In our first meeting together, I always do a needs assessment. I follow a form that I've developed. Using this form and asking other relevant questions as needed shows the potential student that they are working with a professional. Since they are paying good money for my lessons, this helps to set the tone of what they can expect and it impresses the potential student.
Apparently, I'm one of a rare few ESL tutors in my area that offers a free first session. I don't understand why. It really pays off in the long run in finding quality students and happy students (and paying students!).
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