The lifeline for all studios is the ongoing flow of new business. The life force of any business is it's continuing source of new clients. A dance studio is no exception to this rule. Whether your business is based on Private lessons, Group lessons or both, new business needs to be your priority. Studio's that try to primarily maintain themselves on the renewal of established clients are merely treading water before they are drawn down the drain!

Continual new business is fun, exciting, and keeps teachers and their teaching skills sharp. New business always breathes new life into your studio and staff. The more active an approach you take to bringing new business in to your studio, the better your results will be. Newspaper and Yellow Page ads are great because they keep the name of your business in front of the public. They are considered, however, passive forms of advertising. You have to wait for your new business to pick up the phone and call. Websites and Email are more assertive because they allow the new student to ask for information without the risk of voice or face-to-face contact. The best forms of advertising for new business still are Telemarketing and Open House Programs.

Telemarketing, almost a separate business in itself, allows you the opportunity to speak directly with a potential prospect and gives the Interview the opportunity to try your studio's teaching system with no strings attached. Open House programs give your existing clientele the chance to refer potential new business to your studio. This interview is already pre-qualified since the student who has invited them to attend your Open House has already established their interest.

When Telemarketing and Open House programs are properly administered and maintained, they will provide you with a continuous flow of new interviews. In addition, both programs enhance your print advertising by verbally reinforcing the name of your studio, which has already been seen in print!

The quality of interview derived from your Telemarketing program will depend on the areas you choose to solicit. The quality of interview from your Open House Program will depend on the criteria you establish with your current student body. And of course, your overall results will depend on the services you provide to your new clients (Another article!)

By John DePalma
Independent Studio Consultant
John DePlama Email Address

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