Claude Anderson (@fullpayfamilies)
Dean of Enrollment
Northfield Mount Hermon
MarketingtoFullPay.com
We
are missing out when we don’t try to do strategic approaches to
marketing, communications and sells. It isn’t just something they do in
a for profit businesses. Selling has its own strategies and tactics
and most admission professionals can learn and benefit from the science
of selling. In talking to the consultant, I realized a few thoughts
that I want to share. If you are also one who believes that there is
something to be learned on the sales side, then this might be
interesting to you too.
- Selling doesn’t work if marketing isn’t set up. Marketing provides the messages that you should be delivering.
- WITPTBSFTC? You still need to know, “What is the problem to be
solved for the customer?” Why are they willing to give up their free
public school option and pay your tuition? The admission (sales) person
needs to stop focusing only on the greatness that they feel about the
school. Instead focus on the why this customer is in the room and then
offer your solutions that best provides for the needs of this customer.
- Selling is more effective when the communication tools are
available. You still need communication tools; those pieces that repeat
what you are about to say to the family. If you are articulating your
uniqueness, but it’s not stated anywhere else, I think your selling
technique will be much less effective.
- The Expert – You need to be position as the expert. I listen to a video by Influenceatwork.com.
They identify 6 key elements in the Science of Persuasion. One of the
six is called “Authority.” People want to listen to the authorities on a
topic. According to Influenceatwork.com, it even works when another
colleague sets you up as the authority, although he or she is part of
the selling process.
- There are techniques and strategies for selling. Although some
people are naturally good at the selling process, even they can benefit
from training. In the corporate world they never stop the training
process for their sales people. Independent schools need to start and
make it on going too.
- Passion – You must have a certain amount of passion. Connecting with
families on an emotional side will have a profound impact. Your
emotion is around what solves their problem, not just what makes you the
most excited about the school. Stay with the problem to be solved for
the customer.
- We have to understand their emotional needs in the proposition of
sending their child to your school. This can be hidden, but they will
connect it with their decision, so probe.
As I learn more about the selling process, I will share it with you.
Don’t underestimate its power. You are probably losing families each
season, because you missed the common selling techniques that would have
allow you to demonstrate that you have the solution to their problem
and that it is worth the costs. So build those skills