So you’ve done it. You’ve bit the bullet and decided to up your prices, using our helpful guide on how to increase your class prices. But now comes the tricky part — telling your customers about it.
It’s never a comfortable conversation, but it’s an important one.
Remember, in most cases, parents aren’t going to pull their child out of something they love — especially when it supports their physical, mental, and social development — over a small price increase.
Here are our top tips for communicating with your families and students about your price increase.
Communication Communication Communication
The most important part of increasing your pricing is communication.
Let your families know about the update well in advance. For example, if you plan to increase your pricing in January, start communicating the changes in November. This gives parents time to adjust and ensures that when January comes around, everyone is prepared and understands why the change is happening.
This can (and should) be done in various ways, including:
Sending letters home via students detailing the price increase. Template below.
Sending out emails to your families (a couple of reminders never hurt).
Updating your website and social media with clear, consistent information.
Price Increase Communication Template:
Dear [Name],
We hope that [Child’s Name] is enjoying their classes at [Your Studio Name].
We want to let you know that our class prices will be updated starting [Effective Date]. This change allows us to continue providing high-quality experiences for your child, including:
Hiring highly qualified instructors
Expanding class options and lesson types
Attending competitions and achieving top results
Upgrading equipment and facilities
The pricing changes can be seen here [detail your pricing changes]
We greatly appreciate your understanding and support. If you have any questions or need assistance, please contact us at [Contact Email/Phone].
Clearly Outline Your Pricing Changes
Be transparent and clear about exactly what is changing. If you have different payment options, plans, or discounts, make sure everything is clearly explained. For example:
Time Period | Previous Price | New Price | Notes |
|---|---|---|---|
1 Hour | £10 | £11 | Standard hourly rate |
Weekly (1 session per week) | £10 | £11 | Billed weekly |
Monthly (4 weeks) | £40 | £44 | Save £2 when paid in advance |
Full Season (12 weeks) | £120 | £126 | Save £6 when paid upfront |
Add Value, Not Just Cost
Refer back to your research — since your last price increase, you’ve invested in your classes and your students. You’ve attended professional development courses, hired highly qualified teachers, taken your students to competitions (and even won first place!), and expanded the types of lessons you offer.
When announcing your price increase, highlight why it’s happening and what’s improving. Emphasizing these improvements helps parents see the increase as a positive investment in their child’s growth and experience, rather than just an extra cost.
How Can Class Manager Help?
Class Manager and other class management software can help you with price increases, from making sure that everything is set up and ready to go.
Making the process professional and seamless for your families. Want to find out how? Create your account, or book a demo with our team today to find out more.
