Many Cheap Things Can't Be Good
Avoid Cheap Courses
Course pricing should be determined based on the content provided. It really chaps my ass when I see Buoyancy courses advertised for $75 and only six (6) hours of total class time. Really? A class as important as buoyancy control completed in only six hours. Come on!!! If you feel that you can really learn to have pin-point control of your buoyancy, do you think you’ll get it in only six hours? Probably not.
When I originally priced my classes out, I priced them on the high side, but kept them close to what the dive stores were charging. I did this in an attempt to get students who’s primary decision factor was price. After a couple of years, I realized that this wasn’t the kind of student I wanted. I was giving so much more content than the dive stores, that the value of the course wasn’t truly being recognized.
When people find the lowest price on something, they normally do not hold it in high regard. In the scuba instruction world, these are the card collectors. They are looking for a c-card to validate that they are “worthy” of the “credibility” that the card brings them. Little do they realize, they got the short end of the stick and traded their hard earned money for a cheap piece of plastic. I know this because I’m a reformed card collector. This was my attitude when I took scuba diving classes.
Pricing Courses Based Upon Content
At the beginning of 2010, I increased my prices. Significantly in most cases. For example, I’m now the only instructor in the Chicago area that is running a two day, $250, buoyancy course. The type of student that I’m trying to attract is the one who can recognize a high quality class, and is willing to pay more in order to get more than the status quo.
I know that in this tough economy, paying high prices for scuba diving classes seems unreasonable. But the truth is, if you want a Harvard type education, you’ve got to pay Harvard type prices. Otherwise, head to the local community college and take your chances. My prices now reflect the value that I put on these types of classes and what I would be willing to pay for them.
If you can’t afford that great class you’ve been wanting to take, then put your extra pennies, nickels and dimes in a piggy bank. Then when you get the money for that kick ass class, sign up for it. You must resist the urge to take that cheap and quick class. You will appreciate the education you received more when you have to work hard and sacrifice for it.
Rants over. Thanks for reading. You may now go back to your regularly scheduled program.
Dive Safe,
Duane
Precision Diving
About Duane Johnson
Well said, Duane. Don’t worry, though… we can see the value-minded students when we go diving. They make themselves known underwater!
Not everyone wants a Cadillac – some think Fords are just fine. And for them, they are right. Keep selling Cadillacs and people who want Cadillacs will keep finding you.
The sad thing is, al lot of people will have already purchased a Ford before they come to you for the Cadillac.
Agreed. Would you sign up for a discount skydiving class?
“Yes, we save money for our customers because we do not maintain our skydiving gear like we are supposed to. Also you will notice all the holes in the gear and that the gear is from 1983.” (Sarcasim)
Why would you want to take a discount course and rush through something that is basically dangerous? You pay for quality. A good instructor is worth the extra cash. Here in Asia, I have heard HORROR stories about shabby instructors just screaming at students and then the student doesn’t end up learning. You get a piece of plastic, but can you really dive safely? I would say no. Also would you want your kids or your loved ones to dive with these discount guys? Again I say no.
I charge more than the average shop does here too. I charge for what I think my instruction is worth. I give 110% to the students and make sure they can perform the skills CORRECTLY and that they are confident in the water. I also go over gas management with them in detail. It is shocking to me how many people I take diving have NO CLUE on how to manage their gas. Also bouyancy and proper weighting…. Some instructors out there seem to just be skipping over that or only touching on it briefly.
By not getting a good diving education you are endangering yourself and others that dive with you. You owe it to yourself to seek out the best instructors. Ask to see the instructor’s card. Ask about how they teach their classes. Ask them if they are interested in pushing up their student count or making students that they themselves wouldn’t mind diving with.
Hi JD,
Agreed. Skydiving is just as dangerous as scuba diving. As Jason has mentioned, by the time these people realize they have gotten a bad class, it’s too late. The bad habits they picked up in their courses has now buried itself in their behavior. Bad habits are always hard to break.
It should also be said that the most expensive education isn’t always the best. So students really need to interview prospective instructors and not take the word of the kid behind the sales counter.
Another trend in my area is dive stores giving free dry suit classes with the purchase of a dry suit. In my opinion, the dive stores believe that the education really isn’t worth much if it’s given away, OR, the profit margin on the dry suit has been increased to cover the cost of the class. Either way, I really dislike this practice. Off my soapbox now.
Thanks for visiting.
Duane
Great points all around and I couldn’t agree more. A couple of questions though:
Do you think instructors in highly competitive (read: over instructor populated) areas are going to kill themselves in the short term by increasing prices if their instruction dictates?
What are your thoughts on equipment/training materials bundling with classes? The store I worked for included EVERYTHING in the price of the class. You didn’t even have to buy a mask if you didn’t want to. It was encouraged, and most did, but it wasn’t a requirement. The class price was also significantly more than the competition who didn’t include equipment usage or crew packs. If the math was done to figure out the true class cost, the all-inclusive still cost more, but perhaps there was extra perceived value due to everything included.
Thanks!
Hi Nick,
Just like in marketing, you have to find your niche in regards to scuba training. If a market is over saturated with instructors, an instructor can still succeed by providing his/her services to that niche market. Look at the GUE cave model. There are plenty of cave instructors in the Florida area. However, GUE instructors are still getting much more $$$ than the average cave course.
In regards to bundling equipment with classes, I would avoid it. It is hard to determine the real value of the class when the equipment is masking it.
I have to also say that it’s not important to collect C-Cards. Having more C-Cards doesn’t make you a better diver. You have to gdt out there and get wet. Having perfect bouyancy and being comfortable in the water is what makes a good diver. There have been many times when I would just go out in the ocean and work on getting perfect bouyancy and weighting.
These kinds of exercises do you worlds of good. A stack of C-cards is just plastic. You need the experience to back all that up.
I couldn’t agree with you more JD.