You’re sitting across from a family, eager to showcase your school’s exceptional programs. You launch into a passionate speech about your state-of-the-art facilities and award-winning curriculum. But as you speak, you notice their eyes glazing over. What went wrong?
Here’s the kicker: You might be missing out on one of the most powerful tools in your enrollment arsenal – strategic selling techniques.
Now, I know what you’re thinking. “Sales strategies? That’s for corporate suits pushing products, not for educators like us!” But hear me out. What if I told you that mastering these techniques could be the key to connecting with more families and boosting your enrollment numbers?
Let’s dive into the world of strategic selling and uncover how it can transform your approach to enrollment management.
1. The Marketing-Sales Tango
Imagine trying to dance the tango solo. Awkward, right? That’s what selling without proper marketing is like. Your marketing efforts lay the groundwork, crafting the messages that resonate with potential families. Without this foundation, your enrollment conversations are like trying to build a house without blueprints.
Action step: Sit down with your marketing team. Ensure your enrollment conversations align with the broader narrative your school is telling.
2. WITPTBSFTC: The Magic Question
No, it’s not a secret code. It stands for “What Is The Problem To Be Solved For The Customer?” This is your golden ticket to enrollment success.
Instead of rattling off a list of your school’s achievements, try this: Lean in and ask, “What’s driving you to consider an independent school education for your child?” Then, listen. Really listen.
You might hear:
- “We’re worried about large class sizes at the public school.”
- “Our child is gifted in music, but the local schools have cut their arts programs.”
- “We want a more diverse, inclusive environment for our family.”
Now you’re not just selling a school – you’re offering solutions to their specific concerns.
Action step: Create a list of common parent concerns. Practice tailoring your school’s offerings to address each one.
3. The Power of Reinforcement
Ever notice how TV commercials often repeat the same message? There’s a reason for that. Your enrollment conversations need the same reinforcement.
If you’re touting your school’s innovative STEM program, make sure it’s prominently featured in your brochures, on your website, and in your school tour. Consistency is key.
Action step: Audit your communication materials. Do they back up the key points you make in enrollment conversations?
4. Becoming the Trusted Expert
Here’s a little secret from the world of influence: People are more likely to say “yes” to experts. But here’s the twist – you don’t have to brag about your expertise. Let others do it for you.
Try this: Have your head of school introduce you to prospective families as “our enrollment expert with 15 years of experience in independent education.” Watch how differently families interact with you after that introduction.
Action step: Craft a brief, impressive bio highlighting your expertise. Share it with your colleagues to use when introducing you.
5. The Never-Ending Learning Curve
Think you’ve mastered the art of enrollment conversations? Think again. In the corporate world, even top salespeople undergo continuous training. Why should education be any different?
Action step: Commit to ongoing professional development. Attend workshops, read books on communication and influence, and practice new techniques regularly.
6. The Emotional Connection
Remember: Parents aren’t just choosing a school. They’re entrusting you with their child’s future. That’s an emotional decision.
Don’t be afraid to show your passion. Share stories of student success, of lives transformed. But remember – link that emotion back to solving their specific concerns.
Action step: Collect and practice telling compelling stories about your school community. Make sure each story illustrates how you solve a common parent concern.
7. Digging for Hidden Needs
Sometimes, parents won’t openly share their deepest concerns. Maybe they’re worried about their child making friends, or they’re anxious about academic pressure. Your job is to gently uncover these hidden needs.
Try asking: “If we were having this conversation a year from now, what would make you feel the investment in our school was worthwhile?”
Action step: Develop a list of probing questions to uncover hidden concerns. Practice using them in a natural, conversational way.
Remember, mastering these selling techniques isn’t about becoming pushy or manipulative. It’s about truly understanding families’ needs and effectively communicating how your school can meet them.
