The Winner’s Exchange refers to an exchange in which the buyer receives more value than what they pay for the product or service that they purchase. I learned this principle from Grant Cardone, sales trainer and author of the 10x Rule, and thought immediately about the services we sell at KMMA. I have no doubt that the benefits of the training that we provide are far more valuable to the buyer than the tuition that we charge. Yet there is a second premise to the Winner’s Exchange that absolutely MUST be present for the first to be true. I will address both, and what we (both seller and buyer) must do to ensure that the winner’s exchange takes place.
The first premise of the winner’s exchange was simply that the buyer must receive even more value than the money that they paid for the good or service that they purchased and received. In the case of our martial arts programs, children receive self-esteem, focus, discipline, confidence, communication and many other character and leadership skills that will serve them well for the rest of their lives. How can there be any doubt that this is worth exceedingly and abundantly more than we charge? The truth is that we could charge 10x as much and the benefits of our program would still be worth it. The confidence, character and leadership skills KMMA develops and instills in our Blackbelts is priceless.
These benefits exist for our teen and adult students too and we haven’t even spoken yet about the physical fitness and real-world self-defense aspects of the program that most adults actually begin for. Youth, teens and adults get more physically fit which is of course also priceless in a modern world where obesity and other health related illness are actually the greatest threats to our safety of all; but what of the student that actually does get the unfortunate opportunity to apply the self-defense techniques of our system? I say unfortunate because the physical aspects of what we teach is real world life or death self-defense stuff. It is unfortunate should anyone end up in a situation where they have to use violence to defend themselves. It would be more unfortunate if they find themselves in the same situation unequipped to do so. Should a KMMA student ever have to apply what they have learned and trained for in self-defense, the fact that they had the confidence, skills and mental preparedness to get home safely makes this training, again, priceless.
There is therefore indisputable evidence that the training that a student receives through our KMMA programs delivers the winner’s exchange. Not always, though, and this brings us to the second premise of the winner’s exchange. Grant Cardone used the example of one of his books. He said that if he sells the book to the customer and the customer takes it, reads it and applies it, that $30 book may be worth $30,000 or more to the one who read it. This is a winner’s exchange because the buyer receives so much more value than what they paid and now will even become an avid promoter of Grant and his work because of the amazing value received. In the example, however, where the buyer never reads the book, the value is never delivered and the winner’s exchange never really took place.
Unfortunately, this is what happens when we fail to get a student through their program. I mean, the truth is that even a few months of training at KMMA will positively affect anyone, but the real deep and abundant benefits of training happen at Blackbelt and beyond. One of our slogans at KMMA, which I got from my mentor Grand Master Greg Silva, is that “This Is A Blackbelt School”. What this means is that it is our goal to get every student at least to Blackbelt and to deliver the fantastic physical, mental, spiritual and communal benefits that this experience provides. These benefits go with the Blackbelt out of the dojo and into the world, making them be better fathers and mothers, daughters and sons, brothers and sisters, students, teachers, employees, employers, business people and, in short, be more successful in anything and everything that they do, every goal they set and every role they play! If I sound like I am promising a lot it is because I know that it is true! I have experienced this in my own life and seen it in the lives of many blackbelts we have had the honor of training over the years since we opened in October of 2000, including my own sons. It is remarkable the transformations that occur with time in training on the Blackbelt Quest and beyond.
That is why I take it so personally when we fail to take a student to Blackbelt. Rather we fail to make them students during the enrollment process or fail to retain them long enough to become blackbelts, I have always felt that we have failed to deliver the benefits we could. In the context of today’s lesson, we failed to deliver the winner’s exchange. Regrettably, this has happened more often than I hope. As I guess I have made clear, it would be my goal to make every student that walks in our door into a strong, confident Blackbelt. So, what can we do to improve the situation and create more winner’s exchange and more Blackbelts?
For Team KMMA and other instructors reading this, we need to do better at every single thing we can to help students succeed. There are many retention procedures on and off the mat that help. I believe that the most important thing of all, though, is that we help them feel like, believe in and start becoming the champions that they can be before they can be. We must inspire confidence and greatness in our students before they possess these traits. Training has to be fun, but more importantly powerful. Classes have to be entertaining, educational and exciting, but more importantly empowering. We must see and create the Blackbelt excellence in all of our students long enough to help then see and create the same in themselves.
Parents, spouses and other family members reading; I know you want to help too. If you were not interested in the benefits for the ones you love, you wouldn’t have put them in our program and you wouldn’t be reading this book. The absolute best thing you could do is also get training. There is something powerful about the family that sets and achieves their betterment goals together! If anything keeps you from this though, you can help by helping us bring out the best in your kids. Encourage and inspire them. Praise their efforts and progress as well as their successes. The latter will come, but the prior come quicker. The good feeling that they get from your encouragement will make them want more. And, when they don’t perform their very best, challenge them to fulfill their potential, but never speak into existence anything less than the winners they will be. We give instruction and example of how to do this in my VIP (Very Involved Parent) coaching classes. Be sure to attend the next one if you haven’t yet.
Finally, if you are reading this and are a student of the martial arts, trust the law of the process. We tend to see everyone else better than they are and ourselves worse than we are. This can create a kind of unhealthy competition that causes us to lose confidence and feel that we are not progressing quickly enough. This is one of the disempowering feelings that causes people to quit. Another is the opposite, wherein you feel like you have seen the same thing over and over again and therefore you know it. This is also disempowering, because it will cause you to get bored and quit long before you ever actually master the skills that you are learning. So, for your training, I will prescribe the same formula that I would for you to empower and create success in any area of life. Set worthy goals (like becoming a Blackbelt) and work consistently and persistently until the object of your desire becomes your reality, and then set the next bigger goal. Trust the law of the process, which tells us that excellence happens daily but not in a day. Come to your Sensei, myself or somebody else that has been where you want to go when you face the inevitable challenges along the way; no great quest was ever won without the slaying of the occasional dragon. When you apply these principles consistently over time, they will become habit and then these habits will form your destiny.
Grand Master Stephen DelCastillo
Tampa Krav Maga
1900 Land O Lakes Blvd
Lutz, FL 33549