I’ve had the interesting and annoying experience of “Car-Shopping” recently.

You see a couple of months ago Rob Tucker and I were running errands – trying to track down copies of “The E-Myth” at various bookstores around Denver since I had waited to the last minute to decide to use that book for our Regional Developer Training. While we waiting to turn left into a Barnes and Noble parking lot an otherwise nice 18 year old recent H.S. graduate gunned his SUV while looking for songs on his I-Pod. He failed to notice us sitting there with our turn signal on and rammed into to my Mercedes going probably 35 and accelerating.

Well. His SUV looked like it had been in a war. His “deer catcher” from end was torn off. Smoke coming from the engine. Front bumper gone, hood crumpled. It wasn’t drivable. In our case we had a dent in the rear quarter panel. Bumper unharmed except the plastic cover which snapped nicely back on. We waited for the police. Consoled the young man. Picked up a couple more copies of the book and drove on to our next errand.

Well, the insurance company “totaled” my car as well. Giving us about $10,000 more than was estimated for the repairs. Apparently Mercedes parts can cost more than expected, and some of the electronics can start running the price up.

Well, now I’m looking for a replacement.

It’s interesting because I know that car companies, dealerships, salesmen have been whining for a year now about how bad things have become.

Anyway, on to my point.

We’ve been visiting a lot of BMW, Mercedes, and Lexus dealerships. Looking for a mid-size, 4 door sedan with all wheel drive. That narrows it to Lexus GS 350 AWD, BMW 5 Series (BMW 535ix), and another E Series (E500 4 Matic.)

Now, after visiting a bunch of dealerships you would think that these guys are semi-retired and really would prefer to collect the cars rather than sell them.

What do I mean?

Well, Jodi seems determined to get the BMW 535ix. (The Mercedes was really her car. I primarily drive the Porsche Turbo.) We went to a HUGE new dealership in the south area of Denver. They have a HUGE inventory. A multi-million dollar facility in a location between Cherry Creek and Highlands Ranch (a RICH area of town.)

We’ve been to their dealership now three times. EACH of the three times we’ve dealt with salesmen who did the following:

1. Kept us waiting for what seemed like hours (probably 15-20 minutes before being helped.)

2. Had no idea what inventory they had on hand.

3. Had no idea how things worked in the cars they were selling.

4. Spent one to three hours with us, including test drives in at least one car.

After all of the above. None of the three salesmen asked for Name, address, phone number, or email. None asked any “background questions” ie learning what I do for a living or why we were shopping now. None asked SPECIFICALLY what we were looking for to track it down for us. None followed up, and obviously had no way to do so.

Now, I’ve got to tell you this dealership must have MILLIONS in facility. A huge overhead. And, LOTS of inventory.

Their salesmen were mostly hanging out in the dealership (several at once playing with my daughter’s new puppy on one trip.) I’m sure they are bitching about the recession. The owner is worried by the down-turn.

I’m betting they spent 100 times for on facility than on service and sales training for the staff.

Stupid, VERY Stupid on their part. We literally had a check in our pocket and needed a replacement. Clearly as “live” a prospect as exists.

Anyone, on to another dealership. This time a retired chief from the airforce. He asked background questions. Tried to figure out exactly what it is that Jodi is looking for (not that I can figure out the difference between the three she hasn’t liked. Something about the wood trim on the door being the wrong color or orientation, or some such thing.)

He’s followed up.

Researched new and used inventory on it’s way. Called anytime a new car is headed for prep. And generally built rapport, followed up, and really has done his job.

I’ll tell you sincerely that even if it’s not exactly the car we were looking for I want to buy it from him. If the other dealership gets exactly the right car at the right price I’ll be disappointed and frustrated to buy it from them.

How does this apply to you?

Well your students are more persuaded by your follow-up, your sincerity, and your competence in showing that you care about them than about your technical proficiency. Certainly more than about price. With the first dealership I’d haggle for every penny. With the second, I’d want to have a reasonable price but really wouldn’t be pushing for every penny.

Oh, and at the second dealer he’s had several cars just this week come in and, they were sold before we got around to looking at them. Recession, what recession

I just returned from Washington, DC. While there I attended a NASKA World Tour tournament (The U.S. Capital Classics) met with about 25 school owners representing around 5,000 students, and then met several times with my instructor Grand Master Jhoon Rhee.

Meeting with Jhoon Rhee and my other events during my quick trip reminds me of several important aspects of martial arts instruction in 2009 and beyond.

One of my favorite Jhoon Rhee quotes is “Martial Arts without Philosophy is Just Street Fighting.” Now, he’s obviously a visionary and at times out of sync with where things exist currently in the martial arts community due to focusing on where how he sees the future unfolding.

We discussed his development of Musical Forms (Martial Ballet.) He explained that in the 1960’s he foresaw that martial arts “fighting” would no longer be necessary in the future but rather to preserve martial arts the “art” must be preserved over the “martial.” He then explained that his concept was 100% congruent with our American Founding fathers and with the true purpose of human evolution. Quickly as he saw my skepticism he pulled out a manuscript of his soon to be published biography and pointed out this quote:

Now, that’s really interesting.

To me it seems that in the 1970’s and 1980’s most martial arts instructors had come around to Grand Master Rhee’s way of thinking. We practiced the “DO” arts to facilitate personal development. The movie “The Karate Kid” shared principles and values that were clear about developing discipline and confidence and avoiding violence.

To my great disappointment it seems that many practitioners and instructors have lost sight of what Grand Master Rhee keeps clearly in focus. Martial Arts Practice today for the vast majority should be purely about personal development. Clearly our armed forces and police need effective fighting technique, but frankly that’s more often about modern weapons not about unarmed combat (hopefully.)

And, if you don’t want to take Jhoon Rhee’s word for it (or even John Adams) how about another kick-boxing and point-fighting legend Joe Lewis? He’s perhaps the ultimate “old-school” tough guy still training students throughout the world. What’s he have to say?

In one aspect of what is called “martial arts,” the MMA stuff, many black belts come across as heavily tattooed, cartoon looking hoodlums, who respect violence and feel free to curse and to exercise degradation against others on national TV.  The media has gone from completely ignoring us in the early sixties to seemingly only granting visibility to those who believe that it’s in vogue to condone violence, and/or that it is okay to send kids the message that adults accept the use of violence as a means to resolve problems.  This is not the message that parents in martial arts wish to have their kids taught to value or with which to have them exposed.  Just as “Pro Wrestling” is not real wrestling, in a way, perhaps MMA is not real martial arts.

Violence by definition is a “loss of self-control.”  Martial arts teaches self-control; therefore martial arts is not violent—people are.  Guns (for the gun control freaks) do not kill others—bullets do.

We need to wake up—black belts are leaving the martial arts in droves.  We need to revalidate and grant dignity to the meaning of the old definition of what is a black belt.  Either it does not mean anything any longer (in this fanatical M.A. marketing atmosphere) or it has become the finish line which determines at what point in ones journey does he call it quits.  SAD!

Joe Lewis

It’s vital to recognize that Martial Arts Training is always about developing high quality physical skills. It’s about fitness and self-defense. However, those mostly arise from the mental and emotional development that goes with rigorous practice of martial arts.

And, to add another point that Joe Lewis makes. The first, second, or third degree Black Belt must be a starting point for personal development. Just as a high school diploma should be a start to one’s learning through life. For a beginning student achieving Black Belt is an appropriate early “bench-mark” to beginning quality personal development for life. It’s not an end in itself.

Quality schools will (and, do) constantly expand and enhance the definition of what a Black Belt (and, 2^nd, 3^rd, 4^th Degree Black Belt) is and must attain. Marketing for Martial Arts schools should be about attracting quality students – never about watering down the achievement and recognition of students and never about lowering standards of excellence.

By Stephen Oliver, MBA

8^th Degree Black Belt.

Publisher – Martial Arts Professional Magazine

CEO – National Association of Professional Martial Artists (NAPMA)

Founder/CEO – Mile High Karate

Dear Steve:

Finally, someone had the guts to tell it like it is.  I just read your cover article of this Month’s Nampa “Mile High Maverick.”  It was so eloquently written and I was so impressed that you had the guts and leadership to finally say what so many martial artists have been thinking since this “mixed up martial arts” nightmare has begun. I only wish there were more martial arts leaders in our community who would come forward.   My husband and I decided toboycott this year’s Maia Convention solely on the basis that Maia decided to headline and feature Dana White as the keynote speaker as well as the Leader of our Industry!!!  I doubt that MAia or Century cared much because quite frankly money talks.

Imagine have far we have come full circle. When I first attended the inaugural Napma Convention in Clearwater, Florida back in the early 90’s, is the entire opposite of what we as professional martial artists were be trying to accomplish and set as standards for the future for our industry. To have attendees of our martial arts profession be a part of this current spectacle is unthinkable and quite frankly ridiculous.  It is like having an Alcoholics Anomymous Convention coexist with a Budweiser Convention.  Give me a Break…. How can you teach and preach self discipline, control, respect and leadership when all you see the UFC promoting is violence, vulgarity, pornography and lacking any self control by beating the crap out of your opponent?   Are these really the LIFESKILLS we want to market to our students and communities?

When Maia and Nampa were first formed, the purpose was to promote and educate martial artists how to run professional martial arts schools. Clean up your schools, dress like a professional, provide superior service to our students, become a role model in our communities. How can we support this nonsense?  We have definitely traveled back in time about 25 years.  Wake Up!!!   Is this really the direction we want our profession to go?

Just because UFC is profitable doesn’t mean you have to jump on the MMA bandwagon.  If you have been teaching good quality martial arts which should include self defense skills with the best in ground self defense training, that is where we as an industry should go. Educating our students on how to defend themselves in an attack requires training from many disiciplines. That is why Napma from the onset brought in many expert instructors in different styles so we could train with the best and teach our students the best martial arts self defense skills available.  The purpose of many martial arts schools is to teach good self defense both stand up and ground, not beating the crap out of someone for sport.

Selling illicit drugs and alcohol is extremly profitable. Are we going to sell that in our dojo as well?  The greatest freedom I ever experienced as a martial arts school owner was realizing what our school did well and what has sustained us in business for over 30 years..  Teaching good quality martial arts, changing people’s lives for the better and making a difference in my community. Sorry, call me old fashioned or old school, but I plan to take the road less traveled.

I am what I am and I would rather concentrate on what I do best. From a business perspective, we all know we can’t try and please everyone and try to market to everyone.  That is why Mercedes Benz doesn’t sell Kiah’s nor does McDonald’s sell Filet Mignon.
Calling all martial arts leaders and school owners… Do you have the character and discipline to fight for what is right?  Don’t we teach that philosophy in our schools?

I challenge all PROFESSIONAL MARTIAL ARTS SCHOOL OWNERS to walk the talk.
Thanks for your leadership, Stephen Oliver.
Stacey Mejia

Acadiana Karate