Should You Use Free Trials In Your Martial Arts School?
Are you offering free classes in your martial arts school? Free trials are a great way to get people through the door but many business owners wonder if they convert into real business. Is it throwing money down the drain? Unfortunately, there is no universal answer whether free trials are right for every martial arts business. Here are some key factors to consider while determining whether free trials are right for you.
Whom are you trying to attract?
Free trials are most effective in attracting customers who currently have no strong feelings towards martial arts but could be easily persuaded to join. For most martial arts businesses the clients who frequently fill this description are children. Free trials are especially effective in getting children signed up to your dojo. Their attention can be fleeting and the parents who pay for the service want to know their children are genuinely interested before forking out the fees.
How will you manage expectations?
Is your particular martial art one that can be learned in one lesson? If so, your customer may have no motivation to continue. If not, they may think it is “too hard” and give up. In the free trial period, expectations need to be set for how your client will progress as time goes on. This is where you should provide incentives for them to continue with your service. Don’t be afraid to use case studies of other students as examples.
Where will you draw the line?
Free trials can be tricky. They should come from a place of generosity, yet have clearly defined boundaries and limits. If your free trial offers the first class free, make sure you firmly enforce this applies to one class only. There are people who take a mile when you’re only offering an inch. Try to avoid making exceptions with your free trial. If a customer says they are still unsure and would like to give it another try, it will be tempting to offer another but it may be detrimental to your business. Word travels fast and you could be put in an awkward position where one client expects the same treatment as another. There are many ways your martial arts business can offer a free trial, and some solutions will fit certain businesses more than others. For more information on free trial strategies, get started with TIMA. Our strategies have proven results in martial arts schools of all kinds.
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