I had the opportunity to attend a clinic of the top ski instructors at my resort reflect on building a private practice. One of the tips that came out of the meeting was “Stay close to the Wallet”. On a crass level that is where the tips come from. But as we talked about it, the deeper meaning is it is important to understand who makes the decisions in the family on how vacation time is spent.
With families, more often than not it’s the mother is the key decision maker. The Father and kids may express enthusiasm for your lesson, however, make sure Mom sees your value. If Mom is in your lesson make sure, she is getting the most out of it and facilitate her understanding the benefits other members of the family are receiving from your lesson or those of other instructors. If she is not in your lesson, find time to talk directly to her about the progress of other family members.
Ask and Listen
A major theme of the clinic was to listen to your guests and respond to their requirements and desires. With this in mind ask questions and find out who the family decider on vacations is. Ask leading questions and listen and act on the answers. Talk with her about the goals of the lesson, even if the lesson isn’t for her. After the lesson make sure, you demonstrate to her how her goals were met. For best results make sure you are direct your invitation to return to the family decider.
Find out who the family decision maker is, highlight how you responded to her (because it usually is the Mom) goals and needs, even if she is not in your lesson.