B) Using Socially Accepted Language to Create Understanding – Why Long Term Approaches are Necessary
Most consumers (parents and coaches) are truly unaware of what quality athletic development training should look like. They have been conditioned through media and by our industry’s lack of foresight, to believe in the ‘one-and-gun’ style of "6-Week Programs to Increased Speed".
Having said that, trying to explain verbiage such as ‘Long-Term Athlete Development’ or ‘Developmental System’ won’t typically bridge an understanding to your prospects insofar as what makes the IYCA so unique and effective.
I have incurred great success by drawing parallels to some type of societal norm that layman already understand and are familiar with.
In the case of pediatric and adolescent clients, school represents your best case scenario.
When explaining the long-term approach to the IYCA Developmental Training System, your points should take on two separate but concentrated forms:
(i) The School/Academic System
Parents understand and accept the need for a long-term approach to academics and cognitive development. It is quite entrenched in our society as fact.
When discussing the importance and necessity of staying involved with your IYCA Program long-term, use language that builds an understanding using school as the backdrop –
"It’s the same reason why you couldn’t obtain a Bachelor’s Degree without finishing high school. Academic achievement is build upon progressive development – optimal sport performance is also"
"Your son couldn’t possibly complete Grade 2 in six weeks because succeeding in school is based on learning simple and basic skills, progressing them over time and then applying them to specific situations. That’s exactly what the IYCA training system is built on as well"
"Your daughter couldn’t possibly understand the complexity of Calculus in high school unless she learned how to do basic math in elementary school. Although there doesn’t appear to be a correlation because elementary school and high school seem so far apart, success in one depends on success in the other. The same is true for training and that’s why our program is long-term oriented. It’s common to think that all you have to do is put out some cones and have young athletes run through them quickly, but without learning proper body control and building the proper type of core strength, your daughter won’t ever be able to run as fast as possible or control the speed of a game"
(ii) The Martial Arts/Black Belt System
The IYCA youth fitness training system has been build around a martial arts concept.
One reason is due to the rather striking retention rates most martial arts schools generate. Parents and kids ‘buy into’ the concept of long-term in this arena because of the prized carrot offered at the end – a Black Belt.
Be sure when explaining the IYCA system to prospects that you incorporate language that bridges an understanding between earning a Black Belt in martial arts (and the technical requirements needed in doing so) and staying with your IYCA Program long term –
"Have you ever seen how amazing Black Belts are athletically and when they demonstrate their skills? That’s why we have a longer term approach with the IYCA – to built your daughter into a soccer/baseball (etc) player just like that"