BUSINESS EDU continued
ing how to do a thing we’ve never done before is normal. Let’s show it. Then, cut to a demonstration of mask clear- ing being performed properly, then back to the struggling student, only this time, they succeed! Triumph! Your video includes audio encouraging beginning divers to feel comfortable being bad at it at first, insisting it’s all part of learning. Let them know you don’t expect perfection and that the training you provide allows plenty of time for practicing until they get it. Instead of insisting it’s easy, which can be intimidating and might not acknowledge that beginners’ apprehension is normal, assure them you’ll be with them for every breath they take underwater, until the moment it goes from strange and scary to, “Wait! I’ve got this! And it’s super cool.” Showing the struggle is real, and honest, and it will captivate potential customers. Showing the student’s story arc move from new and unsure to newly confident is marketing gold, my friends. It illustrates, “They did it. And you can, too. Trust us. We’ve got you.” Sell in ways others don’t or won’t. This means tell the truth and sell the truth. Maybe you know of a dive center that runs the “$99 Scuba Certifica- tion Special” that comes with a page of fine print that lists what’s included (not much) and what costs extra (a lot). They’ll end up paying far more than $99 when it’s all said and done. While some dive centers go this route, it might not be the cleanest way to build a relationship. This ap- proach can backfire, leaving the customer feeling nickeled and dimed instead of fully informed of all the costs asso- ciated with learning to dive. Instead, consider sitting down with the prospective new diver and learning about their goals, their timeline, their budget, etc. Together, map out a plan, and fully explain the value they’ll receive for their investment in diving. Too often, dive centers treat the Open Water Diver course as a one-off, with the end goal of getting customers through the certification. Mapping out a plan invites the customer to look at diving – and doing business with us – as an on- going, and growing, relationship. As an addition to Sheridan’s “Say/Show/Sell” advice, I’d like to offer a few how-to suggestions for you and your
staff. One of my favorite authors, Patti Digh, says, “The shortest distance between two people is a story.” She’s right. Sharing our stories brings people together. But I’m editing her quote to say when someone walks into our dive
center, “the shortest distance between two people is a smile.” They walk in, you look right at them and smile. Nothing in the world is more important than the
person who just walked in the door. It’s our job to make them feel it. I mean really feel it. It’s our job to make them feel welcome. It’s not about selling. It’s about honesty. And the fastest way to build customers’ trust is to show them we care and tell them the truth. I’d like to know how you and your crew apply Sheridan’s
“Say/Show/Sell” advice. Email me at hello@clearstorycoach. I look forward to hearing from you.
email Cathryn
If your marketing message isn’t CLEAR, all you’re making
is NOISE. I can help. Hi, I’m Cathryn. I specialize in branding and marketing strategies for the scuba industry. Visit my website for a FREE Brand Messaging Guide. Email me at hello@clearstorycoach.com to schedule a call.
CLEARSTORYCOACH.COM
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