When asked what the biggest challenge of owning a dance studio is, one of the most common answers is always "parents!" Dealing with parent concerns and problems can be tricky because if the parents aren't happy, their kids won't be coming back. It's easy to look at parents as the antagonizers since they often voice their comments and complaints even though you are the expert. Right? Well first of all, it's important to remember that both you and the parents are striving for the same things. You both want students to feel engaged, be praised for good work, and grow as dancers. Don't assume that you are the only one that knows how to make that happen.

Kathy Blake, owner of Kathy Blake Dance Studios, now in its 35th year of success, learned that listening to parents and others should really be priority number one. "The challenges in the business are that customers see their particular needs and interests very differently than the management or the faculty. For many, many years, I perceived the mothers as pitted against my own desires and intentions, and that did not work very well," she says. "I have since learned the mothers and fathers are my greatest allies."

They know what they want:

Sure, you know more about dance than the parents, but they know what they want from your business and that is what you have to give them. Blake continues, "For many years it seemed as though the parents tried to dictate and I answered back with a little more force. There was always contention and struggles and upsets and people leaving the studio fractioned and there were just a lot of problems because I didn't let the parents and the actual customers themselves tell me how it should go or what they wanted."

Your studio is a business:

Your dance studio is first and foremost a business, which makes customer service extremely important. If you think of it this way you will not only realize that it is important to listen to parents, but that they may actually often be right. "For many years I dreaded parents who complained and felt that I knew better than they. What I've learned over time is the old adage - and it's almost embarrassing to say it - but the customer is always right. That's not to say just give them what they want and consider them spoiled children, but most customers actually know what's missing in our businesses far more than we do," says Blake. When you do this you will not be lowering your standards, but in fact constantly elevating them. "They are now able to contribute to our success rather than undermine it."

Don't get too friendly:

On the converse side of this, there is a danger in becoming too friendly with parents. Of course not all parents are out to criticize, and you may even get along very well with a few. Is it ok to be friends with a parent? It could turn into a problem. They may want you to pay special attention to their child--they may even expect to stop having to pay for classes. If you don't comply, there is the possibility that they will go to other parents with their--now bad-- opinion of you. Keep this in mind; you don't want to have to play favorites.

Watch your back:

Remember that there are those opportunistic people out there who will try to befriend you for the wrong reasons. It's great if you get along with the parents, and shows how engaging your studio is. Feel free to have friendly chats with the parents, but don't get up close and personal. You will regret it.

Ask for input sometimes:

Learning to avoid those pesky parent complaints can help as well. Don't invite parents into decision making processes. You may welcome their feedback after setting a policy; put out a general questionnaire to get a feel for how they may respond to a new program, etc. Know that you cannot please every parent and student all the time--some dissatisfaction is inevitable.

Validate their concerns:

It does make a difference, however, if you acknowledge every complaint as valid. For instance, if there are rumblings that your costumes are too expensive, be willing to have conversations that support your choice. You might say, "We want to provide a quality product and guarantee the fit to ensure that the performance is a compliment to the year of hard work and dedication of students and faculty alike. There are costumes available that are less and more expensive. We feel our choices provide you with quality and value." Parents will respect your validation of their concern.

A nice way to get the parents on your side is to offer a parent's night out, something many studios do. This is also a way to earn a little extra income. Invite parents to drop their kids off at the studio on a Friday night for a few hours so they can hit the town. It's fun for kids, parents and you.

In the end, it's all about the business. Parents factor into this because they are the customers you have to keep happy. They're not your enemies, even the ones who feel it necessary to tell you what you're doing wrong. Blake learned that parents are actually a valuable source, "I learned to listen to them, accommodate them and respectfully create new and expansive programs to accommodate their particular wishes and desires. It has been ultimately the very heart of the success of our studio over time."