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Margueritte Gilvey
David Estes
AK Karate
Carlsbad, CA
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Dwight Woods
Unified Martial Arts Academy
Miami, FL
A lot of people in the industry make a big deal out of Black Belt Club upgrades - in fact, some business systems that are being taught revolve around upgrading students to BBC after only a few weeks.
To me, this is like the old illegal “bait-and-switch” sales tactic, where a business advertises a product or service at an extremely low price to get people in their store and then tells the customer they are sold out (or gives some other excuse) and offers to sell them a similar product at the regular price. Shame on those schools that line their pockets by upgrading all their students to a BBC program right off the bat!
Because of the widespread use of these types of tactics, I suggest you find other names to use for your upgraded memberships. For example, I recently spent some time with an Israeli martial arts instructor, and suggested he call his upgraded memberships “Krav Club.”
You could also use the terms “regular” membership, then “Gold” and “Platinum” level for the elite/upgraded programs you offer. The possibilities are endless; the object is to choose a name that is unique and that separates your elite memberships from your typical run-of-the-mill martial arts school.
Okay, enough with the soapbox lecture. Here’s what I recommend you do to make your BBC something your school can be proud of -
Benefits - What Your Elite Program Will Provide
It’s common sense - if you’re charging more, you need to offer more. Typically, you’ll want to offer the students in your upgraded programs something you don’t offer in your basic programs.
