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STEPHEN OLIVER'S EXTRAORDINARY MARKETING
"HIRING FROM WITHIN"
Everyone knows that you should "grow your own" staff and instructors
but often we forget the lessons that are plainly obvious. This
is certainly a rule that can be broken from time to time but let
me again remind you what you already know:
artists as employees tend to be very "self-righteous:"
a. Doing anything just to make money "off
the students" is bad and;
b. They never get paid enough and;
c. They don't want anything to
do with sales or marketing - only teaching what they want to teach
- to students they feel like teaching.
martial arts is very much like a "cult". Whoever "brainwashed" someone
first about what the "True Way" is - often owns their heart and
a teacher - often you can do no wrong to a dedicated student.
an employer - often you can do nothing right to a mediocre employee.
Take some of these tendencies and exacerbate them with non-home
grown martial artists and you can easily triple your headaches
and cut your results in half.
Remember a few obvious truths:
someone failed once already running their own school - why should
working for you be any different? Remember - business owners
have LOTS of reasons to be much more self motivated than anyone's
(If you take a school operator - and,
have a position where they can just teach - if that is something
they are really strong at - and, not have to market or sell then
it might work. But failed school operators usually make failed
employees. I hate to admit that I've made this mistake a couple
of times too many - just a slow learner on some things I guess.)
someone holds allegiance to another instructor or style in their
heart - then their true feelings will show in all student and staff
interactions. Do you want students excited about the old (read
real) instructor and their old (read true) style - or do you want
your students excited about you and your school.
How do you grow your own?
This is a huge subject. Better covered in greater detail.
If you are really interested - rush out and by the Kovar's Martial
Arts Career Training Manual.
A few pointers:
for potential future employees in the introductory classes you
GREAT retention. If no one gets to Black Belt - there aren't
many Black Belts to hire.
a huge SWAT (assistant instructor) team and special leadership
promising candidates "under your wing" personally - and, guide
a. a winning personal
b. escalating responsibility;
c. a vision of
a career in the martial arts.
a goal oriented career path:
a. Master Club (or Black
b. Assistant Instructor;
d. Head Instructor;
e. Program Director;
f. Branch Manager;
g. School Owner.
Create a career prospect while paying
comparable or slightly better than their other opportunities.
a. Consider hiring at early
stages of their training for program director or receptionist roles;
b. Create a career vision
that is exciting;
c. Don't transition volunteers
into paid employees unless it is into full time salaried / incentives
d. Do keep the door open
for them to open their own school with your help - when and if
they want to and are ready.
Excerpted from "Everything I Wish I Knew When I Was 22" part of
the Extraordinary Marketing Program by Stephen Oliver, MBA - to
receive a free 10 "Insider's Secrets to Marketing your Martial
Arts School" report and, the free Extraordinary Marketing newsletter
go to: http://www.ExtraordinaryMarketing.com.
(c) copyright 2001 Stephen
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Putting up a Web Site
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the Things I Wish I Knew When I Was 22": Part 2
Everything is Negotiable
the Things I Wish I Knew When I Was 22": Part 3
Wealth vs. Lifestyle
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and other Diversions