Helping Parents See The Value in Group Classes | EP 235

Why Group Classes are the Perfect Solution

With instructors becoming increasingly harder to find, group classes can be a perfect solution. They allow you to serve more students with a smaller teaching staff. However, parents often don’t understand the value of group classes, preferring private lessons instead. Today, I want to talk about how we can shift that perception.

 

 

Understanding Parents’ Beliefs

Let’s start by discussing what parents believe about playing an instrument. Generally, they think it will help their child’s intellectual and emotional development. They also believe that playing an instrument will increase both the child’s and their own status. By status, I mean their perception of where they reside in the social order within their social group. This isn’t just about how others view them, but how they perceive themselves.

 

Playing an instrument can elevate a child’s status. They feel talented and popular, especially if they can perform at school talent shows or family gatherings.

 

The Benefits of Music Lessons

Enrolling their child in music lessons helps parents feel like they’re being good parents. It boosts their status within their social group by demonstrating that their child is intelligent, focused, and self-disciplined.

 

 

Addressing Parents’ Fears

But here’s the catch: there’s a great fear associated with music lessons. Many parents worry about the high likelihood of failure. They’ve seen other children, maybe even their own, start music lessons only to quit after a few months. This fear often stems from their own negative experiences with music lessons as children. Many parents hated their lessons and regret quitting.

 

Many parents worry about the high likelihood of failure with music lessons, often due to their own negative childhood experiences. Parents will be eager to sign up for your group lessons if you can show them how history won’t repeat itself.

 

The Opportunity in Group Classes

This fear presents an opportunity. If you can show parents that your group classes eliminate this fear, you’ll be much more successful in filling those classes. Group classes can be designed to be more enjoyable and engaging, increasing the likelihood that students will stick with their lessons.

 

 

Overcoming the Unknown

One key strategy is to address the problem with group lessons head-on. The issue isn’t the group lessons themselves, but rather that they are unfamiliar to parents. They don’t know what to expect, which makes them seem risky. Additionally, many music schools lower their rates for group classes to make them more attractive. However, this sends the message to parents that group classes are of lower value.

 

 

Highlighting Unique Benefits

Instead, focus on presenting your group classes to solve parents’ fears about private lessons. Show them how group classes offer added value, such as a sense of teamwork, leadership, and accountability—experiences that can’t be replicated in private lessons.

 

Group classes offer unique benefits like teamwork, leadership, and accountability—experiences that private lessons can’t replicate.

 

Communicating the Value

To help parents see the value of group lessons, acknowledge their fears about private lessons and illustrate how your group classes address them. Emphasize the unique benefits of group classes, which should be evident in how you design and structure your group classes.

 

 

Positioning Private Lessons as the Goal

When discussing group classes with parents, reposition private lessons as the goal. Explain that starting in a group setting will likely lead to a greater love for music since your classes focus on providing early wins for kids and is designed to make playing an instrument fun and easy. I like telling parents that “playing an instrument is easy to do, but being great at it isn’t easy. Our classes are designed to initially help children discover just how easy and fun playing an instrument is. Once a child feels this way and is eager to push him or herself, we transition them into private lessons, which are considerably more challenging and make greater demands of the child.”

 

 

Offering a Guarantee

One powerful way to close the deal is to offer a guarantee. This shows confidence in your program and alleviates the parents’ risk. For example, offer a 30-day money-back guarantee if their child doesn’t love the group class. This risk reversal can be very effective.

 

“Offering a 30-day money-back guarantee for group classes shows confidence in your program and alleviates parents’ risk.”

 

 

Conclusion: Transforming Perceptions

To wrap up, remember that shifting parents’ perceptions about group lessons involves addressing their fears, highlighting the unique benefits of group classes, and using strategic pricing and guarantees to build confidence. These are just a few topics we’ll cover in greater detail during the webinar on July 11th.

 

Make sure to reserve your spot at davesimonsmusic.com/webinar. I look forward to seeing you there and helping you transform how you market and sell group music lessons. Thanks for tuning in, and until next time, keep inspiring those young musicians!

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