This funnel is designed to guide potential customers from initial interest to enrollment, with clear touchpoints and incentives.
Stage 1: Tour
- Customer Experience: During the tour, they are informed that they can attend any of the 8 available classes over the next two weeks. Script Here
- Action:
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- Clearly explain the start and end dates of the 2-week trial.
- Emphasize the flexibility of attending any 8 classes within that period.
- Inform the parent/student that you’ll be sharing discounted enrollment rates with them after their second lesson, should they choose to continue. This builds anticipation.
- Schedule their second private introductory lesson.
Stage 2: Lesson One (Private Introductory Lesson)
- Customer Experience: The student attends their first private lesson, getting a taste of your martial arts program.
Stage 3: Lesson Two (Private Introductory Lesson)
- Customer Experience: The student completes their second private lesson.
- Action:
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- At the end of this lesson, present the enrollment rates clearly.
- Introduce the “Today Only Special” to create urgency and encourage immediate enrollment.
Stage 4: Follow-Up (If No Enrollment)
- Customer Experience: The customer has completed their initial lessons but hasn’t enrolled yet.
- Action:
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- Schedule a Progress Check 1-2 days after their 2nd trial group class.
Stage 5: Trial Progress Check
- Customer Experience: The child has completed two trial group classes
- Action: Re-present the rates and offer an extra free Cosens T-Shirt if they enroll today with our standard rates. This adds a new, tangible incentive.
- Optional: (Manager Close) If unable to close at our standard rates, tell the customer that you will go ask the Location Leader if it’s okay to offer the today-only special one more time. (Exit the office)
- (Enter the Office) Offer the “today only special” plus a free t-shirt as a final “today only special.”
This funnel focuses on guiding the customer through a structured experience, delivering value, and creating clear opportunities for enrollment with targeted incentives. To enhance the experience for the student and/or parents during the trial, instructors will also take the steps outlined in the “Trial Onboarding” document. This, coupled with the Trial Progress Check, will increase the chances of enrollment by providing excellent service.