PUT YOUR STUDENTS IN THE SPOTLIGHT
From “ New Ideas for the New Year ” – CMT February / March 2017
A repeat recipient of NAMM ’ s Top 100 Dealers distinction , Wentworth Music has three locations serving musicians in British Columbia . Its flagship store in Kelowna has seen lesson enrollment surge in recent years from 90 to 900 students . The growth was so impressive that NAMM invited Noel Wentworth , the company ’ s VP of education and media , to present an Idea Center session at the 2017 show on how they achieved the feat .
“ It doesn ’ t happen overnight ,” Wentworth begins , “ but I can say that constant activity in and around your business is crucial – basically , getting your name mentioned by doing things in and for your community .”
His NAMM University session was largely centred around one very successful initiative : putting on rock concerts that feature Wentworth Music ’ s students as the stars . “ There ’ s really no better way to market your lesson program than to put on a dream-like performance ,” he attests – and there are several reasons for that .
The shows happen twice a year at the Kelowna Community Centre , with a complete production package including 24-ft . stage risers , a huge PA , an impressive moving light rig , and some special effects . Each one features upwards of 200 students performing for a sold-out audience ( as each student typically sells a handful of tickets to family and friends ) and all proceeds from the event go to various local charities .
“ We initially gave the proceeds away for no other reason than it felt right and were hopeful of a small thank-you in the paper ,” Wentworth admits . “ Then the hospital foundation suggested we start working with other likeminded businesses who would donate to the hospital under our concert name in exchange for recognizing them as title sponsors and strong community supporters during the promotion of the event , at the event , and at the cheque presentation . That ’ s when it took off .”
Since , Wentworth Music has greatly benefitted from media and community support . “ Because of these two concerts alone ,” Wentworth adds , “ our name is mentioned in one form or another in the media for six to eight months out of the year . And the more your name is mentioned or visible , the more you ’ re top of mind .”
The results speak for themselves and enrollment is still growing . As Wentworth explains , it comes down to the power of a good story , and dozens of music students of various ages becoming rock stars for a night in support of a good cause is a great one .
Noel Wentworth of Wentworth Music , Kelowna , BC
“ When somebody walks into our stores and they inquire about lessons , it ’ s usually because they want to sign up , whether it ’ s for themselves or a child or family member ,” she begins . “ They ’ ve already done all the heavy lifting ; they ’ ve put a lot of thought into it and kind of already made the decision that they want to move forward , and here they are .”
In such a scenario , she recommends that your first step be to interview that individual – to drop what you ’ re doing and get somewhere that you can comfortably have a conversation . “ Ask questions ,” she advises . “ Ask a lot of questions and put them in the position of doing the talking .”
Citing Chris Voss ’ book Never Split the Differ- ence : Negotiating as if Your Life Depended on It , she says getting someone to talk about themselves puts you in a position of power .
Ask things like : Why are you here ? What do you want to play ? Do you have any previous experience on an instrument ? What kind of music do you like ? “ It gets them talking and gets them to engage with what you ’ re selling ,” Cook says .
Again , much of the hard work is already done . “ People come into our stores because they want to enhance their lives ; that ’ s what music can do ,” she says, so really , all you have to do is guide them towards the decision they already seem to know is in their interest .
She recommends that you avoid simply rattling off prices and policies . “ If you start your presentation about prices and policies , that ’ s what they ’ re making their decisions on ,” she offers . In- stead , appeal to why you know they ’ ve come in the first place .
After you ’ ve extracted as much relevant information as you can out of your potential enrollee , she says to go ahead and ask for the sale . Invite the person to sit down and talk about the program itself in more detail . “ They came in for a reason ,” Cook offers as a reminder . “ Don ’ t send them out without getting them signed up .”
This part of the process is called “ scheduling a personalized appointment ,” which , if possible , should happen right then and there . “ It might seem like overkill , but this works for us ,” Cook shares . “ This is an investment . People are paying money to invest in this part of their lives , which is going to enhance their lives .”
You ’ re basically continuing the interview , though can now delve more into the specifics of your lesson program . They ’ re relaxed , engaged , and you ’ ve established a trustworthy connection . Talk about how your program is designed , though continue appealing to their sense of convenience , fulfillment , and personal benefit at every opportunity .
24 • CANADIAN MUSIC TRADE