- Floyd Burk
- Jul 28
- 3 min read
If you want to make it in the martial arts biz, you've got to connect with dojo shoppers. They're the people who look for deals before they sign up at a school.
The tactics they use while shopping can include asking for a free uniform when they enroll, lobbying for you to honor another school's "8 weeks for $30" coupon, and bargaining for a few months of free lessons.
As martial art school owners, we can't blame them for what they do. They're just taking advantage of the fact that when it comes to martial arts facilities, they have plenty of choices these days. That knowledge is what prompts so many of them to visit your school to see what your staff has to offer.
Your school won't be the first one they've visited; your job is to make sure it's the last.
FOR EXPERT GUIDANCE on this topic, I spoke with Willy Aguilar, owner of Pearl of Wisdom Kenpo Karate in Cypress, California. Because the dojo is located in the Los Angeles basin, business is cutthroat.
"There are more than three dozen schools within easy driving distance," Aguilar says. "We have competition for business, and then we have to figure in the [dojo] shoppers. People nowadays really like to shop.
"While some shoppers are lookie loos who just want a free lesson and will never come back, most are not. The majority of them are people interested in doing martial arts, and they're seeking a school that's the right fit for them or their family. Many of these seekers go from dojo to dojo waiting to hear from someone they believe is sincere and truthful and has their best interest at heart."
AGUILAR SAYS his proven approach to signing up dojo shoppers progresses through four steps:
Step One: "After introducing myself, I ask if they've come for themselves, their children or the entire family," Aguilar says. "Almost everyone indicates that they have come to check out the school and get some information and watch what's going on."
Step Two: "Then I tell them I'll do something better than having them sit and watch," Aguilar says. "I invite them or their kids to take off their shoes and try it right here and now. Most accept. I teach them some basics along with some practical self-defense techniques. I make sure it's something they could utilize and apply. If they prefer to come back a different day, we schedule it for a certain time."
Step Three: "I ask the prospective student, 'How did you like the class?'" Aguilar says. "Then I really listen to them. Their answers can vary from 'I like the exercise' and 'We enjoy the family environment' to 'We like the self-defense techniques' and 'I really like sparring, but we didn't do it much at my old dojo.'" The answers give Aguilar a better understanding of their needs and desires.
Step Four: "Armed with the information garnered from Step Three, I tell the clients about each of our classes and encourage them to take the one that would be the most beneficial for them," Aguilar says. "Maybe it's the regular kenpo karate class or the aerobic kickboxing or the muay Thai class."
Next, Aguilar explains the fee structure and any discounts that might apply, as well as the terms of the enrollment contract.
"Finally, I ask them to sign up," he says. "It's always best to close that first day or night. If they're determined to come back at a later date, schedule an appointment. If they do return, they'll most likely sign up."
WHAT ABOUT THE FREE STUFF AND THE DEALS?
"I give them the uniform and the introductory lesson," Aguilar says. "But free months will cause you to lose the customer. Avoid offering more than a week of free training. You need to close by that time. If you give clients too much time to decide, you'll upset the decision-making process. It's the same for the coupon deals — stay away from those."
Don't be shy about urging the prospective student to enroll, Aguilar says. "You're not selling a house. It's just a one-year commitment. You have to remember that most clients really want to sign up. They're just waiting for the right person to show them what the school has to offer."
