Are You Creating Value for your Clients?

In All, Business by Don AlleyLeave a Comment


I was in a staff training meeting with the team that runs my karate school, and the mail came…and with it, a rather large envelope.

I guessed that it was a book, and as I opened it, sure enough, it was a book. Never heard of it, but inside, there was a handwritten note from the owner of the software company we use to run our school, called Rainmaker.

Dear Don,

I wanted to say thank you for being a client of Rainmaker, and I wanted to share this book with you. It’s the best book I’ve ever read.  -Scott Dolloff

Bold assertion. I’ll take a look.

But what struck me more was what he was trying to do. I roll in some of the same circles he does, and there is a martial arts coach that tells clients to do just this. Send your students random gifts. Make them feel appreciated. Make them love you with the extra that you do so that they will never quit, and always refer people. So immediately, I knew where this idea came from. And while I was happy to be the recipient of his generosity, I also felt like it was unnecessary. Why?

Because his product is already so awesome. Rainmaker, the software that he created and sells, costs me $197 per month, but it saves me THOUSANDS in what I used to pay people to do. And it earns me more than I can quantify with the automation that is built in. I couldn’t imagine running any martial arts school without Rainmaker. I even use it for my preschools. All the karate schools that I coach in my mentoring program, that’s the first question I ask, Do you use Rainmaker? Not only does it do SO much for us now,  it continues to evolve and change to improve my karate school.

So while I thought it was nice of him to send me “the best book he’s ever read,” I was already sold on being a lifelong client, BECAUSE THE VALUE OF HIS PRODUCT IS SO STRONG.

Which lead me to ask my team, “Would our members say the same of us?”

Our product is what we deliver on the martial arts floor. How strong is it? Do we need to send our members books and candy and trinkets, or do they already think the same way about us that I think about Rainmaker. Would they get a book and be MORE happy to be our member, or roll their eyes at the gesture and make the same assertion towards us that I made towards them: you guys already rock, I don’t need a book to make me love you more.

That’s the question for you. And me. Are we providing so much value for our people that they couldn’t imagine switching? Or rather a better question, What can I do to add so much value to our clients that they will NEVER leave?

Don Alley
Don Alley is an artist and entrepreneur. He is known as the karate guy, the preschool guy, or the video guy. He runs Super Kicks Karate as the chief instructor in Ashburn, Center Stage Preschool, and Lucky You Media. He is also the co-founder of Testudo Addiction Recovery, a non-profit organization serving families across the country.

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