Fall Registration Starts in January
It's the first week in January. Your studio phone is ringing with parents wanting to register their children. Your class registration closed in October. What do you do? If the child is a transfer student with training and experience, no problem; they can usually fit right in. If, however, the child is a beginner student, you might be perplexed with what you can and should actually do. As in every scenario there is more than one answer. Let's explore your options.
Option #1 - If you have an open time slot in your weekly class schedule, perhaps you can start a new class for the newcomers. But of course that means, in order to make it viable, all the prospects have to be of the same age and ability. Percentage-wise, not too good of an outlook for you. But hey, you might just luck out!
Option #2 - Another alternative would be to take a child that is about one to two years older, place them in a class of students who are one year younger and started dance in the fall. If you are doubtful, I can assure you this does work and usually quite well. The student that is older usually has the matur-ity and self discipline, to adjust to those classes that have had only 4 months of training. I find this option works great with students that are 4 _ years old thru 7 years old. If the students are 8 years old and older, you more than likely will be faced with the trial of catching up on technique. If this is too insurmountable, then I suggest you offer a few trial classes for these prospects to see if they fit in OK and are content in the class. To make any beginner student transition easier, consider having a Session A and Session B in your yearly class plan. Session B, that starts in January, could begin with a review of Session A as well as a "new instruction phase." Keep this in mind when creating your lesson plans in August. If this option works, then go for it; if not, consider a third choice.
Option #3 - Do not accept the student. If everything does not weigh in favorably, this is your best choice. It goes without saying that no one wants to loose a prospective student and this does not have to happen with this alternative. If you handle the matter in your best professional and courteous manner on the phone, they will register with you, when the time is right for their child. Again, if you are doubtful, I can assure you this works. Let me explain the Whys, and How To of this daring decision.
Why, you ask, would I want to choose Option #3? That is not a good business decision. On the contrary I feel it is. Over the years, I have received hundreds of January calls from parents wanting to register their child, especially their 3 & 4 year olds. With any age, they tell me how the child loves to dance, does it all the time in front of the TV and at family gatherings, and they are a natural. After a few polite questions I usually discover that with the younger child they have, in most cases, just turned 3 or 4, does not go to pre-school yet and is home with Mommy all day. All negatives in my book. Let me relate an example, especially with this younger age, of why it is "good business" not to accept this student.
A child of any age needs to feel secure and happy in any classroom situation, especially the wee ones. It is not good for any student to be the "new kid on the block" for the rest of the studio year, and in most cases that is exactly what will happen. They need to be "one of the gang" right away, feel at ease and enjoy instant gratification from their surroundings. By mid year, in any classroom, most peer friendships have been developed. Children tend to be territorial as well as possessive at times, and they do not like to share. It is detrimental to the newcomer's social development if they cannot feel good about joining in.
Getting this child to dance is never the problem. But, getting them to stop, respect the rules and join in the group is. Every classroom, from Creative Learning through Professional, must have its decorum to be a success. If a child does no yet go to school, they have no idea of how a classroom works. When they are young and do not start in the fall, along with the rest of the class, they have no idea of what classroom discipline is, no less be able to accomplish it. We all know it is not a child's nature at any stage of development to stay in one place for any length of time. Certainly it is not fair to the teacher to have to take time from those children who already know the rules, to try and explain and enforce these directives with the new child. It is a no win situation for all.
In spite of the age of the prospective student, Option #3 will and does work. You can and should feel comfortable in choosing it as an alternative. If you take the time to explain to the parent and have them understand and agree that... yes, they might find a studio to take their child now, but for reasons explained, it is in the best interest of their child for them to wait until the Fall or a new class session begins...you will have a new student when that time happens. Go on to explain to them that...yes, you could take their money and put the child in a class, but that is not your prime interest. Their child and their enjoyment of dance, now and for years to come, is your principal concern. I find that parents appreciate this honesty, as they too have their child's best interest at heart.
Offer to mail them your studio brochure, which is a must and something every well organized and well run studio should, and can afford to have. Inform them of when you will be accepting Fall Registration and you would be pleased if they came by the studio soon to observe a class of their child's age. If you have an end of the year performance or recital, offer to send them complimentary tickets, a wise investment. Be proud and confident of your decision and what you have to offer for their child...when the time is right.
Your next step should be to update your ongoing Information Request Contact List with their data. If, for whatever reason, they did not take advantage of your registration discount by Registering Early in the spring, be sure to include this child when you mail out your registration announcement postcard in the summer. By following through in this way the parent will know you did remember them and have a sincere interest in the child attending your studio. Year after year my fall registration ratio for students who fall into Option #3 has been very high. By taking time with the parent and showing sincere concern for their child, I feel I have earned their trust and, in the majority of instances, they register at my studio. I think this is good business...darned good business.
If you still have some doubts, think of the possible alternatives. You accept the student. If, for any reason, they do not fit in or feel good about being in the class, they end up disliking the art of dance altogether and more than likely will spread neg-ative PR about your studio. You have lost a student and their trust because you said "dance would be fun and exciting for them" and they experienced neither. You have lost the opportunity of turning a child's heart and mindset on to dance. They and their family will never have the chance to know and enjoy the wonderful benefits a dance education can provide. You have gained nothing and lost income as well. This is not good business.
So, step up to the plate; accept the challenge. Start to build your Fall Registration and enrollment in January. It can and will work. If you build your viewpoint and build it right, they will come and you too can have your own "Field of Dreams."
Danie Beck is a second generation studio owner. Raised in the studio way of life, she has owned and operated her own studio, with 2 locations & 550 students in Miami, for the past 35 years. She is Co-chair of UNITY, Past president of Florida Dance Master s and has sat on the Board of many State and National Organizations. As a dance educator, she has presented Studio Business seminars for teachers from coast to coast.