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How To

Fill Your




How to use persuasion to overcome objections, delight parents, and

fill your profitable group program.
© 2018
Table of Contents











© 2018
"There is a one thing that 99

percent of “failures” and

“successful” folks have in

common — they all hate

doing the same things. The

difference is successful

people do them anyway."

Darren Hardy
© 2018
How To Fill Your Group
Lesson Program

When was the last time you did something completely irrational with your
I don’t mean foolish.
I’m talking about seeing something where you just instantly knew that you
had to have it?
This has happened to me a few times in the past year.
One of the times, I saw a painting for sale in my local coffee shop.  I knew
my wife would love it.  She would hang it up in her office.  And… I knew her
birthday was coming up in 7 weeks, and I had no plan for a gift yet.
The instant I saw that painting, it sold me.  I didn’t even know how much it
cost yet.  I hope it isn’t too much!
I’ve been through this emotional process with everything from $5,000
Disney vacations to $10 purchases on Amazon.
This feeling and compulsion is one of the most powerful forces you can
feel.  It bypasses rational thought and goes straight to the emotions.
In this eBook, I will show you how to leverage this power.  You will
learn the psychological concepts necessary to fill your group lesson
program or any expanded offering in your studio.
The Problem
I cannot tell you how many times I’ve heard a studio owner say some
variation of these phrases:
“We tried to start a group lesson program, but parents just seemed to want
1-on-1 lessons.”
“We tried to start a summer program, but there just wasn’t any interest.”
“Our program is in real trouble… I guess kids these days just don’t want
music lessons anymore.”
Does this sound familiar?  Does it feel familiar?  Have you even said
something like this?
I’m very familiar with these phrases.  I was saying these defeated,
disempowering statements in 2008!
In 2008, I had decided to start a group lesson program in my studio.  I put
the word out to everyone in my studio, assuming that almost everyone
would go along with what I had planned.
Only about 8% of my studio agreed to join the new program.
That’s pretty bad – but, even worse, was the feeling that I didn’t know why
people didn’t join.  Worse still, I didn’t know what I could have changed.
© 2018
This is where most studio owners find themselves when starting a new
Why won’t parents just go along with what we say?!?  They hired us to
teach their children… don’t they realize we know what’s best?
Truth is, it wasn’t my fault.  There was no class in music school that trained
me in the art of persuasion.
Persuasion was what I needed.  That’s what you need.
© 2018
Persuasion for Piano Teachers
If you want to fill your group program, you have to make your program or
expanded offering a prize.
Much like the painting I described earlier, you must create something that
is an instant “Yes” for parents.  Something that bypasses rational thought
and goes straight to the emotions.
If you do this, you will have parents beating down your door to join the

The families in your studio will refer other families to you – growing your
Better still, parents in your studio will see you as an ally, a trusted advisor.
So, how do we create an instant “yes” for parents?

Step 1: Inside the Mind of a Studio Parent

The first thing you must do is understand what your parents want.
One of the easiest ways to do this is to listen to what they say.
Here is just a sampling of things I’ve heard parents say in the last month
(names changed to protect the innocent):
“Could you tell Tom that he needs to practice more at home – he just won’t
listen to me.”
“We are so sorry for missing those two lessons! We were out of town.”
“We meant to print out those worksheets you emailed, but our printer is
“Sorry, Daniel, we’ve just been bad at practicing this last week, we had
family in town.”
“I’m just running kids all over for spring sports, it’s really busy right now.”
“If Sophie doesn’t start practicing better, we might just have to take her out
of piano.” (parent is glaring at Sophie while talking to me)
© 2018
If you listen to parents… what they will show you is surprising.
Here's what I notice:
1. Negativity and guilt
2. Parents are taking on the role of the victim
3. The parent is putting blame on external, fantasy circumstances
4. They are looking for some sort of external solution
Think about that list.  Do you see an opportunity in there?
I didn’t at first.  But, once I realized the opportunity… I filled my group
program and grew beyond a size I believed possible.

Step 2: Building the Value

I’ll go ahead and give you the answer to the “opportunity” question.
The hidden opportunity is in #4.  They are looking for some sort of external
So, let’s review the situation.
Parent wants an external solution to all their problems.
You want to start a new program in your studio.
The question is, can you match up features of your program to solve the
needs and pains of your piano parents?

Can you make your program the external solution that parents are looking

If you can, then you will build an instant fan base for your group program
or expanded offering.
This is how you fill your new program.
How do you match up your features with the needs and pains and goals of
your studio’s parents?
Here are a few examples:
© 2018
Value #1: Convenience for Parents

It is cliché to say that parents are busy

Parents are running around every day.  Everyone is over-scheduled.
If a group program is more convenient than 1-on-1 lessons, it could be a
subconscious selling point to parents.
Here's how I've positioned my group program to be convenient for
Groups are an hour long.  In a 1-on-1 format, parents usually stick around
because the lessons are only 30 minutes.
Group lessons are an hour.  Parents could run an errand or two.  They could
take a sibling to the soccer field and be back in time to pick up their
student from your house.

Rescheduling lessons.  I have 19 groups per week, each with the

capability of seeing 5 kids at a time.
Not every group is completely full.  Since my groups are not categorized by
level, parents can easily move their student from one time slot to another.
I make sure that parents understand that they can move their time around
at will. This is unlike any other group program, and it demonstrates the
value of my program.  They can go to my online scheduler and move their
child into another slot.  
Parents are usually shocked at this.  They cannot believe how flexible I am!
I designed it that way on purpose.  I designed my program to match up to
this deep pain point in parents.  I built my educational structure around
© 2018
This is why my group program exploded in size.

Value #2: Conquering the Practice Problem

Does this sound familiar?

“We just can’t get little Anna to practice anymore.  We’re wasting our
money.  So, we’ve decided to discontinue lessons.”
I hate when this happens.
Parents want the results of lessons with their kids.  They don’t want to put in
the work necessary.  They don’t discipline their children.
They let their children quit easily.  They don’t set a routine.  They will let the
child sit in front of Netflix for hours, but getting them to sit at the piano for
10 minutes… well, that’s just impossible!!!!!
 Never mind that is NOT an uphill battle.  Children naturally love music.
They gravitate towards it.

It’s no wonder the children are undisciplined; they learned it from their
And, as teachers… we complain about this.
“If these parents would just discipline their children or take it more
seriously, I could do my job.”
© 2018
I will say something mildly offensive at this point.
If you say or think that… You are committing the same sin as the parent. 
You are waiting for someone else to fix your problem.
The parent is waiting for you to work a miracle with their child.
You are waiting on the parent to step it up and take things seriously.
When I stopped waiting for parents to step up… my job got a whole lot
I designed a program that assumed the worst of the home environment…
Not an educational program that would fail if the parents and students
didn’t put in their required effort.
The result?  When kids and parents put in minimal effort and still saw
amazing results, they got excited.
Though I never harped on or even talked about practice, I saw practice
times go up. 
Kids and parents got excited and started prioritizing the lessons.
I delivered a high level of service first, and then reaped the rewards of that
I gave what they wanted, and then I received what I wanted.
When I took the pressure off of parents to harp on their kids to practice, I
solved one of the big pain points of lessons… and students started staying
with me a LOT longer.
The parents enjoyed the lesson experience more… and thus, they referred
more friends to me.

Value #3: Consoling the Conscience

Most parents live in a state of guilt.  It’s sad but true.

They feel bad for all things they’re “not doing.”
Make parents feel good about what’s happening in the lessons, and you
will be an ally instead of an adversary.
Here’s how I’ve done that in my program:
Communicate expectations clearly.  Most parents assume that I’m going
to guilt them about their child’s lack of practice.
I make sure that parents know that I handle practice at the studio.  My
program is designed to move them through the books faster than the
average studio.  This is true, even if the child never practiced at home. (By
the way – that is true… lying is ethically wrong and it’s also bad for
No matter how many times I say this to a parent, they still look shocked.
They are not expecting something so positive to come from their piano
They don’t expect the lesson program to be so simple and convenient.
Is this the ideal?  No.  But, we don’t live in an ideal world.  We have to work
with how things are, not the way we wished they were.

Step 3: Enrollment
We do not want to coerce, push, drag, or convince parents to join our new
The long-term effects of coercion are negative.
Rather, we want to enroll parents in a vision of what is possible with their
child.  We want to excite them about the new program.
We only want “true believers” to join our new group program or any other
expanded offering in our studio.
Thus, we should put out persuasive information. We should excite the
emotions of our parents. We should invite them to join.
It might only take a few persuasive emails.
If you communicate the value clearly and compellingly, you should see
60%, 80%, even 100% of your studio line up to join.
© 2018
If you want to fill an expanded offering in your studio, you need to design
your program to fulfill the desires that parents already have.
If you do that, you will bypass negativity, cautiousness, and the logical part
of their brain.  You will go straight to their emotions.
Just like that painting I bought for my wife (which she loved by the way),
they will see what you have to offer and instantly know that it's what they
We have just begun to scratch the surface here.  What you've learned is the
psychology behind filling a group program.

Continue on to the next page to learn more...
© 2018
Would You Like To Learn More?
In my Successful Group Lesson training program, I go into depth on these
topics and more:
The exact emails that I have sent to convert my studio and over a dozen
other studios to group lessons
The in-depth psychology behind persuading parents to join your
program – you will get parents to ask you if they can join!
How to get kids excited about your new format
My plans for handling five kids at once… so effective that I sometimes
get bored in the group
The six educational principles you need to know to deliver a high-quality
group program
How to start a group program with ANY curriculum – Faber, Piano Pronto,
Piano Safari, Alfred… it doesn’t matter! If you use my simple adaptation
hack that you can learn in an afternoon
The simple “in-lesson” hack that I used to solve 90% of home practice
These are bold claims… I’m well aware. But they are what I’ve been doing
in my studio for a decade.
If you would like me to train you on their use and implementation, then stay
There are exciting things coming!
About The Author

I help studio owners generate

leads for their business so they
can grow their studio and
income to any size they want.

I began my studio in 2004. I naively

believed that parents would beat
down my door to sign their kids up.
"If you build it, they will come"

Not true!
What I found was that investing time
and energy into becoming a great
marketer doubled my income, then
doubled it again, and doubled it a
third time.
I grew my studio to a 6-figure
Then I began helping other studios do
the same. I've worked as a consultant,
coach, and marketing technician for
dozens of studios on five continents.
How can I help you?
- Daniel
© 2018
More About


Read my popular article: "4 Lies You've Been Told

About Group Lessons"

© 2018