Struggling to get customers for my new business....

[Fluffernutter]

Hi, this is the first time i've posted on here and wonder if anyone could give me some advice please?

I've been a private music teacher for 20 years working in a variety of music schools in the past. Two months ago i decided to open up my own school of music, something i've wanted to do for a while. It's just me, i don't want to start employing other teachers plus the premises i have are quite small. I've taken my existing students with me, but i'm absolutely struggling to get new students and i don't know where i'm going wrong. The places i previously worked in were well-established and gave me students so i didn't have to try too hard myself to get them, and i usually always had a waiting list.

I've tried google adwords and have had nothing back, i'm currently running Facebook ads and although getting plenty of "likes", there's been no follow-through enquiries. I've got a website which is ok i think, but not great. It's a wordpress one that i learned to do myself and it's quite limited with the templates and layout etc. I reckon though it gets the message across regarding what i do and how much i charge etc. I've put up posters around town and left business cards in coffee shops etc. I have a twitter page too. I have advertised with yell.com etc and have an advert in a local magazine but to no avail.

I have central premises which are easily accessible, my prices are average for the area, i have an honours degree in music (which i make clear in any advertising) and 20 years of experience. I've even began offering a free trial lesson, but i'm finding that people book it then don't bother turning up. I had a couple of people turn up who i knew weren't interested at all in learning music, but came along because it was something free. Waste of my time.

There's been a gradual general downturn over the past few years in people wanting music lessons. I'm friendly with other music teachers and most of them say the same, so i know it's not me who's doing something wrong. Some of them however are still really busy.

I did my end of month books earlier today and my incomings were ZERO but my outgoings were a few hundred pounds. I clearly can't continue making a loss. This is my sole income and i'm living off my ISA now that i've been saving up. It's kind of soul-destroying to be honest.

Does anyone have any ideas where i'm going wrong? Or what else i can do to generate business? Someone said to me that it's early days and it will just take time, but i'm feeling really impatient.

Thanks in advance for any suggestions.

 

[fisicx]

As Cab Calloway said: 'get out onto the street and spread the word to the people'.

And sign up with every private tutor business you can find.

And then get someone to review your Adwords and website.

What instruments do you teach? Can you turn me into Rick Wakeman, Slash or Dave Brubeck?

Do you play in a band?

Ps: you need to have money in the bank to cover at least a year if not two. And I tutor in maths and this is always the quiet time. It gets busy after Christmas when GCSEs loom

 

[Mitch3473]

Your website "which is ok i think, but not great" and built by yourself, doesn't sound proffesional enough. Imagine being one of your potential customers and seeing your site, would you contact you and spend money. You might be brilliant but does your site give any indication.

 

[japancool]

List yourself here:
https://www.musicteachers.co.uk/

That's how I found my teacher.

And ignore anyone who tells you your website is a problem. It doesn't have to, pun intended, an all-singing all-dancing site. It just needs to do the job. Yours is the kind of business that isn't going to sell itself on a website, but by recommendation and word of mouth.

 

[silentjay]

And ignore anyone who tells you your website is a problem. It doesn't have to, pun intended, an all-singing all-dancing site. It just needs to do the job. Yours is the kind of business that isn't going to sell itself on a website, but by recommendation and word of mouth.

Remember hearing a story about a guy who sold pianos with a really crap website, was mostly just a phone number. Had a web designer make it all singing and dancing and his sales actually went down. Turned out people who couldn't find the info on his old website rang him instead, and he was a good salesman over the phone.

Regarding the OP maybe there's simply no/low demand sadly in your area for your business. Use the keyword tool in Google adwords or Google trends to get an idea of demand.

 

[Chris No Limits In Life]

If you want to grow your business the first thing you should ask yourself is what value you offer.

What makes your service greater than anyone else? Do you travel further to your customers?, do you offer free lessons?, can you get your students gigs or link them to bands?

Then focus on customer
1. Who is your customer?
2. Where do they hang out?
3. Give them what they need?

Brain storm the above points, write down what you come up with and take action to supply the customer.

Honestly once you can target an audience your website is secondary if customers want what you offer and you know where to find them you will get yourself some business.

On my website there is a link to a business school that teaches the basics in marketing and getting customers for a new or existing business for a very low and reasonable price.

They will however be going more in depth in to what I have written above. But if you choose to go with them or not, the steps above are proven and they work. If you follow them you will get customers.

If you want to have a look at what I'm talking about have a look at my website and the marketing school I have on there or email me on the below email and I will give you some more info or some more advice if you want it.

Message me on the forum and I will give you my email and website address if you want them.

Kind Regards
Chris Lea
No Limits in Life

 

[Gecko001]

If you have premises, then you might actually put people off as they would assume that your charges would be high compared to teachers who work from home or who travel to people's home.

Have you thought of offering services that the home tutors cannot offer, such as group sessions?

I would not give up on the more traditional ways of advertising such as a card displayed in local music shops, newsagents, chip shops or a small ad in local newspapers.

 

[Nochexman]

I've been a private music teacher for 20 years working in a variety of music schools in the past.

Presumably you will have an address book crammed with the names of every person you ever trained and every parent who ever brought their child along to one of your lessons. Start with these people; tell them what you are doing and ask if they know anyone who they think might be interested in your service. It will take time, but you can only build your business one customer at a time. Best of luck.

 

[Gecko001]

Presumably you will have an address book crammed with the names of every person you ever trained and every parent who ever brought their child along to one of your lessons. Start with these people; tell them what you are doing and ask if they know anyone who they think might be interested in your service. It will take time, but you can only build your business one customer at a time. Best of luck.

Will that really help? It could do more damage than help I suggest.

When providing a service such as the OP's providing it is always a good idea to give prospective clients the impression that your service is so popular that people are rushing to your door. I suggest that above just advertises the opposite. The OP might be a very good teacher, but letting everybody know they have such little work that they have to cold call former clients is not going to help in my view.

You have to just stay calm and not panic.

 

[Scott@KarmaContent]

Will that really help? It could do more damage than help I suggest.

Of course it will help, referrals and word of mouth are the best forms of marketing such as business as this.

 

[Regency Hypnotherapy]

I'm experiencing similar issues in terms of finding clients! Turns out people aren't interested in half price sessions. Am also waiting to hear back from Groupon about offering a discount through them. Very interested in this thread and appreciate all the comments.

 

[Gecko001]

I'm experiencing similar issues in terms of finding clients! Turns out people aren't interested in half price sessions. Am also waiting to hear back from Groupon about offering a discount through them. Very interested in this thread and appreciate all the comments.

You have to give the impression that you are the best around. You can do this in many ways. One way not to do it is to give cut price services for no reason. I think it is OK to offer a discount based on a reason the client can relate such as a discount on certain days or times when you find work is slow or to OAP's etc. If the discount is for no reason clients will wonder.

 

[fisicx]

Marketing will get you new clients.

People need to see you marketing multiple times before it imprints. And they need to see the marketing material at the right time and at the right place.

So for the fluffer he needs to think about the end product (level 5 bassoon or play an axe like slash) rather than 'learn to play the piano'.

In your case you need to market the 'reduce stress' rather than the method you use to reduce stress.

So local advertising, a stand on Saturday in the shopping centre, talks at the WI and self help and survivor groups and so on. Don't ever do groupon and don't offer discounts (this smacks of desperation)

 

[Nochexman]

...letting everybody know they have such little work that they have to cold call former clients is not going to help in my view.

You have to just stay calm and not panic.

Why on earth would you think that your former music teacher contacting you to say they had started their own business indicated they had little work?

Staying calm and not panicking is excellent advice, but it isn't an excuse to sit on your thumbs.

 

[Regency Hypnotherapy]

You're all absolutely right. Thank you so much! You've given me a lot to think about and I will most definitely be following your advice and changing tactics!

 

[Gecko001]

Why on earth would you think that your former music teacher contacting you to say they had started their own business indicated they had little work?

Well it does not indicate that they are busy. I take your point about stating that they have just started their own business if they call. That would be important to say, though coming across as credible is always important so I would say something like I started a couple of months ago and I am only getting around to seriously advertise now etc.

To be honest, I cold called three businesses (in person) on the first day I opened for business almost 20 years ago and have received nearly all my business through word of mouth since then from one of those contacts. During the credit crunch, work dropped off and I cold called again. I did get some more business but none that lasted. I definitely got the impression from those I called that I was being desperate and they worked with others who were actually doing OK. I found it necessary to just get better and change with the times rather than doing any more marketing-type things. There was a general "thinning out" going on in my business at that time and I just had to decide that I was not going to be one of the ones being thinned out by making sure that the work I did do was of top quality and keeping up to date with everything that was going on in my sector. This included going to necessary training courses even though I was not earning enough to pay for them easily. I knew my competitors were doing it as they had deep pockets. Also the same goes for technical publications which were not cheap.

 

[Regency Hypnotherapy]

Sorry, just another question - just curious to know why you say stay away from Groupon? The only reason I ask is because I've seen some colleagues have what appears to be some success with it?

 

[fisicx]

Those people who will take up your Groupon offer will never return. It's nature of the beast, people use Groupon because they want cheap stuff. If they wanted to pay full price they wouldn't be looking on Groupon.

A hotel that is empty in November can use groupon to get people through the doors to help cover costs. Same for any other provider that is in a quiet period. You aren't in that stage yet, you need to develop the business and be solvent first.

Advertise wherever is suitable and get your name known locally. PVC banners can work well as can inserts in local newspapers and posters in health clubs, gyms and sports centres. Leave Groupon for later.

 

[Vectis]

I have to say, and I admit I'm not an expert, but I probably wouldn't have opened up a music school in it's own premises to start with.

Having two kids at school, I know that schools do employ music teachers to come into school and teach a variety of instruments - they have guitar lessons, drums, piano etc. These aren't teachers employed by the school but private individuals who do it. I think I would perhaps have started off with that and built on it over time, maybe opening a music school if the demand called for it.

Alternatively, have you tried contacting local schools to advertise with them? Most schools have newsletters each week, either paper or email, and they do seem to take adverts such as this for activities outside of school.

Plus schools have after-school clubs where you could go in and teach a musical instrument and probably pick up some students who wanted to do more than was offered at the club. If one of our kids wanted extra guitar lessons then we'd very probably contact the person who provides the service at school.

I probably wouldn't rely too heavily on a web site or facebook etc. Word of mouth or recommendation is far more likely to bring results and I'd suggest schools or colleges might be a good place to get started and get known.

Just some thoughts.

 

[Fluffernutter]

Thanks everyone for your advice which i've taken/will take on board. It's been great to get so many different suggestions and opinions and i appreciate them. In the last ten days since i posted things have picked up thankfully, quite a bit actually. I think i have to learn to be patient, that will be a lesson for me. It's just going to take time. Word of mouth seems to have been the main thing that has worked in the last week or so. Thanks again everyone.

 

[Luc Durand]

Then focus on customer
1. Who is your customer?
2. Where do they hang out?
3. Give them what they need?

I so agree with chris. These three points are key. What makes you different from the competition. ? Why would i want to send my son to you as opposed to somebody else?
Your website may not be all singing all dancing but I believe it is the cornerstone of your marketing efforts.Would be good to have the address so we can have a look.
Have you thought about making video tutorials and publish them on a youtube channel? If anything that will give you more exposure, some links pointing to your site and additional material to publish on some of your pages. My son uses youtube a great deal to learn how to play. I know this is a crammed space but you need to find an angle that makes you stand out.

 

[The Byre]

I am involved with a music school right now. (Totally by accident! It began with a chance meeting in August and after one day of talks and thinking, we shook hands on the deal.) We began in September and we are fully booked and beginning to approach potential new staff. So here's my 30 Cents worth -

1. EVERYTHING depends on the teacher. Young, pretty and female always works, but local and well-connected and respected teachers are also good.

2. Teach the right instrument. Guitar is O.U.T. out. Music technology is O.U.T. out! Both too much third-rate competition! Sax, flute, piano works. Composition and arranging works.

3. Tell people you exist. That means a big-arsed sign on your car and a similar sign at the end of the drive. Always have flyers with you.

4. Sell the right programme. Never charge by the lesson, but by the season, so it's subscription only, payment in advance and if they don't turn up, that's their look-out.

5. Find a reason for the local rag to write about you. Some clever PR is far more effective than advertising. Grannies read the paper and tell their children and grandchildren.

6. Remember what Hilaire Belloc said - "Oh, beware the ketchup bottle! First nothing comes and then a lott'll!" Building up a customer base takes at least two years if you are onto a winner. We had to buy ours, but you are going to have to just build from scratch. Sorry, no easy fixes there, I'm afraid!

 

[fisicx]

And after being a maths tutor for years and years I can tell you home visits are far more popular than asking people to come to your studio. And this has the advantage of no overheads.

 

[The Byre]

We do Skype and schoolroom. Music is difficult to put on the road, as you need peace and a piano for piano lessons. You also need whiteboards with staves and other learning material, so a schoolroom is better. There is also some teaching for several pupils at once. It also means that the teacher can do pupils back-to-back and right up to ten at night. Also, it is a controlled environment with other people working there doing other things, so both teacher and pupil feel safe.

 

[Chris No Limits In Life]

Have you thought about making video tutorials and publish them on a youtube channel? If anything that will give you more exposure, some links pointing to your site and additional material to publish on some of your pages.

The Youtube idea is excellent. If people see that you are giving value away for free it builds trust of your brand and ultimately a customer base. Whilst my tips on how to identify your customer are the foundation, its the value you offer that will keep them.

 

[fisicx]

There are thousands of music tutorials on YouTube. Adding another bunch won't acheive anything useful.

You can add these to the website but the problem of attracting new clients remains. If you can get them on the site then a video may assist but it's secondary or even tertiary marketing.

 

[Andrew Rutherford]

Learn how to advertise yourself, if you haven't already. Don't be shy and let everybody know what you are doing. Find local newspapers or their online editions and pay(it can be free though) to list your business there.

Do you have a website? If you don't, think of making one, so you can promote/introduce yourself. You can make people subscribe or enter your courses online which will motivate them to come on site and participate.

Music is life! Good luck with your adventure and be patient, glory will come

 

[Chris No Limits In Life]

There are thousands of music tutorials on YouTube. Adding another bunch won't acheive anything useful.

That's a good shout to be honest, a youtube account on its own may as well be anonymous.
However I should have explained that if you offer it within your customer base or part of your advertising strategy then it will add value. A try before you buy maybe or a periodic free tutorial. The trick is driving potential customers to your videos.

 

[GoingOnline]

A simple thing that I have found helps are testimonials of past, happy clients. On your website, no matter if it's not an awesome website right now. Personally for something as personal as learning a new language or skill I would go a hundred times for the guy with the recommendations and testimonials than the guy with a degree. Get people to give you reviews on your Facebook page as well. It shouldn't be very time consuming and may help quickstart things a bit

 

[ChrisRM]

Hi Fluffernutter - firstly, congrats on taking the leap and stepping out by yourself,

What instruments do you teach? Interpretting your orginal post, your offer may be a bit broad. If I wanted to learn the piano, I would not search for a 'school of music', I would search (Google or Yellow Pages) for 'piano lessons' or 'piano teacher'. In regards to your digital marketing strategy, your website/ads may be targeted incorrectly there.

AdWords can get pretty expensive quickly and the results depends on what words your targeting, wording of the advert itself and how well the page visitors land on converts. I don't know where you are targeting and I haven't checked but I suspect terms such as 'music lessons London' are pricey but longer terms are likely to be cheaper (off the top of my head terms like 'best piano teacher London' or 'best piano teacher under £x'.

Facebook is a place people go to 'hang out' and socialise. They are there to consume content, they are not in the purchasing products/services mindset when visiting. So they may be interesting in an article along the lines of 'how to pick the best piano teacher' or 'how to play xyz on the piano'. Also, narrowing down the audience is important. Targeting everyone in a large area may be expensive. But targeting people in a more restricted area, that have children between certain ages and have a higher income may be more successful.

As others have suggested, the subject type of business is more suitable to referrals. Asking recent and current clients for referrals with an incentive (money, free lessons, whiskey!) to do so is an effective method. 20 years of experience must have built up a healthy bunch of relationships.

Any similar services you could work with? Maybe team up with the local music shop and offer a free lesson for everyone that buys a piano (for example). The shop have an extra selling point. And you have a lead. Where else would people go before they need lessons? Do you know any school teachers who could refer students who they notice have a talent/interest in music? Where do the parents who want to spend money on their childrens development go/hang out?

Direct response marketing may help. Education based marketing works well for service businesses. My mind opened to the possibilities when I listened to the I Love Marketing Podcast. The first bunch of episodes are really useful to a marketing novice. The presenters explain their backgrounds and how it worked for them. Well worth a listen.

I have rambled a bit here. If you are interested then I would be happy to check Google's keyword tool to see which are the terms people put into Google when looking for services like yours and how many people search them.

Good to hear things have things have picked up.

 

[Fluffernutter]

Thanks to those who have taken time to reply to my post, and for the advice. I've taken lots onboard and am happy to say that i'm now almost fully booked and thinking about starting a waiting list. I guess it just took a little more time than i had anticipated, and i should have been more patient. It seems i'm getting the most enquiries from my website plus word of mouth. Facebook and Twitter don't seem to be attracting much attention as of yet. Once again, many thanks.

 

[BarmyBaxter]

It's all about Facebook I would say and social media...try running a competition where people share and like for some free tuition. It doesn't cost you anything but your time which I'm sure you are happy to give up to promote.

 

[Pish_Pash]

My tuppence....

Spam supermarket noticeboards, put adverts in local newsagents window, consider an advert in the local free newspaper. Gumtree is now nationwide (& costs nowt). Leave your details at local musical instrument shops. In the middle of the night, tie a small advert "Piano lessons" call xxx xxxxxx) to a lampost near primary schools (your target market).

The youtube video is a winner...it's the first place I go to when I need teach my youngest the ABRSM tunes we need to learn for his next music lesson! (therefore I strongly suggest you target those tunes in your videos....you'll get a lot of traffic).

Nobody is going to come to you....you've got to be on constant marketing/promotional campaign ....it's how it is when you work for yourself & is the sucky part of being able to say "I work for myself".

 

[Nochexman]

...I've taken lots onboard and am happy to say that i'm now almost fully booked and thinking about starting a waiting list. I guess it just took a little more time than i had anticipated, and i should have been more patient. It seems i'm getting the most enquiries from my website plus word of mouth. Facebook and Twitter don't seem to be attracting much attention as of yet...

Before you get overwhelmed with work, it would be a good idea if you could try and identify where those enquiries you got came from - how did they find your website?

Next time the work slackens off it will be helpful to you to be able to look back and see what you did that generated most of your leads.

 

[wevet]

If your best pupils have portable instruments see if they would be minded to form a small ensemble and do a deal with a local shopping mall and give a free concert with some promo materials with a "this could be you in 6 months" strapline

 

[wevet]

An after thought -

have you considered marketing to older, perhaps retired people who might wish to revive an old hobby?

 

[David Reinhardt]

If you're looking for a local social media option, consider nextdoor.co.uk. It's a network that works on neighbourhoods so you can "target" people nearby. They recently bought out streetlife.co.uk so they're looking to move into the UK in a big way. It looks like you could just register (in your neighbourhood) and post your services, so it's a no cost option (except a few minutes) to try.

 

[Rickofrock]

I own and run a music school and currently have 16 music teachers working here. I started just like you. Lot's of helpful answers. If you want a chat DM me.