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📞 The Art of the First Call: Why Most School Owners Blow It (And How to Fix It)

Stop Blaming the Leads—Start Mastering the First Call That Converts Them

Author

Adam Kifer
May 13, 2025

Hello, kickers!

🚹 The Kick is Here: Turning Conversations into Booked Trials!

If you’re still blaming “bad leads” for slow enrollments, this issue is your wake-up call. The truth? It’s not the leads—it’s the follow-up. In our feature article, The Art of the First Call, we’re breaking down the simple but powerful strategies that turn first conversations into booked trials and committed students.

Plus, we’re spotlighting quick-hit wisdom from leaders in What’s Kickin’ on Social, campaign wins from RMA clients in Relentless Results, and a game-changing read on reducing resistance and boosting conversions in What We’re Reading. Let’s sharpen your process and take the guesswork out of growth.

đŸ„‹ The Art of the First Call: Why Most School Owners Blow It And How to Fix It

Let’s get real: if your lead follow-up game is weak, your enrollment numbers will be too.

It doesn’t matter how great your ads are, how cool your website looks, or how many likes you get on that video—if you can’t crush the first phone call, you’re wasting time and money.

Here are 5 key takeaways from the same follow-up script we use at our schools and in our coaching programs. If you want to book more trials and turn leads into members, this is where you start.

1. Speed = Seriousness

The data is clear: leads go cold fast.
If you’re not calling within the first 5 minutes, you’re losing ground—fast.

And when you do call? Sound like someone who wants to talk to them. Smile. Be warm. Be excited. You might be the first real person they've spoken to about martial arts—and first impressions matter.

2. Build Urgency (But Keep It Real)

Our team doesn’t just rattle off program details.
We check availability like it’s a hot ticket—because it is.

That 10–15 second “hold” to check if there’s a spot? That’s not just time filler—it’s intentional urgency. It sends a message: spots are limited and valuable.

When you come back and say, “Great news—you’ve got perfect timing
” it positions the program as in demand and makes the parent feel like they caught a break by calling when they did.

3. Personalization Wins

Anyone can say “We have a great kids program.”
But when you ask thoughtful questions like:

  • Anyone can say “We have a great kids program.”
    But when you ask thoughtful questions like:

    • “How old is your child?”

    • “Has your child trained before?”

    • “Do you have any friends already in the program?”

    
you’re gathering gold.

    But here’s where the real magic happens:

“What would make this the perfect program for your family?”

This question opens the door to discover the parent’s primary motivator—and now, you’re not selling a class... you’re solving a problem.

Once you know the pain point, tailor the rest of the conversation to show how your program specifically solves it.
Now you're not just offering a class—you’re offering peace of mind.

This is where trust is built—and trust is what closes the sale.This is where trust is built—and trust is what closes the sale.

4. The Trial Close Is Clear, Simple, and Done on the Spot

No vague “we’ll send you a link.”
We send the registration during the call—and we don’t hang up until it’s done.

It’s not pushy. It’s professional.
Parents are busy, distracted, and sometimes unsure of how to take the next step. By staying on the line, you make it easy. You remove the friction.

That moment of “You should see a page that says ‘WAIT—ONE MORE STEP’... are you on it?”
That’s how you close with confidence—and clarity.

5. The Call Isn’t Over After the Sale

This is where most people drop the ball. The call isn’t just about booking the trial. It’s about starting the relationship.

After the sign-up, don’t hang up like it’s a transaction.

Add them to your school’s Facebook group. Tell them to be on the lookout for a welcome post - then hype the welcome post! Let them know they’re already part of the family.

Prep them for what’s next and the incredible journey they are about to embark on!

Your follow-up process isn’t just about logistics—it’s your first chance to deliver on culture.

Make sure they feel like this is more than a program—it’s a community. And they’re in. This isn’t customer service—it’s community onboarding. And it makes a massive difference in how connected a parent feels before they even walk through your door.

Final Word: Don’t Wing It. Script It. Train It. Master It.

If your staff is just “hoping” the call goes well
 it won’t.
This is one of the most crucial skills your team can develop—because it’s the first real connection with a family who might be with you for years.

Get them excited. Make them feel seen. Close the deal.
That’s how you win the call—and win the enrollment.

Want the full script? Keep reading The Kick. 😉
We’ve got more where that came from.

đŸ”„ What’s Kickin’ on Social

The Kick’s pick of the hottest headlines in social this week:

This week’s scroll is packed with tools, perspective, and powerful reminders about leadership, loyalty, and the mindset it takes to win—on and off the mat.

đŸ”„ Leadership First – Your Influence Matters
Leadership isn’t just a title—it’s a chance to impact lives. This post reminds us to lead with purpose and never take that opportunity for granted.
👉 Watch Here (Instagram Post)

đŸ”„ Dan Martell – Hacking the TikTok Algorithm
Dan drops quick, actionable advice on how to get your content seen by the right people—without guesswork.
👉 Watch Here (Instagram Reel)

đŸ”„ Sahil Bloom – Find Your “Darkest Hour” Friends
The people who show up for you when no one else does? They’re rare. Sahil reminds us to be that person for someone else too.
👉 Watch Here (Instagram Reel)

đŸ”„ Adam Kifer – Canva Hacks for School Owners
Save time and make your content stand out. Adam shares fast Canva tricks you can start using right now to level up your visual game.
👉 Watch Here (Instagram Reel)

đŸ”„ Dave Kovar – Protect Your Joy
Negative people are everywhere—but you don’t have to let them take your energy. Dave’s message is a timely reminder to protect your peace.
👉 Watch Here (Instagram Reel)

⚡ Which one hit hardest? Send it to a teammate or post it in your team Slack. Let’s keep the mindset sharp.

😂 Martial Memes

These memes hit home for all of us martial artists and gave us a good chuckle. Click on the image to view the original account that posted each meme. Enjoy!

Have a MEME that you want featured? Send them to us at [email protected] or tag our instagram account @thekicknewsletter.

📖 What We’re Reading: Friction by Roger Dooley

What’s stopping your prospects from signing up, your team from executing consistently, or your business from scaling smoother? One word: friction. In Friction, Roger Dooley breaks down how small points of resistance—in your systems, communication, and customer experience—create massive drag on your business results.

This book is a must-read for martial arts school owners who want to build a more efficient, conversion-friendly, and systemized operation without overwhelming their team or clients.

💡 Key Takeaways for School Owners:

✅ Every click, delay, or unclear message adds resistance – Whether it’s a confusing landing page or a clunky enrollment form, the harder it is to take action, the fewer people will do it.

✅ Simplify every process – From your first trial sign-up to student upgrades, reducing steps boosts conversion and retention.

✅ Small tweaks = huge wins – You don’t always need a new strategy—you need to remove what’s slowing the current one down.

If you want to enroll more students, retain more families, and make your business easier to run, Friction shows you exactly where to look.

📖 Grab your copy here: Friction on Amazon

📈 Relentless Results: Success Stories from RMA

Every week, Relentless Media Agency is helping school owners dial in their marketing, lower lead costs, and grow their schools with consistent, quality campaigns. These recent wins show what’s possible when strategy and execution align.

🎯 Ryan Gunning – Crushing It with Two New Campaigns!
In just 7 days, Ryan’s Kids Martial Arts and Fitness Kickboxing campaigns are already seeing strong traction:
đŸ„‹ Kids Martial Arts:

  • 13 Leads

  • $13 Cost Per Lead

đŸ„Š Fitness Kickboxing:

  • 10 Leads

  • $11 Cost Per Lead

These early results show massive potential—momentum is building, and we’re just getting started.

📍 Jarrett Leiker – Huge Cost Per Lead Drops Across Two Locations!
With just a few key offer tweaks and campaign optimizations, Jarrett saw a dramatic improvement across both of his locations:

📌 Location 1:

  • Previous CPL: $33 → New CPL: $17

  • 48.5% reduction

📌 Location 2:

  • Previous CPL: $48 → New CPL: $19

  • 60.4% reduction

This is the power of smart refinement—small changes, big wins.

👉 Want results like this? Book a free discovery call with RMA and let’s build a campaign that fills your calendar.

📬 Have Something That Is Kick Worthy?

We know our readers have great ideas, insights, and stories to share! If you’ve got something that’s "kick-worthy"—whether it’s a success story, a marketing tip, or something that’s helping your school thrive—submit it to us at [email protected]. Your content could be featured in an upcoming edition of The Kick and shared with martial arts school owners around the world!

đŸ”„ That’s a Wrap for This Week!

You don’t need better leads—you need a better system for connecting with them. When you lead with speed, ask the right questions, and deliver a personalized experience, everything changes.

This issue of The Kick was all about clarity, accountability, and closing the gap between interest and enrollment. Take what you’ve learned, implement with intention, and as always—stay sharp, stay relentless, and keep kicking forward. đŸ‘ŠđŸ”„