Coach, I need a discount! I cannot afford you! Your fees are too high! This is something I used to get a lot of . Today more and more folks understand my fees and realize they are less expensive than my competitors. Back in the day I used to offer discounted coaching to people. I worked hard for them and told them up front I expected them to do certain things to pay me back. Here they are (or were)
1. Be available to help me with camps or clinics
2. Be nice to people as they (the athlete I am coaching) represent me.
3. Believe in what I was saying. (remember, when I was starting out, it was hard to believe in a guy who taught differently than everyone. Today I have results to prove I know what I am doing.)
4. Be loyal.
Okay so this young player was getting my help and one day I saw her getting a lesson from a coach. Worse yet, I saw her reach into her bag and pull out a wad of bills and pay this guy. So I asked her why? She said if it was less expensive she felt it must not be as good as the guy charging more money. Okay-lesson learned on me. People who say I am too expensive miss something. It is not about what you can afford, it is about what I can afford. Let me explain.
I have many customers who come to me for lessons. Therefore almost all my teaching is done for people who pay me. (I still do volunteer coaching at Arizona State University and a few pro bono cases) Thanks to the young lady with the attitude back in the day, I have learned people who pay are committed to learning and believe in me. Of course, that is reciprocal. I believe in them too!
Another thing I have learned. Those who cannot afford me and say I am too expensive should not be posting their photos from Cabos, or other exotic places or bragging about paying their cross-fit trainers on facebook! Their priorities have not lined up to include improving at racquetball !
Like the lady told me years ago, the value perceived is the value received