Krav Maga Schools Must Create Value, Charge Commensurate Rates, and Help Those Who Need it Most
I was recently doing some light consulting for a Krav Maga school. The owners were charging far to little for the services they provided – given the talented instructors and top-shelf programming of which I was personally aware. It was in a meeting with key members of the sales team that I spotted a potential “point of failure” in the sales culture at this particular school.
The idea that some people could not afford the current price point was a concern for a key salesperson. But that perspective is not informed at a higher level from management. What was missing from this process, it seems, was a multi-program pricing format (and a broader understanding of the role value plays in relationship to pricing).
Essentially, schools need to provide the services that each segment of the student base would desire most (if available) – by developing the value proposition those services would provide and delivering that value across the price elasticity curve (basically the amount of money each student segment would spend if you created value for them inside multiple programs).
When you can offer multiple, well-integrated programs that offer progressive value, you actually better meet the needs of your students. The challenge most Krav Maga schools face, frankly, is that the instructional staff is not equipped to deliver this kind of value (and sometimes even a basic level of value).
But, when multiple programs do exist that actually meet the needs and wants of several student segments, the school also (1) has the flexibility to develop scholarship programs for people who truly cannot afford any program, (2) create broader and deeper opportunity for talented and loyal instructors or staff, and (3) has the resources to participate in the community in several formats.
The bottom line is clear. Charge a rate commensurate with the value you provide (and offer superior value!), and therefore create the flexibility to do the right and good thing for those who never make the price elasticity curve. After all, in the end, we’re in the business of helping people.
