Working in a small business like ours is very different from a large corporation. You need to be intuitive and have strong emotional intelligence to feel what the students are needing when they communicate. This will require more creativity. We adjust responses for each scenario. This is more challenging than just following strict templates, but also more stimulating and exciting.
Adapt a fun and casual communication style
Our communications with students are FRIENDLY, FUN, and PERSONAL. It's like talking to your best friend. We use emoji's and exclamation points and are very personal. We take the opposite approach of large corporations that give robotic, frustrating, not very helpful support.
Use emojis BAD: "Ok enjoy." GOOD: "Wooohoo - it'll be a blast! Have fun!💃"
Exercise empathy. We always imagine how the student may be feeling and, if they may have negative feelings, quickly manage those feelings before they turn into a bigger issue. Scenario: A student wants to get refund for Day 1 class he'll be missing because of surgery. BAD: "Ok we'll refund $40. Good luck." GOOD: "Oh my. Hope you'll be alright. Normally we don't do refunds for classes missed but yes we'll process it this time. ❤️ We want you to focus on healing so you can dance comfortably when you're back! Kindly expect $40 back to your account in 5-7 days." People don't like strict policies. They don't like to be bound or be told what they can and can't do right. So we need to communicate this in a more empathetic way. And then we're more likely to avoid resistance. Another scenario: A student has booked pack of 5 private lessons and she's on her 4th session tonight at 9pm. At 3pm, the instructor reminded about the lesson and the student confirmed. At 6pm, the student suddenly texted, "Hey I got to reschedule tonight's lesson unfortunately. I just got out of my doctors appointment and what I thought to be allergy turns out I got flu." BAD: "Hi {first name}, a lesson can only be rescheduled 24 hours before the lesson start time and fee is forfeited for late cancellations." GOOD: "Hey {first name}, we can certainly reschedule your lesson. If you'd like to stick with it today, we can certainly do that (if so, we'll require facemask). Please understand that you have a 24 hour cancellation policy since our instructors are extremely busy and plan their schedule and routes for each day in advance, which means that this will end up counting as a lesson."
Share the context before you follow up/ask a student about something. Narrate the story so the person remembers it was them who reached out to us and you're only following up to assist them especially if it's your first time reaching out to them. We do not want them to think that we are spamming. Scenario: It's your first time connecting with a student after they spoke with Danny. BAD: "Hi <first name!> Able to do the registration for Bachata 101 class?" GOOD: "Hey <first name>! You spoke with Danny, our academy director, a couple of weeks ago about joining our Bachata 101 program. It starts on Mar 7. He invited you to come try Day 1 of class. Able to do the registration for that tonight? - Louise, Movers and Shakers Dance Academy"
Talk to the students as if they're a good friend. (ie. we are "not" robotic like support rep's of huge corporations.) Scenario: Prospect emailed, "I'm interested in your Salsa 101 class. When will the next round start?" BAD: "Thank you for your interest in Salsa 101! I understand you're asking for the schedule of our next set of programs. The next Salsa 101 program...." GOOD: "Hey {first name}! Your timing is perfect! Our upcoming Salsa 101 program...."
Limit "Text-Speak" Text speak was developed to help people quickly type messages on handheld devices and to limit the number of characters they use. Although some text-speak could be considered acceptable in personal SMS, using it in business messages can make you look unprofessional. In addition to this, it is important to remember that not all recipients of an SMS will understand text-speak, which can lead to your message being mistranslated. BAD: "Dat ok?" GOOD: "Will that be ok?"
Communicate clearly and concisely
We don't beat around the bush. Unlike big corporations, we don't respond for the sake of responding. We genuinely connect with our students, give them direct answers, and help them with what they need.
Speak in present tense. BAD: "I wanted to follow up." GOOD: "I'm following up to..."
When requesting contact information, assume it'll be given. Don't beg for contact info. BAD: "Could you tell us when you're free and please share your phone number? Or may I have your number and email?" GOOD: "Our director will reach out to take care of you. At what number shall he call you?"
Create a scenario where there's an authentic need for people to call us. BAD: "You emailed us about dancing. Feel free to call us back at..." GOOD: "Our academy director, Danny, is the best person to talk to about our dance programs. He'll also be able to determine which level is fit for you. Please call him at <number> and he'll take care of you."
Make a plan and ask directly. BAD: "Let me know if that works for you." GOOD: "Able to make that time work?"
Tell people what to do, not what not to do. BAD: "Don’t hesitate to reach out" GOOD: "Please call me at ______________"
Avoid fillers such as "but, like, you know". BAD: "Is Tuesday, like, okay with you?" GOOD: "Able to make Tuesdays work?"
Don't repeat their question in your answer. Scenario: They ask, "Where is the studio?" BAD: "I understand you're looking for the studio. It is at...." GOOD: "Here's the full address. <address>"
Few back and forths with the students as much as possible. Ask relevant questions and do NOT ask irrelevant questions. Scenario: They ask, "I don't think I'm at the right place. Can you please help?" BAD: "I'm so sorry about that. Where are you exactly right now?" GOOD: "Sure. The location tonight is at <address>. Here's a google map link: <link>"
Don't bombard them with questions/instructions. Scenario: The director spoke with a lead the other day and invited him to try the class. The lead said he'll register but the class is tomorrow and he hasn't completed the registration and payment yet. BAD: "Hey there! We have to get you ready for the Salsa 101 trial class tomorrow. Register here: https://www.moversandshakersdance.com/. There will be a $20 deposit for each person. If you love it, we'll apply the deposit towards your payment. Send the deposit to Zelle (MaS Dance, LLC - 310 595 4006) or Venmo @moveshakedance (last four of phone are 4006 for verification) Once received, I'll put you in our calendar so our instructor knows you're coming." GOOD: "Hey there! The Salsa 101 trial class tomorrow. There's a $20 deposit per person to try the class. If you love it, we'll apply the deposit towards your program. Do you prefer Venmo or Zelle?" TIP: Ask "Do you prefer ______, or ______?" with both options being things that move the relationship forward.
Don't begin a sentence with "and" or "but" BAD: "And thank you for the great review!" GOOD: "Thank you for the great review!"
Keep it short The best way to use SMS to communicate effectively is to keep your content short and to the point. One smart way to do this is to write your message out in full, then review it and cut any words or information which isn't entirely necessary. Of course, this requires that you walk the fine line between keeping your message short whilst still being exciting. So, using emotive words is encouraged, but they should be used sparingly and only where they are absolutely necessary. Aim to keep both sentences and your message in its entirety short.
Be solution-oriented
Many customer support agents rely on templates and scripts to be able to function. We don't. We sincerely seek solutions and answer their questions like a human talking to another human. Master these principles and you'll likely be able to gracefully handle just about any interaction with MaS students and prospects.
Seek clarification when there are objections to joining a program. Scenario: Prospect partially registered for a group program but haven't paid yet. When asked they said, "I didn't pay because I wasn't sure if I'll be in LA the entire season and now I know we may have some dates that I can't make, so I'm going to have to pass this time. Sorry. I'm really bummed." BAD: "I'm so sorry to hear this. We're so looking forward to welcoming you and your husband to class. But, we understand. I'll be reaching out to you again come next season of Salsa 101!" GOOD: "Hey <first name>! I hear you. Which class dates will you be away? We may have a solution to help make it work."
Don't deflect their question if you're not sure how to address it. We want make sure students feel heard and offer solutions as simple and quickly as possible. Scenario: Student texted, "Hi Louise! I'm part of the salsa 101 and forgot my water bottle in the room yesterday 😬 Is there a class tonight, and if so could i drop by to get my bottle back?" BAD: "Hey <first name>! Studio is open. You had a great time last night in class, yes?" GOOD: "Hey <first name>! Students leave water bottles all the time. We don't have class tonight - next one will be on Sunday. I'll go ahead and ask the studio staff. Fingers crossed they have it!"
Have a call to action when talking to students until their issue/question is resolved. We try to be one step ahead of the students always. Scenario: Student texted, "Hi Louise, I'd like to book a private lesson. How much is it and how long are the sessions?" BAD: "They're $125 a session (45 mins long)." GOOD: "They're $125 a session (45 mins long). Sundays at 3pm are available. Also Fridays at 4pm :) Able to make any of those days and times work?" TIP: When suggesting a time, you may also start with broader questions like "do you prefer afternoons or evenings?" then narrow it down to hours of day.
Deal with conflict gracefully
There will be situations when we need to handle a miscommunication or pacify a concern. When this happens, we strive to keep things positive and non-confrontational for both parties.
Be careful with the word "you" when there's conflict. It feels accusatory and immediately triggers a defensive response. Scenario: New private lesson student texted: "I'm at the Vibe studio but nobody's here. It says they're closed." BAD: "You're at the wrong location. You should have checked the address I texted." GOOD: "We do all private lessons in our home studio which is just 5 minutes away from Vibe. I will re-send the full address. <address> Are you able to see it?"
Use positive framing. Avoid negative words such as "Don't, But, Unfortunately, Worry, Panic, Late" We must be able to divert their attention to the positive outcome rather than the negative situation. Scenario: Student says they can't attend class tonight and worried they might not be able to catch up to next class. They texted "Hi there! Please sign me up for makeup classes. I missed class last week." BAD: "A missed class is a missed class. Unfortunately we don't do makeup classes." GOOD: "What we do is send students a video material that they can review at home so they can come prepared for next class. :) Private lesson is an option too, but not necessary."
Address their question then focus on what's actionable. Scenario: We told them the start date of class is delayed by two weeks because of low enrollment volume and asked them if the new dates will work. One student replied, "That's too bad. What happens when you guys don't fill the class on 3/20? Will you delay it again?" BAD: "Maybe. We're not sure yet. We'll refund students if that's the case." GOOD: "Typically we are able to get enough students in two weeks time. If not, which is rare, we push it back again. If a student says they are not able to make the schedule work, we will provide refund. As for the new dates, will these be okay for you?"
Apologize only when you're at fault. Scenario: You sent the student all the information he needs for his first private lesson but he referred to Google for the location instead. He texted: "I'm at the Vibe studio but nobody's here. It says they're closed." BAD: "So sorry that you were not able to get the location for the private lesson!" GOOD: "We do all private lessons in our home studio which is just 5 minutes away from Vibe. I will re-send you the full address. <address> Are you able to see it?"
Don't create urgency unless it's real
If we overdo this, this dilutes our messages so that when we have something that is more important, students won't trust us that it's important and will be more likely to ignore it.
Avoid using ❌⏰🚨 or words "IMPORTANT!" at the start of a message. SCENARIO: We are inviting students to RSVP for a party.
BAD: ❗IMPORTANT UPDATE ❗
Deadline to RSVP for party on Saturday is today!
Here's the link: https://www.moversandshakersdance.com/rsvp
💚💙
GOOD: Reminder! Deadline to RSVP for party on Saturday is today! Here's the link: https://www.moversandshakersdance.com/rsvp 💚💙
REASON: The title "❗️ IMPORTANT UPDATE ❗️" tells people that it's something really serious. Parties like this are not required though.
2. Use CAPITALS For Important Information
Unlike most word processors that offer you multiple options for highlighting text such as allowing you to bold, italic, underline, highlight or color your text, SMS messages don't provide you with as much flexibility. However, one simple way to highlight key words or phrases within your SMS is to capitalize them. This will help draw attention to them and make them stick in the reader's mind.
Other Things to Remember
Instead of the word "finishing", let's use "completing". BAD: "Congrats on finishing the lesson!" GOOD: "Congrats on completing the lesson!"
When referring to the private lesson packages, say "series of lessons" or "set of lessons" instead of saying "pack of lessons". BAD: "Would you like to book a pack of lessons?" GOOD: "Would you like to book a series of lessons?"
The words "cheap" or "lowest price" undervalue our program. Use "best price" instead. BAD: "Gentle reminder to register tonight to get the cheapest price of our early bird promo." GOOD: "Gentle reminder to register tonight to get the best price of our early bird promo."
We don't like to give details about pricing since it intimidates people. We'd like them to talk to Danny for all details. If prospect asked, we shouldn't evade it as well. We want to make sure we present the price in a way that makes them realize it's fair pricing. BAD: "The program costs $399." GOOD: "$399 covers the entire program. It comes out to about 20 per hour."
Never say "Are you interested in...?" This is a sales phrase and makes people want to say no. BAD: Are you interested in learning salsa or bachata? GOOD: "Would you like to learn salsa or bachata?" / "Are you looking for salsa or bachata classes?" / "Are you wanting to learn salsa or bachata?"
Sometimes a student forget their bag or water bottle in the studio and wants to know if they can drop by the studio to get it. The spaces we use are rentals, not leased. Let's make sure the student feels heard, so we want to offer solutions as simple and quick as possible so we can eliminate that worry. BAD: "Sure let me ask some people. By the way, class went great tonight, yes?" (avoid deflecting their concern by asking an unrelated question) GOOD: "Hey Camille! We don't have class tonight - the next one will be on Sunday. The instructors or your classmate may have set it aside for safekeping. I'll go ahead and ask the Whatsapp group maybe somebody found it last night. :)"
Sales strategies
Now that you know about our communication style, the next thing you'll need to master is our sales principles. The student support specialist is a front-facing role, similar to sales. This means the interactions we make with prospects can either make or break their decision to enroll for a program.
It is common knowledge in sales that the more time passes, the more likely a person is to get distracted and not follow through, even if they love the product. Student support specialist will have to use these several strategies to persuade a prospect to enroll:
1. Tell prospect to reach out to Danny/sales rep so they can be taken care of
The first thing we do when a prospect reaches out to student support, either through contact form/mobile number/email, is to point them to the director. One sales call with Danny/sales rep works almost every time. It's great for creating rapport with the prospect, and also dealing with objections and questions. This is how we build up their confidence even when they haven't seen our classes in person yet.
SCENARIO: Prospect emailed support and asked about the beginner salsa program.
MESSAGE: Hey Mike, love that you're wanting to join our Salsa 101 program! Perfect timing, we still have spots left. Please text our academy director Danny at 310-595-4006 asap so he can share the info and help get you in :)
TIP: When applicable, tell people they reached out at the perfect time. This makes prospects feel good, like everything is aligned. If they ask about programs, tell them it's actually perfect timing because we just opened the registrations for new season (only if it's true).
2. Mention that we have a discount and the price is going to increase on a certain day
Our early bird pricing for selected beginner programs is designed to create a sense of urgency. This pricing strategy works as long as people understand that the price goes up every week. We want to highlight the potential loss so people take action asap.
SCENARIO: Prospect Danielle called the dance line and said she wants to join the Salsa 101 program. Danny sent her the link to register after their call, but she hasn't submitted the form. Danny followed up with her after a week and she did register but she still hasn't paid for the program yet.
MESSAGE: "Hi Danielle! I hope you had a great week. Just a heads up that the early bird pricing for the programs increased on Thursday night. It will increase again this week. Just letting you know so that you can get the best possible pricing for yourself."
3. Invite them to come check out a class
Some people hate the talking and selling part and just wants to see for themselves what the program is all about before deciding to join. Inviting prospects to observe or try a class is an effective way to engage them.
Prospect does not respond to our texts or doesn't want to talk over the phone
SCENARIO: Prospect sent us a message through the contact form and they didn't answer Danny when he called. When student support followed up, prospect replied, "I just need the class info...I don't have time for a phone call at the moment."
MESSAGE: "Gotcha! Just for context, our dance programs are 10 weeks, and we meet just shy of 2 hours every week. In the level 1 programs, we cover all of the foundations and we start from the top, so it's progressive, structured, and it's comprehensive. Every class builds on the previous one, so we're always adding something new, and we're always reviewing to get everything in your muscle memory correctly the first time. :) Our upcoming beginner salsa program starts May 16th. Would it help if I invite you to try Day 1 so you feel comfortable before joining?"
Prospect spoke with Danny and said will come check class, but doesn't follow through
SCENARIO: Danny spoke with student Walter and they had a great conversation. He wants salsa and bachata 101. He's traveling six weeks from the June through July. So this summer season is not a good fit for him, but they decided to join the program that starts in August. On the call, Danny invited Walter to come try a Salsa 101 class. Walter did not come to observe class, even though he agreed to. Danny asked support rep to attempt to reschedule and let him know about the early bird pricing. MESSAGE: Hi Walter! Danny missed you at class last week. Most students feel great registering after a phone call with Danny, but for some they prefer to view a class before joining. I think viewing a class is important for you, is that right? If so, let's reschedule before your trip so that when registration opens in the fall (after your trip), you'll already know you want it and can get the lowest early bird discount.
Prospect is nervous and wants to see how program works
SCENARIO: Prospect said, "I'd like to see how are the classes 😁. I'm little bit nervous and Would like to see how it works... And yes; I was thinking to take the 101 Program that start on July 12. Thank you!"
MESSAGE: We got you! We can have you try the program for $20 deposit. If you love it, we'll apply the deposit towards your payment. Will that be helpful?
4. Inform them that the program is going to be full (only if it's true)
Telling prospects that spots are limited is another way of creating urgency.
SCENARIO: Salsa 101 has a cap of 23 males and 24 females, and there's only 2 spots left for males side.
MESSAGE: Hey Andrew, the upcoming salsa 101 program seems to be filling earlier than we've ever seen. There's currently space for just 2 more gentlemen. Including yourself, there are 10 gentlemen who have expressed interest and/or completed their registration without payment. Are you still wanting to dance?
5. Ask them what questions we can answer for them
There are many possible reasons why a prospect delays their registration for the program or delays sending the payment. It's common for prospects to tell us the reason for the delay only when we reach out and ask them.
SCENARIO: Student partially registered but didn't pay for the spot yet.
MESSAGE: "Hi <name>! We got your registration for the Salsa 101 Sundays program. That's great! Looks like it was partially completed. Are there any questions I can answer for you? :)"
Prospect texted back: "Hi there. Thanks for the text. Yes, I registered for Salsa 101 but I am not sure if that's the right level for me so I haven't paid yet."
MESSAGE: "I hear you, <student name>. Typically our academy director Danny invite students with outside experience to do a level check with him so he can recommend the best program level. Please text him at 310 595 4006 so he can take care of you"
6. Ask them if they're still wanting to dance
This is our last resort. We usually ask them this question if we've sent them multiple messages and they've never responded. The goal of this question is to get a simple yes or no answer from the prospect so we can stop following up (if they say they're no longer interested), or put them in a waitlist for next season (if they say they want to dance but cannot join at the moment).
Above approaches are all shots in the dark that can help if somebody is non-responsive. This is both a science and an art so we can't tell every somebody every specific little thing to do but these are good guidelines that could be helpful.
TIP: For context, this is the script guide Danny/sales rep uses when doing a sales call with a prospect. Browse this document at least once so you know what went on during the initial interaction. The tag Pro Tips are also helpful so you know the sales principles for sales calls.
Frequency of follow-up messages
There is no exact formula as to when and how frequent you should follow up. It comes down to the sales strategy you have for each prospect, and the level of interest these prospects have in our programs. Some are considered "hot leads" while some are not responsive. Student support specialist will have to exercise good judgment to approach each prospect.
The general rule of thumb is to give it at least 2-3 days to send another message, and then wait a week to send the next. Any sooner, and it might come off as pushy. Let too much time pass, and you risk the prospect not having any clue who you are.
As much as possible, we only drop follow-up messages if the prospect finally paid for the program, or if they tell us they are no longer interested. Below are examples, not templates, to help you get the general idea how abovementioned sales strategies can be applied.
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