How to Find Private Music Students in Uncertain Times

The uncertain times we face right now - and the economic worries that come with it - might be causing you feel anxious about the future of your music studio.

Maybe you've already had a few students stop lessons, citing a job loss or just needing to tighten their belts financially. Or maybe you're studio is stable for now, but you want to expand and worry that you might not be able to find private music students in the future.

Uncertain times don't necessarily mean disaster for our studios, but do often require us to be a little more creative in how we find new customers.

Having taught for many years myself, I've weathered a few challenging private teaching markets. Here are four strategies I've used to help me find new students in trying economic times.

1. Offer new student summer lesson packages.

For years, I've offered discounted packages of trial lessons for new students each summer. I offer two different options: a package of 3 lessons at a 10% discount off my regular rate, and a package of 6 lessons at a 15% discount.

This summer program has been wildly popular and each year I sign up more kids than the year before. Here's why:

• discounts are attractive to parents (even small ones)

• parents like the option of choosing the package that best suits their needs

• I'm able to offer flexible scheduling that works around other summer activities

Each year, this also works beautifully as a "feeder" program for permanent spots in my studio.

First, it enables me to fill my full-time schedule with students and parents I've gotten to know over the summer and work well with. Second, summer students are more likely to become long-term students because they have an opportunity to build a rapport with me and get excited about their instrument. Third, parents are more willing to pay regular tuition in the fall to maintain the positive experience for their child.

2. Offer packages of trial lessons during the school year.

Most teachers are trying to attract students who are willing to commit to regular lessons up front. I get it, because this provides the most financial stability and the least recruitment hassle.

But in an uncertain economic climate, parents may be reluctant to sign on for a full year off lessons right off the bat. Instead, offer packages of 3, 5, or 10 lessons (or whatever types of packages suit you) at graduated discount levels.

It's better to have your spots filled with shorter term students than have open slots that earn no income. Plus, as noted above, students who sign up for a few lessons often get hooked and want to continue. And parents are more likely to budget for an activity their child is already invested in.

Worst case? The student doesn't sign up long-term but you've had a chance to build a positive teacher/parent/student relationship that benefits you through word-of-mouth advertising.

3. Offer "buddy" lessons.

A few years ago I decided to start a small piano class. I only had two full-sized pianos at my disposal, so I opened a class for four students. I only had 3 sign up, and then one dropped out...so I ended up with just two students.

My piano class turned into what was essentially a "buddy lesson" - with benefits for everyone involved.

The two girls I taught didn't know each other at first, but became fast friends and great learning partners very quickly. They reinforced each other's love of learning the piano. And an air of healthy competition inspired them to put forth good effort in class and in home practice sessions.

The parents benefited because they were able to pay half my normal private rate while still getting plenty of one-on-one attention for their kids.

The arrangement was beneficial for me because I could earn my same hourly rate but do something a bit different and try some alternate teaching techniques.

If it's difficult to find private music students, give "buddy lessons" a try with friends signing up together. (Note: I got lucky and the girls worked very well together even though they didn't know each other at first. This isn't always the case, of course. I recommend you offer a limited-time class of say, six lessons, and extend the offer if it works out well.)

4. Offer limited session group classes on a single topic.

If finding private music students is proving difficult, try offering limited session music classes to fill part of your schedule.

Here's how it works: offer a 1-, 3- or 5-session class on a topic you're an expert in that appeals to a broad audience. Perhaps you're terrific at getting kids to practice consistently, so you offer a "how to practice" workshop. Or maybe you've judged a lot of solo & ensemble competitions, so you offer a "how to prepare for solo & ensemble competition" class. Maybe you know you're great at teaching rhythm so you offer a "become a rhythm master!" workshop.

If this idea appeals to you, first allocate some time in your teaching schedule for these classes. Then determine your rate (consider one-half to one-third your regular hourly rate, multiplied by the number of classes.

Finally, spread the word: send emails to parent list serves, band directors, at church, etc. Also consider working with an area band director to do a "teaser" free masterclass for the kids during class one day.

These four ideas have helped me build a robust studio and I think they'll work for you, too.

If giving these a try excites you - that's great! If they just make you rub your temples and groan, I totally get it. It would be so much easier if we could just put the word out that we teach lessons and have a steady stream of students come our way.

If you feel overwhelmed, try experimenting with just ONE of these strategies in the coming months.

I didn't try all these at once, either - not a chance! I experimented over time with different ways to attract students and these worked for me. I gladly share them with you so they can help you build the studio you want and the financial security you need.

Wishing you all kinds of luck, my teaching friend!

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