.

The instructor drives up in a beat-up old Toyota with a “penthouse pet” air freshener on the rearview mirror. Has a weird haircut and a “Budweiser” t-shirt. Changes into his martial arts uniform and reads the “script” about leadership development then tries to talk the parents into the “leadership program.” I’ve got to tell you that many, perhaps even most owners don’t adequately police their environment and people. They’re willing to tolerate sloppiness and “incongruent behavior.”

I walked into a “Kung-Fu Panda” promotion at a local theater being organized by one of our franchise owners. I immediately pointed out that the cute 9 year old kid front and center handing out passes had a “Mohawk” haircut. Told the owner that he should tell the kid to fix his hair (he was a Demo Team member & SWAT member and Red Belt.) and regardless shouldn’t have him at a public event unless he did. “Everything counts”

Now, especially if you are teaching kids. It doesn’t matter what the parent’s political or religious beliefs. I’m telling you it’s impossible to be “too conservative” in relationship to sexual innuendo, alcohol, dress codes, hair styles, and the environment.

Now, I know it’s a long-winded answer.

However, do you want to charge $400 or more for a leadership program? We’ll if so, everything counts. Build the curriculum to REALLY teach leadership. Base it on “7 Habits of Highly Effective People,” or “Westpoint Way of Leadership.” Use the “Gold Reports” and the new program that we are working on to really teach character development. Or, just join Mile High Karate’s team and we’ll give it all to you A-Z.

That leads me into another question. Another member had as one of his questions “How do I compete with the Franchise Schools? Now, given his other comments I know he was just trying to be a smart-ass. However, it is a real question and desires a sincere response even if it wasn’t a sincere question.

My belief about our industry is that it is on the verge of “significant consolidation.” If you look at many other similar industries many have ended up pushing the mom & pop organizations out for either large corporate expansion or franchise locations. In a business like ours I’m convinced that that consolidation will come in the form of franchises not “corporate owned” chains. Now, I may be proven wrong and it may be a combination of the two. However, look at similar businesses like the Tutoring business. It’s now dominated by Sylvan (1100+ locations,) Huntington, and Kumon. Look at Fitness dominated by 24 hour Fitness, Golds, World Gym, Bally’s and a few others. I sincerely believe we are next. And, be clear franchising isn’t just for McDonald’s. Ruth’s Chris is also a franchise as are many other high end establishments.

Now, clearly one answer without sounding too self-serving is why fight it? Why not figure out who you identify with and join in? A great similar example would be real estate where Century 21 and then ReMax expanded quickly with “Regional Developers” and “Conversion Franchising.” In ReMax the majority of the high performers joined with ReMax, maintaining their own identity while benefiting from the strength of organization that came from the ReMax network. Identical to the structure of what we are doing with Mile High Karate.

In case you don’t know we’re recently clearly defined a couple of things that were “hurdles for some schools.” I’ll blame our newest Regional Developer and Mile High Karate – Los Angeles school owner Les Connard for helping me define a couple of pieces.

Anyway a few of what we’ve decided in converting existing schools to our marketing, sales, business operations, and management system:

1. “Open Style”

The Mile High Karate “Martial Arts Association” is optional. All schools over-lay “Character Development” curriculum including Orientation, Leadership & Masterclub Levels I, II, III on to their existing “Physical Curriculum.”

All MHK Martial Arts Curriculum is available in modular fashion and any piece may be used. Schools required to have “Modular” approach and use MHK program structure. Existing schools would be welcome to maintain their current Martial Arts Curriculum Association (ie. WTF, ITF, ATA, etc.) and their current instructor (Master Instructor) affiliation. And, “Co-Brand” with Mile High Karate on uniforms and in their facilities.

Participation in the “MHK Association” is optional and if core curriculum is taught includes Black Belt certification for instructors and students through MHK association (not required for franchise participation.)

2. “Co-Branding” name usage. Schools primarily use Mile High Karate &
Logo associated (new version without “Stephen Oliver’s”.) Are free to add their name &/or style in approved way for internal use and for ads not purchased in cooperation with other Mile High Karate franchises. All marketing materials structures so that they can add their own photo and “resume” as well as specific location information.

3. “Choice of Billing Companies” Any approved Billing Company may be
used. Any company with Which Mile High Karate has a cooperative agreement with may be used. Others may be presented for approval.

4. Royalty Structure
(longer phase-in, declining percentage as incentive for higher performance and to make it easier to bring in high performance schools)

Declining royalty Percentages based on performance:
9% up to:        $34,999
7.5%             $35,000 to $49,999
6.0%         $50,000 to $74,999
4.0%         $75,000 and up.

5. An incredible array of “done for you tools” including a complete, sequential series of teleconferences, webinars, “infomercials” delivered by DVD for student retention and to facilitate the upgrade process.

Now, my desire 25 years ago was to in essence be Regional Developer for Jhoon Rhee working with him, Jeff Smith and the others in that organization. Unfortunately that was never to be – for organization reasons on his end not for lack of desire on mine. Truly I’d say why fight the tide. Why not just join forces and improve your income, improve your lifestyle and avoid “reinventing the wheel.”

A Quick Aside…. “Extreme Success Academy”

I heard Tony Robbins at his Date With Destiny Seminar in Del Mar California say something that has always stuck with me. Someone was talking about not being able to do an event or activity that was critical to their success. His response was:

It you Can’t You MUST!

It’s always stuck with me since it is a marvelous way to REFRAME a “knee jerk” failure response to turn it around and take the necessary steps. It was brought back to mind as some of our service reps at NAPMA relayed to me a couple of really dumb excuses that they’ve heard for not attending the Extreme Success Academy coming up at the end of September.

A series of valuable lessons…. See this month’s NAPMA Now (September) for complete observations on lessons from this interview. This is just a brief “Reminder”

Lesson 1. Early realization that commercial success was necessary. Jhoon Rhee (as well as Bruce Lee) was openly reviled by many in the martial arts community. Both for their “innovation” and their “commercialism Clearly neither Bruce Lee or Jhoon Rhee had “hang-ups” about whether they should be making money from martial arts. Jhoon Rhee described it to me in two ways: First, it’s impossible to accomplish much of anything without financial resources. Second, if you are providing a great service you deserve to be well compensated.

Lesson 3. Immunity from Criticism. Jhoon Rhee introduced many innovations. Overlooked may be the early ability to run successful commercial schools, with quality marketing and effective sales processes, teaching many thousands of students. He managed to persevere throughout all of the criticism, ignore the critics, and keep his eyes on his own goals.

Lesson 4. Resources used to produce incredibly high quality students.. Far from “Selling Out” the Jhoon Rhee schools produced many of today’s industry leaders

Lesson 5. Seeking Experts. Jhoon Rhee relentlessly sought out experts to help him grow his business.

Lesson 6. Relentless Promotions. It was an total, never ending quest to fill the schools and therefore improve the gross, improve staff salaries, and “spin-off” resources for other purposes..

Lesson 7. Goals Orientation. To be successful you first must make a “Decision” you can call it setting a target. Being goal oriented. Whatever… but you’ve got to decide that no-excuses you are going to make it happen.

What should you take away from the interviews and from your discussions with Jhoon Rhee at the upcoming “Extreme Success Academy?” Well at the least you should know that it’s okay to make money and grow your school. That not only does commercialism imply “selling out” but that the more resources you have the better you can make your students. Next, that you need to spare no expense in associating with a quality Master-Mind team and in developing knowledge (and, hiring experts) to shorten your own learning curve. Finally, that you need to be tireless in promoting your school and make sure that you have the tools and resources to do that effectively.

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A series of valuable lessons….from Jhoon Rhee

A series of valuable lessons….

In the July and August packages you received part 1 and part 2 of an interview with my instructor Jhoon Rhee. Jeff Smith and I have been associated with Jhoon Rhee for 45 and coming up on 40 years respectively. If you pay close attention to the interview and to the discussions we’ll have at the Extreme Success Academy there are many, many lessons to learn from Jhoon Rhee. First, a trivia point the “Nobody Bothers Me” song that you heard on the CD was Nils Lofgren. He was a Jhoon Rhee student with Jeff Smith (and, myself) in Kensington, MD. He’s now a key member of the “E-Street Band” with Bruce Springsting (if you see them playing he’s the shorter guy to Bruce’s left (as you are facing them) with the Bandana. In Washington, D.C. you couldn’t go anywhere without people knowing both “Nobody Bothers Me” and USA-1000 (their phone number.)

Anyway, to some lessons….

Lesson 1. Early realization that commercial success was necessary. Jhoon Rhee (as well as Bruce Lee) was openly reviled by many in the martial arts community. Both for their “innovation” and their “commercialism.” I recall Black Belt Magazine articles debates in the 1960’s one being “The Case against Commercialism” and another referring to Jhoon Rhee as the Piped Piper of Korean Karate. Upon listening to the interview I thought I’d clarify one point. You might have gotten the idea that Bruce Lee as “anti-commercial.” Actually the opposite is true. If you look at the letters between the two of them you’ll see that Bruce Lee was sending Jhoon Rhee advertising from Chuck Norris and others for karate schools and was very interested in the business aspects. However, Bruce Lee decided that his path to wealth was acting not operating martial arts schools. Jhoon Rhee made the opposite decision. I’ve talked with Grand Master Rhee about this goals statement that Bruce Lee wrote. Jhoon Rhee was actually on the phone with him at the time. Clearly neither Bruce Lee or Jhoon Rhee had “hang-ups” about whether they should be making money from martial arts. Jhoon Rhee described it to me in two ways: First, it’s impossible to accomplish much of anything without financial resources. Second, if you are providing a great service you deserve to be well compensated.

“My Definite Chief Aim:

I, Bruce Lee, will be the highest paid Oriental superstar in the United States. In return I will give the most exciting performances and render the
best of quality in the capacity of an actor.
Starting in 1970, I will achieve world fame and from then onward till the end of 1980,
I will have in my possession $10,000,000.
Then I will live the way I please and achieve inner harmony and peace.”
Bruce Lee, January 1969.

Lesson 2. The Master-Mind effect. You heard a little bit about the people that Jhoon Rhee surrounded himself with. I can tell you from personal experience that his peer group and “Master-Mind” group was not the other guys running schools who were failing, making excuses, and failing. Who was he associating with? Well other than Bruce Lee he was associating with a large group of congressmen and senators, he affiliated with smart and wealthy people ranging from Jack Anderson to Tony Robbins. He brought Nick Cokinos (EFC Founder) into the martial arts business (as well as myself, Jeff Smith and others.) He was constantly seeking out others who could contribute to his goals and who could support his vision. Think Muhammad Ali, Zig Ziglar, the Coach of the Red Skins, the President of the Motion Picture Association of America and many others. He affiliated with the VERY top school owners he could find in the country and openly shared ideas with them (Chuck Norris schools among others.)

Lesson 3. Immunity from Criticism. Jhoon Rhee introduced many innovations. Overlooked may be the early ability to run successful commercial schools, with quality marketing and effective sales processes, teaching many thousands of students. Next he associated with rebels such as Bruce Lee. Surrounded himself with successful American (breaking out of the Korean community.) Next he invented and promoted foam safety equipment. Helped launch full-contact kick-boxing. Invented musical forms. Even having his team wear “color” uniforms (Red.) And the list could go on and on. At each step some portion of the martial arts community considered him a “sell-out” or just a “self-promoter.” Safety equipment rather than being universally embraced was controversial. Traditionalists proclaimed it would destroy technique. Tournament promoters claimed it would make competition more dangerous. Many refused to use it. Musical form which dominates today was derided as destroying traditional form. He managed to persevere throughout all of the criticism, ignore the critics, and keep his eyes on his own goals.

Lesson 4. Resources used to produce incredibly high quality students. At the same time that we had a huge percentage of the World Ranked kick-boxers on staff and the current and future World Forms Champions (John Chung then Charlie Lee) Washington areas schools called Jhoon Rhee a “Belt Factory.” In reality Jhoon Rhee’s schools had a very high (for the era) graduation rate to Black Belt. The Black Belts were rigorously screened. Children were required not only to have physical mastery but good grades and behavior. The quality of the students across 7 then 9, then 12 schools was incredibly HIGH. Far from “Selling Out” the Jhoon Rhee schools produced many of today’s industry leaders That would have been impossible if it had not been the very good living that two full-time instructors per location were able to make (in the 1970’s) by running a martial arts school (I was making $30,000 base + commissions equaling around 10% of the gross while a full-time student at Georgetown University in 1980.)

Lesson 5. Seeking Experts. Jhoon Rhee relentlessly sought out experts to help him grow his business. In the Pre-NAPMA days he sought out Publicity experts (actually hiring a full-time PR guy AND Sugar Ray Leonard’s publicist.) He pulled Nick Cokinos out of the Dance Industry and relentlessly looked for experts in sales, marketing, teaching, management and even franchising to help him grow his organization.

Lesson 6. Relentless Promotions. As a staff member (and, full time College Student) I was annoyed by the constant parade of promotions. A HUGE demo at the 4th of July celebration on the Washington mall each year. Classes taught to the FBI. Presentations at Elementary Schools, High Schools, and Colleges. A parade of classes taught to everyone from local police to Congressmen. Jhoon Rhee was relentless in finding ways to introduce the public to Tae Kwon Do (and, specifically to “Jhoon Rhee Karate.”) It was an total, never ending quest to fill the schools and therefore improve the gross, improve staff salaries, and “spin-off” resources for other purposes. He discusses Muhammad Ali being an very good promoter – and, Jhoon Rhee learned from him and many others how to promote himself and by the way get Muhammad Ali to mention his name in front of 50,000,000 TV viewers and join him in front of millions live during their tour of Korea.

Lesson 7. Goals Orientation. Jeff Smith and I were talking with Grand Master Rhee last Monday night (12 midnight his time!) He reminded me of this: “When you were 10 years old you told me you were going to go to Denver and open Jhoon Rhee Karate schools.” It’s interesting that he remembers and was impressed. Truth is when I was 10 I said I wanted to open Jhoon Rhee Schools. It was more around 18 when the idea of doing it in Denver bubbled up. However, the fact that he remembers shows how rarely we set serious goals and follow-through. To be successful you first must make a “Decision” you can call it setting a target. Being goal oriented. Whatever… but you’ve got to decide that no-excuses you are going to make it happen.

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We’re MASSIVELY upgrading your membership

Posted in 1. Stephen Oliver, Industry News/Trends/Discussion, Martial Arts School Operations, Martial Arts Teaching, Instruction, Sales and Martial Arts Marketing by Stephen Oliver on the June 26th, 2008

Thank you for your feedback! Our members have spoken and we’re using your feedback to update your membership and improve your experience.

We’re MASSIVELY upgrading your membership and providing you opportunities for EXTREME Growth in 2008, 2009 and beyond.

Dear NAPMA Team Member,

I’d like to share some “insider’s secrets” from the last nine months. It’s been a whirlwind of activity, some major and minor crisis’ and the most exhilarating period since our creating in 1994. Frankly, the first few months after the ownership transition was mostly chewed up with software transitions, billing glitches, fixing constantly crashing phone systems, and complete retraining for much of our staff. Frankly, we had all learned to be somewhat complacent in the last couple of uncertain years.

Then we launched “Inner Circle,” in part to bring some of the most successful school owners in the country together to “lead from the top” and to serve as a basis for “Best Practices” for everyone else. It’s been a HUGE homerun for us, them and most of all YOU.

Beginning in January we’re really taken the “Skin Off” the organization and taken a very painful scrub brush to systems, processes, contributors and mostly to support and guidance that you need to help you grow. You may not realize it but I can share with you now that we’ve created an INCREDIBLE Brain Trust of experts from within and outside of the martial arts industry. We’ve pulled back in old friends and former staff with fantastic ideas about moving everyone to the next level. We’ve sat down with the VERY best people who know how to fill Dental Offices, Chiropractic Offices, Fitness Centers and Dance Schools. We’ve assembled a brain trust that include the sharpest marketing minds in the world. We’ve taken our own advice and assembled an INCREDIBLE master-mind team of experts from within and external to the martial arts industry.

And, then we’ve looked into our membership base and for the first time REALLY dug into everyone’s perspective and expert opinion with one and only one objective in mind.

The question we’ve asked the brain-trust of experts and our own “Master-Mind” team of like-minded individuals from other industries is this:

“What can we do to make sure our Martial Arts School Members THRIVE in challenging times and to help them adapt to the changing industry conditions. In short how can we be THE source of insuring a constantly growing student body, improving revenues, and a quality life-style for our members.”

We’re poised to implement some of the most radical improvements and enhancements ever seen in the martial arts industry to facilitate YOUR personal and professional growth. To help your martial arts school be the unexcelled center of excellence in your community. Most if not all of the improvements and enhancements come from outside the industry, the rest come from true HIGH PERFORMER school owners who are not the usual suspects hitting the speaking tour and trying to sell you the next sales or curriculum program.
We’re really excited about the incredible feedback that we’ve heard from members like you.

All of our staff have been poring over member surveys and reviewing the various letters and emails that we receive. Now we have GREAT feedback from you for new ways to package content, new materials and programs to focus on, and new ways to help you grow.

We’ve learned a lot, and will be sharing much of it with you here or in months to come. Early in the year we’ve completed extensive surveys, talked to 100’s of clients, and even invited Dan Kennedy and Bill Glazer to our Clearwater, Florida offices to give us lots off ideas to support our clients and help the martial arts industry grow – bigger and faster.

Most of our member feedback honestly is about how to make our content delivery more productive for your learning style. It’s about how to facilitate moving things from the idea phase to aggressive implementation. And, it’s about helping you be what you love to be (a quality martial artist) while giving your support on all aspects of teaching methodology, sales, marketing, leadership and persuasion.

Admittedly, after we read the many, many surveys that have been returned we arrived at two competing conclusions. First, there are a lot more members running VERY highly successful schools than we realized. Many of them are now in our “Inner Circle” team (www.NAPMA.com/innercircle.) Others should be but aren’t yet. We were surprised at the number of VERY big schools that we’ve heard from and who attribute NAPMA as a huge component of their success. We were also made a aware of a larger group than we would have expected who will have to be drug “Kicking and Screaming” to be successful. There are still more than we’d like who are interesting only in technical mastery and not in running a professional school with quality marketing, sales, and business systems in place. It’s sad but true that some just don’t “get it” that quality and professionalism go hand-in-hand.

For those opposed to making a living and thriving in their community we gleefully admit that we may be forced to “leave you behind.” For those looking to continue the dramatic professionalization that we helped kick-off many years ago and continue to lead the charge on – I think you will be thrilled not only by the new features of the program but by the incredible accelerations in RESULTS that you will experience if you will fully participate, read and listen to the materials, and most important wake up every day and DO SOMETHING to improve your school. If have aspirations of growth you must not be missing the “Maximum Impact” content. Certainly if you qualify you may want to ask about the waiting lists or availability of Peak Performers or Inner Circle.

Our first wave of feedback was that there are more schools hitting HIGH NET PROFITS than ever before in history. We’ve learned that the top 20% of schools needed more room to grow and expand. Many were ready to go from $300,000 a year to $1,000,000 a year or more. Others, were ready to really go from part-time to full-time or from $100,000 a year to $400,000 or more. Others were ready to either grow through multiple schools or become “Regional Developers.” Our first step was to add higher level “Telecoaching and Peer Support Master-Mind” teams. These provide the perfect venue to really “turbo-charge” member growth.

In a “Whirlwind of Activity” since December we’ve:

1. Created and filled the “Inner Circle” Team. It’s a team of some of the highest quality school owners in the world. They have met twice as a “Master-Mind” team in Clearwater. Many attended the “Ultimate Martial Arts Marketing Boot camp.” And the work together monthly by teleconference and discussion board. These school owners are grossing $400,000 a year AND UP. I think our current record is looking to be several schools in the $1,000,000 + per year in a single school (less than 6,000 square feet.) And, there are several multi-school owners. They’ve been a marvelous “sounding board” for us to lean new ways to help all members achieve the highest possible levels of success. They’ve made many of the suggestions that you’ve been seeing implemented for everyone.

A TYPICAL result from that team is as described here by Jonathan Metcalf:

UP 40% from 2007!.

I AM ON TRACK! My enrollment hit 310 yesterday which was my June 1st goal! I set income and enrollment goals last year for this year. I have been blowing past my financial goals (which were based on about 33% growth over 2007 even though I was steady between 2006-2007. I have had a very strong financial year. My YTD goal was $215,887 but, in fact, I hit $261,584! That’s 20% over goal! Last year (for the first 5 months) I had made only 185,899, which is 40% growth!!! Thank you guys so much for your help! For the first time I can remember, I had people come and ask me for an upgrade. Very empowering. So: Here is what I have learned - that despite the unexpected - Stephen Oliver and Dan Kennedy were right in their predictions I raised my prices, increased my volume, increased my closing rate and decreased my complaints about money and have people upgrading into even more expensive programs even when consumer confidence is supposedly low.

WOW! This is cool! Thanks again guys. You have been a support and inspiration

Jonathan Metcalf (jonathan@integritymartialarts.com)

2. We’ve created and are filling the “Peak Performers” team (limited space is available for qualified candidates.) These are schools typically grossing between $100,000 and $400,000 a year. They are either full-time in their school operations or targeting the transition very quickly. It’s a combination “Master-Mind” and A-Z discussion and seminar format designed to more school owners quickly to the “next level” in their operations. This is a place for schools with growth aspirations, but who are not yet in the top 5% of member performance. Learn more at www.NAPMA.com/innercircle and complete an application for consideration if you quality.

Hi Rob,

I just wanted to thank you for a copy of “Think and Grow Rich”. It was a pleasant surprise receiving it in the mail yesterday. I think it’s a great time to re-read it. I am already seeing the results of the peak performers group. May was our best month ever and I am hoping to see even better results in the following months. The information I got off the forum has helped greatly and I am learning from everyone on it. I am starting to allocate time each day to write or respond on the forum. The future is looking great!

Thanks.
Sensei Tim Rosanelli
Maximum Impact Karate (215) 249-3532
www.maximpactkarate.com

3. We’ve added Lee Milteer and her world renown “Millionaire Skills” coaching program which includes monthly “Telecoaching Calls”, Weekly lessons, and a member website among other features to help our “Inner Circle” and “Peak Performers” members expand their “Wealth Consciousness” and improve their personal business and success skills. Each month she provides business lessons and success skills to help school owners grow. She also brings very high caliber interviews such as the founder of Chuck-E-Cheese, Mr. Chicken Soup for the Soul: Mark Victor Hansen, and Mr. NO B.S. Dan Kennedy. Lee also has been kind enough to contribute to Martial Arts Professional Magazine, Martial Arts Professional – online, and occasionally to “Maximum Impact.”

4. Resurrected the World Conference – Recreated and refocused as the “Extreme Success Academy.” This is an event new and unequaled to teach you how to be successful in marketing, operations, sales, and in building and creating wealth.

It’s NOT focused on learning the next MMA move, or as a social environment for part timers without growth aspirations. It’s DEFINITELY not populated with the “Usual Suspects” of speakers. It is dominated by REAL World school owners sharing their actual CURRENT results and sharing with you how to accomplish that yourself, and by real-world business experts to help you grow your wealth and your business. You’ve GOT to be at the Extreme Success Academy and if you haven’t registered, do it now at: www.ExtremeSuccessAcademy.com Unlike other events it’s about creating a substantial career as a school owner.

5. Expanded, Enhanced, and Improved “Maximum Impact.”

At no additional charge, we’ve moved “Maximum Impact” from every other month to monthly and reorganized the format and the content. Maximum Impact is now: A once a month “telecoaching opportunity” where you get to ask questions and be focused on what you should be accomplishing in “real-time” moderated by Stephen Oliver along with Toby Milroy, myself, and a variety of experts. The July “Bonus Teleconference” features Marketing Guru and Renegade Millionaire Dan Kennedy.

In addition by popular demand of members, to make your Maximum Impact materials easier to use we’ve:

A. We’ve started posting MP3’s of the Teleconferences immediately on the Maximum Impact Members Website.

B. We’ve started packaging the content DVD or CD’s directly with their transcripts for easy storage and to keep them together (rather than the separate plastic cases.)

C. We’ve reorganized the transcripts as booklets rather than loose paper to help you use them effectively and internalize the material.

D. Following our UNIVERSAL member feedback looking for real success stories from peers sharing their real life “best practices” we’ve added monthly “Success Story” Interviews with highly successful school owners just like you, who share their step by step secrets to recent success.

E. Launched a MASSIVE new “Maximum Impact” Members Only Website that includes teleconference replays, archived materials as members have requested, and A LOT of other constantly updating materials. Including recently Dan Kennedy and Jay Abraham Interviews, Transcripts, bonus chapters, etc., etc.

F. We’ve added “Inner Circle,” “Peak Performers,” and “Maximum Impact” Members Only Discussion Boards for accelerated feedback and an opportunity for peer support.

G. Coming Soon to Maximum Impact: Instructor Training resources including CONSTANTLY updated curriculum video clips for curriculum and drills including “Little Ninja’s ®,” “Edge MMA ™ ,” and “Fitness Kickboxing ®,” among others.

6. We’ve created and continue expanding www.MartialArtsProfessional.com, now Martial Arts Professional has DOUBLE or more the content as before with materials available on-line. There’s also now a COMPLETE archive of past issues beginning with January 2008 and moving forward. View any entire issue one or two weeks before receiving it in the mail, or return to reference valuable content.

Also at www.MartialArtsProfessional.com:

A. We’ve also added interesting Blogs – See Stephen Oliver’s entertaining daily blog up and running now. Toby’s and Mine coming soon along with content by Tom Callos.

B. We’ve also begun expanding and posting ALL letters to the editor on-line (especially those that didn’t make it into the magazine.)

C. We’ve added “Chuck Norris’s” weekly commentary as well.

D. And, we’re rapidly expanding and preparing for daily updates for a complete range of Martial Arts in the News. (see recent additions from “The Wall Street Journal” and “Forbes Magazine” among others.

E. We’ve expanded our range of contributors to include Dan Kennedy, Jim Rohn, Zig Ziglar, Tony Robbins, Jay Abraham, Joe Lewis, Jeff Smith, Denis Waitley, and many others.

F. We’ve conducted many more high profile “Celebrity Interviews” with individuals ranging from Chuck Norris to Stephen Hayes and Jhoon Rhee to Jackie Chan and Jet Li.

7. Exciting and POWERFUL timely promotions. For all members we teamed up with Lionsgate Entertainment for powerful co-promotions with “The Forbidden Kingdom,” providing free teleconferences, written reports, and extensive marketing materials to use in conjunction with this BIG BUDGET Blockbuster.

We created tools to help with the adult market using “Red Belt” a solid adult movie with a positive martial arts (MMA & BJJ) message.

Most exciting is our current promotion in conjunction with Dream Works pictures with “Kung-Fu Panda.” Again, complete artwork provide 8 weeks before the movie premier, teleconferences, written reports and a complete BLUE-PRINT as a Free Member bonus to capitalize on the “Little Ninja®” market in conjunction with this HUGE movie promotion.

All of these materials were made available QUICKLY on-line and communicated to members via Email & Fax (make sure we have both UTD in your file) and posted with complete A-Z instructions on your member websites. Also, teleconferences were posted for REPLAY immediately on-line.

These promotions will be worth many 100’s of new students for those industrious enough to implement aggressively. I hope you took advantage of this incredible opportunity to fire up your current students and get in front of a huge flood of people looking excited about the martial arts.

8. “Member Services” For your convenience we’ve also added MANY new member services features on-line including:

A. The ability to find out when any package was shipped for your planning purposes by visiting www.NAPMA.com/shipping

B. The ability to immediately update your member information on-line without playing phone-tag with a staff member by visiting: www.NAPMA.com/memberservices
This is extremely useful for updating credit cards, billing address, phone number, fax number, email address or any other member information.

C. The ability to gain immediate answers to “Technical Support Questions” like: How do I get into my member areas? What’s my password” and such by immediately contacting our technical people from the member services page. (Live person real-time chat.)

D. The ability to immediately solve membership issues or shipping issues in real-time on-line.
(Live person real-time chat.)

E. The ability to directly and easily contact staff members via Email for shipping, technical, and other member services questions. (Live person Real-Time on-line chat.)

F. The ability to have your questions answered directly via the Discussion Boards or the Monthly “Maximum Impact” members teleconferences.

OK, Now WHAT’S NEXT??

We’ve taken your feedback and are now immediately implementing! You’ll be seeing lots of things you’ve directly asked for and, some things that solve other problems and expand on opportunities that you’ve pointed out in your surveys. We’ve learned a lot about what you want and need to grow your school.

Like what??

Your “Monthly Basic Toolkit” it’s becoming more “web-interactive.” You’ve told us that you’re more internet capable and would like to have more ready access to member support tools. You’ve also pointed about that some pieces are redundant, and other teaching elements can be expanded for an improvement in your results. You’ve pointed out you’d like the content to be easier to use and more directly IMPLEMENTABLE.

Specifically starting this month we’re giving you what you’ve asked for by:

1. As you’ve requested we’re making organizing your BASIC “Toolkit” easier by sending you a FREE NAPMA three-ring note-book. (Maximum Impact Members already that 3-ring notebooks for the Maximum Impact Materials.) From now on all physically delivered materials will be 3-Hole punched for easier organization. The notebook includes monthly tabs for easy organization. The member materials will continue to be color coded for easy reference within your notebook.

2. As you’ve requested, we’re repackaging the CD’s & DVD’s so that they can be stored with the written materials rather than stacked separately (and, getting lost.) The plastic cases are replaced by more convenient three hole punched disc holders.

3. As you’ve requested “NAPMA Now” continues it’s evolution to a truly useful and beneficial newsletter and advice support tool. One of the things you’ve told us is that you want “SPECIFIC HOW-TO” advice and very clear “DIRECTION” on implementation.

That’s now included in all aspects of our program (from me in the “Sounds of Success” and “NAPMA Innovations) and from Stephen Oliver and Toby Milroy in NAPMA Now. NAPMA Now includes:

A. Your “Growth Opportunities” calendar “looking forward” for many months to let you plan for events, teleconferences, Inner Circle and Peak Performers Meetings, along with special events like our “Maximum Impact Members Gathering.”

B. Easily referenced “Contacting us” and problem solving guides.

C. Technical guides for web access and discussion board access.

D. ANSWERS to your questions from survey submissions (submit yours if you haven’t already by visiting www.NAPMA.com/survey) by Stephen Oliver, Toby Milroy, or me.

E. Timely and Focused advice on how to grow your school in conjunction with seasonal events or around Economic Ups and Downs.

4. Giving you access to various “Modes” of learning. Something that some of you shared is that it some of you prefer reading to listening. Whether it’s because as some of you shared that you don’t spend much time in the car or for others it’s because you learn better by reading than listening. To support your preferences we’ll be adding transcripts of the “Sounds of Success” and posting at your Member Web Site. Additionally, we’ll be posting the interviews at your member website as an MP3 to listen to on-line or download into your IPOD or other MP3 player.

5. We discovered that many schools find implementation challenging for one of several reasons. We’re attempted to address all of these issues for you (as requested and with many enhancements) with the various marketing materials, ads, mailings, newsletters in the following ways:

A. Incredible new “Print on Demand” options where you can:

1. Personalize and have us print and drop ship marketing materials directly to you. Eliminating having to deal with “Publisher Files,’ with having to deal with vendors, and with having to deal with several different vendors.

2. Upload your student or prospect lists and we’ll mail it for you!

3. Just ask and we’ll pull a “Suspect List” and mail the market materials for you in your area.

B. COMING SOON: Your student Kickin’ newsletter DONE COMPLETELY FOR YOU. Give us your calendar of events or other information and we’ll personalize it and mail it for you to your Students, Former Students, and Prospect Lists.

Your school newsletter should go to your inactive student list, your prospects lists as well as your actively attending students. It’s a chore each month to personalize the newsletter, get it printed and mailed. We’ll be teaching you “best practices” for using a school newsletter, improving the newsletter we provide you AND handling everything for you including putting it in the mail.

C. Artwork SOONER. We’ll be making seasonal artwork available on-line a month earlier than you are used to. We’ll also have two months of artwork at a time available on-line at your member site. You’ll also have “Evergreen” artwork needs always available including accessible on our “Print on Demand” system.

D. MORE art-work options that fit your particular situation. We’ll have more options especially in “print on demand” personalized for your particular style and audience.

E. COMING SOON: A new NAPMA Members Only: “National Leadership Club” Newsletter and support materials including student websites, marketing materials and handouts.

We’ll be making all of these available for you online rather than having to wait for your “box” and the enclosed CD. They’ll be available to you sooner. With easier to use “Print on Demand” options that eliminate your need to master software and other technical stuff.

Many of you have requested VERY SPECIFIC support on specific topics. In addition to answering questions each month submitted with surveys we will periodically include in your member materials (and, on-line) “Special Reports” with things you need to know as identified by both surveys and industry trends.

The first such report was on “Tuition Pricing,” the second one is on “Operating Statistics” with the accompanying forms you need. Upcoming ones will include special reports on “Improving Student Retention,” “Creating higher quality Black Belts,” “Non-confrontational sales methods,” “Recruiting and Training Staff,” and “Growing your school quickly,” as well as specialty reports such as applying professional methods to BJJ schools, and moving from part-time to full-time.

6. We are adding a huge number of additional member support options during the rest of the year, such as:

A. Member Websites and Internet Support Tools. A wide variety of internet marketing support and student resources.

B. 24/7 Telephone answering and appointment setting. Never miss another student “Info Call.”

C. Higher Level “Expert” tools such as a “Time Management Program for Martial Arts Entrepreneurs,” and high level marketing coaching.

D. Extensive continued enhancements to the “Maximum Impact” Members website.

As we continue to improve your membership materials, we’d like to hear your feedback! Please submit your membership survey form and ask important questions. As a side note, we’ve broken a pricing policy that we insist that you follow. Since 1994 the membership fees have stayed the same. Last year we went in the hole over $150,000 on shipping and handling alone.

We announced several months ago that we would increase S&H fees for both Maximum Impact and Basic Members and waited until now to implement. That minor increase will happen with the next billing cycle as our shipping and fulfillment costs once again JUMPPED in cost. So you’ll notice a minor increase in your monthly tuition to cover that more appropriate Shipping and Handling fee. For the time being we’ve doubled the Maximum Impact content (from 6 X a year to 12 X per year,) radically expanded your resources, and improved your membership materials all at 1994 prices.

As we continue to improve we may have to follow our own advice and increase tuition in the future. Certainly the tuition fees for “Inner Circle,” and “Peak Performers” will increase from our “Pioneer Discounts.” We’ve already, as previously announced moved from the “Pioneer levels” to an intermediate “new release” tuition. Soon they will escalate again.

I know that MANY members are excited about all the upcoming tools and enhancements. Some have been apprehensive but they’ve been rewarded with incredible growth opportunities and great new member materials and opportunities.

I hope you are thrilled with your “Basic Toolbox” new look and feel. If you are not receiving the Maximum Impact content you should make sure that your membership gets upgraded right away. Make sure you are making full use of your Member Websites, Discussion Boards, Telecoaching Calls, Meetings, and Events. I look forward to meeting you in Clearwater, Florida at the Extreme Success Academy and hope to hear from soon.

Thank you.

Rob Colasanti, President
National Association of Professional Martial Artists (NAPMA)

P.S. PLEASE make sure you’ve been heard by completing the member survey. See www.NAPMA.com/survey

Finally, I’m sure you may have a few challenges figuring out how to get in the web site or figuring things out. Feel free to directly contact our technical support team on-line to get immediate help. Our priority is helping you grow your school, provide for your family, and create the income you deserve. You’ll truly be able to improve your school while providing higher and higher quality instruction from our constantly improving membership materials.
Dear Rob,
I just opened this month’s Napma package, and surprisingly I found the CD that I had a conversation with Toby. I am so honored to be in the CD, and I want to thank you for that. I felt that I am little embarrassed, because of my poor English, and I still have some difficulties to explain things in English. I guess people who listen to the CD have to pay closer attention to it, right? ;-) Oh, by the way, you mention my school’s gross last year as 1.3 M, but 1.03 M is the correct number. My number is still growing, and I am projecting 1.15 M for 2008. I will let you know exact number early next year. I have seen that Napma has been doing lots of changing and improving. Napma is always helpful to improve my Martial arts school in business and my teaching skills since the first day of joining. Inner Circle Meeting has been extremely helpful, and all members are very open minded and eager to work together.
Again Rob, thank you for your help and all the great work in Napma, and I wish you and Napma continuously grow in the future. I will see you in July at the Inner Circle meeting.
Sincerely, Jason Yi

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In Martial Arts Professional May,2008. Page 21. NAPMA too much about money.

And I started to see all the things that I should have done. All of it was there in Black and White. I now have things (safegaurds) in place and my student enrollment is going through the roof. I am not afraid to have contracts and what I charge is no longer determined by what the other schools charge in the area. If I would have done just a few of the things that i was being taught by NAPMA, I would have never been it that situation. And he says NAPMA is too much about money. Yea, too much about teaching us how to make money. The first thing I am doing on Monday is setting up for NAPMA to start sending me my NAPMA squared package again.

In closing, I will be attending the Extreme Success Academy!

Yours in the Arts,
Robert Staples- Master Instructor

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In Martial Arts Professional May,2008. Page 21. NAPMA too much about money.

Posted in CATEGORIES by Stephen Oliver on the June 24th, 2008

In Martial Arts Professional May,2008. Page 21. NAPMA too much about money.
This letter made me sick. Because of the many problems my school had after the start of the new year (all are because i didnt use the knowledge in NAPMA that I already had ) I didnt have the funds to continue my NAPMA membership. Even though I am a small school (around 1,250 sq ft) , I have never underestimated the importance of NAPMA. I just never implimented all the things (safegaurds) that where provided by NAPMA. So when my school was on the brink of closing, and I was about to be in financal ruin. I deceiced to take out the many years a material that I had and see what I was doing wrong. I too was a massive advertiser and passed out flyers on a regular basis. I thought that was enough. Thats why I almost closed my school. I started ready all the martial from the begining (may 2005). And I started to see all the things that I should have done. All of it was there in Black and White. I now have things (safegaurds) in place and my student enrollment is going through the roof. I am not afraid to have contracts and what I charge is no longer determined by what the other schools charge in the area. If I would have done just a few of the things that i was being taught by NAPMA, I would have never been it that situation. And he says NAPMA is too much about money. Yea, too much about teaching us how to make money. The first thing I am doing on Monday is setting up for NAPMA to start sending me my NAPMA squared package again.

In closing, I will be attending the Extreme Success Academy!

Yours in the Arts,
Robert Staples- Master Instructor

0 Comments

How do I stay motivated day in and day out?

Member Questions from Surveys. Response by Stephen Oliver.

Mirko Buchwald
Zanshin Centers
382 21st Avenue
San Francisco, CA 94121

& 240 Stanyan Street
San Francisco, CA 94117

250-300 Students. Basic Member

Sensei Mirko Buchwald, 4th Degree Black Belt and chief instructor of the San Francisco Goju Ryu Karate Center, has been studying Okinawan Goju Ryu Karate for nearly 20 years. Originally from England, Sensei Buchwald came to the United States in 1989 with a team from the U.K. to compete in the international “Miyagi Chojun Festival” karate tournament.( He placed first in mens advanced fighting) He decided to stay on after the tournament and take the unique opportunity to train with one of the greatest living karate masters, Goju Ryu world chief instructor Sensei Morio Higaonna.   In 1997 Sensei Buchwald moved to San Francisco. Soon after he discerned a need for a traditional dojo that gave students a solid foundation in the martial arts. He has aided Goju Ryu’s World Chief Instructor in teaching and demonstrations all over the world - the San Francisco Cherry Blossom Festival, the Rengokai world Karate championships in Georgia & Okinawa, and most recently the Budokan in Tokyo and Okinawa Japan. Sensei was also selected U.S. team captain for the world I.O.G.K.F karate championships in Orlando, 2001. Most recently he returned to competition when he entered the prestigious Kanazawa Cup Tournament in 2006 he placed first in mens black belt fighting and was also the mens overall black belt grand champion.

How do I stay motivated day in and day out?

Mirko,

That’s a great question.

What most high performers find is that key ingredients for their own motivation include the following:

First, a “Master-Mind” team of other “Peak Performers” who meet together regularly. This is a key element of Napolean Hill’s “Think and Grow Rich” and a missing ingredient for many school owners. Within your staff and students it’s difficult to get they type of ideas and support that you need to maintain growth momentum. It’s vital to really sit down regularly with school owners who are peer as well as those who are performing better than you are and share ideas and strategies as well as frustrations and concerns. That will help you really move to the next level and will give you a peer group that will “hold your feet to the flames.” Now, my perspective is that EVERONE ends up in a “Master-Mind” situation really, it’s really a matter of having regular “peer-pressure.” However, most school owners end up talking with and sharing ideas with school owners who are failing. They hang out with other Black Belts at tournaments, in their martial arts association, or at style oriented training classes. They regularly hear about how difficult things are and learn techniques and strategies guaranteed to “anchor” failure. We’ve implemented the “Inner Circle” and “Peak Performers” teams to provide a positive and success oriented “Master-Mind” environment as well as positive “Peer Pressure.”

Second, “Success Stories” by others who have overcome struggles and frustrations to achieve at a high level. It’s important to hear how others in your industry (and, in similar industries) have achieved success and to lean what they are doing to really move forward. We’ve implemented the “Maximum Impact” program “Success Story Interviews” for just that purpose. Those interviews are not typically the “Celebrity Martial Artists or Business Gurus” but, rather are school owners just like you who have moved their school to the “next level” through perseverance and creativity in application of NAPMA principles. Many of these “Success Stories” are Inner Circle Members, Stephen Oliver Coaching Members, or Mile High Karate peak performers.

Third, On-Going “Success Coaching.” Many times this is one on one with an effective mentor. Other times this is through telecoaching and written support. We’ve added Lee Milteer’s Millionaire Smarts Program (for Peak Performers & Inner Circle Members) and our “Maximum Impact” teleconferences with me and various guests as special opportunities to refocus on your results and in the case of the “Maximum Impact Teleconferences” to have specific questions answered on a monthly basis. Lee Milteer’s “Millionaire Smarts” program includes motivational weekly lessons and monthly telecoaching designed to help school owners improve their wealth consciousness and to learn tools and strategies for becoming better at developing people, managing staff, and attracting wealth.

Mirko, at the level that you are performing you should apply for membership in Inner Circle. If that team is filled then you’ll be accepted into Peak Performers and put on the waiting list for Inner Circle. Inner Circle qualification is a minimum of $300,000 in annual revenue. Peak Performers must be full-time school owners grossing $100,000+ per year and aspiring to $300,000+ per year.

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How can I become a better salesperson and still keep my integrity?

Member Questions from Surveys. Response by Stephen Oliver.

Kevin O’Connor
Karate Pro Dojo
171 Tremont Street
Melrose, MA 02176
http://www.karateprodojo.com/

How can I become a better salesperson and still keep my integrity?

This is an interesting question and one that I really wanted to address for everyone. The underlying question possibly (probably) shows a predisposition that is incorrect about what “sales” really is all about.

To explain I like to use Steve Covey’s 7-Habits of Highly Effective People description of sales (negotiation) which is basically that your approach should always be “Win/Win or No-Deal.”

What does that mean?

Well let’s start with this. Many martial artists while being passionate about martial arts training have difficulty being passionate about sharing that training with others, and therefore never make much of a living teaching martial arts. Why, I’m not sure. However, I think that the basics are that they somehow feel that it’s inappropriate to be trying to “talk someone into” anything where they themselves have a financial self-interest. What’s reality? Well it’s impossible to become a better salesperson and maintain your integrity if what you are selling does not have great value to the prospective student. If your quality of instruction is mediocre, if your teaching skills are not superior, and if you are not sincerely concerned that each and every student receive their complete value in your program (and, more) then it’s impossible to become better at sales and maintain your integrity. It would be the same as selling “swamp land” or any product with serious “known flaws” that go undisclosed.

However, the question probably isn’t this: “My style is fraudulent and I’ve never tried to become a good teacher so how can I sell it better.” I’m sure the question is really more in the vein of “I feel back trying to talk people into things.” Anyway, let me ask you a couple of questions. First, if a student enrolls in your school are they truly and sincerely going to be better off than if they chose not to enroll in your school? Second, are you honest and sincere in your student and parent interactions? Third, are you going to act with the utmost honesty and professional integrity in dealing with your students? Finally, if someone trains to their Black Belt are they going to achieve a “Priceless” outcome for themselves?

If the answers to those questions are true, then the outcome is this: If you talk to someone about your program and they don’t enroll then you are left with a LOSE/LOSE outcome. They’ve lost the benefit of your program. You’ve lost the benefit of their tuition, future referrals, possibly other positive contacts, and possibly even a long-term Black Belt and even staff member. If you talk someone into enrolling in your school and then don’t live up to the above (ie. Don’t care, have a poor quality curriculum or instruction, or even worst case expose them to a detrimental situation (dating students, unsafe environment, poor role models, etc.) then you’ve ended up with Lose/Win. They lose, you win by taking their money. However, if you do live up to your promises, provide great quality and undercharge and fail to make a living then you’ve ended up with Win/Lose. They win by benefiting from everything your school has to offer, you lose by offering it at too low a tuition to make a living.

Are there “Slick Sales” guys in the martial arts who are talking people into things they don’t want, don’t need, and won’t benefit from? Sure there are, in fact recently there was a wave of Hard Selling Big Cash Programs without a focus on student service. However, if you are good at what you do and sincere in your approach to students then you owe it to them to get good at helping them see the benefit and help them overcome their hesitations creating a real win/win for everyone. It’s my belief that in the long-run only honest and sincere “sales people” thrive. Remember Zig Ziglar’s line: “You can have everything in life that you want if you help enough other people get what they want.” Remember the key phrase there: Enough other people.

One other quick definition of sales that I like a lot: “Sales is a transference of enthusiasm.”

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Why aren’t I making $100,000 a year like you said I would if I joined NAPMA?

Member Questions from Surveys. Response by Stephen Oliver.

Robert (Bob) Wheeler
Missouri Martial Arts TaekwonDo, Inc
12 Gravois Station
House Springs, MO 63051
50-100 students. Basic Member.

Bob Wheeler holds a 4th degree Black Belt certificate from the (WTF), World Tae Kwon Do Federation located in Seoul, South Korea. Missouri Martial Arts teaches hundreds of adults and children each year in the ancient art of Tae Kwon Do and the Modern Day Skills of self protection. Mr. Wheeler started his Martial Arts training with Grand Master Yoon. Mr. Wheeler has won many local and state tournaments and has also competed nationally and internationally. Missouri Martial Arts Tae Kwon Do was established in 1997 in House Springs, Mo.
Why aren’t I making $100,000 a year like you said I would if I joined NAPMA?

Bob asks what I’ve come to view as a “Magic Pixie Dust” question. See many of us feel that they way to success is to win the lottery or look for a book to buy, organization to join, or seminar to attend that will magically sprinkle “Magic Pixie Dust” on us to automatically make us successful. Unfortunately success requires your active participation. In reviewing Bob’s survey I find a couple of things. First, Bob you say you haven’t visited the member websites in a LONG time. Next you are only a basic member and in your survey you admit to primarily using the DVD of instructional material. Lament that there’s not more Tae Kwon Do specific curriculum included on it. You’re hope for future materials lies mostly in teaching exciting classes, motivational teaching, and improving curriculum.

It’s obvious why you aren’t earning $100,000. Now I’m not sure whether you were asking about $100,000 GROSS or $100,000 NET. There’s a big difference. I’m going to assume that you are asking about $100,000 NET.

What little I know of your operation and your objectives misses an understanding of a key point of development as a school owner.

Your evolution must go through these stages:

Student / Black Belt / Athlete ⇒

Capable and Motivating Teacher →

Effective Business Administrator →

Capable “Persuader / Sales Person” of Martial Arts →

Effective “Marketer of Martial Arts Instruction”

I’ve heard this described in several ways more simplistically.

Dan Kennedy talks of moving from “doer of the thing” to “marketer of the thing”

Michael Gerber (E-Myth) describes that most businesses (certainly true of martial arts schools) are founded by a technician (read in our case “athlete”) who one day has an “Entrepreneurial Seizure” and stars his or her own business. Upon creating their own business they often find themselves working twice as hard for half the money. They are then often disturbed to find that running a business is not predominantly about the TECHNICAL. In other words a business has many functions that must be performed. There’s administrative stuff like accounting, dealing with taxes, dealing with payroll, hiring, firing, supervising people. There’s sales and marketing: recruiting new customers (students) effectively “closing those sales,” properly setting pricing, and implementing and repeat sales (upgrades or renewals.)

Although it’s a FOUNDATIONAL NECESSITY to become better and better at teaching methodology and to constantly refine your curriculum to improve student outcomes – that in and of itself is not going to help you achieve your income goals.

The highest value activity that you can undertake is in mastering marketing and sales skills (and, as you grow transferring these skills to your employees.) Then, ultimately in growing to replicate yourself through staff to implement sales, marketing, and teaching skills. There are many ways to achieve these skills. In “Maximum Impact” and in “Peak Performers” we provide a plethora of tools, resources, and support teams for maximizing marketing, sales, and business administration skills. The “Maximum Impact” member website by itself is full now of incredibly good marketing material. The “Basic Toolkit” is mostly designed to give you technical support and some simple advertising and marketing tools to support your business.

Since you’ve “raised your hand” to learn more about “Mile High Karate” I’ll take a moment to explain the value of that to you. Now, we have two levels of participation in Mile High Karate. The first (inappropriate to you) is for “Successful Entrepreneurs” who are already running a successful school (or several) and are ready to help others grow by facilitating developing a region with us in partnership. It’s about taking an area (such as Les Connard with Los Angeles) and developing many (in this case 100 or more) schools in an area without having a bunch of employees. Our regional developers are in place really to facilitate two things: First, to introduce Mile High Karate to prospective franchisees in their area. These franchisees come from “Conversions” ie. Existing schools to join our organization, from “internal development” from within their student body, and from an extensive network of “franchise brokers” that we have in place for their support. Second, to support schools in their immediate area and facilitate their growth and development.

In your case it would be about having your school become a part of Mile High Karate. We’d provide for you ALL of the support structures and processes you need and probably don’t have. Your accounting functions would be handled A-Z for you. You’re marketing systems would be handed to you A-Z so that you’d really never have to become an expert at that. We’d give you the sales training to facilitate enrollments and renewals and we would facilitate the sales processes with tools like infomercials and teleseminars where your students hear the complete “sales message” from me and from others in our organization. Mile High Karate on a single school level is about giving you on a “silver platter” the A-Z of your business structure and letting you as a martial arts teacher focus on quality student service and long-term student retention. We don’t try to change your curriculum, however we do provide a huge amount of tools and resources for consistently producing high quality Black Belts and effective staff members.

Really, you have two choices. Become a part of an organization and “plug-in” to all of the systems and tools that you need (ie. Mile High Karate.) Or, start learning all of the marketing, sales, and administrative processes and creating an A-Z system for running your school. Through NAPMA we can provide all of the sources and tools for our to learn everything you need. However, you MUST change your focus from predominantly technical to really deciding to be the “Dean of your School” and learn everything you need to run your school.

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Time to refocus

Time to refocus.

In the “Media Gets It Wrong… or, At Least Misleading” Category.

They do acknowledge (which you should learn from) that the city’s secret is a unique combination of marketing acumen that would make P.T. Barnum proud and an unusually tolerant society that has thrown it’s doors open nto foreigners.” In fact, their primary targets are tourists from the U.K. (the airlines even bought naming rights for the largest football (Soccer) stadium in London,) and Australia.

A Quick Aside…. “Extreme Success Academy”

It you Can’t You MUST!

One lame excuse was this:

“I can’t close my school for three days.” Now, I’m not sure what the underlying rationale is for this but I have to assume that it comes down to one of two things. One, a concern about lost revenue from enrollments, intros, renewals that might happen by taking a long-weekend being closed. Now, I’ve got to tell you… you are more likely to multiply whatever income you might in fact lose by a factor of 10, 50, or even 100 or more times through the ideas, concepts and action-implementation items that you receive. At our recent Marketing Bootcamp on participant said that his goal was one idea a day worth $50,000 (ie. $150,000 over 3 days.) and he’s confident that he BLEW THAT AWAY (and, I don’t understand that excuse even, schedule the intros before or after, add our 24/7 answering system for the phones, and schedule the renewals before you leave. Everything should work on a monthly basis anyway.) I guess a second possibility is thinking that their students will be upset over not having classes for a few days in September.

That leads me to think about two things.

First, if you aren’t organized and systematized adequately for things to run without you – you’ve become a slave to your own business. You’d better get their and learn how to be emancipated.

Second, your students if it’s explained properly should be ENCOURAGED and EXCITED that you and your staff are off learning new ways to train and support their growth. You should make it a school-wide celebration about the dedication that you and your staff have to improve themselves. I’ve even seen schools have events as fundraisers, and turn the staff training trip into a marvelous excuse for renewals, open houses, and other revenue generating activities. How about the movie night or internal tournament as the “Staff Training” fundraiser. Make a BIG DEAL about it and gain support from everyone!.

Another lame excuse goes like this: The Economy is Down and I just can’t justify it. Well this really goes back to “if you can’t you must.” Do you want to be in the 20% who grow their school, earn more income, and improve their lifestyle this year? Would you prefer to be in the great mediocre majority? Or, are you even bucking to be among the 20% who will “Go Belly Up.” In the coming months. The difference is in learning how to do what you do better and in having “EXTREME SUCCESS” in the coming months. It’s completely doable. Clearly the economy is likely to HURT A LOT of poorly run and poorly prepared schools. Others may have to work a little harder and be a lot smarter to maintain their current results. However, a BUNCH of schools will be UP 20%, 30% even 50% over last year or the year before. The first step to insure you THRIVE is to accelerate your learning and your implementation. It’s a REALLY bad idea to miss this event.

Oh, and a final interesting comment we’ve heard is “what’s different” isn’t this just another “convention” like before and like the others? Well, that’s an emphatic NO. This is for schools with ASPIRATIONS to grow and be EXTREMELY Successful in the coming months and years. It’s not just a tradeshow, social gathering, or opportunity for part-timers to improve their “technical martial arts skills.” This is about school owners who want to be PROFESSIONAL. Who want to learn from WINNERS and who are bound and determined to provide well for their families, while improving their student service, and are ready to make the income level that the desire with the highest ethics possible. It’s about getting EXTREMELY good at what you do and about growing your students along with your student body. If you are not already registered. You’d better get registered now: www.ExtremeSuccessAcademy.com. Make sure you bring your staff and your husband or wife so that you are all on the “same page” when you get back and grow QUICKLY and DRAMATICALLY to the next level with your school.

Some recent feedback on the MASSIVE Improvements in quality of NAPMA Member Materials:

Hello Master Oliver,  I think its good how you have reminded everyone of all the improvements that have been made to the NAPMA service recently, as I have found sometimes people will not notice / take it for granted, unless its pointed out. I am looking forward to moving forward with NAPMA this year and networking with you guys over in the US. Have a great weekend,  James Sheehan

Thank you Master Oliver. I have been noticing this huge upsurge in value in Maximum Impact materials. Not only is there way more than twice as much stuff, it is also more than twice as valuable. It was incredible to see it all enumerated. I am totally getting the picture of overdelivery on service. Thanks. Jonathan Metcalf

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Making money by running a martial arts school….

Until then – I want to
Frankly Discuss MONEY with you and why it’s Okay for
you to be Rich.

As one Martial Artist to another,
let’s talk frankly about money…..

I’d to share a story with you.
Many years ago now a close friend of mine Tom Callos (who was working with Jhoon Rhee to put together the book ”Bruce Lee and I”) called me about going to the “Bruce Lee Auction”
You see Linda Lee (Now Linda Lee Caldwell) had decided to auction much of Bruce Lee’s stuff and Tom, Ernie Reyes, and several of my friends planned to attend. Tom urged me to attend with him. I was interested in it at the time and asked him to forward to me the auction catalogue.
After looking through the catalogue something caught my attention. It was a beautifully hand-written goals statement by Bruce Lee. It said:
“My Definite Chief Aim:

Bruce Lee, January 1969.

That peaked my interest.
Why did it interest me?    I’m a big fan of “Think and Grow Rich” as well as much of the success literature.   I know how important and powerful goal setting and clarity of purpose can be in achieving success.   I was thrilled to see this representation of clarity of focus that Bruce Lee had created for himself (coincidentally during the year I started in Martial Arts.)
I was thinking seriously about getting on the plane to buy that one piece at auction.   About that time I talked to Jhoon Rhee and told him about the auction and the letter.   He said “Yes, I know that one… I was with him when he wrote it in Los Angeles.   He was very excited about it and we talked at length about how he was going to grow his career and achieve financial wealth.”
I don’t remember why now, but something came up and I didn’t get on the plane.   Turns out that one piece was bought by Planet Hollywood for $35,000.00.   I’m not sure I would have been willing to pay that at the time for a piece of paper written by Bruce Lee, but I certainly regret it now. However, you can see this one by walking into just about any Planet Hollywood.     A color copy is usually framed by the front door with a photo of Bruce in Sunglasses.
Why do I share this with you?
Well, so many martial artists get hung-up on the “history of what they do” and ignore what it really takes to get rich.
Ask yourself now.   When you are in your 60’ or 70’s what’s going to be more important to you?   The physical specifics of what you taught or the fact that you helped 1,000’s of students achieve tremendous results in their lives while earning a great living: providing for yourself and your family and.. creating wealth to retire comfortably with whatever toys you desire and knowing that your children are well provided for?
Think about it for a second. Bruce Lee was perhaps the most accomplished and the most forward thinking martial artist of his generation. He had no trouble with charging $250 an hour for private lessons (in the 1960’s!) about driving his new Porsche around LA at high speed (scaring the bejesus out of Jhoon Rhee among others – something that I’ve also done in my Porsche Turbo by the way, while Jhoon Rhee screamed – “you drive like Bruce Lee”) or about setting a goal to have $10,000,000 CASH in the bank.
Prior to getting his break in acting he was conspiring with Jhoon Rhee about opening a chain of schools in the San Francisco-Oakland area. They shared ideas about advertising, marketing, pricing, and business strategy. He regularly sent Chuck Norris’ and others martial arts school advertising to Jhoon Rhee and they strategized on best marketing practices!
Here’s a serious question for you:
Do you REALLY want to be financially successful?
In order to accomplish financial success you’ve got to realize that you must focus on what the market will pay for and a system and process that will deliver it most effectively to the most people.
With Mile High Karate we know that there is a huge market for happy, successful, well behaved kids.     That parents will pay just about any amount of money to protect their child from negative peer pressure and give them the tools that they need to be successful.
We also understand that the market is not clamoring for any particular style or methodology but are enthusiastic about the “outcome” that we’ve created for our students.    Your long term career move may be to affiliate with us and leverage off of true “National Brand” with systems in place to teach what students and parents really want to learn (and, are willing to pay handsomely to learn.)
We’ve created a system that is easy to implement, that creates a VERY high quality student physically, mentally, and emotionally.   And, frankly more important:
we’ve created a marketing process that will have your school flooded with students
who want what you teach

And we’ve created systems to help you provide the highest possible service with the minimum of headaches and the maximum profitability.
Look in any career area.
Is the #1 box office draw at the movies really the most accomplished and skilled technical actor or is he the one who is skilled, charismatic, and marketed well?
How about music. Was Madonna or Britney – and, whoever is now taking their place really the most accomplished and technically skilled vocalist or have they just tapped into the “pulse” of what the public wants and been properly packaged and marketed? Surely there are opera stars or other classical singers with better technical skills in an area that the market doesn’t want.
And, do you really think “Dr. Phil” is the most capable psychologist around or was he just genius in packaging and marketing what the public wanted?
Does he do a lot more good – that the psychologists who aren’t willing to market themselves.
I’ll bet there’s a bunch of Harvard Trained “Traditionalist” psychologists all steamed up about him “commercializing” psychology.
That’s right they don’t ‘get it’ either. It’s not about being right it’s about capturing the public’s imagination and creating a powerful brand that satisfies their needs. And, Dr. Phil will have a much more powerful influence with the MILLIONS of people who learn from him than the trickle of patients the pissed off guys will work with in their career.
Now, before you get self righteous and think that I’m talking about watering down the art and “selling out” on quality

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Time to refocus.

A series of valuable lessons….from Jhoon Rhee

We’re MASSIVELY upgrading your membership

In Martial Arts Professional May,2008. Page 21. NAPMA too much about money.

In Martial Arts Professional May,2008. Page 21. NAPMA too much about money.

How do I stay motivated day in and day out?

How can I become a better salesperson and still keep my integrity?

Why aren’t I making $100,000 a year like you said I would if I joined NAPMA?

Time to refocus

Making money by running a martial arts school….


Martial Arts Business, Marketing and Management Blog for Martial Arts School Owners and Instructors