I make it a point to express HOPE and PURPOSE when talking to a parent of a prospective student. The HOPE I express is my hope for how their child will benefit from my music lessons. The PURPOSE I express is the goal or function of my programs. HOPE builds trust. PURPOSE implies expertise. You’re in a good position to close the sale if the customer feels like they can trust you and that you’re an expert.
I say the following statement early in the lesson sales process.
Our hope for Andrew would be that he feels that playing an instrument is fun and that he’s good at it.
There are 2 emotional triggers in the statement above. “Fun” implies that your service will provide their child with happiness and enjoyment. “Good at it” implies success and improved self-esteem.
Product-Centric vs Customer-Centric
The statement below makes the point that your studio is customer-centric and not product-centric. The customer is probably expecting you to discuss the quality of your programs. It’s a welcome change in sales tactics when you lead with how the customer will benefit. This statement also has the potential to help the parent better understand what their own hope is for their child.
The PURPOSE expressed below implies that a studio is purposeful and methodical.
Our approach to lessons is based on the way kids learn a language; by listening, imitating, and speaking. Kids are typically taught how to read music before they can even play. The goal of our lessons is to have kids up and playing music on day 1.
What Success Looks Like
The statement above is designed to establish expertise and insight into music lessons. Hope and goals provide the customer with a fresh perspective.
This is a one-two punch. Empathy leads to trust. Expertise builds on that trust and defines what success looks like. If you can show the prospect what success looks like it allows them to imagine the happy ending to the story. Happy endings lead to more sales.