15) Business Of Diving Flashcards
What is the focal point of the dive industry?
The entity you are likely to be most closely affiliated with is a PADI dive center or resort
Only full service dive centers and resorts can fulfill all four E’s, which are
Education
Experience
Environment
Equipment
For the dive experience to be fulfilling and worthwhile divers only need two of the Four E’s? T/F
False - they need all Four
Divers all dive for the same reason? T/F
False - diving’s appeal is broad and personal to each individual
Why do many non divers not fit diving into their lives?
Because they don’t have enough info about the benefits
What business are we in, the _____ business
Transformation
As an instructor you have little influence over your customers and their transformation? T/F
False you have great influence
Customers expect to have a _____ experience
Good
General factors that shape customers’ experience A) value B) convenience C) personalization D) brand E) communication F) service G) cost
A, B, C, E
Benefits of being associated with the PADI brand
A) services have high perceived value
B) creates credibility and trust
C) diver brand loyalty
D) association with PADI’s good safety record
A and B
Your most immediate role relative to your student divers is to be a Four E’s _____
Counselor
Student divers consider you an expert but won’t buy the same equipment as you? T/F
False they will also imitate your equipment choices
The sale of _____, travel and ______ _______is the lifeblood of dive centers and resorts
Equipment, continuing education
On every dive you should be a ____ _____ both in and out of the water and explain the appropriate behavior to the divers you supervise
Role Model
In sales you don’t need to be familiar with the products and services? T/F
False
In sales you want the customer to recognize that you intend to be helpful, not pushy or intrusive? T/F
True
In sales you should assume what the customer wants? T/F
False
You should focus on the features of a product the meets the divers needs?T/F
True
Using effective sales techniques is about building _____ ______ customer relationships
Long term
What is a way to ensure divers get the most from their purchase?
Follow up
Your most immediate business role relative to your student divers is to be a _____ _____ ______
Four E’s counselor
The business of diving revolves around providing customers with what they ____ and ______ regarding scuba diving.
Need and want
Common customer complaints
A) not fulfilling what’s advertised or promised
B) Unprofessional behavior
C) Providing equipment without explanation
All of the above
Lead with the classroom experience? T/F
False - lead with the dive experience
What is a simple yet highly effective approach that is sometimes overlooked to getting students to participate in another course?
A) offer an incentive
B) a personal invitation
c) a public posting
B
Because education is such a critical part of the business of diving, you need to continue your education and advance your credentials beyond Open Water Scuba Instructor? T/F
True
To properly price a course you need to account for all expenses and determine profit? T/F
True
Primary way in which the dive business gets new customers is _____ of ______.
Word of Mouth
