Communicating with students (guidelines + strategies)

Keywords: communicate, communicating, communication, sms, sms'ing, text, texting, email, emailing, effective communication, talk, talking, strategy, sell, selling, sale, sales, customer support, student support, ss

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Working in a small business like ours is 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.

Student Messaging Cut-off Guidelines:

Weekdays (Monday - Friday)

Do not message students before 8:00 AM
Cut-off time for messaging: 9:00 PM

Weekends (Saturday - Sunday)

Do not message students before 9:00 AM
Cut-off time for messaging: 9:00 PM

Exceptions:

If a student finishes class on that day, messages after hours, or needs urgent follow-up, you may respond.
Instructors can be messaged at any time

Texting Faster

Check out the "text replacement" feature on your computer and phone. You can create short codes that paste anything you'd like. Great for recurring messaging that you write again and again!

Danny's method is to use one character followed by "z" for all text replacements.

Example:

Replace "mz" with "Here’s the full info and registration link: https://www.moversandshakersdance.com"

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 also do that (if so, kindly bring a face mask). Please know that we have to stick with a 24 hour cancellation policy since the instructors are extremely busy and plan their schedule and routes for each day in advance, which means that today will end up counting as a lesson."
When messaging a student for the first time, share context. 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? - VAname, Movers and Shakers Dance Academy" Another scenario: Student emailed a question. Danny left a voicemail and text but there’s no response. Three days later you’re texting a follow up.
BAD: "Hi <first name!> Still want to dance?”
GOOD: "Hey <first name>! You emailed asking about private salsa lessons for you and your wife. Yes we can certainly do that! Our academy director reached out to take care of you although he didn’t reach you yet. Still want to dance?”
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?"
“Don’t beg for callbacks. Say it directly.
BAD: “Please call Danny at ________”
GOOD: “Call Danny at ______________"
“Give people an authentic need/reason 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: “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>"
…Unless you’re changing platform and context is needed.
Scenario: They EMAILED, “Do you do private lessons?”
GOOD: “We received your email asking if we do private dance lessons. Yes we do! Our academy director is the one who can strategize with you and help you start. Have you received his text?”
Few back and forths as possible. Ask relevant questions. Be solution-oriented. 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. This is called a “double-bind."
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 VAname! 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 VA_Name, 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. “You” 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 texts: “I don’t want to pay for dance shoes. Do I have to?”
BAD: “Yes. Unfortunately dance shoes are required.”
BAD: “Yes, but dance shoes are required.”
GOOD: “I understand! The studios indeed require dance shoes. We’ve seen many students find a great first pair of shoes for low prices at Amazon. Have you checked there? I can also connect with the director Danny to see how we may be able to help.” (Danny will probably offer to buy the shoes for the student)
When saying no, give reasons. Use words like “because,” “since” or “so that.”
Research shows that giving reasons makes people more likely to be agreeable. It even works with ridiculous reasons, but we’ll aim for authentic reasons.
Scenario: Student texts "I missed class last week. Please sign me up for makeup classes."
BAD: "A missed class is a missed class. Unfortunately we don't do makeup classes."
GOOD: “Hi FirstName! I understand. Although we don’t really have options for making up a class, since it would create some chaos with many student missing, we have some alternatives to help. The recap videos in the app can help students keep up with the material. Friday practice also helps and private lessons are an option although typically not necessary.

Another scenario: Student texts “Is the whole payment up front?”
BAD: “Yes”
GOOD: “Yes we typically do it up front so that we can have the same students for the 10 weeks and give you proper structure. We can split it into 2 or 3 payments though. Is that helpful?
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: “I’m sorry about that!” 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 speak with urgency sparingly, students will trust that it’s actually urgent.

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.
With SMS, Use CAPITALS For Important Information. With Email, bold, italics, larger fonts etc. can help. Remember though - avoid being dramatic and sensational. Use such strategies sparingly.

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" or "lowest 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."
Avoid sharing price via text or email. Aim to get them on the phone with Danny. If an answer is needed, just say the low price, then refocus attention to talking to Danny.
Scenario: Student texts “How much are your programs?”
BAD: "The program costs $397.”
GOOD: “They range from about $20-$30 per hour depending the program and discounts available. They’re different from regular classes and there’s a lot of info to share. At what number can I our director call you to give the full info and context?”
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?"
Forgotten bags/water bottles.
We don’t go out of our way much for forgotten items (something is forgotten almost every night), but we can still make sure the student feels heard and doesn’t worry.
Scenario: Student texts “I forgot my water bottle! Can somebody grab it and bring it next week?”
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 FirstName! Don’t worry - items are left in class almost every night. It should end up in the lost and found and be there for you next week :).”

Additional Principles

Danny uses these "pro tips" for training sales people to do calls. Some tips apply only to verbal communication, but others also apply to written communication, and they will help you. Read the tips now. Learn them, and use them! (Be sure to "expand" all the bullet points to see everything.)

Refund Policy

Our official policy is no refunds, credits, or make-ups.

Our unofficial policy is "happiness over profit."

This means that when students request refunds, makeups, or credits, do the following:

Look for a way to accommodate / help them. When there's clear communication, a lot of issues can be solved
Consider giving an above and beyond bonus to encourage them to continue
(Usually) do make the refund available if other efforts don't work

Examples of going above and beyond:

1. Shoes

STUDENT: "I didn't know I had to buy dance shoes. I'd like a refund."

RESPONSE: Hey Mike! Oh yes I understand this. I've just now spoken to our director Danny and he said he'd be happy to contribute up to $100 towards your first pair of dance shoes. There are some great options both above and below this price point. Is that helpful?

Turns out this students wanted a refund for traveling reasons and was just using the shoes as an excuse. Danny spoke to him on the phone, got the real information, and we then gave the refund.

2. Large Class

STUDENT: "My husband and I attended the salsa 101 class last night. I enjoyed Danny and Marina, but it was too crowded for us. Would it be possible to pay for that one class but get a refund on the rest of the series? Let me know and thanks!"

RESPONSE: Hi Gillian! Thanks for the feedback. Love when we hear from our students ways we can improve :) Typically Day 1 has higher attendance than future weeks, and the class tends to thin out over time. Our academy director is encouraging you and your husband to practice together at the privacy of your home with the recap video of the class yesterday. Then come to the next class as well. If after that one you still feel it's crowded, we can apply everything towards private lessons including from the first two classes you took. If you prefer refund, we'll deduct the cost of the first class only. How does that sound?

Strategy: We're offering a risk-free way to continue, and even a potential bonus above what was requested by giving the second class and maybe first class free. Going above and beyond is important in this type of scenario.

2. Make-Up Class

STUDENT: "I missed yesterday. Can you help me make up the class?"

Strategy: Our official policy is no because it causes chaos with balancing Movers and Shakers. If we communicate that our policy is no for this reason, then find a way to do it anyway, we've gone above and beyond.

Scenario 1:

There's another program running at the same time, so that making up week 7 (for example) of the curriculum is doable, and having another Shaker in that class would help balance and, at least, not hurt the balance too much. In this case, yes, we'll help with the makeup.

RESPONSE: Hi Sarah! Officially we don't really do makeup classes since it tends to cause some chaos with Mover/Shaker balance. However, we do have salsa 101, week 7, this Thursday, and actually it would be fine for the balance. We can do it this time. Can you make that work?

Scenario 2:

There's not a makeup option available. Look for other ways to help them catch up.

RESPONSE: Hi Sarah! Officially we don't really do makeup classes since it tends to cause some chaos with Mover/Shaker balance. I do want to help you, although I don't seem to have another program available right now to do a makeup class.

Please don't worry - most students miss 1-3 classes per season. The recap videos in the app and Friday practices are two ways that they keep up with the material. Alternatively, private lessons are an option (but not needed if just missing one class). Would you like to explore that?

When we break our own rules, be sure to let the student know that we’re doing them a favor.

Examples:

Giving a credit for a future program if they want to drop
Refunding a program if they drop
Coming to Monday 101 because they’re missing Sunday 101 that week

Etc.

Sample Communication:

Scenario: Student wants to come to Monday 101 because they’re missing Sunday 101 that week

“The official policy is that we don’t have any sort of make-ups or switching days because it causes some chaos with balance, but we do want to help when we can. It looks like we can get you in to this day without any balance issues so yes let’s do it.”

Additional tool:

You may want to mention that we’re doing it just this once (so the expectation is NOT that they can ask to bend the rules all the time).

Scenario: Student got major injury and wants to drop the program in week 5.

“Officially we don’t do any sorts of credits or refunds. We do want to support you though. We’ll credit the remainder of the program for any future program. Please note that it will be just this time that we can make the adjustment. I hope that’s helpful! 🙏”

Additional tool:

When granting a discount, ask them to keep the discount private.

Scenario: Student asks for discount to be able to afford to continue to 102.

“Alright, we’ll make it happen. Please avoid mentioning it to other students and just keep it between yourself, Danny, and MaS staff. Fair enough?”

Sales strategies

Now that you know about MaS communication style, the next thing you'll need to master is MaS sales principles. Our interactions with prospects can either make or break their decision to enroll for a program.

Sales strategies apply to two categories:

Re-enrolling students (taken MaS program(s) now or in the past)
First time students (never taken a MaS program)

Category 1: Re-enrolling Students

This is pretty much the same as student support at non-selling moments. Just take care of them as you normally would. There's typically no need to get them in touch with Danny or explain much since they already know the ropes - perhaps just clarifying dates, times, early bird price increase schedules etc. Also we typically don't follow up many times, or at all, with re-enrolling students. Maybe just once if they expressed interest in re-enrolling but then didn't follow through.

Category 2: First Time Students

1. 5-Minute Rule

Respond to all new leads within 5 minutes. Ideally, help Danny respond within 5 minutes. This quickness increases close rates significantly.

2 (A) Talk to Danny

Primary goal is to get prospects on the phone with Danny, or a sales rep, as quickly as possible.

Look for authentic reasons that they must speak with him. Usually reasons are introduced with phrases like "so that," "so," "because," "in order to" etc.

SCENARIO: Email asks about beginner salsa program.

MESSAGE: Hey Mike, love that you're wanting to join our Salsa 101 program! Please text our academy director Danny at 310-595-4006 asap so he can share the info and help get you in :)

2 (B) Avoid Selling Until They've Spoken to Danny or Sales Rep

Selling via written messages is typically less effective. Therefore, if they've never taken a class, we usually aim to keep the communications as short as possible and focus on getting them in touch with Danny or the sales rep.

SCENARIO: "What's the price?"

MESSAGE: Prices range from around $19-$30 per hour depending on the program and current promotions available.

The programs are different from basic drop-in classes and most students start with a call to the director Danny to hear the full picture. Has he texted you yet?

TIPS:

Use lowest possible numbers for price (that's price per hour). Avoid sharing program price when they don't even know what the program is yet.
You probably already know that yes, Danny has texted them. This phrasing allows them to "rediscover" and refocus on it themselves.

SCENARIO: How long are the programs?

MESSAGE: In 10 weeks we cover the foundations :).

The programs are different from basic drop-in classes and most students start with a call to the director Danny to hear the full picture. Has he texted you yet?

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After they've spoken with Danny, since they've already heard the sales pitch and understand the programs better, it's okay to engage more and sell and encourage them to enroll.

2 (C) When they don't want to talk on the phone

Sometimes prospects think they can fully understand via text message what we do. If they don't want to talk on the phone to Danny, we may be left with no choice but to give a little more info via text.

SCENARIO: Prospect messaged through the contact form and 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! Full info is at https://www.moversandshakersdance.com. Many students feel great and register after just reading the site. Others love a phone call to fully understand it and be totally comfortable.

What specific questions can I answer for you?

3. Authentic Urgency

Look for ways to create authentic urgency. MUST be authentic - don't fake it.

Some tools:

Price: Early bird price increases soon
Capacity: Program is almost full
Time: Program is about to start

SCENARIO: Email asks about beginner salsa program.

MESSAGE (Price): Hey Mike, love that you're wanting to join our Salsa 101 program! The early bird pricing increases tonight. Please text our academy director Danny at 310-595-4006 asap so he can share the info and help get you in with the lowest price possible :)

TIP: Early bird pricing typically increases weekly, so it's almost always a helpful tool.

MESSAGE (Capacity): Hey Mike, love that you're wanting to join our Salsa 101 program! We have space for only 2 more gentlemen. (If true, you might include: "Including yourself, there are 9 gentlemen who have expressed interest and/or completed their registration without payment.") Please text our academy director Danny at 310-595-4006 asap so he can share the info and help get you in :)

MESSAGE (Time): Hey Mike, love that you're wanting to join our Salsa 101 program! Perfect timing. The program starts tomorrow! Please text our academy director Danny at 310-595-4006 asap so he can share the info and help get you in.

4. When They're Hesitating - Reading Between the Lines

Sometimes students won't buy, won't share why, and/or may become non-responsive.

Remember - they want to learn. That's why they reached out.

Sometimes, though, they fail to ask for what they need to feel comfortable joining. As great reps, we can save the day with smart messages.

Tools to Offer:

Try a class
Observe a class
Payment plan

SCENARIO: Prospect is non-responsive.

MESSAGE: Hey FIRSTNAME we want you to be totally comfortable before joining the bachata program. Would it help to first try a day?

SCENARIO: "I'll think about it."

MESSAGE: Certainly! Would it be helpful to split the program into two or three payments? Also we want you to be totally comfortable before joining. Would it help to first try a day?

5. Trying a day

As always, first try to get them on the phone with Danny or a sales rep so they can hear how everything works. After that, if it makes sense, you can help set them up to try a day.

Some considerations:

Program may be full by day 1. In that case, they can still try it, but may need to join a later program. After they say yes to trying a day, make sure they know this.
Pricing will likely be higher by day 1 after the early bird discount is reduced. Make sure they know this.
Alternatively, observing a day of a current program (not trying day 1) could be a great solution. In that case, get them in touch with Danny to set it up.

SCENARIO: Prospect writes, "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!"

YOU: We got you! We can have you try the program for $25 deposit. After that, if there's still space, and you love it and join, we'll apply the deposit towards your program. Is that be helpful?

THEM: "Yes!"

YOU: Terrific! Just a heads up. If the program is full by day 1, you can definitely still dance that day, and then afterwards you may need to join a future program. Also the early bird pricing may be higher by day 1. Alternatively, some students choose to observe a day of a current program. Given this info, would you prefer to try day 1 of the upcoming program or observe a day of a current program?

Notes: If the new program is about to start and isn't close to being full, just have them try it and skip the offer to observe. You can still mention though about the price potentially be higher (if that's true). Always be authentic.

THEM: "Try a day."

YOU: Terrific! Next steps today:

1. Register for at https://www.moversandshakersdance.com

2. In the “notes/comments” box write “Trying day 1. Spoke with REPNAME”

3. On payment page, choose “custom amount” and put 25 in the box

4. Enjoy!

6. Incomplete Registrations

Sometimes students do part 1 of the registration form but exit the payment page and don't reach out. In this case, use all your tools in a single followup.

Offer to try a day
Offer payment plan
Offer to answer questions

MESSAGE: "Hi <name>! Looks like your Salsa 101 Sunday registration was just partially completed. Would it help to try a class before committing to anything? Or perhaps a payment plan would be helpful? Or what questions can I answer for you?

7. Prospect spoke with Danny and scheduled to observe class, but doesn't show up

MESSAGE: Hi Walter! Danny missed you in yesterday. Would you like to reschedule or is something else holding you back?

8. Level checks

If a student has outside experience, often a level check is wise. Have them connect with Danny.

Prospect texts: "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"

9. Non-responsive last resort: ask if they still want to dance

We usually ask this question if they've ignored multiple followups. 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 wait list for next season (if they say they want to dance but cannot join at the moment).

MESSAGE: "Hey FIRSTNAME, still want to dance?"

Frequency of follow-up messages

Followups are important. Even if prospects are non-responsive or slow to respond, remember they reached out because they want to learn!

The goal is to eventually get a clear yes or no. "No" is okay! We just want authentic, clear communication so we know when to stop following up.

Rules of thumb for following up:

Start more frequently, then less frequently over time. (Ex. After 2 days, then 7 days, then 14 days)
Use authentic urgency whenever possible (see tools in this document)
Break patterns. For example, a followup every 2 days may get a lead in the habit of ignoring you. However, a followup after 2 days, then again after 7 days, doesn't allow a pattern to form. Avoid being pushy, but also avoid being forgotten.
Be strategic and flexible. There is no exact formula for cadence of follow ups. Adjust for the conditions of that individual and that moment in time.

Below are examples, not templates, to help you get the general idea of followups.

Sample opening message

Sample first follow-up message (typically 2-3 days after initial SMS)

Sample second follow-up message (typically 7-10 days after second SMS)

Sample third follow-up message (typically 14 days after third SMS)

Sample follow-up message for their payment

Additional SMS follow up strategy (GIF's)

Other scenarios you might encounter:

We sent campaign SMS and asked them if they'd like the link for new programs. They said no.

Previous student expressed their plan to register for next programs.

Student who enrolled and paid for group program doesn't feel good about being in a group setting. Wants a refund.

Student wants to order GFranco shoes with 5% discount.

When finding a time for private lessons is difficult

When we have to delay program start date and inform registered students about the new schedule

Updated: March 23 2025

By: SS Abigail :)

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