It can be hard not to panic right now. Everywhere we look, there is talk of the cost-of-living crisis and advice about how to cut back our spending. Music lessons are a luxury, right? Surely people will stop spending their hard-earned money on something so non-essential?
Let me tell you a secret: there will always be people with money to spend, and people will always put money into their children's activities. Concentrate on how you can be the very best at what you do and you will thrive.
The key to thriving lies in creativity, adaptability and a deep understanding of the needs of your customers. Now is not the time to lower your prices, or to apologise for how much you cost. People are investing in learning with you as they see value in the service you provide.
Here are five simple steps to ensure that your music-teaching practice not only survives, but thrives.
1. Don't cut your prices
It may be tempting to offer discounts, cut your prices, and apply more flexibility to your policies. However, if you make yourself too cheap, your customers won't value your work. They won't put the work in that's needed to see results, or continue to invest in your services. If you are the cheapest teacher in your area, you will attract the wrong type of customers – often those without loyalty to you.
Instead, hold true to your pricing, but look at your model. Rather than billing every half term, add up the total number of lessons you intend to teach per year and divide it by 12 to give students a fixed monthly fee. This will make lessons more affordable, bills more predictable, and give you a more reliable income.
2. Add value for your ideal customer
How can you make yourself indispensable? Think about what bonuses you can bring to your lessons. Perhaps the sheet music to a favourite theme tune, some fun new games, and WhatsApp support during the week. Make sure you are exceptionally reliable, with great communication, and you will be held in high-esteem by your students.
3. Network with other local businesses
Working with other local independents is amazing for word-of-mouth recommendations. Look at ways you can support each other, and ways to cross-advertise. Perhaps you could start a local loyalty scheme, or share materials and venues for concerts and events. Always look at how you can give value to someone else when networking, and the goodwill will come back to you.
4. Add a group teaching option
Offering a range of services at a range of price points means that there are options that can suit a number of different people. Teaching in groups creates a more affordable option for students, can have a much higher profit margin than one-to-one teaching, and creates a fun buzz of shared learning. You can inspire more students while actually teaching fewer hours, and the hourly teaching rate can also improve when working this way.
5. Stay innovative and ahead of the curve
Keep creating excitement around your teaching practice by running promotions, collaborations, and events that make you unique. Keep adding to your programmes, listen carefully to what your customers want, and stay visible online and offline. Use a scheduling tool, such as SmarterQueue, to ensure that your social media is always active and interesting. Stay up-to-date with the latest trends and music to ensure that your business really stands out.
Don't be frightened by what you hear, and don't be dragged into a negative spiral of thinking that your music teaching practice is doomed! You have an opportunity here to do amazing things – embrace the challenge and remember how much difference you are making to the lives of your students.
Resources that helped build Elliott's business include:
Lauren Elliott is the co-founder of Music Monsters, a learn-through-play piano programme. For more help and advice, visit her blog or attend her next free webinar at musicmonsters.co.uk
