A potential client contacted me with some questions about the monthly workshops that I have been giving for the last seven years. The questions centered on the amount of material I teach at my workshops compared to another popular (and heavily published/promoted) kettlebell instructor.
This other instructor makes some amazing claims surrounding his workshops, the amount of material that will be covered and even offers a money back guarantee. One of his claim centers on the fact the he “guarantees” that you will learn a very large number of techniques in a very short period of time. Not only will you learn the basic techniques, but a large number of variations as well. Wow, he must be a really phenomenal instructor to make that sort of guarantee – or, he’s just banking on the fact that most people are just too darn embarrassed to ask for their money back.
As an instructor with over 30 years of experience (teaching everyone from Navy SEAL’s to Soccer Moms) I like to think that I’ve learned a few things. One of the most important things that I’ve learned is that people don’t learn new skills quickly and most importantly, the more that you throw at them the less that they retain. Retention relies upon a lot of factors and inundating people with a tremendous amount of information at one sitting is a sure method to ensure that they retain little or nothing at all.
I asked this potential client if they understood the difference between a laser and a shotgun. He said of course. A shotgun shoots a lot of pellets over a large surface area (with accompanying gaps in between the pellets) and the farther they get away from the barrel the more the shot disperses. A laser is an intense light that can be focused on a single spot and maintains its intensity regardless of its distance from its source.
I took his knowledge of both and extended the analogy to how I teach Russian Kettlebells (and pretty much everything else). Let’s take the shotgun approach first. As an instructor I would throw a ton of information at the student, everything from soup to nuts, and some of it would stick - but a lot of it wouldn’t. Chances are you, as the student, would come away a few more skills and a little more knowledgeable than when you started. How about the laser approach? As an instructor I would I focus on only a few topics, but cover them in depth and with a high level of intensity. With this approach there’s a good chance that you would come away with a pretty solid technical skill-set and a good intellectual understanding of the information that was covered.
I asked the potential client if he understood the point I was trying to make - he said it made a lot of sense to him. (Of course, I used small words and lots of pictures, which I’m sure helped!)
The potential client had one more question - why is it that I only charge about $80 and he charges $300 for the same amount of time? “Do you really want me to go into this?” I asked him? Do you really need me to explain that by “promising” to do more (which will be impossible to deliver in the first place) he is attempting to justify an exorbitant fee by subconsciously inferring value? I didn’t think so…
BTW – For what it’s worth I’ve been to several of his workshops and the last one I asked for my money back (twice – and never got it) and neither did several other people who have attended workshops he’s done. So much for that guarantee...