Martial Arts World News Magazine - Volume 23 | Issue 3

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MANAGEMENT EXCELLENCE Give Prospects An Online Response Option by Grandmaster Kirk Pelt It’s great when you have connections with influential people, like the mother who heads up the PTA for one of your children’s programs. When this type of person pushes your after school or summer camp, you’re bound to get significant numbers of prospects to follow. Word of mouth is very powerful, but every one will not respond the same way, so you have to have options for greater success. For example, another parent hears how great one of your programs is through the enthusiastic PTA member and she tells them to call the school. My experience has shown me that half may call, but the other half do not want to pick up the phone and talk with someone to express their interest. So they’re intrigued, but they don’t want to call. For these kind of prospects you must be sure that you’ve got an alternate response mechanism for them. They would much rather make a more convenient and impersonal response online. So you need to have a website set up with the appropriate functionality to get the lead into what might be called a funnel. Another way to say it is that you drive them to a website with a lead capture tool. The lead capture is a form on the website that enables the prospect to give pertinent information to show their interest and take up an offer. Sometimes this is referred to as an opt-in form. It needs to be well crafted and thought out so you get the information you actually need to capture the lead. Next with the information about the prospect demonstrating their interest in your offers or one of your programs, you have to connect back. This is where what is called a lead funnel mechanism comes into play because you’re not just sitting around waiting to send a personalized email to a prospect or at least you shouldn’t be. The funnel needs to be equipped with email follow up sequences to reel the prospect into the doors of your school. The funneled email sequence must be automated and appropriate in response. That means, timely and with the right content, so it actually addresses the prospect and what they are looking for. Basically, a well crafted lead funnel will draw the person further and further in the direction that you wish for them to go which is into your school. With this option as a response mechanism, you won’t lose the other fifty percent that doesn’t wish to make a phone call or talk to someone. The momentum you gain from the influential word of mouth of the PTA mom will lead to pings on your phone of one, two, three people who’ve opted-in for your offer or program because you gave them an alternative option to respond. You’ll have a waiting list in no time, just like I did. GRANDMASTER KIRK PELT is an 8th degree black belt and is the President of a multimillion dollar, multi-school organization, has a 30-year track record of success, and is currently on the leading edge of martial arts curriculum and business innovation. 98 MARTIAL ARTS WORLD NEWS VOLUME 23 | ISSUE 3
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