Advertising Lesson Prices
Found in: Fees Rates & Cost
Lauren L. New York
Having just launched my studio website today, I’ve already received some feedback from people wondering why I’m not advertising my lesson and materials prices. Some people have even said that they are, in general, less likely to pursue a program for their children when the pricing information is absent from a web site.
I’ve looked at many SM instructor websites and have mostly seen that this information is not included on their web sites. Is there a compelling reason to leave this information off of studio web sites? Does anyone have experience with this (either including this information or excluding it)?
Marg G. AU
I have NEVER advertised prices for lesson. If this is how people select a teacher they are “shopping” for a cheapy and DEFINITELY NOT the type of person I want in my studio.
Interesting that you HAVE RECEIVED FEEDBACK. You have captured their interest even without prices.
I would tell them, if they comment on this, that there are options and that is why it is better to discuss this in person rather than have it on a website. It is only in discussing the needs of the student that you can select the best program for them.
This being said – We know that you will have already decided to maybe only teach groups and therefore only have one price BUT sometimes there are special needs students who enquire that you may wish to teach in a private and therefore you would need to charge a different price.
You see – There is a reason why the vast majority of us DON’T have prices on our websites.
Evan H. K
We decided to leave our pricing information off of our website (although it can be seen on the “True Cost of Piano Lessons” chart) because, if the information is on our website, then the person viewing the information will have less of a reason to call us. If they see the price, they will have the information they need already, and will simply keep browsing different studios.
If the prices are not included on the website, they will be more likely to call you, asking about your prices, and when they are on the phone you have a chance to use the “Talking to People” conversation, which will make them more likely to choose your studio.
One caveat that we’ve noticed: customers whose first question over the phone is “What do you charge?” are not likely to sign up for lessons, as they are, more often than not, unconcerned with SM’s results, approach, or anything else about the studio. They will be more likely to simply go with the lowest-priced studio in town regardless of quality. They are making a buying decision based on a completely incorrect set of criteria. If they do sign up, then claiming the territory may be a bit more difficult.
On the other hand, having your prices on your website could help you avoid those kinds of phone calls, and those who are making a buying decision based on the proper criteria (not overemphasizing price) are more likely to call you and sign up whether they’ve read your prices or not.