Here’s a great response to a prospect that points out that the school down the street is cheaper: “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.”

Don’t you love that last line? “Our school is really for the families who want the best for their children.” What parent is going to respond, “Well, that’s not us. We want less than the best for our kids.”

The most important thing to understand is that this market will not expect you to be the best instructor and the cheapest at the same time. However, at a good price, they will expect you to be the best, so make sure you are always studying and expanding your skills as a martial artist, a teacher, and a businessperson. Then, make sure you are training your staff at least two hours per week to carry out the mission of Being the Best.