As enrollment professionals at K-12 private schools, you’re often faced with various objections from prospective families during the admissions process. Unfortunately, often we don’t hear from them until after the fact and they have chosen other schools. These concerns can range from financial issues to program suitability and location. Effectively addressing these objections is crucial for successfully attracting and retaining students. Let’s explore some common objections and strategies for addressing them to ease parents’ concerns and showcase the value of your school.
Common Objections and Strategies to Address Them
1. Financial Concerns
Objection: “We can’t afford the tuition fees.”
Response: Acknowledge the concern and discuss the financial aid options available. Highlight scholarships, payment plans, and any other financial support programs your school offers. You need to demonstrate more value. Share success stories of families who have benefited from these programs to illustrate that a quality education is worth the cost.
2. Program Suitability
Objection: “I’m not sure if your program meets my child’s needs.”
Response: Take the time to understand the specific needs of the child and parents. Highlight the strengths and unique aspects of your curriculum that align with those needs. Offer to arrange meetings with faculty members or visits to classrooms to provide a firsthand look at how your programs can support their child’s growth.
3. School Location
Objection: “The school is too far from our home.”
Response: Address this concern by discussing transportation options. If your school offers bus services or carpooling programs, make sure to highlight these. Additionally, discuss the possibility of after-school care programs that might ease the logistical challenges for working parents.
4. Extracurricular Opportunities
Objection: “I’m concerned there aren’t enough extracurricular activities.”
Response: Provide a comprehensive list of the extracurricular activities available at your school, including clubs, sports teams, arts programs, and more. Share examples of how these activities have positively impacted students’ lives and helped them develop skills beyond the classroom.
5. Academic Rigor
Objection: “Is the academic program challenging enough for my child?”
Response: Highlight the academic achievements of your students and the credentials of your faculty. Discuss advanced placement (AP) courses, honors programs, and any partnerships with local colleges or universities that enhance academic rigor. Use data and testimonials from current students and alumni to demonstrate the success of your academic programs.
6. Community and Culture
Objection: “We’re not sure if we’ll fit in with the school community.”
Response: Emphasize the inclusive and supportive nature of your school community. Share stories and testimonials from diverse families who have found a welcoming and enriching environment at your school. Offer opportunities for prospective families to attend school events or meet with current parents to get a sense of the community.
Utilizing Data and Testimonials
Data on student success, alumni achievements, and program outcomes can be powerful tools in navigating objections. Share relevant statistics and testimonials from current students, alumni, and parents to provide tangible evidence of your school’s impact and effectiveness. Real-life success stories and positive experiences can help alleviate concerns and build trust with prospective families.
Follow-Up and Relationship Building
Effective communication and follow-up are essential components of navigating objections. Regularly follow up with prospective families, address any lingering concerns, and maintain open lines of communication. Building strong relationships with families throughout the enrollment process creates a positive and supportive experience that encourages them to choose your school.
Conclusion: Ultimately, It’s About How They Value Your School
In most of these cases, it comes down to the value calculation. Is your school worth the cost. Each one of the objectives saturated with additional value to the parents will cause them to dissolve away. When you lose students to another school, they have determined that your school for the cost – dollars, lifestyle, emotion, brand, etc., is not worth the cost. By understanding concerns, highlighting the value of your school, providing practical solutions, utilizing data, and building relationships, you can more effectively address objections and attract prospective families. Prioritizing the needs and concerns of families fosters a welcoming and supportive environment that ultimately leads to increased student enrollment and retention. This approach is about being customers-centric, a weakness for many of our schools. If you would like to hear more on the customer-centric vs. the school-centric approach make a note in the comment section.
