Pay more, get less
They say you get what you pay for. Except sometimes you don’t. In an effort to save money you can easily end up paying more and getting less. Here is what we mean.
Paved with good intentions
A couple had chosen us for their Open Water certification. Even though our price was more than some competitors, we had the best reviews. The couple wanted to ensure quality training, so they went with us.
After the training they received here, the couple said they wanted to continue. However, they first wanted to get some dives in before starting another class. With this and the confidence acquired through our training, the couple thought they were prepared to do their next class.
The couple had come across a “Discount” dive center up the road. This store’s Advanced Open Water course had an attractive price tag and it was $200 less than ours. The couple expected the same level of knowledge, experience, service and quality of instruction they received with us. What they discovered was something very different.
Not what was advertised
When purchasing their course, they learned the “attractive price” did not reflect the total cost of training. It was actually a multifaceted sales opportunity for the dive shop.
- The couple wanted to get their dives done quickly. Because of this, the Discount Dive Shop said there would be an “accelerated course fee” along with a boat fee and the cost of rental gear.
- The couple had already decided to purchase from the “Discount” Dive Shop. Therefore, they agreed for the course to be broken up into three separate days. These would happen only when the store had multiple people scheduled.
- After paying the boat fee and rental gear fee, the couple was no longer saving $200 over what we charge. The cost was now only $85 less than our upfront price for certification.
A horrible experience
During the course itself, the scheduled dives were postponed due to other students canceling. This happened three times before they could complete their course.
Additionally, the couple’s instructors seemed to rush through most skills. The instructors would not or could not explain why these skills were required.
One of their instructors couldn’t even explain using a compass properly. He had no idea why the couple’s compasses wouldn’t work next to a metal shipwreck. When the couple asked for help understanding this, the instructor told them, “Part of diving is to just figure it out.”
The couple’s course ended up taking over a month to complete. In the end, there were additional charges for certification processing and the cost of air for all the dives. This meant that, even without the accelerated course fee, this store’s Advanced course cost significantly more than the single upfront course fee we charge.
Lesson learned
The very next day, the couple came back to us. They outlined their experience with the “Discount” Dive Shop. The couple said they now understand that our pricing is fair. They further acknowledged that our quality instruction, service, experience and knowledge was unmatched. The couple stated that this alone was worth more than we charge.
Because of their initial experience with Aquatic Ventures, the couple expected that no matter where they went:
- Any store they encountered would work quickly and accommodate their desired schedule.
- There would be personalized service and attention to detail.
- Instructors could break down every skill along with the reason behind it.
What they discovered was something very different. As a result, the couple stated they would never go anywhere else for classes or gear. This was because they now realized the value in the prices we charge.
Sometimes losing a customer to a supposedly cheap competitor is the best thing that can happen to bring them back.
