This will seem simplistic, but there is really only one reason why people choose not to purchase a product. The value of the product has not been proven to their satisfaction. If it is, then they will make the time, and find the money.
People assign monetary value to products before they purchase them because it is a way that they can describe the value of something they know nothing about in a way they can relate to other objects they do understand. For instance, they know dinner costs 40 dollars, and their phone bill costs 110 dollars, and their car payment is 300 dollars, and their rent is 700 dollars. So, if karate costs 100 dollars a month, then to the uninformed customer, that means it's worth more than two dinners, but less than one month of cell phone service.
The problem is, they really don't have any concept what karate is when they walk in off the street. Ask some black belts you know, would they trade everything they've experienced because of martial arts for the amount of money it cost them in monthly payments? Well, to be fair, if the economy gets much worse you may have people taking you up on that, but generally the answer is no. I know I would never trade my experiences for the nine or ten grand they've cost me.
So, how can you relate the real value of karate to a customer who has no frame of reference? Well, that's a tricky one. But if you want to get past the objections you have to find a way to convey all that karate is and can be to that completely ignorant person.
Look at it this way, every time someone says no, regardless of the reason they give you, it is because you failed. You failed to convince them that the product you are offering is of greater value than whatever they chose instead. Whether it's softball, or evenings with the family, or a nicer car. They made a decision that those things are worth more to them then karate is.
And to be fair, they may be right.
So, if you want to overcome their objections the first thing you have to do is figure out what they want. If they want self defense and your selling fitness, then you won't convince them your product has value. If they want a babysitter and you're selling chinese tradition, again, they won't be buying.
But, if you know what they want, you can tailor your sales pitch to their desires. That is the first step in proving the value of your product.
If they want fitness, teach them about the calories they can burn doing kata. If they want self defense, show them some of the applications within the movements. If they want a babysitter, point out how the hours of your evening classes allow parents plenty of time to enjoy a nice dinner at one of the nearby restaurants.
It's more about what they want to buy then what you have to sell. Ultimately, people look for martial arts for one of three reasons. Self defense, fitness, or social acceptance in a group environment. Most martial arts offer all three, but focus on one aspect most. So figure out what each individual customer is looking for, and tailor your pitch to that need.
That's how you prove to them the value of your product in terms they can understand. And it's the only way to overcome whatever objections they throw up.
-Rob
