I’ve seen it cheaper elsewhere – why should I choose you?

I know where I can take my wife’s car for a cheap MOT (I’m pleased to say I haven’t owned a car since 1979!).  The car will get a pass certificate but it won’t have been checked over properly.  You can say something along similar lines for motorcycling tuition.  Do you want a cheap certificate or do you want quality training that will give you a solid basis for a lifetime of riding?  Your choice.