I think both
@boulderjohn and
@wetb4igetinthewater are spot on in this thread.
None of us is going to change any agency. SDI has made some small changes in the right direction, but they are like a frigate on the ocean. A little smaller and more nimble than PADI, who is the battleship/aircraft carrier. The may have started their turn, but it hasn't been effected yet and it will inevitably take longer. Let's put agency aside for a minute and talk about customer retention.
When instructors are taught, when I was taught to be an instructor anyway, there was a large portion of the course devoted to sales - how to upsell gear and equipment to students during their open water course so you could keep them as customers....
I thought it was a good course in sales, and the techniques work... it was also total ********.
When I taught students on their knees in the crappy way I'd learned to dive, been taught to teach people to dive, etcetera, here's my bottom line:
ABOUT 10% OF THOSE STUDENTS BOUGHT SOMETHING MORE THAN MASK, FINS, BOOTS AND SNORKEL, OR CAME BACK FOR ANOTHER CLASS...
So the "old" model required me to extract as much cash from the paying student as I possibly could, because I'd probably never see them again. i sold overpriced, entry-level garbage gear, and you can probably buy that back on eBay today...
When I branched out on my own, I was f'ing done with that model and figured I'd try my own. My rules to live by are:
Small classes - we have a 3:1 student to instructor/pro ratio so we can give individual attention.
No crap - we don't sell anything we won't use ourselves. That way, we don't feel guilty about selling stuff and students don't feel ripped off.
Fair prices - My training is expensive, but I will train you. We do long pool sessions, but you'll learn to frog kick, back kick, never kneel etc. We also have intro level masks, snorkels, fins and boots that come in more than 100 dollars less than other shops. Good gear doesn't have to be expensive.
Treat people the way I wanted to be treated when I learned to dive. I'm trying to make my business work, and I make no bones about that, but I don't do it in a way that makes me or anyone else feel like they've been taken advantage of. I'd rather have a customer who buys a bunch of used gear on here and consider him a friend (
@CycleCat , I'm looking at you) than someone who buys my most expensive reg and feels like I'm taking advantage of his lesser knowledge.
Trust is more important than sales - I've had the occasional student that wanted to buy something that I don't believe in (console computers, for example). I'll tell them why I don't like them, but then I'll try to help them make the best decision about what to buy, even though I don't get the sale. . .
The result? I can't tell you the number of students that come back or who make purchases, but generally I'll say it is greater than half... If I'm not on the record, my estimate is close to 100%. The only students I've "lost" over the last two years are those who gave up on themselves in the pool or those who moved away.
I attribute most of my success to teaching in NB/T though. When my students finish a course they enjoy diving and they keep diving. A nice effect of that is they help keep me in business... I hope that some instructor who's thinking about making the move to NB/T reads this and jumps on the bandwagon. The only way we are going to turn the ship is by making small corrections over time. Some of those divers I've taught are on their way to becoming instructors now... I doubt they'll be teaching anyone while kneeling.