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How to nurture and convert new enquiries into lifelong students?

So we get a new enquiry come through whether that is by phone, email or social media. We are busy, so very busy we are lucky if we get to reply quickly and if we do it’s likely to be a couple of sentences, job done. Give them the information and hope they come back to book a trial lesson. Yes they do, great! Then they don’t show up or they do but never come back.

Weeks later you find yourself pondering over a coffee and wondering whatever happened to that new grade 2 ballet girl? Did she join, I can’t remember? Sound familiar?

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I call this falling through the cracks, and what’s more it is totally avoidable. Let us look at it from the parents point of view:

Parent -

Finally I got around to emailing that dance school about classes for Milly. They took ages to reply which wasn’t very impressive and when they did it was a very curt brief response, they didn’t strike me as being very interested.  Stupidly I then lost the email saying what time it was, and anyway we kind of also forgot. Oh well, I will try and rebook when I have time!

Both as bad as each other right?

But here is the thing, for this person to take the time out of their busy day they must be interested and keen? They have heard about you from a friend, seen your poster up at the local playgroup, maybe even seen your expensive facebook advert. Either way you have worked so hard to get that marketing out there and to attract that enquiry. Then what do we do? We let the fish go, let it slip through the net so very easily.

So here is my suggestion, have yourself a beautifully created student journey you take them on called a nurture sequence of events. Craft it like a piece of choreography with clear defined consistent steps, a few little wow surprises, plenty of opportunities to connect with the new family and a completely well thought through system to ensure no one falls through the cracks ever again. By the time my new student and their families walk through the studio door for their trial lesson they are utterly in love with my school and ready to sign up before the child has pointed her first toe.

In my student’s nurture sequence I have automated most of the steps and actually have to do very little work but the new family doesn't know this. The experience they get is next to none I have ever seen in any other children’s activity provider.

Can you believe I went from converting about 50% of new enquiries to over 90% once I put my system in place.

Here is the best bit…

I am willing to share and teach you the whole system.

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Now if you wish to map this out yourself I would say my biggest piece of advice is make sure you deliver the same experience to every single enquiry, consistency is key.

Nobody likes to hear that another child was given a goody bag yet theirs got nothing, or one parent was utterly unimpressed while another was blown away.

Nurture your new enquiry, take time over them, give them a personal wonderful experience and you could keep them for many years to come. Enquiries are like finding gold, now treat them like gold!

Until next month, take care my lovelies.

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COPYRIGHT 2020 DANCE BUSINESS LAB

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