Memberships are never guaranteed. You can have an incredible year with a large number of members, only to see many cancellations, leading to dropping membership levels. There are a myriad of reasons why a student might be leaving your martial arts school. We’re here to break down some of the most common reasons so you can prevent it from happening:
One of the biggest reasons for a student to leave is when things change. Perhaps their favorite instructor is no longer teaching, the pricing has increased (instead of being grandfathered in), or the lessons have changed in a way that no longer works for them. The effect of the changes can be unpredictable. Ensure you think about all of the pros and cons, as well as the possible benefits and consequences of your business decision-making.
A student may join but, if you don’t have good value at your martial arts school, they won’t stay for long. You’ll have to make sure that you are providing a great educational service, a fun environment, and great training program. Without these, you can have the best marketing promotions but students will leave soon. A balance between all areas of your business will create a higher value for students and increase the likelihood of building long-term clientele.
Losing a student to the competition could be the worst way to lose a student. However, as bad as it is, you have to remain calm. You don’t want to create enemies with your competition; instead, figure out creative ways to gain a competitive advantage over your competition. Do things they aren’t doing and do the things they are doing better than they are. Small differences can make the difference between a returning student and a leaving one.
Sometimes, there doesn’t seem like anything you can do to prevent a student from leaving. Whether they’re growing older with different interests, moving away, or in a different life circumstance, sometimes it’s out of your control. The most important thing is to remain professional, courteous and friendly when these students leave, because you never know if they may return again. Having strong martial arts values and teaching classes in a way that foster life lessons is one way of decreasing the number of students leaving for personal reasons.
What are some of your best customer retention strategies?