Let’s talk about flexibility in membership and tuition prices. Listen, I do not believe that you should be flexible in the total tuition that you charge.
If your program is $995, if it’s $1200, if it’s $800, I don’t care what it is. You should not be flexible in going down on that price. However, if you do not have a full membership, then you could, if you wanted, sign more people up by being flexible on the terms of satisfying that tuition.
For instance, let’s say that you’re on a six-month program. It’s only six payments of $100 a month starting today and five more payments, blah, blah, blah, right? But they cannot afford that. So you say, “Would it help if instead of six payments I went to eight payments of $75…?”
This way, you’re beginning to fill the membership without compromising on the actual total tuition that you charge. I think it’s really important not to discount. You hear a lot of people talk about it. We were really the first one to do it.
With RainMaker, if you’ve been with us for any amount of time, and asked us for a discount because you have more than one location, we always say the same thing. No. The reason we say no is not because we don’t value. It is because we value. We know what it takes to run this operation. We know what it takes to service you at a high level and we can’t do that by discounting memberships. We can’t do that by discounting subscriptions.
You don’t want substandard. You don’t want discounted service. Neither do your members. Drop the discounts.