On the Tai Chi Coaching Programme yesterday we were discussing the important but least discussed point of student retention.

Most business advisors focus on recruiting and advertising and I understand that you need students in the first place to be able to keep them, but if you do retain them you don’t have to keep recruiting.

Brian Tracy the business consultant famously said that a good salesman only has to go out on the road once. If you provide a good service you will keep those customers and word of mouth will keep getting more for you. This is very important for martial arts teachers to understand.

Respect takes time to develop and is formed through action. If a teacher truly cares they will be honest, truthful and give the student what they need and not necessarily what they want. As the magic unfolds and the student develops, they will appreciate the honesty and care and a lifetime relationship will develop.

A good teacher will be surrounded by long term students of a high standard and good character.

At the moment the current thinking seems to be that retention is dependent on frequent gradings and sending birthday cards, but good people soon see through that.

Firstly a teacher has to develop their own skills and character and be seen to be constantly developing, that zeitgeist needs to then permeate the entire club developing mutual support.

Teachers that are not able to structure their club need help from professionals, and just as they need to be diligent in who they choose, they need to look further than a revolving door of recruitment and viewing what could be lifetime students and their martial arts family and friends as ‘punters’.