oacac summer institute "admission is sales"
DESCRIPTION
presented at the 7-30-2012 OACAC Summer institute hosted at Xavier UniversityTRANSCRIPT
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Admissions is“Sales”
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
OACAC Summer Institute 2012
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www.usnews.com/education
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www.universitybusiness.com
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www.universitybusiness.com
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www.chronicle.com
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www.chronicle.com
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www.chronicle.com
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www.naicu.edu
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www.insidehighereducation.com
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www.insidehighereducation.com
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www.thechoice.blogs.nytimes.com
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www.princetonreview.comwww.collegeboard.com
www.ratemyprofessor.com www.collegeconfidential.com
www.collegeprowler.com www.theu.com
Other Resources
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www.census.govwww.pewinternet.org
Talk with your colleagues to find what other organization emails they receive.
Other Resources
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What Are Your Enrollment
Goals?
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Your Bookshelf
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Becoming aTrusted Advisor
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Recruit + Retain = Sales
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“Sales?”
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You provide a service.You accept money for it.You have delivery costs.
You pay people. You may (or not) have profits.
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It’s a Business.
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BusinessConsumers or Customers
Sales & MarketingCosts, Return, Investment
Experience
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We may not all agree on the
term...
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...but we should all
agree on the skills.
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Sales.
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“Match the product or service you offer with
people who have a demand for that
product or service.”
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“Match the academic/social programs your
college offers with students who are
interested in those programs.”
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Hire the right people.Train them differently.Provide different tools.
Set different goals.Assess and evaluate.
Accountability.
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“10 Sales Tips”
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Ask & Listen.
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Sales Mistake #1
Talking too much!
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Take notesAsk clarifying
questionsFocus on them
Benefits vs. Features
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And...oh yeah...Record it somewhere!
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Research prospects/students
(Know your audience)
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“Always on”
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“Due to fall travel season, I will be out of the office throughout September and October.
I will have limited access to my email during this time, but I will respond to
your email at my earliest convenience.”
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“Out of Office”Reply
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Too busy “recruiting”to recruit ?
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Talk Price.Communicate
Value.
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“Salespeople” must
be able to discuss the real price.
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$20k
$47k
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Is an undergraduate degree from
Northeastern worth $108k more than an
undergraduate degree from UConn?
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Know Financial Aid
Talk Financial Planning
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Provide appropriate marketingmessages
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Are you“in sync?”
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Communication Plan
Enrollment Goals
Authenticity
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Become a“trusted advisor”
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Keep them
coming back.
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What added value do you
provide?
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Get them to“No”
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Get comfortable
with no.
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When is the best time for you to
hear that they are not interested?
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The customer is always right.But not always
right for us.
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Appearance Matters
(sad but true)
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“Male customers will choose to buy a dirty shirt if it's
sold by an attractive
saleswoman” University of Alberta study
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Close the Deal.
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1. Remove theRoadblocks
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2. Recognize“Buyer Shift”
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The Most Important
Question to Ask:
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“What about this doesn’t
work for you?
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“Random Acts of Exceptional
Customer Service”
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Ask for feedback.
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?How do you make people feel?
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1. Greed2. Social Interaction
3. Recognition4. Quality of Life
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1What is one thing?
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Admissions is“Sales”
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
OACAC Summer Institute 2012
[email protected] www.slideshare.net/targetx