New students, new students, more students, aren’t we as studio owners always worrying about gaining new students? We know that if we want to keep those doors open, we have to gain new students, right? Well, the answer is yes or no.
Many dance teachers have found that they are more successful if, instead of looking for ways to increase enrollment by focusing on new students, they direct their attention and efforts to the students currently taking classes in their studios.
What can you do for the students who already come to your studio? You can make them feel special! So special that they will tell all their friends about it.
Times and social customs are changing rapidly these days. Every professional knows that as times change, he must change and update procedures and techniques. But one thing that shouldn’t change is their philosophy of delivering as much as possible to the customer at the lowest fair price.
That good old-fashioned service attitude will make all the difference in retaining your current students and turning them into your best salespeople. Satisfied students will bring you more students than you can handle.
In our study it has been determined through questionnaires that more than 88% of our new students are referred by our satisfied students. The student is a customer and you have to please the customer.
Quality customer service starts when you convey a positive attitude towards others. You must identify the needs of your customers and then satisfy those needs. With competition increasing in our industry, it makes economic sense to provide quality customer service.
The basic customer needs four things: to be understood; feel welcome; feel important; to feel comfortable. Everyone has these needs. Think about how a dance school can meet these needs.
Who is our client? Is it the student or the parents? The answer is both. Let’s tackle both as our subjects.
Usually the first impression your customers get will be over the phone. Make sure your best person answers the phone. You never get a second chance to make a first impression. It is highly preferable that a human answers the phone, not a machine. Of course, humans aren’t perfect (but neither are machines). Sometimes problems are caused by the person registering over the phone forgetting important information.
Post a “new student checklist” near the phone and don’t let the new or potential client hang up the phone until all items have been fully discussed. Then write the name and phone number on the “new student list” on the notice board at the reception. Every morning, the receptionist must memorize the names and class times of the new students expected that day. As the apprehensive new customer walks through the door, they’ll be greeted by a friendly person behind the counter who says, “Hello, Mrs. Johnson? You’re here with Michelle for the 9:30 Four-Year-Old class, right? Nice to see you.” meet you (with a firm and friendly handshake)”.
After completing the necessary paperwork, the receptionist should take the new client on a tour of the facility, pointing out: restrooms, observation area, lost and found, etc., especially mentioning other programs such as dance aerobics and kids’ walking classes. for the facilities. the study. When class is ready to start, the receptionist should introduce the new student to the teacher. The key is to make that new customer feel as special as possible. Remember, the attitude that she sends is usually the attitude that she will get back. At the end of the class, the teacher should bring the new student to the parents while she asks the child if she liked the class. Explain the reasons behind your activities in that class to the parents, as well as your main philosophy. For example, our philosophy is to teach children to dance in a fun, safe environment and to increase the child’s self-confidence. Each class is designed to meet those goals.
That night we sent a “so glad you could join us” postcard with a personal note. In two days we communicated with the parents by phone. We asked how the child liked the class and if the parents had any questions about the program.
What else can be done for the current student? We send a birthday card to each student. When a student calls in sick, we send them a make-up card that day. If a child is having a particularly good day, a special “certificate” is sent to the parent and child by post. If a parent makes a positive suggestion, or even a negative comment, we send them a thank you with an “Outstanding Parent Award” certificate in the mail. Each instructor has embossed dance school thank you notes to express appreciation in the mail if a child gives you a gift. Children love receiving mail and will not soon forget your kindness.
When a parent makes a negative comment, it must be handled very carefully. The dissatisfied customer who leaves will tell ten people about the negative experience. Seven of those ten will not be able to re-enroll. One happy customer, I’m sorry to report, tells an average of two people about the positive experience. Always work with clients the way you would like to be treated. If you made a change that reflected a suggestion or complaint, always make a “follow-up” call to thank the person who made the suggestion and let them know about the change.
We have another customer service slogan that we live by. It is “giving the customer what he expects”. From the start, if you give customers what they expect, they’ll be more willing to accept you and your policies. For example, people expect quick responses to their calls left on an answering machine. Make that an important goal. They wanted to talk to you. You weren’t there. You should contact them as soon as possible. Stop and think what else the customer expects. Make a list and insist on seeking excellence in each of those areas. Quality is free. Give him!
After giving the customer what you think they expect, give them more. Host special events just for them: Christmas parties, Easter egg hunts, or Halloween haunted houses. You could offer workshops on aspects of parenting or other topics of interest, led by local experts. Pass out our kids-related articles. Have a bulletin board with information about children’s health and fitness. Do more than they expect.
Many studios spend a great deal of money and effort to gain new clients and minimal effort to keep old ones. Listen to the complaints of your customers. Take these out and talk to them personally. It will tell you as much as a paid consultant would tell you. Have a suggestion box and encourage your student’s parents to use it.
Our main goal is not to allow a “current student” to become a former student. Quality may be in them, but great customer service will keep them going. Knowledge is power, but it is only applied.
Take these ideas and THANK THE CUSTOMER!