In their fantastic book, “The Go Giver”, by Bob Burg and John David Mann, the authors define your worth in the world of work with this question, “How much more can you give in value than you can take in payment?” Answer this question well, and you will be on your way to operating a highly successful martial arts school.
Value added services are complimentary offerings that add to the core value of your programs. Teaching great classes in a clean and modern facility is a great start, but if you want to increase the value you represent to your students, then you are going to have to come up with some extras that don’t necessarily cost you money, and more importantly, leverage the relationship you already have with your students.
Here is a list of questions you can ask yourself to get started on some value added service ideas. While you go over this list, remember the platinum rule, “Treat your customers the way they want to be treated.”
- What media can I create that will help my students learn faster or encourage them to practice at home.
- What media can I put on my website that my students could access when they can’t get in to see me in the school?
- How can I leverage my website and email to increase communication with my students.
- What other types of communication can I use to help my students feel like I am listening to their needs and wants?
- Are there any extra classes that I can offer to increase the skill and knowledge, or interest of my students?
- What guest speakers from the community can I invite to talk to students or their families on a topic they might be interested in?
- What additional training can I offer my employees (my most valuable customers) that would help them feel more confident and excited about their relationship with my school?
There are countless questions that you can ask. Asking is the starting point, and if you don’t look for value added services that you can offer to your members for free and that are of great interest to them, then your school will never be as good as it can be. After the questions are answered, get to work immediately on creating something and implementing it in through your operating plan.
Here are some examples of value added services that we have created and use with great success. It is only a starting point, and you should always be asking these questions and adding or refreshing your list of offerings
- Student handbook
- Belt tying video on our website, and one page belt tying instructions hanging in every hallway and classroom, and available from an instructor or the front desk.
- Instructional DVDs
- Member’s only website
- Instructional videos on our member’s only website
- Testing procedure guidelines for Black Belts
- Black Belt testing journals
- Simple, index card size promotion reports for students to receive feedback from their instructor
There are a lot more and many are proprietary. The best ones are those that you will come up with on your own after talking to your parents and thinking about what they need and want. Grab a pencil and a piece of paper and take a few minutes to work on your business.
Matt Pasquinilli is the Executive Director of the non-profit Asian Arts Center Taekwondo School in Dayton, Ohio. www.aacdayton.com
Learn more about “The Go-Giver” here: www.thegogiver.com
