5 Important Customers' First Impressions

Ask yourself and your staff the following question: “What makes a good first impression?” 

Chances are you can expect answers like “the school cleanliness,” “the odor,”  “the friendliness of the staff,” “the way the staff focuses,” etc.  Now have everyone walk through the martial arts school, starting from outside and moving to the inside.  

Have everyone point out specific ways to improve a potential martial arts student’s first impression. Now ask them to recall their own impression of the school when they first entered it.  What were they impressed with?  What were they concerned about? What finally “sold” them on your  school?

This exercise is great for reminding yourself and the staff of the importance of first impressions and to rally the team to consciously strive to always make a good first impression. After all, it takes the participation of everyone to achieve a consistent look and feel to the martial arts school. But don’t forget that first impressions aren’t limited to just being IN your school, especially with virtual and social-distanced classes in play. Below are a few starting points to help analyze your martial arts school’s first impressions.

Did you consider the first time potential martial arts customers…

1. Visit your website. The internet has become a key first-touch for a lot of business, think of your website as a digital version of your school. Spelling, grammar, image, and image quality are just as important as the content.
   
2. Call your school. We have discussed this topic before in this week's , but how do you and your staff answer the phone? When the school is closed or they are sent to voicemail, is the message clear and up-to-date?
   
3. Pull into your parking lot. You might not be able to make huge landscape changes, but having a clean and trash-free parking area shows care and curb appeal.
   
4. Walk in your door. Make sure windows are spot-free, signs are current, the front desk is visible, clean, and approachable. 
   
5. Are greeted. Welcome them politely with your name and the name of your martial arts school. Make sure to ask them what they are here for today and be clear you are here to assist them. Smile.

Every time a student or parent experiences something for the first time, their reaction is much stronger than a familiar experience. So, if the first impression is good, they will feel good about their choices and want to continue the positive experience. These first impressions are a great opportunity to turn students into a raving fans. The good news is, martial arts schools have many opportunity for first experiences. What do you think your retention would be like if every first impression was handled with the utmost care and importance?