First Impressions Count

I have been trying to get my son to join a new swimming club, on four separate occasions I have called and e-mailed their contacts over a 3 week period, and yet I have had no response – even a sorry we don’t take new members at present....if it wasn’t for the location I would be going somewhere else.

Contrast this with a Chinese I went to on Friday a lunch time I was met at the door, directed to a table and ask if I was in a hurry – as they had a quick lunch menu or whether I could take my time and order off the main lunch menu. Within second they had established my needs.

Even supermarkets have greeters helping shoppers find trollies information etc, so why when I go to visit Dojos in the UK and abroad am I often greeted by blank faces, or left stood waiting for up to 15 minutes before someone says hello?

When looking at player acquisition and retention we must consider first impression. A judo club is part of the service industry and you should treat everyone who come into your Dojo or class as a potential new student. So how can we make this a positive experience?

Have a designated greeter – could be a player on the mat, a parent – who when somebody new comes in, they go and say hello and introduce themselves and find out about why they have come. Try and agree a time scale – within 2 minutes.

When someone enquires – do you take details? Do you have an information pack or sheet on the club – training times fees etc. It could include a “What is Judo” sheet, a bit about your clubs history and instructors.

Does anyone follow up the enquiry – a phone call or email to say thanks for coming to see us.

Now these are not difficult to implement but they show a club cares, and if you get the right feeling from the moment your walk in then the rest is easy.

So do you understand the expectations of your potential members and do you meet and exceed them?

So next time you go to your club try and have a look at it with the eyes of someone who hasn’t been before ....Is it welcoming? Is it easy to find? Would I if I wanted to send my child to Judo at your club are you easy to deal with?

I sometimes feel we forget that Judo is now a business and any people can do the judo but we shouldn’t forget the business.

Retention

I have spent the day doing a match reports for a number of matches and chatting with Lance Wicks. The subject of retention came up.

In the USJA Coaching manual level 1 they lay out the coach’s goal and I quote...

“Regardless of your coaching aim, your primary goal is to recruit and retain students.”

Dr Chris Dewey

Dr Dewey is worth looking up if you are serious about coaching judo (http://www.msstate.edu/dept/geosciences/people/dewey/index.htm)

So I thought today I would talk about retention and area I have dealt with in marketing but is often over looked in coaching.

What keeps players coming back for more Judo lessons?

Now there are many different elements to this, but today I want to raise a series of questions for you to think about and then discuss them in the next few weeks.


You need to understand why are people trying judo and why your club?

Is it to build confidence, self defence, friends do it, do they choose your club because of recommendation, nearest best ad in the Yellow Pages?

Are they being forced or badgered in trying it by friends or family?

How do you engage them?

What is the best way to communicate with members?

You can provide them with information through a mixture of traditional and digital media (have a look at Lance Wicks Coaching Digital Natives Webinar):

Newsletters?
Emails?
Notice board?
Websites?
Social networking online?

Do you understand why people in YOUR club do judo?

How do you satisfy their needs?

What do they like or dislike about the club?

Have you ever asked for their opinions?

I know this sounds very marketing orientated – that is after all one of my jobs – but it is the difference between running a club as a hobby and coaching as a profession.

The BJA has a retention and recruitment drive on – but is basing it in clubs and it will be the same old clubs getting involved rather than locating areas that have no club and employing coaches to run them.

Why is it that when covering classes do I get asked where I teach because they enjoyed my lessons more than the usual coach – perhaps I inject more fun, I might not be as strict or I might just understand my audience better.

Membership acquisition ( recruitment) and retention are the heart of a Judo community, the BJA have a 50% turnover in membership – is that acceptable? What is your participation turn over?

I have ideas on the whole process based on years of Marketing and working with membership schemes and organisations. Some of these I hope to share in the future but if you have an issue on retention or recruitment let me know and let’s see if I can help.

Marc