How I Doubled My Client's Revenues In 2 Weeks

I recently started working with a company that teaches primary school kids how to improve test scores. They were charging each kid's family $300 to $1000 depending on the type and duration of the courses, and they are teaching on average 50 to 70 kids per month.

Their huge training room is not being fully utilized as it's half empty most of the training sessions, so they wanted to see I could help them generate more leads.

They told me that their current leads come from two major sources:
1. Distributing flyers at busy subway station exits, but they have a very low "hit ratio" with this method.
2. Publicity at 2 local schools.

I went down to see how they distrubte flyers. Apparently most people either don't take the flyers or throw them away right after. I thought instead of passing out flyers that most people throw away after a glance, we might as well give out something more valuable.

We contacted a publisher through a friend of mine and asked if we could get a learning-related book for a huge discount. After some negotiation and debate among ourselves, we decided on a book on mind-mapping that was quite popular about a year ago. The cover price is $22.40, but we got 300 copies for $10 each.

Instead of giving out flyers we put out a table and a sign that says "FREE Book That Helps Your Kid Ace Exams!" When interested parents comes to the table, we told them we already gave out the copies we brought with us, but we're giving a free training session to kids and will be giving out the book if their kids pass a small tests. If they want attend as well as get the book they should sign up and leave their phone number. We collected a little over 150 phone numbers by the end of the day.

We decided to hold two free training sessions on a Friday evening and called up parent who signed up. 30 or so said they wouldn't come and another 40 sounded hesitant, but anyway our client's has a big training room so we set up enough places for 80 kids (40 each session).

On the actual evening 93 kids came with parents so we had to let a couple of kids share table. We gave a 1-hour training session on mnemonics and gave a tests which every kids passed (some passed on a second try). The idea is that every family got the free as the reward, which naturally calls for reciprocate from the parents. After the training we had a whole team soft-selling the parents by discussing with them about their kids' performance at school and suggsted ways to help.

In the end we managed to sell 47 spots on our upcoming courses of various levels. The rest are still interested so we're going to follow up with them.

So the overal cost of this campain is $930 worth of books plus miscellaneous spending which comes down to about $1000, but we managed to sell over $14000 worth of training. Of course we still have to deduct from it trainers' fee, printed material, rental, etc., but the ROI is much higher than passing out flyers! We're gonna do this again next month. If it works out again, we're going to expand and distribute more books at more subway stations.

If you have clients that sell training, you could definitely consider giving out free books or booklets (that you can print yourself) and ONLY give this if they come to the pitching session (which you will call free training).

Hope that helps

Owen Lee