Make Your Courses
Stand Out (Continued…)
Let Customers Decide How Much They Will Pay By this, we do not mean let your customers set your class prices for you. Instead, what we suggest is that you offer a sufficient number of options that each customer, individually, determines how much or how little he or she will spend, based on which options they choose.
The chief benefit of doing so is that it helps you avoid the kind of answer to the question, “How much are your scuba courses?” This only facilitates comparison shopping. Instead of beling limited to giving a single-price answer, you will be able to say things like:
- “We have course packages starting at (whatever your lowest package price is).”
- “There are a number of pricing options that let you determine how much or how little you want to spend. We have a comparison chart we can give you that will let you choose the package that is best for you…”
Of course, you do not want to create the appearance that you are avoiding a direct answer to the customer’s question or, worse, setting the customer up to be sandbagged later by hidden “extras.” If you caller insists on getting a specific number from you, give him one. However, by offering package pricing, you will be able to do so in ways that may set you apart from your competition. For example:
- “Our most popular learn-to-dive package costs (price), and includes…”
- “Our best value is (whatever you call and price it), and includes…”
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