How to think about USJF Strategic Self Defense Marketing

1. Whenever a customer hires you to provide a service, they are simultaneously purchasing two things: 
   1. The service itself, and
   2. A relationship with you as the provider. 

2. Selling involves creating a relationship: 
   1. Relationships are created, maintained, and changed through exactly the same process:  action and reaction. 
      1. It is easier to establish a relationship from scratch than to change an existing one. 
   2. There needs to be an alignment between the services you are selling and your organizational mission.
      1. As an example if you mission is to teach competitive judo and you try to sell self defense those two are not aligned (what does competitive judo have to do with self defense?)! 
   3. Services and marketing
      1. You need to create the right size package, right type package, right type service for your market,  your setting, service and the market (congruence).
      2. If you are selling safety you have to make sure that your setting reflects safety. 
   4. Your tangible materials (i.e., handouts, posters, flyers) need to not only look good; they need to look right.
   5. Pricing: 
      1. Never take pricing for granted. 
      2. Price your services too high and you won’t get the business; price them too low and you will wish you hadn’t gotten the business. 
      3. The range of prices that people willingly pay for the same service is many times greater than the range they will pay for the same product. 
      4. Price information is scarce; there is no such thing as “the same service.” 
         1. The value of a servicer to the customer is always substantially greater than the price. 
         1. Price is based on perceived customer value (how much is it “worth” to the customer based on the immediate value system).
   6. Everything you say to your market, and everything you do to interact with your market, must be congruent.
      1. It must be congruent with the way your market see things;
      2. it must be congruent with the way your market thinks and talks;
      3. it must be congruent with everything else you say and do. 
   7. Creating the right package
      1. People like buying packages, therefore it is best to create a package for the prospect. 
      2. Creating your presentation you need to create sizzle – getting people to see what they are getting for their money

3. Action plans
   • Documenting action plans help you develop a consistent presentation to the public and allows you to determine what works in the presentation and what does not.

Q;  When ever a customer hires you to provide a service what are they NOT simultaneously purchasing things: 

1. The service itself
   1. *An insurance that they will not get hurt
   2. A relationship with you as the provider. 

Q:  Selling does not involve:

1. *Figuring out how to trick people to come to your dojo
2. Consistent and congruent approach to your market and your identity
3. Selling involves creating a relationship
4. Creating the right package for your right audience