15) Business Of Diving

Question 1

What is the focal point of the dive industry?

Answer 1

The entity you are likely to be most closely affiliated with is a PADI dive center or resort

Question 2

Only full service dive centers and resorts can fulfill all four E’s, which are

Answer 2

Education
Experience
Environment
Equipment

Question 3

For the dive experience to be fulfilling and worthwhile divers only need two of the Four E’s? T/F

Answer 3

False - they need all Four

Question 4

Divers all dive for the same reason? T/F

Answer 4

False - diving’s appeal is broad and personal to each individual

Question 5

Why do many non divers not fit diving into their lives?

Answer 5

Because they don’t have enough info about the benefits

Question 6

What business are we in, the _____ business

Answer 6

Transformation

Question 7

As an instructor you have little influence over your customers and their transformation? T/F

Answer 7

False you have great influence

Question 8

Customers expect to have a _____ experience

Answer 8

Good

Question 9

General factors that shape customers’ experience 
A) value
B) convenience
C) personalization 
D) brand
E) communication
F) service
G) cost

Answer 9

A, B, C, E

Question 10

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

Answer 10

A and B

Question 11

Your most immediate role relative to your student divers is to be a Four E’s _____

Answer 11

Counselor

Question 12

Student divers consider you an expert but won’t buy the same equipment as you? T/F

Answer 12

False they will also imitate your equipment choices

Question 13

The sale of _____, travel and ______ _______is the lifeblood of dive centers and resorts

Answer 13

Equipment, continuing education

Question 14

On every dive you should be a ____ _____ both in and out of the water and explain the appropriate behavior to the divers you supervise

Answer 14

Role Model

Question 15

In sales you don’t need to be familiar with the products and services? T/F

Answer 15

False

Question 16

In sales you want the customer to recognize that you intend to be helpful, not pushy or intrusive? T/F

Answer 16

True

Question 17

In sales you should assume what the customer wants? T/F

Answer 17

False

Question 18

You should focus on the features of a product the meets the divers needs?T/F

Answer 18

True

Question 19

Using effective sales techniques is about building _____ ______ customer relationships

Answer 19

Long term

Question 20

What is a way to ensure divers get the most from their purchase?

Answer 20

Follow up

Question 21

Your most immediate business role relative to your student divers is to be a _____ _____ ______

Answer 21

Four E’s counselor

Question 22

The business of diving revolves around providing customers with what they ____ and ______ regarding scuba diving.

Answer 22

Need and want

Question 23

Common customer complaints
A) not fulfilling what’s advertised or promised
B) Unprofessional behavior
C) Providing equipment without explanation

Answer 23

All of the above

Question 24

Lead with the classroom experience? T/F

Answer 24

False - lead with the dive experience

Question 25

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

Answer 25

B

Question 26

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

Answer 26

True

Question 27

To properly price a course you need to account for all expenses and determine profit? T/F

Answer 27

True

Question 28

Primary way in which the dive business gets new customers is _____ of ______.

Answer 28

Word of Mouth