SEPTEMBER 2008
Are you making any of these 5 mistakes in managing your martial arts school? å Failure to have in place an effective internal and external marketing system that generates at least 20 new members per month
ç Lack of a deep understanding of how to have excellent student retention
é Not charging the correct tuition amount
è Not owning your own school building
ê Wearing the hats of both martial
Nicholas Cokinos EFC Chairman
artist and bill collector
Dependability
Many Educational Funding Company clients
Trustworthiness
Today, they are teaching 300 students and more!
Rock Solid Integrity
started with only 50 students in their schools. Call today to order your free audio CD entitled “Double Your Gross at No Additional Cost”
Call today to begin solving these problems EFC Tuition Billing Rate as low as
3%
EFC USA/ Canada 4740 Chevy Chase Drive Suite 200 Chevy Chase, MD 20815
EFC UK/ Ireland 6 Barton Cour† 11-12 High Street, Highworth Swindon, England SN6 7AG
EFC Australia/ New Zealand Level2, Suite 205,451 Pitt Street, Sydney, NSW 2000
301-654-8677
01793-764550
02-9211-4719
or visit us at www.efconline.com
EAGLE EXPRESS | SEPTEMBER 2008
1
CONTENTS
EAGLE EXPRESS | SEPTEMBER 2008
COVER STORY
6
7 16
20
12
Systems for Success By Mike Nebgen, Lee Lawler, Paul Garcia, Tom Hould
FEATURES
12
“It’s Not the Money; It’s the Perceived Value” By Kathy Olevsky
16
The Benefits of Teaching AgeSpecific Classes By Amanda Molina
19 20
Belt Testing Procedures By David Deaton
24
Natural Law # 3: “Energize the Behavior You Want Expanded” By John Cokinos
Designing a Useful Website An Interview with Hanshi Greg Tearney and Alexis Tearney
IN EVERY ISSUE
4
22 25 19 26
Inside Scoop
Did You Know
Take a Minute With the Chairman Staff Training Dojo Drills & Skills
EFC Publications Team
Visit our website at
www.efconline.com
Publisher Editor-In-Chief Executive Editor Talking Newsletter Host Talking Newsletter Editor Editor/Writer Graphics Manager Graphic Artist Web/Graphic Designers
Nicholas Cokinos, EFC Chairman Mark Cokinos, EFC Vice President John Cokinos, EFC President Ned Muffley, General Manager Joe Guiton Ananya Bhattacharyya Shavanthi Mendis Suchandra Maity Jairo Rodriguez Sumana Samanta
Contributing Writers & Consultants
EFC BOARD OF DIRECTORS Dennis Brown Jim Clapp David Deaton Buzz Durkin Garland Johnson Steve LaVallee Nick Patakos Chris Robinson Joyce Santamaria Greg Tearney Keith Thompson
EFC UK ADVISORY BOARD John Lynn Ken Pankiewicz Ken Robson
EFC ADVISORY BOARD Anthony Arango Tim Barchard Charles Chi Kathy Faust John Godwin Ivan Kravitz Teri Lee Steve Sohn Bill Taylor Debbie Thompson Angelo Vitale
EFC Headquarters
EFC USA/CANADA
4740 Chevy Chase Dr. Suite 200 Chevy Chase, MD 20815 Tel: 301-654-8677 Fax: 301-654-7750 E-mail: info@efconline.com General Manager: Ned Muffley
EFC UNITED KINGDOM/IRELAND Unit 6 Barton Court 11-12 High Street Highworth Swindon, England SN6 7AG Tel: 01793-764550 Fax: 01793-764557 Email: office@efcuk.org.uk General Manager: Mike Allen
EFC AUSTRALIA/NEW ZEALAND Level 2, Suite 205 451 Pitt Street Sydney, NSW 2000 Tel: 02-9211-4719 Fax: 02-9211-0970 Email: aus@efconline.com
OUR MISSION
Our job is to make people more successful. We recognize that each job in our day-to-day operation contributes to the success of others. We pledge ourselves to the pursuit of excellence. By consistent example, we develop the passion for excellence in others. The Eagle Express is published monthly by the Educational Funding Company.
SATORI ROCKS! All EFC Gold Package Premium subscribers can access two training videos—covering business and staff training—via the web every week. “I always appreciate the knowledge I receive from you, including the Satori System. I want to grow my school and help many people in their lives. One of the things I have noticed is that you seem to understand my goals. All the information not only helps to make better martial artists, but also better people. Thanks for all of your help.”
—Larry H. Adams
EAGLE EXPRESS | SEPTEMBER 2008
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INSIDE SCOOP THE IMPORTANCE OF TUNING IN TO EFC’S DIAL BY LEE KENT CHI WAI BLACK BELT ACADEMY, LTD., UK We had been running a martial arts club since 1989 but in the year 2003 had only seven students to show for it. After seeing one of EFCʼs leaflets and attending a seminar, we decided to join EFC and became “The Chi Wai Black Belt Academy.” The EFC Management Guide was full of ideas, some of which we decided to adopt immediately. And then we began to grow. Since we were still only running what we thought were the “good” procedures and leaving out the others, and we had grown this far, we didnʼt think we needed the rest of the EFC systems. But that changed when my instructors and I attended a “Meeting of the Minds Seminar.” We realized that the other school owners all ran all the EFC systems. So we started looking at the Management Guides again. Now that we were further down the road, some of the procedures that we had ignored at first made more sense and we quickly started to see how they would work. We slowly began to implement all these systems. We now have 106 active students and have been able to open a full-time venue. It was such a rush to see the faces of our students who were used to training out of halls, and who were now able to come in and train in a full-time venue. All I can say is if you want to succeed, then please do not hesitate to get as much advice from EFC as possible. If they donʼt have the answer, they will know someone who does. A great thing about EFC is that everyone is willing to share their knowledge.
Lee and Lisa Kent
The Academyʼs full-time venue
Thanks to my instructors: Mark Burrows,
Matt Paine, Mark Thomas and Dan Hobbs
and a massive thank you to my wife Lisa, the backbone of the academy.
4 EAGLE EXPRESS | SEPTEMBER 2008
A portion of the academyʼs 106 active students
WHAT ARE AUSTRALIAN EXIT INTERVIEWS?
A student leaving is an opportunity to prevent future dropouts-through exit interviews.
Here is something that始s unique to EFC Australia that schools elsewhere can learn from: The culture and legalities of Australia are pro-consumer and students cannot be bound to the contract and made to pay after they decide to quit. So when a student calls EFC Australia to cancel, the caller is instructed to go to the school for an exit interview. They also have to sign a cancellation form and pay a $99 fee, in addition to giving a 30-day notice. The exit interview is usually eye opening for the school, as they can learn how they can prevent similar situations in the future. This consumer-oriented approach may be something others can learn from. Upon receiving cancellation calls, EFC encourages instructors of schools in the U.S. and elsewhere to contact students to arrange for private lessons.
EAGLE EXPRESS | SEPTEMBER 2008
5
systems for
success
We asked our top “producers” these three questions: 1. Give me your concept 2. How do you do it? and, 3. What are your results? Their answers were revealing— Here’s what they said...
6 EAGLE EXPRESS | SEPTEMBER 2008
7.5 Magic Questions BY MIKE NEBGEN
CONCEPT These questions came about as a mechanism to eliminate barriers. They were also created in a manner so that anybody could master them. We are educators, and we don’t necessarily want to train staff members beyond anything that’s relatively simple and the Seven and a Half Magic Questions are just that. In a way this is the most important EFC theory, because if you can’t get your students to go from the intro to a regular program, then you don’t have to be concerned with all the other EFC theories, namely the HalfMoon theory, the Kawasaki theory or the ABC theory. Your intro and your extension conferences have to be rock-solid. So if I were to pick one thing that EFC has put forth in over a quarter of a century, it would be the Seven and a Half Magic Questions. This is an essential system.
HOW TO’S Training for the Seven and a Half Magic Questions is really simple. It is rehearsed in mock extensions, and placed in easy to see places behind the counter for quick reference, but most importantly, each question must be well understood by those who will use it. The more staff members understand the importance
of each question, the better they will apply the “theory” to the “application,” just like a self-defense technique! We call it the 3 Fs: function follows form! The better rehearsed the form, the better the result! The Seven and a Half Magic Questions are: 1. Will you be living in the area for
at least one year? 2. Are you in good health and have
no physical problems? 3. Do you practice what you learn
in class? 4. Is there any reason you cannot
have an average of two lessons per week? 5. Have you learned the Student Creed? 6. Can you afford to budget your monthly tuition for lessons? 7. Are you willing to set a goal to develop your mental discipline and physical fitness? 1/2. To a new student: May I ask, who sponsored your introduction to our school?
Á Featured here are some EFC AEs: (From L-R) Vanessa, Tatyana, Zina, Ken & David
The fifth question, “Have you learned the Student Creed?” is very important. The Student Creed is the foundation by which we do everything we do in the school. It is one of two questions (the other one being about health) that are about the student. Are they willing to take on the commitment of developing themselves in a positive manner through our training? This focuses on the values and benefits of training in the martial arts in our school. If those things are not recognized and committed to, then it doesn’t matter what they signed up for, because they are not going to last. The Student Creed is our moral curriculum. What I love about it is it interjects the concept of morality into martial arts training without getting down the slippery slope of faith-based institutions. This is one thing that martial arts has that for instance youth sports doesn’t have, and it can appeal to not just one group of individuals, but to anybody. We offer something EAGLE EXPRESS | SEPTEMBER 2008
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...7.5 Magic Questions Continued
Keeping Statistics BY LEE LAWLER LAWLER’S TAEKWONDO, INC.
where there is definitely an athletic component, where there is definitely a moral component, and there is definitely an individualistic component (your success is not dependent on your team mates in any way); however there is a sense of community within the classroom and the Student Creed embodies that. I do 80% of the introductory lessons myself, which I have learned from some very successful EFC school owners. During this lesson, when the students are facing me, and I have my back to the wall and there are three big spotlights on the wall, and under each spotlight is a copy of the A, B, and C of the Student Creed. I ask the parents to read this with me. I make sure that they understand that this Student Creed is where we will be going. Our school is in a very unique part of our city. Within a three-mile radius of our school, we have three or four synagogues, two mosques and I cannot tell you how many Churches of the Christian denominations. This is the one place where all those people come and learn to fight but still get along.
RESULTS I can’t remember what life was like without the Seven and a Half Magic Questions because we have been using them for so long. But I know for a fact that the efficacy of the applied methodology is unquestionable. I can cite some of our recent stats: for the month of June 2008, we had 49 appointments, 43 intros and 35 enrollments, resulting in over $45,000 in new contract amount for that month. While we were very happy with that, we still see room for improvement. Thanks EFC for another solid cornerstone of building our school!
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CONCEPT If you go for a physical checkup, they will run through your vitals and make sure everything is fine. It’s only natural that you will have to do that for your business.
HOW TO’S The two most important statistics are exam number and contract amount. Exam number. We test our students every 90
days. We have testing every month, with each student on a three-month cycle. Statistics will lead to follow-ups. If the exam number isn’t what I’m looking for, I’m going to look at the attendance list and make sure that my guys are making the calls on attendance. I will go on the floor and make sure the classes are being run the way I’d like them to be run. High-energy classrooms will be the key to success there. Contract amount. This
is your whole business. Over the course of a year, the amount of contract amount you write a month is going to start looking very close to what your gross is. You should be collecting 80% of your contract amount if not more. Chairman Nicholas Cokinos has got this down to a fine science and you’ve just got to follow the method.
RESULTS At the end two years in business, we have 333 active students. In the first week of August we signed up 9 new students. Our collection with EFC last month was real close to $35,000 (this is growing because a lot of people are renewing at the higher rate). Our R.Q. is less than .03 all the time. Our school is 3,120 sq. ft., in a shopping center that has a huge volume of foot traffic, so we don’t have to advertise at all. The international headquarters of Gap and Youtube are across the street from our school. We get a lot of walk-ins, whom we try to book for intros. So all in all we are doing pretty well.
Zig Ziglar’s TRUST Method BY PAUL GARCIA
CONCEPT When a potential student comes to see your program, you can go on talking about the benefits of your program. But what you really need to do is to find out what the student wants from the program. Once you find that out, you have to key in on that. If you can help students see how you will help them achieve their goals, you will succeed in your job of signing them up. That is what Zig Ziglar’s TRUST method is going to help you do.
HOW TO’S This is, for lack of a better word, a “sales” system. The only reason I say “lack of a better word” is because many people have negative associations with the word “sales.” They will give you examples of not being able to trust salesmen, of being taken advantage of, of being manipulated, etc. When we are in a situation of “selling” martial arts lessons, we tend to associate the negative connotations of “selling” with what we are trying to do. The ‘TRUST’ method is a sales system, and ‘system’ means a stepby-step approach. Just because a student didn’t sign up doesn’t mean that the whole system didn’t work. It may mean that there are parts of it
that didn’t work. The word ‘TRUST’ is an acronym. T stands for ‘think.’ Before you go into anything, whether it is enrolling a new student or going for an extension conference, you must think about the potential outcomes and gather your resources. For example, if I am doing a renewal meeting, I may want to look at how long he has been training, what were his original goals, and what are some of the progresses that I’ve been noticing. I may also think about how well I know him and his family and what do I really want to accomplish with this meeting? Perhaps I want him not only to renew but also to get to know him and his family in order to connect better and also to take the temperature of how they are feeling about the training. R stands for ‘relate. When you first meet with a student who is either enrolling for the first time, or renewing, take time to relate to this person. Take time to build rapport and get to know them. People do business with people they can trust. The way to build trust with your students is to have a strong rapport with them. During the relating process, ask sincere questions that help you build a relationship with them. Ask how they are doing in school? Do they play any sports? How did they hear about the program? How is work going? How is the family? etc. U stands for ‘understanding needs.’ This is going to be a questioning phase. I’m going to try to understand the needs of the student. With a new member, I will ask him what
their goals are? If the student says he wants to be more confident, I will ask how confidence is going to help him. Questions such as this will enable me know how to help the student. S stands for ‘sell the solution.’ Once you know someone’s needs, you now know how to help them. You can now sell the solution by explaining to them what program would be best for them.
T stands for ‘take action’ and close
the “sale,” which means to go ahead and sign up the student—that is, sign the agreement and collect the down payment.
RESULTS First, it has helped me to be more in touch with my customer’s needs. It helped me to create a system for identifying needs and helping my students to see the solution. Second, it has made training my staff a lot easier. Once you have a system, you can now duplicate that system and teach it to anyone who is willing to learn.
EAGLE EXPRESS | SEPTEMBER 2008
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Networking BY TOM HOULD
CONCEPT If you are just using EFC for tuitionyou’re missing out big time. EFC encourages its clients to network with each other. As Kyoshi LaVallee likes to say, “If I give you a dollar and you give me a dollar, we have one dollar each. But if I give you an idea and you give me an idea, we have two ideas each.”
HOW TO’S Deep Networking With Nearby Schools. My staff just had a work-
out and lunch with Amanda Molina and Hidcki Frazier of Frazier Martial Arts Training Center. Not only are we friends with them, but our staff members are becoming friends as well. Because we are located close
“
Other Opportunities. We went to
the X-Factor at Keith and Debbie Thompson’s studio and we are on Garland Johnson’s e-mail list. The quality of information that is shared through such networking is phenomenal. EFC Summit. The EFC Summit is a great opportunity to network. We’ve made so many good friends there. It’s an opportunity to rub elbows with the best in the field. Where else is that opportunity to meet such successful people who are willing to share their best ideas with you?
I am associating with top producers everyday and it gets me pumped!
to each other, we get together the second Thursday of every month. We talk about challenges and how to deal with those. We also talk about what’s going well. We share our stats and things like that.
10 EAGLE EXPRESS | SEPTEMBER 2008
”
RESULTS The results we have had from networking are phenomenal. When I went to my first convention, our EFC check was $5,000, and now our EFC check is $40,000! What has made a
difference is that we see the benefit of the knowledge that is in the rooms at events like the Summit and XFactor, where we can now bring our whole staff. This puts all of us on the same page and gets everyone excited and ready to make changes. When I was the only one going, it was very difficult to get our staff and even Jody excited about change. But when they hear the material from the mouths of Kyoshi Steve LaVallee, Professor Garland Johnson, Shidoshi Keith and Debbie Thompson, Shihan Dave Kovar and Shihan Tim Barchard (to name a few) it has a major impact on what gets implemented. As Professor Garland Johnson says, “If you want to get smart, you have to hang out with smart people.” Educational Funding Company/ Mr. Cokinos gave us all the opportunities to grow. It is up to us to seize the opportunities. I would like to thank the whole EFC family, the EFC Advisory Board, Kyoshi Steve Lavallee and MAUI, Dave and Tim Kovar for ProMAC, and all the friends we have made. Everyone in EFC rocks!
s r e Leaadre saying!
e h t t a h w
“ “ TM
“ “ “
The shoe designed by Mr. Patakos is a real breakthrough. Even a traditionalist will be comfortable wearing them during practice.
Hy-Gens shoes are an innovative product that is overdue. They are comfortable, attractive and they will enhance cleanliness in our dojos. I’m eager and excited to share them with my students! Master Steve LaVallee EFC Board Member
Master Buzz Durkin 8th Dan Okinawan Uechi Ryu Karate
This shoe will sell like hotcakes. Our school already has footwear that is far too expensive for kids. This is a perfect alternative to keep our schools clean, our students safe, and address people’s concern for hygiene and price. This could revolutionize the martial arts field!
At last a product that takes the worry out of students possibly picking up planters warts and other infections from working out in bare feet.
Master Keith Thompson Tri-Star Martial Arts EFC Board Member
Grand Master Greg Tearney EFC Board Member
I believe that your concept on your martial arts Hy-Gens shoe is a great idea that is long overdue. I can see where this is practical, affordable and makes perfect sense. Count me in.
As a kung-fu stylist who always wore shoes, I’ve always had problems going barefooted. We’ve had parents asking why students couldn’t wear socks with their safety gear. This solves that problem completely. Good Job. I’m on board.
“
Sifu Dennis Brown
The martial arts shoes designed by Nick Patakos are an absolute necessity for the industry. They would be a benefit and a hit in any school. This would increase our bottom line, sanitary conditions and make training more comfortable for all.
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Our 900 students love the Hy-Gens shoes. It keeps their feet clean and keeps my schools beautiful. The new no-scuff bottoms are awesome and I am delighted that we finally have a soft shoe to wear in the classrooms. My student’s parents are also purchasing the shoes to wear at home. Thank you AWMA! – This is the best thing since sparring gear. Master Nick Patakos Family Karate Super Center EFC Senior Board Member
Professor Garland R. Johnson
Master Chris Robinson Canada EFC Board Member
This is a great product. As a long time sufferer of foot fungus caught from the dojo floor, I highly recommend this. Mark Cokinos EFC Vice President
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Here is a good example of why the state of the economy is not affecting Kathy and Rob Olevsky’s school Karate International, and why its membership continues to grow.
“it’s not the
money;
it’s the perceived
value.” BY KATHY OLEVSKY
12 EAGLE EXPRESS | SEPTEMBER 2008
L
ast week, I was working on Friday, when we are normally closed. I do this to get caught up on paperwork as it is nice and quiet in the dojo and I can usually get a lot done. I always answer the phone and leave the front door open with the ‘open’ sign on, just in case I get a walk in. This was a different Friday. Every time I sat down at my desk to get started on a big accounting project or data entry, the phone would ring. I must have answered 8 or 10 phone calls from parents with questions about something their child lost while in summer camp, or when their children are going to be promoted to the next rank, etc. Finally, around 4:00 p.m. it seemed that I was getting close to finishing the big planning project. Then I saw a man coming in the front door. I asked how I could help him. He let out a big sigh and told me that he wanted information for his daughter. He told me he had been at the school down the street from us and that they wanted way too much money. I started by introducing myself and asking him to share with me how much they asked him to spend. He told me they wanted $300 down and $99 a month for 13 months. I explained that it was not very much out of line for a quality martial arts program. He was surprised, but I could tell he was not ready to walk out yet. I asked him how his daughter liked the lessons. He told me she was in an introductory program and she loved the classes. I told him that was great. He told me that he thought it was too much money for two classes a week, which were only 30 minutes long. He asked me if we charged the same price. I told him that our classes were one hour long for her age group and that our prices were a little bit higher. He still didn’t walk out. I told him that in selecting a quality martial arts program, he needed to find a school that mirrored his parenting philosophies. In other words, if you were strict and loud with your
child then a militaristic martial arts school would work for you. If on the other hand you were a more of a positive reinforcement parent, then you need a school that treated your child the same way. I took him on a tour of our school and told him that what made us different from other schools was that “each student was an individual and we made it our job to help them meet their goals,” which is our stump speech. “We work very hard,” I told him, “to make sure that each student is taken care of in each class, and throughout their entire time in our school. We are a Black Belt school and it is our goal to nurture and guide each student to achieve their goals.” I continued the tour and I showed him the cardio machines that the parents can use for free, while their
“
instructors make notes at every step of the way so the students know what they have passed and what they need to work on?” I continued on with the tour and got back to the front lobby by my office. I finally asked him if there was anything else that he was unhappy with at the other school. He told me that he really didn’t think they paid much attention to him or his wife but that his daughter was happy, but that was just because she was having fun. He told me his daughter had been in the other school for a month. He asked if we had an introductory program, before I could even ask him. I explained that we had a program for $29.50 that consisted of three classes and a brand new uniform. He asked if he could pay me now and set up an appointment.
I told [the parent] that we provide excellent customer service to our students. We do parent conferences every 3 months to make sure his daughter is training, is happy and is working towards her goals.
children are taking karate. I told him that we just purchased our fourth treadmill because they are busy throughout all of the kid’s classes. Then I told him that we provide excellent customer service to our students. We do parent conferences every 3 months to make sure his daughter is training, is happy and is working towards her goals. At the end of the tour, I showed him our attendance cards. I explained that every child pulled their own card and took it to class. “See how the requirements are written down on the back of the card for their next belt level,” I said. “Do you see how the
”
The end of this story is that 1.5 weeks later, he enrolled his daughter in our program for $115.00 a month, for our beginner program. We pre-framed him that it was our beginner program, and that after the initial six months, we would expect to upgrade him to a program that was $125 a month and was for a one year or more commitment. He seems to be very happy and his daughter is a pure joy in classes. Remember, he came in my school and his initial statement was that $99.00 a month was just too much money for this and he was looking for somewhere else for his daughter. The problem was not the money, but the perceived value.
EAGLE EXPRESS | SEPTEMBER 2008
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YOU’VE GOTTA GO! Here’s why....
If you think you cannot afford to go, then that is the precise reason why you need to go. The benefits you will receive from the Summit are networking, staff development, curriculum development. Itʼs your chance to be in breakouts with some of the most awesome martial arts business owners in the country, like Kyoshi LaVallee, Garland Johnson, Ernie Reyes, etc. Everything that EFC has to offer is at the Summit. When I went to my first convention, my EFC check was just $5,000. We started with just myself going, then my wife and I going, and now we have fundraisers throughout the year—private lesson marathons, movie nights—so that we can take our entire staff with us now. They come back energized and the weeks after the Summit, our enrollments, renewals and retention all increase. —Tom Hould Red Dragon Karate
I think itʼs good for stimulating great ideas. Whether youʼve heard it in the past or not, you see it from a different perspective—and you can go back and apply it in your school. When you look through the eyes of experience, the same things tend to have a different meaning. Going to the Summit is like investing in your school. —Al Bartlinski Bartlinskiʼs Karate Supercenter
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EFC SUMMIT 2008 November 13,14 & 15 Gaylord Hotel, Opryland Nashville, TN The banquet will be held at the General Jackson Showboat featured here.
Room reservations:
Call 1-866-972-6779 or 615-889-1000 and ask for “EFC Summit Room Rates” to qualify for $179 per room rate. Hurry! This special offer is available till October 7th, 2008 (providing rooms are available till then). Iʼm going to the Summit for the networking, and for the amount of knowledge that is there to learn from, from people who have been in my place before me. Mr. C. says you should learn from experience, but it shouldnʼt always be from your own painful experience! As Garland Johnson would say, “By hanging out with smart people, you can learn from their mistakes.” The best business minds in the martial arts industry in the world will be there in Nashville, TN. When EFC says they will double your growth, they truly mean that they will double your growth and double your knowledge. All of the great leaders are there to network with and the level of energy and enthusiasm must be experienced in person; it cannot be captured at the same level by recordings. It is always an amazing experience to meet Steve LaVallee, John Godwin, the Kovars and the EFC team. —Mary Treacy Eagle Academy of Martial Arts Because in order for you to stay on top of the martial arts game, you have to go to the best conference. For instance, when we are talking about 45 minute classes, where did we get that idea from? EFC. Did it work well? Yes. When we first started our business and talked about contract amount vs. people taking money in each day, it gives us longevity, because we know that the contract amount will be there. Where did we learn this from? EFC. So if you donʼt want to go to the EFC Summit, it is almost like you donʼt want to be in the martial arts business for a long time. —Tony Thompson West Coast Tae Kwon Do EAGLE EXPRESS | SEPTEMBER 2008
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There are mixed feelings in the field about teaching very young children. However, in case you do teach threeand four-year olds, you are sure to find the following article by Amanda Molina engaging and informative.
the benefits of teaching
age-specific classes
getting started and teaching young children
BY AMANDA MOLINA
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M
ost everything in the world for children is centered on their age. Whether it is school, recreational sports, dance, gymnastics or music classes. However the vast majority of martial arts schools don’t separate their classes by age. Almost six years ago, our school, Frazier Martial Arts, was similar to some of the other martial arts schools. Our children’s program was a mixture of kids aged five and older. In fact we didn’t have a lot of five-year-olds because most of the kids that age were too young and immature to handle the classes. Our school was more of a fighting school and at that time we were seeking and catering to the “tough” kids who wanted contact. Staying with the same martial arts school atmosphere we realized that our school was not going anywhere but downhill. We were ready for a change, and a change for the better. We realized that there were not many schools that offered classes for three- and fouryear-olds. In fact, there was not much for the age group to do at all. They were too young to play soccer, baseball, football and basketball and the only activity that was available to them was dance. I thought this would be a perfect opportunity to capitalize on the market of younger children. The program we developed for kids of this age was inspired by Melody Shuman. Our students at this age come to class once a week and every week has a different skill in which the class is centered around. These skills are: strength, reaction, upper body and lower body. Every skill has a coordinating stripe that the students earn to put
Every skill has a coordinating stripe that the students earn to put on their belts so they can collect the stripes and participate in graduation. on their belts so they can collect the stripes and participate in graduation. Students start as white belts wearing black uniforms and every eight weeks are able to participate in graduation and earn their next belt which is always a white belt and a colored stripe through their belts. To have a successful program teaching children who are three- to four-year-old it is important to really understand the stages and abilities that children of this age group have. This is a very unique and fun age group to work with, if you can thoroughly understand their strengths and weaknesses. There are four stages of development for children: physical, social, intellectual and mental. If an instructor can really understand how this age group fits into these stages, it is one of the best and most fun classes to teach. The way I describe this to parents and train our staff is a relatively simple breakdown of their stages. Socially this age group is just learning how to communicate. However, they usually do not communicate verbally as much as they do physically. You will rarely ever see two kids of this age talking about what they did that day. Instead you will see them pushing, shoving, tugging
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and biting each other. This is all normal for this age group because they have built only a small percentage of their vocabulary. Intellectually this age group only has a miniature understanding of what is going on. The world is new to them and they learn best visually. That is why if one kid sees another messing around, jumping or falling it will most likely cause other kids to follow along and do the same and hence create a domino effect. This age group knows the basic commands and can usually follow along by watching the instructor participate and demonstrate each step with the class. Physically this age group is developing their shoulder muscles and lower leg muscles. It is very common to watch a kid at this age run and fall for no apparent reason. Two of the weekly skills that we have are “upper body” and “lower body” in which we do different exercise and martial arts moves focusing on their developing muscles. This is one age group that can easily make an instructor frustrated because of their lack of muscle development. Typically, they will not be able to maintain a good horse stance or hold their arms out for a
EAGLE EXPRESS | SEPTEMBER 2008
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prolonged period of time. This age group needs to be taught how to do a push-up or sit up and the majority of the basic fundamentals. Emotionally these kids live their lives based on their emotions. If they wake up in a bad and crabby mood, most likely they will be in a crabby mood for a while. This age group does not know how to play with their emotions and be able to go from a bad/sad mood to a happy or good mood. For scheduling purposes we offer a class in the morning on Saturdays at 10 am, the afternoon on Mondays at 4:30 pm and early evening on Thursdays at 6:00pm. This way parents can make sure they are able to choose a class time that will fit their child’s moods the best!
Classes are 30-minutes long and are very fast paced. Children of this age have small attention spans, so the class needs to be fast and the students
need to be constantly moving. In our program we teach the basic kicks, punches, blocks and simple selfdefense techniques. We do not require or expect students to know the names, but they will eventually be able to perform a kick, punch or block from a verbal command. Along with teaching the basic fundamentals we start the process of the students learning about respect, discipline and listening. We bow at the beginning of every class and the students are always saying “Yes ma’am, or yes sir.” We run classes for good behavior on a 3-strike policy; if a child is messing around they earn a strike, which means their name gets written on the mirrors, if they continue to mess around they earn a second strike and lose their toy and licorice at the end of class. In the event if a child is just having a bad day and earns a third strike then he/ she must sit down for the rest of the
class and does not earn their stripe, toy or licorice. If a class starts out on a rowdy note, the instructor will show the kids a marker and ask the kids what does this marker mean? The kids know that the marker is the “Magic Marker” and is used to write the names of the kids that are not paying attention. At the end of every class as our mat-chat all kids are asked if they have a clean room? Our goal is to get the kids to start having the responsibility of picking up their personal belongings without their moms or dads doing it for them. At the same time each parent gives their child a number between 1 and 10 and this number represents how well the child is listening to their parents. We strive to have all of the students listening in the range of 7-10, which after a few months of training the majority achieves. Again once an instructor is able to understand how this age group works, it is an easy and fun class to teach.
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the belt level. The last group is the group that is not ready to receive a stripe or a belt. We find by having test week in the comfort of the classroom, it is easier to tell these students they are not ready in a private manner. It prevents the embarrassment of them failing in front of friends, family and classmates. These students will be put back in the cycle and be tested again the next month.
belt testing procedures BY DAVID DEATON
Here’s a classic article by veteran school owner and EFC board member David Deaton.
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learned early on, sitting at the feet of Mr. C. that retention has to be based on a person making progress. With that in mind, we have developed a procedure that we follow every single month to ensure that all of our students are making progress. 1. Prep test week 2. Test week 3. Graduation ceremony Prep test week. In the first week of the month, we have prep test week in which we get students ready for the test week. We let them know what they need to work on in
order to qualify the next week for a belt or tip. Test week. During test week, the whole student body is reviewed. We have every student go through the curriculum for the stage of belt they are in. Test week develops three groups of students, one who will receive a stripe on their belt for proving they have learned a certain amount of their current curriculum. The second group are students who are ready to receive the next belt color because they have shown their ability to know the entire curriculum of
Graduation ceremony. This is a day to celebrate with friends and family. This is not the time to fail a student. Instead, all belt testing procedures should be carried out in the weeks prior to the ceremony. On Graduation Day, we will have at least one-third of our student body participating, so we have to break the ceremonies up into different time sections. I tend to start off the ceremony by introducing myself as the master teacher. This is followed by bringing out the American flag while playing “God Bless America,” followed by the Pledge of Allegiance. Next, we have a group of students do a demonstration for the audience. We formally introduce every student as they run out and stand at attention before performing a sample of techniques. We then present them with the new belt. Students take their old belt off and place them around their necks, as the master teacher ties the new belt around their waist. At this time, we also talk about any personal victories and accomplishments the students may have achieved. All students then say the black belt pledge. After everyone has received their belts, we spend some time taking pictures and talking to parents and friends. Each ceremony takes between 45 minutes to an hour. When all ceremonies have been completed, there is a drawing for free lessons. Each student is required to bring two witnesses to the ceremony, and as the witnesses come in, they are asked to fill out a VIP contest form for the drawing. The forms are also used to generate interest for new enrollments. EAGLE EXPRESS | SEPTEMBER 2008
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designing a useful website We at EFC Publications examined our clients’ websites and picked some that we really liked. Our plan is to do an ongoing series of interviews with school owners about their websites, in order to explore this increasingly significant area of business. You are among the few school owners with a simple website (without flash animation). What are the benefits of this? We have found that our website’s target audience is people looking for information. This includes parents and students checking for class schedules and potential new students looking to learn about our school: the styles we teach, the values and benefits of training, schedules, office hours, and contact information. Most people who go to our website know what it is they are looking for, and find that unnecessary flash makes the experience a bit of a hassle. We wanted our website to be direct and “to the point” so it is easier for potential students to learn what we have to offer. AN INTERVIEW WITH HANSHI GREG TEARNEY AND ALEXIS TEARNEY BY SHAVANTHI MENDIS
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What are the things to keep in mind when choosing what information should go on the website? Keep it simple. Think more about what your target audience is looking for, and what the best way to convey that might be. If your budget allows you to do so, it is a worthwhile invest-
ment to consult with a professional web designer. A professional can work with you and lay your website out in a clean and efficient manner. One thing we learned while building our website was the importance of professional quality photographs. We had all the information to put into words, but we did not have high quality photographs to showcase ourselves with. Once we invested in those photographs, our web designer could really put his talents to work. In addition, we now have quality photographs of our actual students to use for our advertising. (We have a photo release in all of our contracts.) How much of an investment do you put into building and maintaining your website (in terms of your marketing budget percentage and amount of time spent every month)? The initial startup cost budgeted out to be 5-10% of our monthly gross. The monthly cost is low, but you must be diligent about updating your website on a regular basis to be sure that all
the information on it is current and up to date. What steps do you take to attract visitors to the website? We put our website on every advertisement, brochure, business card, schedule, letterhead… you name it and our website is on it! And not only are we listed as www.tearneyskarate.com, we have also listed our website as www. syracusekarate.com to be sure we are at the top of every web search. If you’re like me and you don’t really consider yourself to be web savvy, consult with your web designer for tips and tricks to attract more visitors. In today’s world, what is the importance of having a good website as a marketing tool? What percentage/how many inquires do you get from your website, as opposed to print ads. While we still rely heavily on our print ads and television commercials, we are finding our website to be more and more of an effective marketing tool. If you’re not on the web, you’re dead. It is vital to
Bad habits
Solutions/good habits
Putting all your information on one page.
Breaking down your content into different headers and sub-headers and using these as navigation links to different pages.
Including everything you can think of into your website.
Using too many fonts.
Using the entire color palette.
Using large images.
Busy backgrounds that make text hard to read. Using bright neon colors and animated gifs, which can be annoying.
Greg Tearney Martial Arts Centerʼs home page: www.tearneyskarate.com
Whatʼs important to you may not be important to the reader. Keep in mind your audience and whatʼs important to them. The lesser the amount of text, the faster they will find what they are looking for. Use a maximum of three fonts throughout the website. This helps create an identity and maintains consistency. Pick a color theme (two-four colors) and stick with them throughout the website. This makes the site looks cleaner and helps create a separate identity.
The larger your images, the more time it will take to download. The general rule of thumb is to keep images under 30 KB. Keep backgrounds simple, or one color. White space makes a site look cleaner.
Avoid these. While a flash animation of a group of pictures can be interesting, a sparkly bright colored dancing pony may be distracting, and even unattractive.
your business to have a good website. It won’t be as worthwhile to your business to have a website that doesn’t serve its purpose: provide information effectively. I would say that we get 15 inquiries each month from our website. What are some issues or complications you face while designing or maintaining your website? When we were building our website, we found out that we needed to invest in high quality photographs. We consulted with a local AP photographer and had a professional photo shoot. This did set our initial launch date back later than we anticipated, but it was well worth it in the end. We now have over 600 photos that we can use for various advertising purposes. Also, you have to remember to update your website on a regular basis. It can be easy to forget to contact your web designer every time you make a change to your schedule or adjust your office hours.
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DID YOU KNOW… In this regular Eagle Express feature, we bring to you information about our clients that’s sure to be astonishing to many of our readers.
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Did you know that as far as EFCʼs Summits are concerned, the best is yet to come?
Did you know this picture of the EFC Board of Directors was taken 15 years ago, and only three people have been replaced?
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Did you know that Joyce Santamaria, who is the only female member of EFCʼs Board of Directors, has been in that position for over 17 years?
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Ó Did you know that Victor and Carmelina Luke are the second highest grossing EFC clients in Canada?
AFF EFC ST L SPECIA
Did you know that Tim Barchard—who played football, basketball and baseball growing up—coaches his sonʼs football team? He realized, as his 10-year-old son grew older, that there was only so much time he could spend with him. Coaching his sonʼs football team was a great way to spend more time with his son. This experience has also had other positive results—he has had the satisfaction of being able to help children, and it has helped him be more productive and manage time better.
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R FO
EFC
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STAFF
YEARS
Did you know that Wasanthi Ranawaka, who is in charge of check data entry, has been with EFC for 13 years? She has a masterʼs degree in the Singhalese language from the University of Sri Lanka, Colombo, and has worked as a high-school teacher in Sri Lanka for 17 years.
NEW
EMPLOYEE
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Did you know that David Andrade, an Account Executive, was a Spanish radio host and producer in the Washington metropolitan area for two-and-a-half years? He is originally from Ecuador and is a social communicator.
AFF EFC ST L SPECIA EAGLE EXPRESS | SEPTEMBER 2008
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NATURAL LAW # 3
energize the behavior you want
“
expanded”
T
o me it’s a great thing to see progress made by people close to us. It’s even more awesome if our position in life demands that we foster the growth in people around is. The players out there who are running successful organizations have a propensity to surround themselves with capable people. Moreover, how do you bring out in your team and your own family members the yearning in themselves to reach their potential? I have come across the most awesome formula for achieving growth in others. It was so powerful that we adopted the concept as ‘Natural Law # 3’ of EFC. It’s a natural law that will allow you to energize the behavior that you want expanded. To understand this I want us to remember the times that we did the opposite, when we actually got into the rut of expanding the behavior that we wanted to correct. It’s easy to not notice the critical ways in which we can exploit the negative behavior we are frustrated with. If we do not detect this habit in ourselves, it can lead us down a long road of frustration and external blame.
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Herein lies a new perspective to people building. I was reading a book by Howard Glasser in which he described a technique called “creating video moments.” A video moment is a moment when you see a good behavior in another person and you repeat that behavior back to that person. It is when you rewind the tape of what you just observed and elaborate on it. It is not a global statement or a general comment. It’s not a “Wow, that was awesome” moment. On the contrary, it is a descriptive commentary on what you just saw. To understand this approach completely, you have to make sure you yourself are in the mindset of being a “good finder.” Once you train your mind to be a good finder, your next job is to literally walk into the studio and look for good “practices or skills.” Big or small, start doling out video moments! Here are two opening sentences that will lead you into initiating a video moment for you to memorize that will get you on your way on using this natural law. “I just noticed…” and “I see the effort….”
BY JOHN COKINOS, EFC PRESIDENT
So you can get the idea, here are some examples of creating video moments:
1. “Ms. Program Director, I just
overheard how you took that info call. Your face had a smile on it, you were asking specific questions and your upbeat phone personality helped you be in rapport. You warmth really came through!”
2. “Mr. Instructor, I just saw the
effort you made with that new student. You got down on one knee, you looked the student right in the eyes and you patiently told him that he’s got what it takes to do well in your class. It was a real joy to see your personal side come out.”
3. “Mr. Student, I just noticed the effort you made in that drill. I have never ever seen you demonstrate that type of intensity and explosion when hitting the target.”
The byproduct of developing these tools is that you will have people around you seeking to meet with your approval and recognition. It’s a powerful approach, and one that you have to be true to.
To see the Natural Law described here in
greater detail, you can see John Cokinosʼ
video at www.EFConline.com and clicking on EFC TV. Look for the month of August
and click on the video titled Natural Law #3.
TAKE A MINUTE WITH THE CHAIRMAN
Will I lose business? Chairman Cokinos: Get very
clear in your thinking that the secret is “value”! You and I know that when we are in the market we are looking for value. The money that has to spent plays a lesser role when we can see value.
So how do I go about raising my rates? Chairman Cokinos: All new students are immediately subject to the new rates.
What about present students? Chairman Cokinos: All current
Nicholas Cokinos Chairman, EFC
What is the latest info about tuition rates? Chairman Cokinos:I am
concerned because as I review monthly reports, I notice that a lot of schools are consistently below the national average. Some schools are as low as $89/ month. This is totally out of line.
Well, what is the going rate? Chairman Cokinos: All I can tell
you is that the national average is $149/month, with some schools as high as $175–$190/month.
students are given to understand that the new rates become effective to them in 30 days. They may renew at the old rate within the 30-day grace period.
What about the economy and all the bad news? Chairman Cokinos: Please
do not be guided by what you hear or what you are reading. The important thing is that as a valued teacher and educator, teaching sincerely lifelong-lasting benefits to each of your valued students, you are entitled to receive a fair amount of tuition for your expertise and dedication. EAGLE EXPRESS | SEPTEMBER 2008
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STAFF TRAINING:
DOJO DRILLS & SKILLS
HOW TO BE A TEAM PLAYER COURTESY OF KOVARS, INC. One of the most important benefits of having a cohesive team is synergy; the total is more than the sum of its parts. When a team is working well together, more gets done and the process is more enjoyable. In essence, everybody benefits. Here are some simple guidelines on how to accept feedback from others: Be Unemotional And Non-Defensive.
Hear what they have to say and see if there is any truth to it. Let Them Vent. Sometimes people just
want to be heard and will be satisfied if you will just listen. Resist the temptation to fire counteraccusations. Ask For A Solution. Once again, people
will be more receptive to hearing what you have to say if they believe that you are trying to hear their viewpoint. Don’t Take It Personally. Just because
they are giving you feedback doesnʼt mean they are criticizing you personally. Thank Them For Their Concern.
Whatever the outcome, whether you agree or disagree, thank them for their interest in your improvement.
CLOSE THE GAP! BY KEITH HAFNER Your commitment to coaching, listening to audio programs, attending bootcamps and seminars, reading books is an important key to your successful future. But to really build a
26 EAGLE EXPRESS | SEPTEMBER 2008
bright future your efforts must not stop there. To get from where you are to where you want to be you need to be a relentless doer of what youʼve learned. There will always be a gap between how much we know and how much we are implementing. We must constantly stay focused, though, on closing the gap between what we know and what we do! The world is full of people who
know a lot. The ranks of those who do what theyʼve learned are much smaller. With each program, book, etc. that you study, make it your business to find at least one strategy that you will take ownership of. And how do we take ownership? Easy. By building that strategy into our routine. Not by saying, “Hey, thatʼs a nice idea!” Nor by doing it once or twice. Own what youʼve learned by regular, consistently applied action!
STAFF MEETING IDEA LEADERS LISTEN COURTESY OF KOVARS, INC. In order to fully understand anotherʼs point of view, it is important that we do more than just hear them talk. We need to listen closely to the meaning behind the words. Discuss with your staff the three main reasons why we all should learn to listen better. 1. The people speaking will be more apt to hear your point of view if they know you heard theirs. 2. They may have a good point. 3. Szun Tzu said, “To know your opponent is the first step to victory.” When you know where the other guy is coming from you can be better prepared to counter if necessary.
Q. A.
Why do we have two ears and only one mouth? So we can listen twice as much as we talk.
They always say time changes things, but you actually have to change them yourself.
—Andy Warhol
You gain strength, courage, and confidence by every experience in which you really stop to look fear in the face. You must do the thing which you think you cannot do.
FOOD FOR THOUGHT
—Eleanor Roosevelt
Education is the power to think clearly, the power to act well in the worldʼs work, and the power to appreciate life.
—Brigham Young
Defeat is not defeat unless accepted as a reality-in your own mind.
Joy is a net of love by which you can catch souls.
—Mother Teresa
All labor that uplifts humanity has dignity and importance and should be undertaken with painstaking excellence.
—Dr. Martin Luther King Jr.
It is possible to fail in many ways... while to succeed is possible only in one way.
—Aristotle
Man is not made for defeat. A man can be destroyed, but not defeated.
—Ernest Hemingway
—Bruce Lee
Knowledge is proud that she knows so much; Wisdom is humble that she knows no more.
I hope I shall possess firmness and virtue enough to maintain what I consider the most enviable of all titles, the character of an honest man.
It is not because things are difficult that we do not dare, it is because we do not dare that they are difficult.
—George Washington
—Cowper
—Seneca
EAGLE EXPRESS | SEPTEMBER 2008
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Itʼs happening again. We are adding more value to the Gold Package. Added to your Gold Package will be the
spectacular new Sgarware Customer and Statistical programs. With the Customer Program, reports are designed the way you like them. At the click of a button, you can access an Exam List, Deposit List, Active Count, Renewal Targets, and many more. The Statistical Program is designed to keep track of the vital statistics necessary in the daily operation of a martial arts school. With easy to read and easy to compare reports, this program will help you track and manage the growth of your school. The EFC Gold Package subscription rate including this new addition will be a total of $97.50/month. The date when this will take effect will be announced shortly. Your account will be automatically debited just as before. EFC provides you with a 100% satisfaction commitment. (customization of Sgarware is not included)
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“There is only one word that I can use to describe Sgarware and itʼs ʻwowʼ! Who would have thought that keeping stats could be so fun! It has made our transition from two schools to four a dream come true. I spend less time monitoring my stats of four schools than I did when I only had two. The customers program has been a gem as well. To be able to access student information from the other locations has been great! The Sgarware customer service and ability to be there during the set up and beyond has been wonderful. Keep up the great work!”
—Sensei Jason Gabriele Gabrieles Karate Inc.
EAGLE EXPRESS | SEPTEMBER 2008
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