There is a common mistake that BJJ gym owners make when a new lead contacts their school - not identifying the lead’s motivation to try jiu jitsu.
Every person who is interested in your school is interested for a reason. No one has ever tried jiu jitsu with out a motivation.
Yet many gym owners don’t drill down to the exact motivating factor.
Once you understand it, you can better deliver a trial experience based on the lead’s specific needs - which will result in more sales.
Let’s understand why and how.
Why It’s Important
When someone approaches your school they have a need and believe your business can provide the value to fulfill it.
Some factor in their life motivated them to click on an ad or search for BJJ online.
This factor was strong enough to push them to reach out and enter the intimidating world of martial arts. It is also the factor that will make them sign on the line and swipe their card.
So if a gym owner doesn’t first, identify this factor, then explain how their services can help resolve or fulfill on it, it’s unlikely the lead will see value in joining.
That means lost advertising costs and lost potential revenue.
Many gym owners rely on the trial experience alone to be enough to convert a member.
And while sometimes it can be, your chances of closing a new lead will increase greatly if you identify their motivation and create your pitch around providing value toward it.
How To Identify A Lead’s Motivation
The process of identifying a leads true reason for trying jiu jitsu starts on the first phone call. When you first reach out to a lead, you must ask them why they’re interested in jiu-jitsu.
Most people will give a vague answer, which requires further questioning. They might say something like “I saw it on UFC" or "I heard Joe Rogan talking about it." Or they’ll say “my friend tried it and loved it" or "I saw an ad an was curious.” These are not the true motivating factor.
Your job is to dig deeper with follow up questions like:
“What specifically about jiu jitsu made you curious?”
-once they answer, follow up with“why is that important to you?”
“What aspect of training are you curious about most - self-defense, fitness, focus, community, something else?”
- again, follow up with“why is that important to you?”
“What benefits are you expecting jiu jitsu to provide you?”
- follow up with “why is that important to you?”
These questions will get to the root cause of their motivation.
Provide Value Around Their Motivation
In the time between the first call and their trial, send the lead success stories of members who had a similar motivation and reached success in your gym.
When they come in for their trial, adapt the experience around their motivation.
If its fitness, make sure they get a good workout. If it’s self-defense, make sure they learn at least one technique before leaving. If it’s community, assign a friendly and reliable member to be their partner for the day.
Then, make sure you speak directly about their goals and motivations in your pitch at closing.
You want the lead to directly understand how your service will provide value for their needs.
Final Thoughts
Eventually, this should become routine. Every new lead goes through the same process of identifying their motivation, then receive a tailored experienced based around it.
Ideally, your close rate will be much higher with this strategy.
However, the best thing is to track it.
You should be tracking specific lead metrics like, book rate, show rate, and conversion rate, to understand trends and where there are problems so you can address them head on.
If you’re getting booking and showings, but low conversions, identifying the lead's root motivation, then pitching toward it will help lift your conversion rate and ultimately, your revenue.
If you need help with this, book a call.
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