Make Your Courses Stand Out

Your store’s affiliation with a major training agency is generally a good thing. Like owning a NAPA Auto Parts or Ace Hardware franchise, it gives you brand recognition and a level of consumer confidence you would most likely not be able to generate on your own.

The downside is, it makes it easier for customers to assume your beginning scuba course is “just like everyone else’s.” And if, in fact, your course is just like everyone else’s, the only reason a customer should choose your store over a competitor is that you offer the same, cookie-cutter scuba course at a lower price. That’s not a perception you can afford.

The fact is, people don’t choose products or services because they are the same as whatever else is available; they choose them because they perceive those products and services to be better — even if being “better” is limited solely to being cheaper than otherwise identical alternatives.

If you want to be able to charge a larger percentage of what your courses are actually worth — and attract the kind of customer who is smart enough to understand the difference between price and value — then you need to make your courses stand out. Here are some ideas that can help:

Shop the Competition You already know what prospective students hear when they call your store inquiring about classes. What do they hear when they call up the competition? If you don’t know, you should find out. Call competing stores and ask them about learning to dive. Put yourself in the customer’s shoes and listen to what these stores have to say. Decide what you find appealing, and what sounds confusing or disappointing. Use this information to improve how you describe your own courses.

By the way, if you are feeling sheepish about making anonymous calls to competitors, don’t be. You can bet money they are already doing the same to you.

Stress convenience and choice »

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