Client: When I’m converting my students and I’m trying to convince them how wonderful a group is, which I’m pretty much convinced and on board with myself. How do I do that without risking them feeling like their previous lesson experience, like the product they were getting before, is not bad. Like how do they feel better about group without feeling like they got a waste, like a bad product before?
Like I might say this is so much better, it’s so much more efficient, you’ll learn faster. So then I would feel like as a student maybe I would think like, “Oh, so I wasn’t learning as well as I could. I wasn’t getting the best product I could’ve been getting.”
Daniel: Sure. This is something that a few people have brought up, and it’s probably something that I could add to the core, but this is the first time anyone in this class of people has asked this question, so I’m really glad you’re asking this. I think it’s in how you frame it. So yes, we’re painting this picture of how much better it’s going to be. I think the way to do it, so I was five years in when I really started doing this and I didn’t, unfortunately, didn’t convert it the way that I teach all of you to do it. I did it in a much, I basically made all the mistakes that I warned you about.
Yeah, I personally didn’t do it this way, but what I’ve told people to do if this question comes up has worked well and this is what it is. So let me ask you a question. Has this question come up with a family or are you anticipating that it might?
Client: Nobody’s actually asked me that. Although I feel like I’ve gotten sort of almost that, you know what I mean? Like I kind feel like people in have been kind of thinking it but not quite saying it. But I haven’t actually sent out my conversion email yet. I’ve kind of just been, I’ve mentioned it to a few people in passing, but I haven’t gotten with my full blown response because I haven’t given, I haven’t sent out the emails yet.
Daniel: Got it. Okay, great. So if anyone actually mentions it, which will, I’ll kind of say this. I think a lot of times people think that 50% or 75% of the studio is going to say, “Oh no, this is horrible.” Or they’re going to complain or something like that. It usually ends up being like one or two people, if any. There’ve been plenty of studios that have gone through this, that it’s never happened. I think in the same way, I think there’s a understandable fear that, “Oh my gosh, all these people are probably thinking this.” But the truth of the matter is, is that we would be, I just think it doesn’t happen as often as you might fear that it will. So I’ll start with that. That isn’t to say the fear isn’t legitimate. Because I actually want to address what you’re saying, but I do want to start by saying that, be nice to yourself and don’t worry about it too much.
Okay. So with having said that, what would I actually say then? And it’s this, if someone actually come up to me and said, “You know, I was reading this, you’re talking about how great this is, how much faster the kids will move. And you know, I’m a little concerned that maybe they weren’t getting such a hot deal before.” Or “Why didn’t you do this sooner?” And what I would say is, “You know, just as I’ve gone along and just been observing students over the past few years, I’ve just gotten this sense that there’s just not enough time to get everything done. So I personally have been looking throughout the professional world to see what other people are doing. And the truth of matter is, is that a lot of teachers say the same thing. They experienced this problem as well. So I wanted to get innovative and creative and create something that actually solved this problem. So the truth of matter is, is that I guess I wish that I would’ve come up with this idea sooner, but I’m just happy that it’s here now.”
And then I wouldn’t say anything and I’d just let them sit in the silence and they’ll more than likely say something to the effect of, “Okay, yeah, that sounds great.” The other thing is, is that, think about this, last November I bought the iPhone X. I wasn’t mad at Apple because I had the iPhone 7 before and now the iPhone X. When I had the iPhone 7 I wasn’t mad that the iPhone 6 wasn’t as good as the iPhone 7. It had faster, you know, all this stuff.
I think people expect progress and when you deliver it, I think they’re grateful. I don’t think they look back at the past and say, “Oh well that was junk before.” I think it’s in human nature to focus on, “Aw man, I’m getting this now.” I think the result is people are going to actually going to be really grateful to you for being forward thinking. And if you use kind of that script that I gave just a second ago, I think that helps them get to that place faster so that they’re not complaining against the past version of you. They’re just really thankful that they’re working with such a forward thinking teacher.
This is what I’d recommend. I don’t have a script for what I just said there. That’s just something that I kind of would say if someone said that to me. And maybe just write out the outline for that or write it out word for word and just, if you anticipate and you really want to be ready, I would use that script. So I think that’d be helpful.