Q: We are looking for some direction on how to handle last minute registrations. We seem to have quite a few just before a course begins.
A: Last minute registrations are something that every program experiences. This is why we recommend that programs not cancel their courses until the day before it is to start unless absolutely necessary. Courses that might otherwise be successful may be cancelled and then, when additional registrations come in, they cannot be accepted.
We also recommend that you determine your go/no-go point for each class you offer. This is the point at which you have generated enough income to pay the teacher for doing the course, even if you have not reached your target for income. Keep in mind that the costs for marketing the course are sunk costs. You will pay them regardless whether you cancel or offer the course. Therefore, if you have enough to meet your production costs (typically, teacher compensation), you will not be losing anything by offering the course and you may be gaining something. You will be able to accept last-minute registrations and you will also not have the negative PR that accompanies cancelling courses.
Offer an incentive to sign up early. Offer an early-bird discount for people who sign up within a certain time frame before the course begins. Also, include information in the brochure reminding people that courses may be cancelled if registrations are not received early. If they want a course, they should sign up as soon as possible.
Offer a liberal refund policy. Giving people a refund with no questions asked is often an encouragement to them to sign up.