SHH, DON’T MENTION ‘SALES’

Reflections on the Perception of ‘Sales’ in Education

Nicola Lutz

Owner, No Fluff Sales Consultancy for Education

I have not yet met an Admissions Officer, Bursar, Registrar or Guardianship Organisation Owner who says they’re ‘in sales’. It just doesn’t sit well in an education context. We are not about to arm-twist a parent into sending their child to us simply to hit a target. That would be morally wrong. So we are not talking about sales in the ‘Wolf of Wall Street’ sense. No double glazing calls. No at-any-cost time share sales tactics. But, at the end of the day, we are businesses - we need fees in to pay our bills (and more so at the moment as we watch the bills rise!).

So how about we start thinking about ‘sales’ as easing the path for a parent or student enquirer, that has a good fit with our school or service, into an enrolment. That’s all sales is. Helping those that need our service, buy our service, assuming it’s a good fit for them. It is a fair exchange of value for value.

Now that we have settled into this definition of ‘sales’ in our own context, let’s look at how we can improve. Not just enrol more students but make it easier, too. In today’s world we are post-pandemic, facing increased costs, a threat of VAT being added to school fees and competition for our internationals by campuses more local to them.

Now is perhaps, then, the time to tighten up our processes and be more proactive in turning enquiries into enrolments. And I will repeat here, we are easing the path for a student with a good fit for our service to benefit from what we have to offer.

I see, in 99% of the schools and organisations I help, ‘sales’ being left on the table and the main reason is the mindset of our Admissions staff, business development officers or indeed guardianship organisation owners themselves.

Let’s look at what is usually happening.

1. We wait for enquiries to come in via the website, agents or open day visitors.

2. So, the enquiry comes in - let’s say its from a parent.

3. You reply (often this can be after several days ifyou’re busy)

4. In your reply you give them plenty of information, pdf attachments, booking forms, maybe a link to a fabulous video.

5. They don’t respond (some do respond, but I think you’re probably managing well with those leads so I’m focusing on those that don’t).

6. You may consider chasing them up, but probably won’t, thinking if they were interested they’d have replied. And you have tons of other things to get on with.

7. Maybe a few weeks later, you may decide to try again, just in case the email got lost.

8. You send them your original reply with some words along the lines of ‘did you get my last email and do you have any questions’.

9. No reply. Ghosted.

10. That’s where it ends - you conclude that your school/service wasn’t right for them.

This is what 73% of you and your fellow schools/ GOs are doing. So you’re not alone! But … you’re not converting enough leads, either.

Did I lose a few of you there, talking about conversions..? Usually that’s where I see crossed arms and eyes shifting to pads and phones...

Following up more than once or twice is awkward, pushy. But you are thinking about YOURSELF here. YOU don’t want to follow up. It’s awkward. You might be interrupting. YOU don’t want to call them. They’re not expecting you. They might be in the middle of something.

I’m afraid I have bad news for you. The process of converting a parent/student or agent into an enrolment takes 5-8 touchpoints.

And more bad news. The process isn’t about YOU.

You are merely the counsellor helping a parent/ student/agent through the process of choosing the right school or service. It’s not YOUR education. It’s not YOUR money they’d be spending. It’s not about how YOU feel. It’s about what THEY need. How THEY feel.

So please, take the focus off how YOU feel about following up, calling or reaching out to that enquirer for the third or fourth time.

Remember they need multiple touchpoints before they trust you and want to buy from you or attend your school. Some will enrol after just a quick conversation. Others need more time, and if your competitors are following up more consistently and effectively, well - they’re simply more likely to have the enrolment.

One of the most effective ways of increasing enrolments from your hard-won enquiries, is to build a robust, and easy-to-implement follow up matrix. One that fits in with your workload, is almost on autopilot, but puts the enquirer at the forefront. One that makes them feel understood, that gives them value at each turn, that establishes you as their trusted advisor on this part of their journey.

They have trusted you by asking about your school or organisation. Now it’s your turn to help them on their journey. It’s up to YOU to help THEM. Especially if you want to pay the bills, but more so if you want every child you can help, find their way to you.

Your two take aways from this piece:

1. Sales is simply a way to find and guide the rightfit students towards your service.

2. Following up on enquiries is not about how YOU feel, it’s about what THEY need to feel and hear and learn to make the right choices.