BJJ a “Full Contact Sport”

I’ve got a good friend who I have been trying to get to come to Jiu-Jitsu.  He recently witnessed a confrontation between a parent and his kid’s coach.  It looked like it was going to end in a fight.  The coach didn’t start it.  It was a over zealous parent that got in his face and started shouting.  You know the type.  The coach was a large muscular man and the parent of average build. From the story my friend told me.  I think what most up set my friend was that the bigger coach didn’t seem to know how to react and my friend didn’t either.  My friend realized he was unprepared for a fight if one ever happened.  He decided he should join me at Jiu-Jitsu but when I explained what submission grappling is like he backed off and said "I don’t like people to touch me"  I responded with "I don’t think an assailant cares".  Although he agreed with my logic the "fight or flight" feeling of the situation he had been put in had now dimmed.  His discomfort at being touched was greater then the adrenaline he had felt during the conflict.  I still want him to come with me.  But how do I convince him? 

Jiu-Jitsu is Life and Life is Jiu-Jitsu