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How Your Price and Perceived Value Affect Your Martial Arts Business Success
Category: Free Articles, Selling
As a martial arts school owner, you need to recognize the relationship between price and value. I feel that it’s important to share this with you because when you raise your rates, you can rest assured that there will be some people who will say that you are “too high” or “too expensive” or whatever…
However, the fact remains that:
1. You get what you pay for.
2. Value is always related to perception - therefore, the perceived value of a product determines what a person will be willing to pay.
It is your job to increase the prospective student’s perception of the value of your services.
This can be done by:
* Pointing out all the benefits of your martial arts training programs - increased fitness, more confidence, improved grades, more positive attitude, self-defense skills, and more.
* Pointing out all the benefits of training at your facility - better equipped, smaller means more personal attention, providing a safe and positive school is your number one concern, more flexibility in class scheduling, only certified instructors teach your classes, etc.
* Simply showing the client through your actions that your services are better than anyone else’s. In other words, provide outstanding service!
* Teaching awesome super-charged classes by teaching benefits in all introductory lessons, and making each student feel as though they are special (which they are)
* Always being polite and courteous (sometimes it’s difficult, I know) and make each person feel like they are the first priority. Of course, you still have to attend to all your other duties - it is an acquired skill to make each person feel that you are seeing to their needs without getting tunnel vision and totally focusing on one person - you have to be able to multi-task.
* Listening to the client’s needs and wants and making sure that you can meet those needs and wants before new students enroll. Also, stay in constant contact with new students to ensure that you follow up with excellent service after the student joins.
Attending to the above service issues will ensure that every student who walks in your doors will see the value of what you offer to your clients.
When you make this happen, price is no longer an issue - the student knows that the service they are receiving is well worth what they are paying.
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