Sign Up On Line?

Thus far, we have managed to avoid any discussion of selling on line. There is no one answer to this question that is right for every store. One retailer likened it to playing the lottery:

“When it comes to the lottery, I can guarantee you two things, First, someone has got to win. Second, it sure as Hell won’t be you.

There are some dive retailers who will undoubtedly do well by moving their sales on line. But for the average dive retailer, that time may not be here yet.

Which brings us to the case in point: Should your website provide perspective students a means to enroll in training entirely on-line? Opinions vary.

• Some retailers have told us horror stories concerning students who have enrolled on line and then shown up for class unprepared or missing important paperwork and equipment.
• Others have wholeheartedly embraced the concept of on-line enrollment, primarily through on-line training programs offered through their training agency.

The key seems to be engaging on-line enrollees in an ongoing dialog, in person, over the phone and through e-mail. If you do not, the odds of them showing up for class unprepared goes up substantially.

Our sample website takes a middle-of-the-road approach to on-line enrollment in classes, trips and activities. An on-line form enables students to begin the enrollment process by specifying course dates and providing personal and contact information. No credit-card information is exchanged, however, until a staff member calls the student back, makes sure the student thoroughly understands everything involved, then takes payment information over the phone. See example.

This approach accomplishes several things:

• It creates a sense of commitment on the part of the student.
• It allows the store to enter accurate name, date-of-birth and contact information in its point-of-sale system. (This can help reduce certification card errors later on.
• It allows a staff member to confirm that the student does, in fact, understand all of the costs and obligations well in advance of the course.

Once students have submitted the on-line form, they are taken to a page that goes over how to correctly fill out the RSTC Medical History/Exam form. Getting tis done the right way — while students still have time to obtain a physician’s approval, if need be — can save considerable headaches. See example.

Selling Travel on Your Website »

::: TOP ::: SUBSCRIBE ::: CONTACT US ::: ABOUT US :::