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Your Next Sale is Just Under Your Nose

Would you believe that 80% of your sales most likely come from 20% of your customers?

The reality is that this is undoubtedly the case for the majority of businesses, small and large. This means that more than likely, your next sale will come from someone who has already done business with you. 


Back in 1906, Vilfredo Pareto learned that 80% of Italy's wealth was held by only 20% of the people.


Then one day, after examining his garden, he also realized that 20% of his pea pods accounted for 80% of his pea crop yield that year. Was there a lesson here? This got him thinking, and not long after, the "Pareto Principle" was established. This same principle can be applied to business and has become known colloquially as the 80/20 rule.


This principle sheds light on how businesses should be running.


Rather than putting all one's energy into new business opportunities, business owners would be wise to spend a reasonable amount of time following up and servicing people who have already given their business.


After all, you've already removed the first barrier of making the sale at this point.


Upselling current customers should come naturally as long as you are proactive in following up and providing top-notch service.


What does this mean to you?


Imagine, about one-fifth of your customer base is just waiting for you to offer them something new.


So if you're not following up with your existing customers, you're passing up 80% of your potential business. Of course, if you originally provided a poor experience, this may not be the case, but for businesses that operate on a principle of integrity, this should be the natural course.


Consider how you've probably already invested heavily in getting that first piece of business. All the planning, advertising, the promotional activity.


Now it's time to develop the lead's "lifetime value."


And there are a lot of things you can show appreciation for while doing so:


Holidays and birthdays...great opportunities to send over a thoughtful gift or email.


Attend events...if your customer holds annual charity events or some sort of meeting, make sure you take the time to attend and show your support.


Renewals...a great time to touch base and check-in to see how the customer experience has been.


Incentives...put your money where your mouth is and show your customers' value.


A gift incentive or discount can go a long way in terms of future revenue.


And just touch base in general. Call your customers every so often to see how they're doing, how the product/service you sold them is performing, and inquire or listen to any of their other needs. You can also use newsletter subscriptions to keep yourself in their minds.


And just overall great service. The single-best way to ensure customers will remain loyal. Go above and beyond. You'll be surprised at how much of an advocate that customer can turn out to be in terms of referrals.


Make sure you offer them more products/services that will meet real needs.


If they like you and the product they bought, they'll buy from you again. The important thing is to always endeavor to meet the needs of your existing and future customers.


Interested in trying a martial arts class? Find an affiliated academy anywhere in the country by clicking here.

Have your own martial arts program? Get to know more about what we have to offer at 
Ground Standard Agency for helping martial arts businesses grow.

Email us at info@groundstandard.com, or call and text us at (732) 907-8920 today to learn how to start growing your own academy, school, dojo, or gym with us as well.

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March 24, 2025
Picture this—you’ve built a martial arts academy, poured your heart into creating an elite training environment, yet your revenue graph looks like a roller coaster. One month, you’re thriving; the next, you're scrambling for ways to keep the lights on. Sustainable revenue isn’t about luck; it’s about strategy. Let’s break down how to build a revenue model that keeps cash flowing smoothly. Constructing a Multi-Layered Revenue Fortress The days of relying on a single revenue stream are long gone. If memberships are your only source of income, your business stands on shaky ground. Think of your academy’s financial structure like a balanced martial arts stance—multiple income streams providing stability: Membership Tiers – Ditch the one-size-fits-all pricing. Offer a range of options: basic (limited sessions), standard (unlimited), and elite (personalized coaching + perks). Paid Trials Over Freebies – Free trials attract tire-kickers. Charge for an introductory package to ensure only serious students enroll. Private Coaching for Premium Clients – Students who crave one-on-one attention will pay top dollar for personalized instruction. Merchandise Sales – Branded apparel, gear, and training accessories not only boost revenue but also serve as free advertising. Seminars & Specialty Workshops – Host guest instructors or focus on niche topics like self-defense intensives for one-time profit boosts. Digital Revenue Streams – Offer exclusive online training, virtual coaching, or content subscriptions to expand beyond your physical location. Diversifying income isn’t just smart—it’s essential for long-term success. Pricing Alchemy: Striking the Right Balance Your pricing speaks volumes about your academy’s value. Price too low, and you’ll struggle to stay afloat. Set rates too high, and potential students may not even walk through the door. Tiered Memberships Provide Flexibility – Cater to different budgets and commitment levels with structured plans. Encourage Long-Term Commitment – Offer discounts for 6- and 12-month memberships to improve revenue predictability. Family Discounts Boost Retention – Incentivize entire families to train together and increase loyalty. Bundle for Bigger Profits – Pair memberships with private sessions or gear packages to increase spending per student. Turbocharge Your Lead Generation Growth starts with a steady stream of new students. That’s where Lead Generation by Ground Standard changes the game. Targeted Advertising – Facebook, Google, and Instagram ads pinpoint your ideal students. SEO Domination – Secure top spots for "Martial Arts Marketing Services" in local search results. Referral Programs That Work – Incentivize current students to bring in friends with exclusive perks. Automated Follow-Ups – Many leads require multiple touchpoints. Ground Standard’s automation keeps them engaged. Retention: The Key to Long-Term Profitability Signing students up is just the beginning—keeping them engaged ensures lasting revenue. Culture Over Contracts – Students don’t just train for skill; they stay for the community. Foster that family vibe. Celebrate Milestones – Progress tracking, promotions, and awards boost motivation. Make It Easy to Stay – Convenient scheduling, autopay options, and seamless booking enhance the student experience. Live Concierge Support – Ground Standard’s Live Concierge keeps students engaged with timely communication. Unlocking Hidden Revenue Avenues Looking beyond traditional memberships can take your earnings to the next level. Host & Monetize Events – Inter-academy tournaments, self-defense workshops, and competitions generate extra cash flow. Corporate Partnerships – Businesses will pay for self-defense and wellness programs. Seasonal Programs & Camps – After-school and summer programs create lucrative revenue spikes. Online Training Empire – Sell instructional videos or live-streamed sessions to a broader audience. Data-Driven Decisions for Smarter Growth Guesswork won’t pay the bills—data will. Smart business owners track key performance indicators (KPIs): Customer Acquisition Cost (CAC) – Understand what it costs to gain each new student. Churn Rate – Identify why students leave and improve retention strategies. Lifetime Value (LTV) – Measure how much each student contributes over time. Conversion Rate – Track how many leads become paying members. Your numbers tell a story. Read it well. Automate, Delegate, Dominate You can’t grow if you’re drowning in daily tasks. Automation and delegation free up time for strategy and expansion. CRM & Email Automation – Ground Standard’s tools nurture leads and manage communication effortlessly. Build a Strong Team – Stop running everything yourself. Train staff to handle sessions while you focus on growth. Outsource Marketing – Let professionals handle social media, ads, and SEO while you master your business. The Final Word Martial arts success isn’t just about skill—it’s about sustainability. A strong revenue model requires precision, strategy, and the right tools. With Ground Standard’s Live Concierge and Lead Generation , your academy can evolve into a thriving business. The fight for financial stability is won with strategy. Train hard. Market smarter. Scale relentlessly. The Untapped Power of a Mission Statement in Martial Arts Success Why do some academies thrive while others struggle? The secret isn’t just top-tier training—it’s a crystal-clear mission statement . A mission statement isn’t corporate fluff. It’s the backbone of your brand, the foundation of your marketing strategy, and the glue that unites students and instructors. It defines why you exist, who you serve, and what makes you different. Crafting a Mission That Sticks Imagine two academies side by side: One says, "We teach martial arts." The other declares, "We empower individuals with confidence, discipline, and self-defense skills through a dynamic martial arts experience." Which one resonates more? A compelling mission statement: Clarifies Your Purpose – Defines your academy’s deeper mission beyond just teaching skills. Distinguishes Your Brand – Makes you stand out in a crowded market. Attracts & Retains Students – Gives people a reason to join—and stay. Ground Standard’s Lead Generation service helps academies refine and amplify their unique voice. If your academy lacks a clear mission, you’re leaving growth on the table. Making Your Mission Work for Marketing Your mission isn’t just an internal statement—it’s a marketing catalyst . Every ad, email, and post should reflect it. Social Media Strategy – Share stories of student transformation, not just flashy moves. Website Optimization – Feature your mission front and center for SEO and instant connection. Email & Ads – Focus on transformation, not just promotions. Live Concierge by Ground Standard ensures mission-driven messaging remains consistent—turning inquiries into enrollments. Transforming Your Academy Through Purpose A strong mission creates organic growth.  The Master Plan: Refine Your Mission Statement – Make it bold, clear, and specific. Integrate It Into Marketing – Reflect it in social media, ads, and outreach. Ensure Staff Alignment – Train your team to embody and communicate your mission. Leverage Expert Help – Use Ground Standard’s Lead Generation and Live Concierge to maximize impact. A mission statement isn’t just a tagline—it’s the heartbeat of a thriving academy. It’s the force that attracts new students, builds loyalty, and sets you apart. Ready to take your academy to the next level? Ground Standard’s Martial Arts Marketing Services will amplify your mission and fuel your success.
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