Hypothetically, if I were a gym owner and asked by another gym owner about what I'm selling that's so different from his gym it'd probably go a little like this.
Drew - So Jay, what's so different about what you're selling and what I'm selling when we both have the same local black belt that warrants you more business?
Me - Well Drew, funny you should ask that. Me-me-me-meeee! Sorry clearing my vocal chords.
Both - (laugh together)
Me - See, while you're merely selling BJJ to these guys and gals as a means of protection, an intro to mma, or just a fun hobby for the kids I'm selling more with the same product. For the children, I'm selling to their parents with education and bullying on their mind. BJJ allows these kids to learn a martial art designed for self defense so they can defend themselves, teaches cognitive thinking for the schoolwork, and the self confidence to carry themselves through the day with their head held high.
Drew - Well, what about the adults? Surely they're not drawn to the same things.
Me - Of course they are Drew. We all could use some self defense training, more cognitive thinking for the office, and that boost to confidence when you've gotta regional visit from the big wigs. But also beyond that it depends on the person. If they look a bit on the unhealthy side I could mention the health benefits of BJJ. Weight loss, healthier lifestyle, body coordination. If they're already fit then the mention of glory is there to mention. Now I won't promise that within six months they'll be gold medalist, but the athletic person is bound to be competitive by nature, so play off that and mention the competitions where they can showcase skills, impress ladies(or gents) as a joke (but it'll stick in their head), and a place to let go of all those pent up competitive urges.
Drew - Well damn Jay, did you go to a Lloyd Irvin seminar to learn all this? You're basically raping my mind because I feel seriously mind fucked at your approach. (Too soon?)
Me - No Drew, it's merely knowing what and how to sell to people. BJJ can be sold to anyone because it offers so much and can be tailored to anyone's needs.
That's about how it would go. And I don't know any Drews, but I heard someone mention Drew Brees while waiting for my food at Denny's