First off, they contacted you some way for a reason. Why? Is it fitness related? Is it related to wanting to learn self-defense? Are they wondering if your like Tae Kwon Do? Are they wanting to compete in tournaments? Are they wanting something for their child to take in the evenings? You need to ascertain why they are calling you. I doubt it is to simply say hello to the business they saw on their way to the grocery store. They have a need. If you can find out what the need is, you can hopefully meet their need.

If you ask questions in a proper manner, the prospect will answer you without hesitation. If you present it as the last hurdle to making a sale, the prospect can see this, or at least feel it. If you sound like you need the sale, you probably won't get it. If you present it sounding like they need the sale, you will probably get it. If you make it sound like a conversation, the prospect probably won't even realize they are selling themselves. All they see is that you are genuinely interested in why they are at your studio, which of course you had better be. When they enter, you should immediately set out to establish a rapport with them and start the "need-benefit" selling that helps you build that conversation with them.

So, find out why the prospect came in to your studio or called you. Was their anything specific that brought them in? This question may tie in with the next set of questions to ask them. Find out what the prospect's needs and desires are. Just like above, are they looking for a fitness program? Are they looking for a self-defense program? Find out what they want to get out of a class at your school and see if you can help them. Granted, if they are joining to meet "hot" people, you want to send them to a local singles bar.

Ask the prospect why he or she haven't already started in a program previously. Many of their concerns will be brought forth. If they didn't like what was offered in the area before or are worried about money you will hear this and can address it. Even though these are reasons from the past, they may resurface in the future, so find out why. Essentially, you need to determine if these reasons could still present a problem.

You need to isolate the prospects problems individually. You may want to have a pad of paper to jot notes on to refer back to. This makes you organized in case they give ten reasons why they might not join. By isolating and handling the issues individually, you handle each and every problem with a detailed explanation to confront the issue. If you write everything down, you can work down the list. Many times, past problems and reasons for joining are no longer valid. But it is still good to get the problems on the table to address them as valid or otherwise.

Once you can determine their current buying motives, previous hesitations, and current concerns, you will essentially have the keys to unlock the door to get them to enroll into your program.

Now, even though they may say they are primarily interested in a self-defense program, don't fail to make a complete presentation. Let them know of the cardiovascular training to give your students that extra edge if they were ever in a situation.

Works Consulted

• National Association of Professional Martial Artists- NAPMA