Decreasing Student Turnover

One of my goals as a piano teacher–and probably one of the goals of many teachers and studio owners out there–is to avoid student turnover.  I understand that many students who quit piano at a young age will go on to have regrets as adults for not sticking with music lessons longer, which I find heartbreaking.  I enjoy transitioning students from elementary level music to intermediate and advanced repertoire, and if a student quits music lessons too soon, I don’t get to experience this with them.   I also truly believe having happy students (and experiencing little student turnover as a result) is the best marketing strategy out there.  If students are happy, they are less likely to quit and leave me to quickly find a replacement before it causes too much of a financial strain.  And, if students are happy, they will provide excellent word-of-mouth references in my community–free advertising!

So far, I have managed to avoid much student turnover and my returning student rate each fall has been between 90 and 95%.  I have found the following strategies to be successful in helping me to achieve this rate:

• Building good relationships with my students’ families.  I make sure that we have good communication and let them know up front about practicing expectations and the importance of becoming involved in the musical learning process.  If parents feel they can be open with me, they usually come to me early on when there is a problem–before it is too late and a student has already made up his or her mind to quit lessons.
• Involving entire families in events at my music studio.  In the past year I have begun offering adult piano classes and early childhood music classes.  Parents of students make up the majority of the enrollment in my adult classes, and younger siblings are typically excited to enroll in a music class and learn from the same teacher as their older brothers or sisters.  Connecting families to my studio in more than one way helps build customer loyalty.  Taking on younger siblings as piano students also helps alleviate the need for advertising since I am often able to draw from my existing pool of students!
• Providing many performances and events for student participation.  Students tend to be motivated when they are working towards an event, which encourages zeal and excitement about what they are learning and means they are less likely to become apathetic (which often results in terminating lessons).  Parents LOVE to see the progress their student is making, and are always so proud of their child after hearing him perform in a recital, masterclass or competition.  Make sure that you provide many opportunities for your student to showcase his talents for friends and families.
• Educate your families about what makes you a good teacher.  Do you belong to local teaching organizations?  Do you have a higher degree?  Do you participate in ongoing education?  Do you provide unique performance experiences?  When students and their families understand that what you are able to offer them is special and valuable, they will appreciate and respect you as a teacher and studio owner.