The Economy Sucks? Really?

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

Part 7: The Anatomy of an Ad: Body Copy, Part 3

In last month’s column, I explained how to start a conversation with your prospects. Now, you want to apply one of several direct marketing formulas or strategies that can help keep your copy on the right track.

A-I-D-A is one of those formulas, and should be a foundation of your ads. This acronym is Attention-Interest-Desire-Action.

Attention: Your first goal is to capture the attention of readers (as I presented at length in my headline section of this series). It is also important to write a very compelling lead paragraph or lead sentence. Keep firmly in mind, that each sentence is designed to make readers want to read the next sentence!

Interest: After you’ve captured your readers’ initial attention, you must then smoothly transition to building their interest. It’s important once again to focus on your customers and their needs, wants and problems. Your personal résumé, how many tournaments you’ve won, your instructor or how many bricks you can break are not interesting to your prospective customers.

What are important to your prospects is how you can solve their problems and how their lives will change if they decide to enroll in your school. It’s equally important to create an interest in your unique ability to help and understand them and their particular circumstances.

“What are important to your prospects is how you can solve their problems and how their lives will change…”

Your tone should be conversational, empathetic and understanding. Readers must believe that you understand them and, based on that understanding, you (and you alone) can provide them with the benefits that will solve their problems. I’m sure you pay much closer attention to those articles, messages and ads that “speak” to you as a friend or trusted advisor, rather than as a salesperson!

Desire: Next, your copy should transition readers from being interested in your statements to being sincerely desirous to you delivering the benefits that will solve their problems. This step is quite important and very often ignored. You must create a conversation in your prospects’ minds that helps them eliminate all the reasons that they would not want to be part of your program.

At the highest level, you will frame each potential objection, as a benefit of being part of your program! At this point, many martial arts school owners make the mistake of stating or promoting the features of their program, such as training schedules, class attendance, specific curriculum components and other information that may prompt readers to disqualify themselves from considering your program.

Action: My future columns will present details of your call-to-action copy, as part of the offers section; but, in this column, I will define your overarching objective and the final goal of your body copy. You must help readers defeat their natural sense of procrastination, and give them compelling reasons to want to be involved in your program now…not later.

Your goal is to make such a compelling offer that if readers have any interest in your service, then they would feel silly if they did not take action!

Join us for a special Webinar to build a significant Multi-School operation in your region:

http://milehighfranchise.com/webinar-rd-reg.html

Specially Prepared for School Owners Who Register for the 2009 NAPMA “Extreme Success Academy” In San Antonio, Texas Oct. 9th-10th-11th

For more information about Extreme Success Academy. Continue here.

Mile  High Maverick

Good show, bad show.

I love the “Disney Culture.”   One of the things they pointed out during the leadership training classes that I took at Disney University was how focused they are on a theater culture.   Much of their terminology focuses around theater terms.  For instance “on-stage” & “off-stage.”   An awareness of when you are in front of the audience (customers or in Disney speak “guests,”) and when you are not visible to customers.

One of the exercises that they gave us was to tour the property and look for examples of “good show” and “bad show.”  They tell one story of a desk clerk at one of the hotels pointing out to “Michael” (then CEO Michael Eisner) his “bad show” by not wearing his Disney name badge during one tour in Orlando.

Anyway, on that note I had the opportunity shortly following Quantum Leap to travel to Tulsa for a couple of days then on to Cleveland.  I had several opportunities to witness the on-going saga of airline industry “bad show.”  I flew to Tulsa on Sunday then Jodi joined me on Monday.  She had several tales of rudeness by the United Airlines employees.  One that I witnesses was that after “gate checking” the stroller for my 11 month old son they proceeded to rip both handles to shreds.  Now, it’s a very expensive stroller and she was understandably upset since they wouldn’t let her take it on board.   When she approached the United Attendants in Tulsa one lady basically told her it was Jodi’s problem, tough luck and turned her back on her.  The next attendant explained somewhat less rudely that there was nothing they would do and frankly it should be expected.  No apologies or even apologies and explanation.

Next, I flew from Tulsa to Cleveland by way of Chicago.  Upon arriving in Chicago our plane sat on the runway for 10-15 minutes waiting for a late flight to leave.  Then my gate checked back was last off, I was last off the plane, and then proceeded to screen to find my connecting flight.  The first screen wasn’t working.  Next I waited for an employee to send me to another terminal.  Finally, I saw a screen working that sent me back to another gate.  After the debacle I approached another American Employee who proceeded to spent 10 minutes blaming me for missing the flight that closed a few minutes after I finally got off my incoming flight.   It was an interesting conversation where the American Airline employee spent several minutes explaining how everyone else made the flight.  Why it was obvious where the gate was.  That the previous flight had arrived on-time (even though it sat on the runway for 10-15 minutes) ete., etc.   Rather than looking for a solution I had to sit through an explanation about why missing the flight was my fault.

Anyway, it’s no wonder the airline industry is in bad shape.   Cheap fares are one thing, but really with that kind of treatment who wants to travel?

Anyway, once in resigned to spending the night in Chicago I end up at the Hyatt Regency and walked over the the “Muvico” Theater next door.   Now, they have an interesting business model that I hadn’t really encountered before (and, I go to lots of movies.)   They had a separate entrance for their “premier section.”  The admission was approximately double.   For that you received a reserved seat.  Bigger more comfortable seats.  A lobby with a full sit down restaurant and bar complete with flat screen TV’s.  The concession stand included a much wider (and, more expensive) selection including a full range of bottled bear, full menu ranging from $10-$20 such as the $11 cheese burger that I bought.

Start to finish it was approximately double what I typically would have spent at the movies.  Combined with a somewhat better seating experience and better food.   For participants in that option they ended up with double or more the normal revenue for a better experience.  Now, don’t miss the point that the actual “product” was the same for everyone.  In this case it was the fairly mediocre movie “12 rounds.”  Whether in the cheap seats (first time I thought of the rest of the theater in those terms.) or the premier section the actual movie was the same.  It was the experience around the movie that changed (seating, reserved seats, improved concessions, options otherwise not available, etc.)  Now, in my case given the option to spend what amounted to $40 for the movie and concessions versus what would have been about $20 I chose to spend double without a second thought.  Clearly I may not be typical but if only 15-20% of their patrons were willing to do that it adds a lot of additional revenue with VERY LITTLE marginal cost for the movie theater.

It’s an important lesson.   Many are like me where they’re willing to spend more for the enhanced experience.  It certainly applies to your martial arts school.

I’ve heard the lament that owners want to treat everyone equally and are unwilling to have “upgrade” programs or enhanced opportunities.  Well, frankly that’s a huge mistake.   Some, perhaps most do not want the more expensive option and will be perfectly happy to take whatever the lowest program is that you offer.  Others will automatically take whatever the highest level it is that you offer.  Many more if given enough value difference will choose the highest price option.

In the case of our Mile High Karate schools when given the choice of Master Club at $259 a month and Leadership at $359 per month, we’re finding 75-90% choose the more expensive option.   A smaller percentage but still significant number of students are willing to spend a lot more than that for the highest level program if given adequate justification.

At a certain point each and every school owner should really ask themselves a few questions:

First.        Am I really serious about running a professional school?
Second.        Am I willing to do the work to accomplish that objective?
Third.        What am I doing to hold myself back from being truly successful?

Unfortunately, we seem to be inundated with school owners who want to just take the “majic pill” and suddenly be successful and wealthy with no other labor or learning.   The question is are you willing to expand your thinking, focus on your potential opportunity, and do the work necessary.

On a lovely weekend in Denver we had a room full of the “top 1%’ers” who traveled to Denver to gain a “slight edge.”   Many don’t understand but a key difference between winners and losers in the believe in the “slight edge.”   You’ve heard it said that one good idea pays for the event and the time and effort to travel to an event.  I heard a member recently way they didn’t agree with that (a member from the U.K..)

Maybe the “one good idea” thought needs a little clarification.  If for example as many school owners did, you received one idea that added an average of 2 new students to your school each month for the next 12 months.  Now, assuming that each student you enroll spends an average of only $3,000 with your school then that one idea is worth 2 X 12 X $3,000 or $72,000.00.   Now if you spent $3,000 traveling to an event, registering for the event, and in staff time attending an event then you received 2,400% Return on Investment.  Now, just imagine if it was two good ideas!   Maybe add 2 additional enrollments per month and increase value from $3,000 to $4,000?  Well, that ends up being $96,000.00 + $120,0000 or $216,000.00 additional per year if you were averaging 10 enrollments a month before attending (added 2 enrollments on average per month and added $1,000 additional value for the 10 enrollments a month that you were already bringing in.)  Now on the $3,000 total expense that’s a 7,200% return on investment (try that in an era where savings, CD’s, T-Bills garner less than 3% annually!)

Never underestimate the value of the “small edge” or of one good idea.

One participant from the last Extreme Success Academy (who traveled with 5 people all the way from Holland) explained to me that one idea I gave them at that event added $500,000 to their revenue in the six months since the event!   Now, if it cost them $10,000 to attend that event then it’s still 10,000% annual return on their investment.   A single GOOD idea can indeed be worth many multiples of your investment.  Frankly if you just learned enough at a live event to add 5 or 6 new students a year or improve income per student by 5-10% then it’s well worth the cost and time.

By the way.  If you missed the Quantum Leap you made a HUGE mistake.  Here’s just a sampling of feedback from the event.  Make sure you are registered now for the upcoming Extreme Success Academy in September 2009 – San Antonio, Texas.

Master Oliver and Toby,

I wanted to take the chance to Thank you for putting on one awesome event this past weekend. We actually just got home a few hours ago from after one fantastic weekend. First with Quantum Leap and then the Peak Performer meeting. The information that we obtained from these events is absolutely priceless.

You both really know how to inspire Martial Artists and Entrepreneurs. The guests that you had present all had such valuable information. There was enough value in each of the speakers to totally pay back for the price of the admission and more!

I am totally ecstatic about being involved with NAPMA and knowing both of you. You have really inspired me to take my school to the next level and shown me the tools necessary to do so. Something that not even one year ago I didn’t have that kind of chance. I would have been stuck in the same spot now as I was then if I hadn’t accepted a friends advice and joined NAPMA.

Thank-you once again for being the visionaries that this industry so badly needs! I look forward to working with both of you over many years to come.

Jeff Burroughs
Hamilton, Ont
Canada
———–
I went to the Quantum Leap this weekend because I am struggling to stay in business. I came home with enough information to create a quick  infusion of students. I believe I received a more than fair return for my expense. Probably x 100.

Presenters gave excellent presentations. All of them went the extra mile to share marketing ideas to help everyone weather the current  economic stress. I was impressed with their sincerity to help every one’s business to thrive.

Everyone stressed the two key words: Imple Mentation!

I believe Stephen Oliver, Toby Milroy, and the rest of the NAPMA staff
were sincerely trying to help everyone to go home with something that
would create profit quickly and establish a sustainable business.

Thanks guys!
Ed Guerena

Oh, and my favorite.  Excuse the language it is coming from Peyton Quinn:

Your man Toby is something, high energy, but never “pushy” at all, a born marketer with superior and yet fluid and authentic communication skills. In my old software company hiring the right people and not hiring the ‘wrong people’ was a very, very key element in the firm’s success. Personnel are all a service-oriented company really comes down to in terms of its ultimate performance,

Your Organization is definitely not a piece of shit
I think you may have gathered that I am pretty frank in my professional communications.

If I think something is a piece of shit, or exploitive then I generally will say so. I am thus sure it will ‘delight you to no end’  that I have concluded that your stewardship of NAPMA is most definitely not a pile of shit.

The speakers were quite substantive. To chose just one example, I wish I had known everything that was so very well presented about ‘real estate investment’ last Saturday, ….it is just that I really wish I had those informational tools 25 years ago!

Just as I am not really in the ‘martial arts industry’ with RMCAT, I see that you are not truly in that industry either. In the simplest sense, I would say you were in the industry specific, marketing specialist business.

Many school owners have asked me about what my feeling is on ‘this or that industry organization’ that is trying to get them to pay “x” amount of dollars to join their ‘program’.

I tell them that it is my feeling that IF the program is “style name specific” based, like for example: BJJ, KRAV MAGA, or even the Divine School of the Monkey Fist of Steel etc, THEN these people are very likely and primarily intending to profiteer off of the school owner alone using the transitory celebrity of their “style’s name recognition”.

There is thus no substance or support or value to what these “style of current celebrity” people are selling for the school owner. Even20the sellers of these systems (though they may fool themselves through vanity and narcissism at times) know that the celebrity of their “style” will die out soon just as all the others did in the past.

They thus do not make any effort to set up any real or meaningful long-term support for their members. It is a ‘ take the money up front and run deal’ for them. Perhaps with some side cash made in getting, or even demanding, that their members later pay for additional “advanced” qualifying training classes in their “unique and proprietary system”.

You sir, I can see are not one of these creatures. You’re a ‘good huckster’ in one sense, but to me that term really just comes down to being another, perhaps ‘less dignified word’ for being an experienced and effective marketer. Most importantly though, what you are selling with your Mile High Karate franchises I am coming to believe is unique in this industry and that is has true and very significant value.

If a school owner is in the right demographic area and he or she has the personality and drive that I feel is demanded to engage the things they must do in order to really actualize your system of marketing (and especially if they have already hit the plateau at say 250 students or so) then they would very likely (I am begging to feel) benefit greatly by joining Mile High Karate. In perhaps three or four months they might even recover their entire franchise fee.

Peyton Quinn.

Master Oliver,

Thank you first for Jeff Smith’s, Dave Kovar’s and your valued participation at our NAPMA Inner Circle meeting, second for generously hosting us at your home Thursday evening, and lastly for organizing and putting on what I viewed as a very successful Quantum Leap conference.

My son/instructor George, program director Robert, and I each got several practical and implementable ideas at the conference, plus it got us to come back home and reflect on the “big picture” of how we want to continue to improve our school and the quality of our students’ training over the coming months and years.  If there were “growing pains” at the Extreme Success Academy last fall they were not evident at this Quantum Leap event:  The sessions were well-organized and ran on time, the speakers were interesting and informative, and your personal contributions as a presenter were plentiful, practical and thought-provoking.

As I’m writing this I know there is a major blizzard hitting Denver, so I’m very grateful for the clear seventy-degree weather we had last week — partly because I enjoyed my early-morning runs and workouts on the mountain trails across from the hotel, but mostly because I would have hated to have missed any of the conference due to weather issues.

We look forward to the next event!

Sincerely,
Eric Sbarge

Just thought I’d share some feedback that I’ve stumbled across about
last weekend’s “NAPMA Quantum Leap.” These are unsolicited comments
that I stumbled across on discussion boards. If you attended I’d love to
solicit your feedback as well.
————————————————————————
The Quantum Leap was the first NAPMA event I have attended in years. It was
awesome in my opinion. I took away a tremendous amount of information that I
need to work on and implement.

I plan on attending all of these events in the future. Here’s why:

1. To stay abreast of all the new an innovative ideas and techniques other
very successful schools are using to grow their businesses.

2. There are huge opportunities for networking. You will learn and get some
great ideas from many of the participants. Most of which are moderately to
hugely successful school owners.

3. Stephen Oliver, by far, is the most knowledgeable and successful martial
arts school operator by far. He taught a number of sessions personally which
were alone, worth the price of the trip and tuition to attend.

4. Toby Milroy is extremely sharp. His background in business in general and
the martial arts in particular make him a phenomenal choice as NAPMA’s Chief
Operating Officer. His segments and his contributions (he gave us some very
valuable marketing tools) were also extremely valuable.

5. You get the opportunity to be exposed to some very successful
entrepreneurs like Terry Bryan, Ron Ipac and World Champion, Jeff Smith.

6. You get to see some of the latest stuff the vendors

Don’t miss the next one in the fall.

Mike Pace
Pace Institute of Karate

Hi Toby,

I came to realize that I don’t necessarily need more students (although 50 or so more would be good) but I need to increase my base tuition and upgrade tuition substantially.

For this to work properly I need to find ways to increase my actual and perceived student value. I need better character development and leadership development tools, systems and training.

I need to find good lead contact software and set it up on auto pilot. I need to make sure that we collect lead information in every prospect generating device and technique we use.

While we do collect some info on our website, we need to make changes in order to get more information and then set up a better auto-responder series to target the needs and wants of the prospect.

I am joining Peak Performers in order to help obtain the necessary information I need to execute these changes and to stay abreast of what is ‘working best now’ in the MA industry.

Mike Pace
Pace Institute of Karate
——————————————————————————–

I went to the Quantum Leap this weekend because I am struggling to stay
in business. I came home with enough information to create a quick
infusion of students. I believe I received a more than fair return for
my expense. Probably x 100.

Presenters gave excellent presentations. All of them went the extra
mile to share marketing ideas to help everyone weather the current
economic stress. I was impressed with their sincerity to help every
one’s business to thrive.

I really appreciated Terry’s presentations. Dave Kovar gave a killer
session. Ron Ipach gave an entertaining session. Toby Milroy gave us
several reports that many agreed are worth far more than the expenses
for coming to the Event.

The hotel rates were very generous. The two hotel restaurants had
excellent menus with reasonable prices and great service. All in all an
excellent venue. I liked not staying in a high rise. I enjoyed looking
out my window in the early mornings and seeing a rabbit grazing in the
field outside my sliding door. Can’t do that at the MGM.

The training sessions started at 10 AM and went until well after midnite
with Stephen Oliver for anyone who wanted to stay that late. Many
stayed till the end of those sessions. I stayed until I couldn’t stay
awake any longer. Usually about 11:30 pm for me. There was so much
useful information offered my brain was on overload.

Everyone stressed the two key words: Imple Mentation!

There were lots of networking sessions going on over lunch and dinner
between fellow attendees. This was a group of serious martial artists
who came to improve their businesses.

I believe Stephen Oliver, Toby Milroy, and the rest of the NAPMA staff
were sincerely trying to help everyone to go home with something that
would create profit quickly and establish a sustainable business.

They even ordered up 75 degree weather for the event. A snow storm was
expected to rumble in Monday morning.

Thanks guys!
Ed Guerena

Master Oliver and Toby,
I wanted to take the chance to Thank you for putting on one awesome event this past weekend. We actually just got home a few hours ago from after one fantastic weekend. First with Quantum Leap and then the Peak Performer meeting. The information that we obtained from these events is absolutely priceless.
You both really know how to inspire Martial Artists and Entrepreneurs. The guests that you had present all had such valuable information. There was enough value in each of the speakers to totally pay back for the price of the admission and more!
I am totally ecstatic about being involved with NAPMA and knowing both of you. You have really inspired me to take my school to the next level and shown me the tools necessary to do so. Something that not even one year ago I didn’t have that kind of chance. I would have been stuck in the same spot now as I was then if I hadn’t accepted a friends advice and joined NAPMA.

Thank-you once again for being the visionaries that this industry so badly needs! I look forward to working with both of you over many years to come.

Jeff Burroughs
Hamilton, Ont
Canada

The Quantum Leap Event was a great weekend for any Martial Arts school owner. Well at least those that showed up. Some of the Big A-Ha’s that came from myself and my staff members that attended were: Master Oliver’s discussion on win-win or no deal. It was one of those you should know things but was a great thing to hear, makes you really focus on it. Master Tucker’s talk on closing sales was fantastic. Some of the things he talked about we were actually doing (accidentally) some of the time. We will definitely look at making sure we follow his advice. The “Dream Board” was an amazing idea that we have already begun to work on. Terry Bryan made a great pitch as to why you should own the building your school is in. An idea that had come to us before but we didn’t know really how to go about it. Elsa provided some great idea’s (and sparked many more) for our website or should I say websites (we registered a new URL right after her talk, and will have more to do in the future). Ron Ipach showed us the value of outsourcing. That one is going to a great success once we figure out all of the items that we can outsource. Kyoshi Kovar gave us some great ideas on how we can change the way that our Instructors look at the students and classes. We are now really focused for each and every class on getting our students there for just one more class. Dr. Trujillo opened our eyes on how to get our students to react and learn in a much more effective way. What a super eye opener he was! Perhaps the 2 biggest influences from the weekend were Col. Donnithorne and Toby Milroy. Col. Donnithorne provided us a GREAT frame work for setting our Leadership Program (which has been sort of implemented already but really didn’t have a solid direction, it does NOW! Thank you Col. Donnithorne!) As for Toby Milroy, what can you say about him. He is just totally amazing! With all of the content and the little gifts that he worked out for the attendee’s of Quantum Leap, he perhaps has had the largest impact on our school.

Implentation Items:

- Pizza Party (using the honour student strategies)
- The Sales Letters that Toby Provided
- A rework of our Websites to create a Lead Pipeline
- Starting Business to Business Promotions (already started)
- New Curriculum for our Leadership Program

These are just a few of the items that we plan to have implemented (or already have done so) over the next month. I look forward to updating you at the Extreme Success Academy!

Thank-you!

Jeff Burroughs
Hamilton, Ontario, Canada
First Name
Moses

Last Name
LeViness

Emailelitemafc@hotmail.com

Company
Elite Martial Arts

Primary Developmental Need
Marketing Skill and Knowledge

QL Feedback 2009

it was great to meet with so many people who are considered captains of the industry and to gain so many valuable ideas that will help me in my continued growth and development.

First Name
Leah
Last Name
FoxEmailleahfox@gmail.com
CompanyBobby Lawrence Mile High Karate
Primary Developmental Need

Marketing Skill and Knowledge

QL Feedback 2009

Right when we got back we started implementing the techniques from Frank Brown’s renewal seminar and have already seen very impressive results. Overall the ideas from this seminar should have a big impact on our retention and renewals.

Toby Milroy’s “Honor Student Party”. We are expecting that this idea will be absolutely phenomenal for both lead generation and for improving the character development of our students. It will also be relatively low labor for lots of qualified leads, which is a big plus for us.

First Name
Jennifer
Last Name
Hagebusch
Emailtxkbjj@gmail.com
Company
Texarkana Jiu Jitsu, LLC
Primary Developmental Need

Staff Development and Training

QL Feedback 2009

We really enjoyed the event.

We have started a reactivation program and will be implementing the honor student(s) party. There is a lot more, but those will be our first 2 ideas for us to implement.

Marc Hagebusch

First Name
Paul
Last Name
Walker

Emailpwalker@seishinshotokan.com
Company
Seishin Shotokan Karate
Primary Developmental Need
Marketing Skill and Knowledge

QL Feedback 2009

Toby,
I learned a lot at the event. Thanks for all of your hard work and of course to all of the presenters and organizers for their hard work too.
I opened my school last July (2008) after teaching in a community center setting part time for 7 years and it quickly became clear to me that systemization of my school was the most important thing in the early stages. I already have a good curriculum and have good quality students but I was getting immersed in the multitude of “to-dos” on my list.
At your conference the big “a-ha’s” were to become a better delegator and to focus my primary time on the “urgent and important” tasks and less time on the other stuff that is necessary but that can be handed off to other staff members, senior students, etc.
The next thing was to schedule and hold events on a regular basis as a source of revenue and also for referrals. I already get quite a few referrals on a monthly basis but I realized that this could be a lot better.
Next, I now understand better the steps on the path of a student from first contact, to info call, to appointment, to enrollment, to intro class and then onwards to upgrade or renewal. I see room for improvement in this process within my school.
Next, something else that stuck with me was the incongruence of hoping to earn $200/hr, $300/hr, $400/hr yet spending time on $10/hr, $20/hr activities. This comes back to delegating tasks that I don’t need to do or that I can outsource to other services.
Finally, despite the improvements that I need to make, I was able to at least say honestly that I have made big improvements already up to this point and therefore I am on the right track.

Thanks again.

Paul Walker
Seishin Shotokan Karate
Apple Valley, CA, USA

First NameTyLast NameWheelerEmailbodybalancegv@yahoo.comCompanyBody balance of northern california
Primary Developmental NeedStaff Development and TrainingQL Feedback 2009Excellent, well run event. Plan of attack for mass implementation:

Iron out block curriculum
HAVE EVERYONE APPLY for the leadership program for a mass upgrade
Keep in constant contact with our new students, the casual conversations, Program director on the sidelines talking to parent, etc.
B-Day party implementation
Honor Party

We have the chief of police’s kids and the principal of the best elementary school in Northern California coming to intros this week. Needless to say we’re implementing like mad to get out systems in place.

One thing I could use elaboration on is curriculum for parents, and how they fit in with a class of 6-10 year olds. Schedule wise we’re having a hard time figuring out how to approach the 10+ parents that would like to take class but right now it seems awkward. Ideas?

Contact

First Name    Dustin
Last Name    Andersen
Email    master_andersen@tangsoomaster.com

Company    Andersen TSD Academy
Primary Developmental Need    Marketing Skill and Knowledge
QL Feedback 2009    My biggest Aha was realizing “implement” dont worry about the little details just implement.

First NameJoeLast NameDupaquierEmailjoe@dupaquier.comCompanyMandeville Karate Training CenterPrimary Developmental NeedStaff Development and TrainingQL Feedback 2009It was a great experience. I need to join NAPMA and aquire more materials and put them into play with my staff.

First NameJaeLast NameJoEmailtigerjo@optonline.netCompanyELITE TOMA MARTIAL ARTSPrimary Developmental NeedMarketing Skill and KnowledgeQL Feedback 2009it was a great opportunity to experience a lot of different things.
I found the power of marketing for the school to move to the next level.
Also, the way show the value of training M/A to the people was awesome!!!
Different theme of pARTY to generate traffic to the school, belt ceremony with giving invitation to the friends….
I found a lot of other iedas in the Quantum Leap to help me improve.
Thank you for your seminar!
It was wonderful!!!

First NameJamesLast NameLeeEmailjameslee@jamesleekarate.comCompanyJames Lee KaratePrimary Developmental NeedStaff Development and TrainingQL Feedback 2009I really liked the lessons and emphasis on student value. I am trying to
be better at taking a new prospect into the “future”. I want them to see the value of making it to Black Belt at the intro lesson.

First Name
Carol
Last Name
Middleton
Email
dcsdka@earthlink.net
Company
D C Self Defense Karate Assoc.
Primary Developmental Need
Marketing Skill and Knowledge

QL Feedback 2009#1

Aha is Ron Ipach’s “Lazy Man’s Way to a Successful Life.” My biggest problem is having enough time to run three corporations, and he runs 11! I try to hire good people, but so often it does not work out, and still eats up my time. His packet came in the mail almost immediately–I’m sure because he has hired someone whose only job is to get these out!

#2 was marketing advice such as the honors party, and I got the Kovars’ Student Acquisition and Student Retention programs. I especially look forward to Toby’s marketing letter / letters to parents or adults with various specific needs. I was glad to hear about the custom-printed brochures, and am already using the NAPMA brochures I got at the conference. I also need to look into the NAPMA merchant account–I was already looking for another credit card processing company, and hope this one will be comparably priced if not better than the one we use now with all the hidden and surprise charges.

#3 was Elsa Cordero, who clarified several things for me about website development. I have been working hard on the three websites for the past year, but with mixed results (and partly because it is hard to find time to work with the developers or get them to do what I want, and I have had to fire more than one who was not really up on the modern technology). I look forward to my 1-on-1 session with Elsa!!

#4 was the concept of the emotional savings account–this had an IMMEDIATE impact.

#5 was some kick-up-side-the-head stuff on A-Z Basics: making better ads, guerilla marketing on Saturday afternoons with your students, many ways to use testimonials, asking dreams and aspirations on the info call and then following up on this when they are a student, the need for encouragement between the info call and their first appointment, the value of persuasion and win-win or no deal, ways to improve the percentage of beginners who get their Black Belt, keeping inquiry names and former students on a list FOREVER, a newsletter I can send them now without spending a full day a month pulling something together, and various fully vetted ideas for events to help retention.

#6 was IGoFigure software, which we have now looked into and find to have superior options to the database and tuition billing system we use now. We are excited about getting it installed, even though there will be a learning curve on it for all staff.

#7 Got the Kovars A-Z Staff Training and need it to boost the teacher training so we can have enough well-trained teachers to fill the needs for our next location.

#8 Got some info on real estate, which I need because I am currently looking for a building to buy for my Karate school. This was more motivational than educational, as I didn’t get all the basics I needed, and some of what was said was Greek to me. Also, I am not flipping properties for income, I just want to make the best decisions on one commercial property which I intend to keep.

Overall, I saw how NAPMA has become something which can be an immediate resource for me, not just a jumble of ideas for big projects that I have to do most of the work to create from the ground up. THANK YOU!

First NameSethLast NamePotterEmailpotterseth@yahoo.comCompanyBA KaratePrimary Developmental NeedSales TrainingQL Feedback 2009I liked the follow up sequences. How to do a Birthday party, and how to follow up. I just finished up my first Birthday Party a few hours ago, and it was a huge success.

Thanks Again for everything!!!!

First NameGrazianoLast NameDi GiorgioEmailinfo@iwkawingtjun.deCompanyErdogan & Di Giorgio GbrPrimary Developmental NeedStaff Development and TrainingQL Feedback 2009The thing I implement first was to change the process of upgrade. I start the upgrade at the moment of my advertising and continued till the moment he/she has been upgraded in the next level of our training curriculum.

Thank you very much for all those amazing things you give us to implement.

The results of the quantum leap days will follow, but i know that all effort will be of great result.

Greetings from Germany

Graziano Di Giorgio & Taner Erdogan

First NameBradLast NameFantleEmailtalltkdacademy@tallytkd.comCompanyTallahassee Taekwondo AcademyPrimary Developmental NeedMarketing Skill and KnowledgeQL Feedback 2009overall i really enjoyed the event and the time i got to spend talking/getting to know Mr. Oliver, Rob Tucker and Terry Bryan, Mr. Smith. I picked up a lot of information including a different way of thinking about my students.

The only thing i was disaapointed in was the woman who spoke about websites. i saw this as an important seminar but it was put last on friday night close to midnight. By then most people including myself were pretty tired. plus i did not feel she went into much detail about how to structure a good lead generating website. she only spoke about basic requirements for the site that most veterans already would know about.

overall i would look forward in attending another seminar.

First NameMatthewLast NameEdgingtonEmailbackick@earthlink.netCompanyMartial Arts America
Primary Developmental NeedMarketing Skill and KnowledgeQL Feedback 2009I liked the show, Master Oliver was a wonderfull speaker. Toby’s presentation was outstanding.

First NamePaulLast NameHawkesEmailpaul@kungfuschools.orgCompanyKung Fu SchoolsPrimary Developmental NeedStaff Development and TrainingQL Feedback 2009The event was much better organised than Florida with more relevant speakers.

However I was disappointed that the term “broad brush strokes” was used so often which resulted in most topics being too general and not going into specific detail. I always tear open the Napma pack, read, watch and listen to the information which was then repeated almost verbatim by the speaker.

Toby’s talk on the “honour student” really went into specifics and Stephen Oliver is always great to listen to.

Dave Kovar was inspirational and when Stephen Oliver said he uses their staff training and how great his retention is I immediately bought his programs which I have to say look brilliant.

Rob Tucker was very good and I was very impressed with how he communicated so skilfuly with his words and body movements.

The networking with other school owners was very useful which is where I gained some “specifics” they were friendly & open.

You reinforced the importance of grass roots marketing which we have immediately embraced contacting and establishing rapport with the local afrocaribbean community leader, 2 local schools in the process with scouts and about to target local businesses with a goal of 5 contacts per day.

Overall I have to say I did not receive value for the trip as it cost around £2500 and although I did come away with some useful information I do not agree with the line that “one useful piece makes the trip worthwhile” after all we are the equivalent to you as students in our martial arts classes and if they had to do 20 hours training to gain 1 or 2 useful movements we would have a mass exodus.

I came through an organisation that use to say the same thing about going to a Grand Masters seminar and I thought that was rubbish as at his level he could blow my mind & totally inspire me - you guys have the same opportunity.

Despite this I’m looking forward to receiving Toby’s reports that looked excellent and very useful (will they be available to all of Napma in future)

Regards

Paul Hawkes

First NameShawnLast NameHarveyEmailbscja@tbinet.bmCompanyBermuda Small Circle Jujitsu AcademyPrimary Developmental NeedDeveloping Teaching MaterialQL Feedback 2009I will implement the Honor Roll pizza party….excellent!!!
I thought the Quantum leap was an excellent seminar because it’s always good to learn new information. The information was helpful and I know will improve the bottom line.

Keep up the great work and continue to send great information to help our industry.

Sensei Shawn Harvey

First NameMichaelLast NameSirotaEmailsirota@sirotasalchymy.comCompanySirota\Primary Developmental NeedStaff Development and TrainingQL Feedback 2009Here is what I recall that were a positive ‘A-Has’

- Perseverance Parties & Honor Parties
- School Talks - consent forms requirements
- Marketing Ideas (Ie. past students)
- Internet knowledge & web design
- Information about sourcing out —new concept for me

Thank you,

Michael

First NameMichaelLast NameFerreiraEmailmike@100percentmartialarts.comCompany100 Percent Martial ArtsPrimary Developmental NeedMarketing Skill and KnowledgeQL Feedback 2009I loved this event! In just 3 days I was able to deepen my understanding of marketing, and sales, specific to the martial arts, restructure my programs and pricing (to make more sense and more money), and inspire/energize my staff to reach to new levels in all areas of the business.

I believe the quantum leap was a home run!

First Name
Penny
Last Name
Pitassi
Email3tigersma@gmail.com
Company
Three Tigers Martial Arts
Primary Developmental Need
Staff Development and Training

QL Feedback 2009
The event was great. Lots of knowledgable experts who were more than willing to share their knowledge.

First Name
Malcolm
Last Name
Bale
Emailalberta_self_defence@yahoo.ca
Company
Jiu Jitsu Calgary
Primary Developmental Need
Sales Training
QL Feedback 2009

The biggest was that we are charging too little, we need to have Upgrade Programs available.

Also, it’s not necessarily about introducing more students but maximizing the value in my current students.

Some of the party ideas were great, we don’t do any parties as yet but will make that a big part of the Marketing Plan.

Using current members to spread the word is good as until now, I have felt that I need to do all the work myself, making myself incredibly busy.

It was an eye opener to hear what other School owners are doing with their Clubs

First NameMichaelLast NameMarionEmailmichael.marion@rogers.comCompanyFighting Griffin Family karate Primary Developmental NeedMarketing Skill and KnowledgeQL Feedback 2009Maintaining a warm prospect list for constant follow up

First NameRobLast NameAtalickEmailsifu@nkfa.caCompanyNiagara Kung Fu AcademyPrimary Developmental NeedSales TrainingQL Feedback 2009The biggest thing I’m working on is the business model that you presented in peak performers. I was using a linear renewal model and have now switched to upgrading everyone in the first two months for a 40 month program. Thanks for all of your help! Can’t wait for our next meeting!

First NameSooLast NameDawsonEmailsdawson@jamesleekarate.comCompanyJLKarate
Primary Developmental NeedMarketing Skill and KnowledgeQL Feedback 2009It was great!

First NameShawnLast NameWilliamsEmailshawn@hollywoodbjj.comCompanyHollywood Brazilian Jiu-JitsuPrimary Developmental NeedStaff Development and TrainingQL Feedback 2009I had a great experience! Being around like-minded people always helps to motivate and implement the tools that I learn. I am nearly done with my upgrade and will start it next week. I think i benefited most of all on the marketing strategies (when and where), getting my staff firing on all cylinders, and definitely learned to keep better track of my stats. Thank you again, and i look forward to the many more to come.

First NameChadLast NameSchmidtEmailchad@leanfts.com
Primary Developmental NeedStaff Development and TrainingQL Feedback 2009Increasing the enrollment per student was a great concept that I will be enforcing from this point forward

First NameJeffLast NameCvitakEmailjcvitak@gmail.comCompanyMartial Arts U S A
Primary Developmental NeedStaff Development and TrainingQL Feedback 2009I came away with a better sense of student retention

First NameRonaldLast NameAchenbachEmailronachenbach@hotmail.comCompanyKarate America De Pere
Primary Developmental NeedMarketing Skill and KnowledgeQL Feedback 2009All speakers gave very valuable contact.

First NameJamesLast NameWalkerEmailstaff@colorado-Martialarts.comCompanyJames Walker Kung Fu San SooPrimary Developmental NeedMarketing Skill and KnowledgeQL Feedback 2009Do more web marketing. Develope squeeze pages

Starting this month, NAPMA introduces “The Four Keys to your Future.” In an unprecedented, yearlong series of feature articles, you will learn how to benefit from the new era of the martial arts industry that is upon us.

During each quarter of the year, Martial Arts Professional will focus on one of the four key concepts that will guide you toward a future of amazing growth in enrollments, retention, renewals and student quality.

This month, the series begins with the first of the Four Keys: developing an exit strategy for your career and/or business. Quite simply, you must know where you’re going, if you expect to reach the finish line.

The other Four Keys to your Future are:
2.    Building equity in your business.
3.    Implementing total school systemization, without re-inventing the wheel.
4.    Utilizing economies-of-scale methods to operate at lower cost.

Think of each Key as your means to open another door to your future. It’s a progression of steps—from developing an end goal for your career/business—to building value in your business—to implementing systemization and economies-of-scale methods, to transform the average martial arts school into a highly desirable, marketable asset that will dramatically boost your personal wealth when you sell it.

For many years, and now as NAPMA CEO, Stephen Oliver has brought a sharper clarity to what the future of the martial arts industry will be, and what current instructors and school owners and those who will open schools must do to be a part of that future. His Mile High Karate franchise system is already bringing that future to an ever-growing group of school owners who want the best a martial arts business has to offer.

He has repeatedly stated that, first and foremost, you are faced with a fundamental decision: to hold fast to the school model of the past or join those who are already benefiting from the new model, and create a thriving martial arts business for yourself.

Although there will always be room for hobbyists and volunteer and part-time instructors (and they should be congratulated for what they do), cultural and economic forces are coming to a head. Industry leaders and more and more school owners are finally realizing that a martial arts school is an outstanding business opportunity—one that has been largely unnoticed for decades. This has led to the development of a serious business model that is increasingly becoming the norm.

The pioneers of the new era are those school owners who have already made the transition from part-time and/or mediocre-performing schools to high-grossing businesses. The much higher student quality they’ve achieved (as well as skyrocketing revenues) proves that the “selling out” concept is also old history. Many traditionalists (including this month’s Success Story, Charles Dudley, on page XX) have been able to develop synergistic business models that accommodate both the traditions of their arts and the highest goals of business.

As the martial arts industry transitions to this new era, there are no real impediments to move from where you are today to where you want to be—except, frankly, those in your head. That is why NAPMA has committed so many pages in Martial Arts Professional during the next year—to clear your head, change your mindset and focus your energies on your future, where the success you’ve always deserved is waiting for you.

I must admit that, like many of you I find metaphors in the martial arts that are constantly teaching lessons in every day life and business. It is even more interesting when your life and business is the martial arts.
For example: many of the techniques that are taught In many martial arts schools could never be used in a real life altercation.

Of course the benefits that come with improved eye hand coordination, balance, focus, discipline and the beauty of our sacred arts far out-way the value of being able to hurt someone with a technique in real day to day application for your students. But the fact remains many techniques will not work, for real, against an opponent who is a real threat.

I always think of the cool clever defense against a lapel grab that works great as long as the attacker does not let go of the lapel.

I make this distinction regularly with my students. The guy who is not smart enough to let go of the lapel is not a threat to anyone. There is a phrase that describes when a trained fighter has an altercation with some so inept. You can’t call self-defense or even a fight.  It is called beating them up. We so do not learn in our school how to beat up people who have no business fighting. We learn to defeat the champion.

Or, if your fighting skills were only developed to the point where you could handily beat your best student how would that work against the champion? You know that you can keep your hands down and throw all kinds of flashy techniques against them and they will land. And, if you end up off balance, it’s okay; they are not fast enough to make you pay for it.

But what happens if you have to fight the champ?

If you knew you were going to fight the champion of the world on national TV, how different would your training and techniques be? Or, if you were training to be a commando who will be dropped into Afghanistan and the techniques may have to save your life what would you do differently?  Well I’ll give a short list of things you would probably do differently if you are smart.

1. The first thing you would do is seek out the best master/coach with the most effective techniques, and knowledge of preparation. You have No more time to spend working ok techniques that only work on the unqualified. That master and you would devise a plan for preparing you for the challenge.
2. You would take on the smartest regimen of conditioning
3. Skill training
4. Diet
5. Mental conditioning
6. and Rest
7. You would prepare with people who are as good or better than you and will make you pay for mistakes.
8. You would put together a custom game plan for the specific opponent if possible, with contingencies.
9. Having a systematic method of preparation and execution of a tested effective strategy can not only improve your chances of winning but they can serve a source of confidence when things don’t go perfectly right away.

What does this have to do with life and business? Well if running your school is the metaphorical fight then the economic climate since the mid nineties has been the proverbial easy fight. There has been a population with unparalleled expendable income, that is more fitness and personal development oriented than ever.

And, the prominence of martial arts in the mainstream media have made for pretty smooth sailing for some schools in this country, where a national martial arts day holiday is recognized by nearly every state.
Maybe your reputation or your location was bringing people in at an acceptable rate. Maybe half hearted marketing effort yielded results that satisfied you. This is the equivalent of throwing techniques that only works on easy fighters, who have never trained in anything.

Maybe in the past keeping students was easier with a clientele that was less cynical and frugal than the families who these days that have to justify every dollar spent. Having not focused on retention in the past has been like dropping you hands while fighting an inexperienced opponent. You can get away with it as long as you are not fighting someone good. A really tough fighter will hit you if you have your hands down and he will be hard to hit back. The tougher fighter requires harder training because the stakes are high, this guy could really hurt you.

Well ladies and gentlemen the economy these days is giving us the tough fight.
And one of the key take home personal development lessons in achieving black belt is learning to prepare for the test.
We are going to being tested by the economy people. We need to get prepared.

Reviewing my list of preparation strategies for beating the champ.

1. The first thing you would do is seek out the best master/coach with the most effective techniques, and knowledge of preparation. (joining NAPMA is the best start. The current staff of NAPMA and contributor comprise the most impressive and experienced group of martial arts professionals ever, and we are constantly improving with an endless thirst for higher education).
2. You would take on the smartest regimen of conditioning (working more hours, and improving your ability to stay focused on the challenge at hand).
3. Skill training (education and application on a consistent basis of the core operational methods that have been proven to work under real world circumstances in your school).
4. Diet (the quality and quantity of media and educational materials you consume will directly impact your success).
5. Mental conditioning (maintaining a winning mindset and refusing to allow any negative mental energy to break your stride is as important to the martial arts entrepreneur as it is the for a fighter),
6. Rest (burning out because time has not been devoted to recharging your batteries, makes all of the above impossible to achieve at a high enough level to beat the tough fighter.
7. You would prepare with people who are as good or better than you and will make you pay for mistakes. (Master mind groups are essential for maintaining the cutting edge. In fighting and in life, you will never be pushed and challenged by your students)
8. You would put together a custom game plan for the specific opponent if possible, with contingencies (You use different strategies for different types of opponents in the ring based on commonly held knowledge from experience, and same applies to the systematic approaches to the various systems in your school be it sales, enrollment or testing.)
9. Having a systematic method of preparation and execution of a tested effective strategy can not only improve your chances of winning but they can serve a source of confidence when things don’t go perfectly right away. (Your ability to succeed comes into question in a fight and in your business. Absolute certainty returns when are reminded that your methods are sound and have yielded consistent successes in the past.

Yes the economy has become the tough fighter, but each of you has what I takes to, not just survive but to dominate. The simple yin yang principles mean that every thing negative that happens, is matched with an equal and opposite positive reaction.  This also means that each of the difficulties presented by the tough fighter/economy, can be overcome with the same principles that we teach our students.