Most private instructors consider themselves musicians, but in reality the successful ones are adept salespeople as well. Why? Well, consider that many successful private instructors do not rely on a storefront to attract students, and must directly sell their skills to a “potential student/parent.” When the telephone rings we need to think about the business end of music - something most musicians rarely do.
The first contact from a potential student/parent may come in the form of a phone call or an email. If a lesson inquiry is by email, do not return the email, call them and speak with that person directly. In speaking to a person directly you position yourself to better sell your skills, address questions and schedule the first lesson. Simply returning an email lacks a “human quality” and is unprofessional. Furthermore, make a phone call to the potential student/parent within 24 hours after first contact – this is simply good customer service.
Like it or not or not that first phone call from a potential student/parent relates their impression of you: your personality, teaching style, educational background and of course teaching experience. Potential students want to know who you are before stepping into the studio with you. Fair or not the first impression often determines who parents let their child study with privately. Regardless of what you charge (i.e. more or less than the area “going rate”), if you can sell yourself during that first contact the student/parent will step into your studio and not someone else’s.
Generally speaking there are two types of students/parents who call about instrument lessons: individuals who have experience with private lessons and those who have not. Those who have usually know what they are looking for: someone who is affordable, has teaching experience (knows what they’re doing), and displays a pleasant personality. Those who have not had such experience need to be convinced that your rates are affordable and that you know how to teach, all while displaying your “endearing” personality. This may sound simple but it’s not.
When a potential student/parent calls about lessons try to put them at ease by displaying a professional demeanor. In part this means being prepared to answer questions. First calls usually cover two questions: how much are lessons and where are you located.You the teacher need to garner much more information: the student/parents’ name and phone number(s), the age and musical training level of the student, the musical style the student wants to learn, and whether they have an instrument. Having handy answers and asking relevant questions gives your potential student/parent a favorable impression and displays competence and knowledge. Also, don’t forget to have a pen and paper ready to write all this information down; it’s not just for show.
In anticipating such first conversations, consider how you should best present yourself: what aspect of your teaching and experience do you want to present? Things to included are: how long you’ve been playing a particular instrument, how long you’ve taught, the age range and skill levels you have taught, what students can expect the first few lessons, a brief overview of your teaching style (i.e. songs you use, method books, whether note reading and theory are emphasized) and where you formally studied (if applicable). You’ll be surprised at what first callers are interested to know about you.
When you are talking for the first time the main objective is of course to sell yourself. Yet, don’t be afraid to tell the caller you may not be able to help them. If for example their goal is to learn jazz guitar and this is not a style you teach let them know and (if possible) provide contact information of instructors in the area who may be able to help them. Honesty about your skill set and being networked with other area instructors shows competence and a willingness to help. Although they may not use the information at this time, the respect garnered from such an interaction may cause students/parents to think of you the next time they discuss private lessons for another family member or friend. In addition, the local teachers to whom you refer will appreciate the “word of mouth”, and hopefully in return they will send business your way as well.
Teaching private lessons from our homes makes sense given the low overhead costs. However, potential students/parents who do not know you may feel awkward about coming to your residence rather than the typical music store setting. To ease such concern offer to give the names and contact information of current students (if possible). Let potential students/parents know current students/parents will speak to them and are willing to answer questions about you and your teaching methods. Remember to clear this in advance with current students/parents though! This goes a long way in putting people at ease when coming to a strangers’ home – particularly parents. Even if new students/parents do not know these current students/parents simply talking to them lets them know that everything is safe and professional when coming to your home. Additionally, you may consider asking new parents to “sit-in” on their child’s lesson until both are comfortable around you and your home studio.
Next, keep in mind that potential students may not have a guitar so be ready to discuss: different brands, advice on whether to purchase an acoustic or electric, nylon string vs. steel string, various price ranges and appropriate size/model for their child (if needed). This lets potential students/parents know you are knowledgeable about instruments on the market. Also, consider offering to meet at a music store to “test-drive” or try out instruments with the student – this always goes over well. Two hours out of your day may mean a year’s worth of extra income!
Finally, keep complete and accurate records which allow follow-up calls to potential students/parents. If they have not called you back it doesn’t mean that they are not interested, rather they may have lost your number or have simply been busy. Always keep in mind that they called you about lessons first – and that you offer a service they are interested in. Moreover, if they are not currently interested in lessons they may recommend you to other people – remember word of mouth is the best form of advertising.
The first contact from a potential student/parent may come in the form of a phone call or an email. If a lesson inquiry is by email, do not return the email, call them and speak with that person directly. In speaking to a person directly you position yourself to better sell your skills, address questions and schedule the first lesson. Simply returning an email lacks a “human quality” and is unprofessional. Furthermore, make a phone call to the potential student/parent within 24 hours after first contact – this is simply good customer service.
Like it or not or not that first phone call from a potential student/parent relates their impression of you: your personality, teaching style, educational background and of course teaching experience. Potential students want to know who you are before stepping into the studio with you. Fair or not the first impression often determines who parents let their child study with privately. Regardless of what you charge (i.e. more or less than the area “going rate”), if you can sell yourself during that first contact the student/parent will step into your studio and not someone else’s.
Generally speaking there are two types of students/parents who call about instrument lessons: individuals who have experience with private lessons and those who have not. Those who have usually know what they are looking for: someone who is affordable, has teaching experience (knows what they’re doing), and displays a pleasant personality. Those who have not had such experience need to be convinced that your rates are affordable and that you know how to teach, all while displaying your “endearing” personality. This may sound simple but it’s not.
When a potential student/parent calls about lessons try to put them at ease by displaying a professional demeanor. In part this means being prepared to answer questions. First calls usually cover two questions: how much are lessons and where are you located.You the teacher need to garner much more information: the student/parents’ name and phone number(s), the age and musical training level of the student, the musical style the student wants to learn, and whether they have an instrument. Having handy answers and asking relevant questions gives your potential student/parent a favorable impression and displays competence and knowledge. Also, don’t forget to have a pen and paper ready to write all this information down; it’s not just for show.
In anticipating such first conversations, consider how you should best present yourself: what aspect of your teaching and experience do you want to present? Things to included are: how long you’ve been playing a particular instrument, how long you’ve taught, the age range and skill levels you have taught, what students can expect the first few lessons, a brief overview of your teaching style (i.e. songs you use, method books, whether note reading and theory are emphasized) and where you formally studied (if applicable). You’ll be surprised at what first callers are interested to know about you.
When you are talking for the first time the main objective is of course to sell yourself. Yet, don’t be afraid to tell the caller you may not be able to help them. If for example their goal is to learn jazz guitar and this is not a style you teach let them know and (if possible) provide contact information of instructors in the area who may be able to help them. Honesty about your skill set and being networked with other area instructors shows competence and a willingness to help. Although they may not use the information at this time, the respect garnered from such an interaction may cause students/parents to think of you the next time they discuss private lessons for another family member or friend. In addition, the local teachers to whom you refer will appreciate the “word of mouth”, and hopefully in return they will send business your way as well.
Teaching private lessons from our homes makes sense given the low overhead costs. However, potential students/parents who do not know you may feel awkward about coming to your residence rather than the typical music store setting. To ease such concern offer to give the names and contact information of current students (if possible). Let potential students/parents know current students/parents will speak to them and are willing to answer questions about you and your teaching methods. Remember to clear this in advance with current students/parents though! This goes a long way in putting people at ease when coming to a strangers’ home – particularly parents. Even if new students/parents do not know these current students/parents simply talking to them lets them know that everything is safe and professional when coming to your home. Additionally, you may consider asking new parents to “sit-in” on their child’s lesson until both are comfortable around you and your home studio.
Next, keep in mind that potential students may not have a guitar so be ready to discuss: different brands, advice on whether to purchase an acoustic or electric, nylon string vs. steel string, various price ranges and appropriate size/model for their child (if needed). This lets potential students/parents know you are knowledgeable about instruments on the market. Also, consider offering to meet at a music store to “test-drive” or try out instruments with the student – this always goes over well. Two hours out of your day may mean a year’s worth of extra income!
Finally, keep complete and accurate records which allow follow-up calls to potential students/parents. If they have not called you back it doesn’t mean that they are not interested, rather they may have lost your number or have simply been busy. Always keep in mind that they called you about lessons first – and that you offer a service they are interested in. Moreover, if they are not currently interested in lessons they may recommend you to other people – remember word of mouth is the best form of advertising.
When trying to develop a successful home studio one of the key ingredients is the professional demeanor of the instructor. The strategies discussed within are those that I have found to be beneficial in developing and maintaining my own studio. I hope that these approaches are valuable to those who may be just starting out, given a new concept to someone teaching for years or even led to a re-evaluation of old ideas for others.
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