Selling: Dealing with Price Questions

In the martial arts world, one of the most common initial inquiries is about the cost of classes. However, this question often serves as an icebreaker rather than a true concern. Here’s how to navigate these inquiries effectively to maintain control of the conversation and set up successful appointments.

Step 1: Initial Response with Introductory Course Information When a prospective student or parent asks, “How much does it cost?” your first response should be about the introductory course. This is their first financial commitment and usually sufficient to start building trust.

Example Script: Prospective Student: “How much are your classes?” You: “All our new students start with an introductory course, which includes a week of classes and a uniform for $19.95. This helps you and us see if our program is the right fit. We’re very cautious with new students to ensure they have a great experience.”

Rationale: This approach provides a clear, manageable financial entry point and conveys that the school prioritizes a good fit over immediate financial gain. Sharing the concern for a good fit builds rapport and trust.

Step 2: Emphasize Flexibility in Programs If they ask again about the price, introduce the concept of flexibility in your programs. This reassures them that you offer tailored solutions without locking them into a specific cost yet.

Example Script: Prospective Student: “But how much will it cost after that?” You: “Our programs offer tremendous flexibility and are arranged individually based on the student’s progress and goals. It’s best to see how the introductory course goes first.”

Rationale: Highlighting flexibility reassures the caller that the program can accommodate their specific needs, while steering the conversation back to the introductory course.

Step 3: Provide a Ballpark Figure if Pressed If they press a third time, offer a ballpark figure to satiate their curiosity, ensuring to clarify that it is not a quote.

Example Script: Prospective Student: “Can you give me a ballpark figure?” You: “Typically, our classes range from $100 to $150 per month, but it really depends on the program that’s best for you or your child. Let’s focus on the introductory course first to see what works best. How does that sound?”

Rationale: Providing a range gives them an idea without locking you into a specific price. Always steer the conversation back to setting up the introductory lesson.

Always Regain Control with a Question

Each response should end with a question to maintain control of the conversation. If you pause, they may ask more questions and potentially gather enough information to make a decision without visiting the school.

Example Follow-Up Questions:

  • “Does that sound like a good way to start?”
  • “Can I schedule a time for you to come in for the introductory lesson?”
  • “What are your goals for learning martial arts?”

Conclusion

Handling price inquiries with this structured approach helps maintain control of the conversation, builds rapport with the prospective student or parent, and sets the stage for a successful enrollment process. By focusing on the introductory course, emphasizing flexibility, and providing a ballpark figure only when necessary, you can navigate these common questions effectively and boost your school’s enrollment rates.