The End of Life as We Know It?
According to some dive retailers, the Internet — and anything having to do with it — is the living embodiment of Satan. Of course, this attitude is very convenient, No longer do you have to blame your failures on your lack of management, marketing or sales ability — now you can blame it all on the Internet. Or you can choose to act like a grown up.
The fact is, the Internet is not going away any time soon. It is part of your customers’ everyday life; to pretend it doesn’t exist is nothing less than naive. You can either learn to use the Internet to your advantage — or you can wait for your competitors to pass you by.
Time for a reality check. Here are some of the most common concerns retailers voice about on-line scuba training — and the facts:
- “I don’t want my students getting in the habit of going to the Internet for anything.” And you think they are not doing this already? The fact is, your customers are used to using the Internet to buy everything from music to auto insurance. Many participate in on-line training as part of their jobs. The level of convenience this provides is something they expect from everyone they deal with. If you can’t provide it, they’ll find someone who can.
- “If the training agencies can market directly to my customers over the Internet, what do they need me for?” Your primary equipment vendors could, theoretically, do the same thing; however, they realize it’s in their best interest to support local dive retailers instead. The training agencies understand this as well. When students attempt to sign up for on-line training, the first thing they are required to do is select a local retailer with whom to affiliate. That retailer (if he is smart) will then monitor the student’s progress and establish an open line of communication. Smart retailers don’t worry about how many customers they will lose to the Internet; they focus on how many customers they stand to gain.
- “Internet-based instruction depersonalizes diver training.” Only if you let it. Smart retailers know how to use the telephone and e-mail. Yes, it’s best to interact with your customers in person. Unfortunately, this is something they do not always have time for. Ask yourself which you would rather do: Interact with customers over the phone or e-mail…or not interact at all?
- “I want to offer learning opportunities that help bring customers into the store, not which make it convenient for them to stay out.” Don’t we all? Nevertheless, if coming into the store is the only type of learning opportunity you offer, you may end up dealing with only a fraction of the customers you would otherwise. Remember: Used wisely, Internet-based training can result in more people coming into your store — or, if lieu of that, at least sending you their money.
- “I can teach students better in person.” Oh, really? Let’s try this one more time: Classroom lectures provide the least effective means of transferring cognitive skills; computer-aided instruction, on the other hand, can provide among the most effective mans of doing so. However, if you use CAI to its fullest advantage, you may end up creating the time you need to bring about more affective learning — the development of constructive attitudes and beliefs, which is best done through personal interaction with a role-model diving educator.
Internet-based diver training is here. It is not going away. In fact, we’ll only see more of it as time passes. You can learn to use it to your advantage — or you can stick your head in the sand. It’s your call.
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