“Although we do a significant number of rentals online, I still believe the rental night has an important place in our industry. One of the most important things a rental night can accomplish is to get all the stakeholders in a music program together in one room. We like to market our rental programs as ‘beginning band kickoff.’ To make the kickoff a must-attend event, we add elements beyond sim - ply holding a meeting to distribute rental instruments. Our tip would be to try to add these two additional activities to your rental night. One is ‘my first lesson,’ where all new students receive a lesson explaining everything that’s in the case, instrument assembly and care instructions for their instrument. We also suggest that you have members of the booster organization attend the program. It’s an opportunity for new parents to meet the parents who have been involved in the program for a while. They can have questions answered and learn how to support their new musician at home. It’s also an opportunity for the booster organization
“It’s our job to guide people into this new experience. So, it’s very important that we remember to explain everything like it is the first time we have ever done this. If you’ve done this many times, include information that you notice families always ask and include that in your presentation. For example: I always talk about ‘legacy instruments,’ or used instruments played by someone in the family in the past. I always say these are awesome but should be checked out by a reputable repair shop in order to ensure they’re in working order.” Beth Schiemer, Director of Education Brighton Music New Brighton, Pennsylvania
to increase their numbers.” Robert Christie, President A & G Central Music Troy, Michigan
“The single most important skill in executing a successful rental night is mastering the balance between assertiveness and respect. You need to be assertive enough to earn a real conversation with every parent who walks through the door. If you’re passive, you never get the chance to tell your story, explain your program or differentiate yourself from the competition. That opportunity cost is enormous. “But there’s a line. Parents at competitive rental nights are often ap - proached by multiple dealers, and they can feel it when they’re being worked. The moment a family senses they’re being treated like a transaction rather than a person, you’ve lost them — and probably for good. “The retailers who do rental nights best understand that the goal isn’t to close a deal on the spot. It’s to have a genuine, human conversation. Ask about their child. Learn the instrument. Talk about what makes your program worth choosing. When parents feel heard rather than hunted, the rest takes care of itself. Get the balance wrong in one direction and you’re aggressive. Get it wrong in the other and you’re invisible. Get it right, and you’re the one they remember when it’s time to sign the paperwork.” Amanda Rueter, President Ernie Williamson Music Springfield, Missouri
JUNE 2026 I MUSIC INC. I 45
Powered by FlippingBook