When a prospect points out that a nearby school offers cheaper tuition, a great response is:
“Mrs. Jones, we could charge that same tuition. But you know what? We would be packed, and it would be a lot harder to give your son personal attention and to maintain the quality of students we are known for.
Plus, it probably wouldn’t be as safe with loads of kids in here on a discounted program. We’re all about quality, and our tuition helps us keep our student standards high. Our school is really for the families who want the best for their children.”
This response emphasizes the value of quality and personal attention over cost. The closing line, “Our school is really for the families who want the best for their children,” reinforces the premium nature of your service.
Maintaining Excellence:
It’s crucial to understand that while the market may not expect you to be both the best instructor and the cheapest, they do expect high-quality instruction at a fair price.
Therefore, continually study and expand your skills as a martial artist, teacher, and businessperson.
Ensure your staff is trained regularly—at least two hours per week—to uphold the mission of being the best. This commitment to excellence helps justify your tuition and attracts families who prioritize quality over cost.