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What Is Value?


Studio Owner Article


How to Increase Revenue and Energize Enrollment

The key is not what value it has to you, and if you are like most teachers you know how valuable learning to dance will be for the student. But what the value your customers place on what you do. Have you ever given someone free lessons because of financial issues a family is having, only to have them turn on you? It’s simple, they didn’t value what you gave them. I know that is a bit hard to swallow but it is true. How about the mom who comes into your studio to ask for a scholarship or discount only to drive away in a BMW or Mercedes! If they can afford a high end car, they can afford dance lessons. The difference is the value placed on what they are buying.


When you look deeper into what value is through the eyes of your customers, you will get some very interesting results. It also turns out that the shortest way to "success" is by creating a lot of value in other people's lives.


That's the big hidden "secret"... it isn't about beating your competition or getting a top ranking in the search engine, it isn't about social media, it isn't about some magic selling trick.



It's about creating value.



You want to make an impact, make more money, and build a business?



The answer is simple - add more value to other people's lives.



And the good news is that teaching dance and all of the wonderful benefits that are the byproducts of dance training, can and will be very valuable to children and that is BIG difference maker, especially in today’s society. Keep educating your clients on what you do, how your school is different and how much they are getting from your classes. Think about Lexus cars, their commercials keep reinforcing how their cars will do this or that for you as well as improve the buyer’s status. They are not just pitching to new customers but the ones they already have. 


Ways to add value to what you do!


1.   Consider the whole process of registration. How can you stream line what you do. Is there a way to expedite the process?


2.    Building in a lot of free customer events. 


3.   Keep in contact with your customers. This is the single biggest reason why people will keep doing business. They don’t care about how much you know until they know how much you care!


4.   Offer special promotions to your current customers


5.   Think outside the box on how you can offer different classes.  Daddy and me, musical theater class with vocal training included, ethnic dance and anything else you can think of.


6.   What do your customers value most? Find this out. Find a need, fill a need! I recommend that you do a survey to see what it is that they want.


7.    Get your entire staff and faculty on board. If everyone who is part of your team buys into your vision and are in tune to your customers needs. This will be a powerful force.


8.   Find the best way to present your costumes for pick up by your customers. Buy inexpensive garment bags with your logo printed on them for added value




Steve Sirico

Steve Sirico

Originally from Norwalk, Ct, Steve excelled in track and football. He attended the University of Tennessee at Martin on a sports scholarship. Deciding to switch and make his career in the world of dance, he studied initially with Mikki Williams and then in New York with Charles Kelley and Frank Hatchett. He has appeared in a number of theatre productions such as Damn Yankees, Guys and Dolls and Mame in New York and around the country and in industrials and television shows. He was contracted to appear as the lead dancer in the Valerie Peters Special a television show filmed in Tampa, Florida. After meeting Angela DValda during the filming they formed the Adagio act of DValda & Sirico appearing in theatres, clubs and on television shows such as David Letterman, Star Search and the Jerry Lewis Telethon. In 1982 they were contracted to Europe and appeared in a variety of shows in Spain, Portugal, Sweden, Finland, Switzerland and Italy before going to London, England where they appeared as Guest Artists for Wayne Sleep (formerly of the Royal Ballet) in his show Dash at the Dominium Theatre. Steve is Co-Director of the very successful D'Valda and Sirico Dance and Music Center in Fairfield, CT for the past thirty years. His students have gone on to very successful careers in dance, music and theater. Author of his Jazz Dance syllabus and co-author of a Partner syllabus both of which are used for teacher training by Dance Educators of America, He has also co-authored two books one for dance teachers and one for studio owners in the "It's Your Turn" Book series. Steve is co-founder of Dance Teacher Web the number one online resource for dance teachers and studio owners worldwide. He is available for master classes, private business consulting and teacher training development

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