What’s the right question?
by Frank Sharpe
Fortress Defense Consultants
I recently fielded this phone call.
[The below is not exact wording, but close enough]
*ring* Me – Fortress Defense.
Them – Yeah, is this Fortress Defense?
Me – Yes.
Them – You’re the shooting teachers?
Me – We teach defensive firearm usage, yes. What can I help you with?
Them – How much does it cost?
Me – How much does what, specifically, cost?
Them – Your classes.
Me – We offer a number of different classes at different prices. What is it you’re looking to learn?
Them – You offer tactical training?
Me – [Through gritted teeth] We offer concealed carry, defensive rifle, long range rife, shotgun, executive protection, emergency treatment of gunshot wounds, and a number of other courses. All of our classes are based in the reality of fighting with guns. So, what is it you’d like to learn?
Them – …well, how much do you charge?
Me – [No longer interested in the conversation] Our publicly offered Level I Handgun Courses in IL and IN are $385 this year.
Them – Shit! That’s way too much money!
Me – Really? How do you know that?
Them – I see classes for half that all over the internet.
Me – You should take one of them, then. *click*
When we strap guns on and venture out in public, we’re saying this to everyone within range of our muzzle: I have the ability to make life and death decisions while using your family as a backstop!
Knowing that, the right question should be: Is our training relevant to the situation?
Generally, our clients are above average in intelligence and come to us already aware of the importance of proper training.
They’re not interest in gimmicks or fads or buzz words – they’re interested in learning what they need to know to prevail in the fight of their life, as well as the aftermath.
They understand that, although informative and time well spent, their NRA or CCW class was simply not enough training for the responsibility they’ve undertaken. Of course, every now-and-then I get a call like the one above from someone who probably means well, but simply doesn’t understand the gravity of what this whole carrying guns thing is about.
As a professional Instructor, I understand my responsibility to my students. It begins with me knowing as much as possible about the subject matter, which requires continuing education. It requires me to provide assistant instructors who are equally as responsible and well-trained, which requires a large investment of time and funds.
It requires us to locate range facilities which will allow us to train properly, and that requires travel expenses and fees. It requires communications, insurance, web hosting, equipment, targets, rental guns, and a host of other costs in order to provide students with the best experience possible.
On top of all that, I also understand that my responsibilities to my students don’t end when they leave the range. The reality is that when one of my students is involved in a defensive shooting and they wind up in court, I’ll likely be subpoenaed. I may have to drop everything and trek cross-country to testify at the trial.
And that, with lawyer in tow, gets expensive really quickly.
Not to mention that I’m supposed to be making some sort of living doing this.
So, when someone suggests to me that I charge too much, I’m often left reconsidering these factors – my conclusion is always that I don’t charge enough!
Being legally bound for the rest of my life to every student I teach is going to require the student to pay. It helps assure me that they are not there on a whim or treating anything so serious as a hobby.
Being morally bound to every student and every person their gun comes in contact with for the rest of my life keeps me from treating anything so serious as a whim or a hobby.
That means large investments of time and money on my part.
If the instructor you seek out doesn’t understand that, then there are probably a lot of other important things they don’t understand, as well. In which case, you’ll probably be getting exactly what you pay for. This is about life and death. It needs to be done right, not “on sale.”
Frank Sharpe
Fortress Defense
PS – There are 100’s of great instructors throughout the United States. I hardly expect everyone to train with me, and even those who do are encouraged by us to train with others, as well. Not every instructor is right for every student, and finding the right instructor for you will require a little research. For those reading this on the GSL website, I completely endorse John Boch and his team – They do an outstanding job! Get signed up with them before they take my advice and raise their prices!
Photos other than the phone courtesy Fortress Defense.
Something I haven’t seen really covered, aside from this piece touching on it, is the aspect of “expert” testimony. Will past instructors to able to help educate the jury as to why you did what you did?
I see some “instructors” today and I think to myself, “Would I really want him to come testify on my behalf at trial?”. You know, “instructors” who have been revoked for training fraud. Or those who have little or no training themselves. I don’t see that ending well and that’s why I went with guys who were well-trained, experienced and had a long track record.
Will your CCW instructor be there for you and do a good job if you need them?
Consider this another rave referral to John and the GSL Defense team.
Sam
My friend went cheap. $100 or something like that. Instead of handling his gun and shooting, he was sitting. Trying not to fall asleep thru and endless bunch of power points.
He said it was awful. His teacher wouldn’t even answer legal questions.
Same friend is too cheap to do it again to learn what he missed the first time.
At the same time, since the advent of Illinois CCW & that damn training requirement, I think there are instructors out there who charge far more than their training is worth. Frankly (pun intended), there’s more of them than of Frank-types.
Just look at the crush of new people holding classes. They didn’t get into it thinking they were going to get poorer!
I agree with everything he says (except, John, please wait until I have opportunity for refresher training before raising your prices).
The best quote of the entire article:
When we strap guns on and venture out in public, we’re saying this to everyone within range of our muzzle: I have the ability to make life and death decisions while using your family as a backstop!
Think about that.
Thank you Frank for writing this and helping to educate some people. Nothing is more frustrating than to hear someone say that this class or another is “too expensive.” Maybe our rebuttal should be “How much is your life worth? Or you child’s?” I don’t see anyone complaining about the cost to obtain a CDL license. We would never just hand someone a license to drive a $100,000 multi ton semi and say here ya go, you watched that power point right?
Hah! Wendala… those are the same people who carry in a pos nylon holster that they bought at a gun show somewhere, because payin’ $69 for a holster is wayyyy tooooo much!
Sometimes I wonder about people.
I was pretty skilled before my first class. And I was one of those cheapskates.
In reality, I found out I didn’t know half what I thought I knew.
Now I appreciate good training and what it can do for me.
As a Fortress Alum, I can assure you Mr. Sharp knows his stuff.
Oops. Forgot the “e”. Sorry Frank.