You can enhance your recruiting methods by adapting to today’s buying environment by taking advantage of 7/8ths Selling® tactics. Why the name 7/8ths Selling®? Think of a prospective student as an iceberg. What you see during the interview process is only the tip of the iceberg. But, what’s really going on in their lives is what we don’t see, below the surface.

Prospective students have access to more information than ever before, thereby rendering traditional admission funnels (and metrics) less predictable. While many admissions training programs focus on absolute structure and scripts, this program focuses on selling in a myriad of situations and stages through a “lattice framework.” Use this breakthrough approach to consciously, and purposefully, focus on the unique elements of each buyer and their decision points.

Admission reps who work within the “lattice framework” are more successful at identifying the prospect’s communication style and environment, then asking and phrasing the RIGHT questions at the RIGHT time.  To make the most of this new recruiting method, reps should also:

• Build rapport by going below the surface
• Understand the buyer’s situation and go/no-go stage
• Define and prioritize needs – even those that are hidden to the prospect
• Explore options to meet those needs, with the opportunity to differentiate your college/school and programs
• Facilitate decision-making, managing objections while empowering the prospect
• Close (enroll) the prospect  in an ethical, supportive environment
• Follow up to enhance satisfaction

Through the 7/8ths Selling® framework, you manage the rate and effectiveness of the sales process, producing outcomes that meet the prospect’s true needs.

To learn more, join us for a practical, hands-on workshop designed to enhance your skills and understanding of 7/8ths Selling® principles. Intended for experienced admission professionals, these workshops include individual coaching to improve learning. Get the details on the next 7/8ths Selling® workshops to be held on May 7th and 8th in Chicago.

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By employing mystery shoppers, you can be confident that your admissions staff is clearly conveying benefits while staying in compliance on topics such as financial aid and placement rates. Good mystery shoppers observe what admissions reps say, how they tailor their presentations to individual students, and how they convey your points of difference. Wouldn’t you like to know? Let our experienced mystery shoppers arrange and follow through on visits to your campus. Contact us now for details on campus mystery shopping. What do your prospects take home? Business cards, catalogs, sell sheets, photocopied handouts – a prospective student visiting your campus may receive any or all of these sales pieces. Strengthen your marketing by making sure prospects receive top-quality materials that fit their needs. Have Norton Norris mystery shoppers visit each campus in your system and track admissions handouts. Don’t skip this essential step in crafting a solid take-home message. Get started now on assessing handouts for prospective students. Close Article

 

We look at our life situations and our job through a certain lens or window. A career in higher education can sometimes work like a double-edged sword. On one side of the sword, our work is very fulfilling because we help people change their lives. At the same time, the demands of meeting or increasing enrollment goals can cause various specks of dirt to cloud our vision. We stop seeing our work, our co-workers, and our students as they really are. We see them as we want them to be in order to fit our needs. We develop biases or judgments based on past experiences. Our window gets dirty. What is the ‘dirt’ on windows in your life? At your job? How do you allow the ‘dirt’ to block your success and fulfillment?  

Looking at life, especially our work, through a clean window allows us to see each person and situation just as they are, without bias. Through a clean window we can see our co-workers as partners in our workday; our students as people with valid hopes, dreams and fears; and each day at our job as a stepping stone on an exciting journey. What would be the benefit of cleaning your windows this spring?

It’s time to wash away that dirt. Wash away the judgment, suspicion, and frustration. Wash away the egos, pre-conceived ideas, and fears. Let the sunlight into your world. Take the time to do some spring cleaning. Happy enrolling!

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Dr. Norris spoke to the importance of accommodating prospects’ buying methods, rather than forcing them to buy the way we choose to sell. In other words, we can add strategies to give prospects the information they’re looking for in a way they choose to receive it and customize it so it speaks to their needs. By empowering our reps with additional training and skills, they will be able to connect with prospects in a more meaningful and productive way. 

Want to know more about how to say “goodbye” to the gorilla and “hello” to improving your enrollment results? Watch the recorded webinar here or call Dr. Jean Norris at (708) 478-1144 to learn more about 7/8ths Selling®, the new, ethical way to sell in higher education.

Mark your calendars today to attend the two-day workshop in Chicago to introduce you to 7/8ths Selling® on Thursday, May 7 and Friday, May 8. For more information and to register, visit www.nortonnorris.com.

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The web is also more dynamic because it allows people from all over the globe to see what you’re school is doing. And, isn’t the web often the first place for prospective students to conduct research about your school, too?

If you haven’t done so already, build a database of people who would be interested in your news – whether it’s a business reporter, higher ed writer, calendar editor or the person that manages your paper’s website. Usually, one call to the paper’s newsroom can give you that information.

But, keep in mind that layoffs and buyouts may change your main editorial contacts, so make sure your list is up-to-date.

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At some schools, we’ve noticed that 40% of the enrollments actually inquired at least 90 days before the start, which leads us to our marketing tip: Mine your database. Continue to stay in touch with your prospects. Direct mail is our favorite medium to use for this purpose. Personal messages that speak to your prospective students’ area of interest are highly recommended. But, don’t forget related topics, too. Information on going back to school, selecting a school/program, or career outlook information can also help your prospects make the decision to become a student.

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Awards recognize outstanding college marketing

AAA winners
The largest educational advertising awards competition in the U.S., the Admissions Advertising Awards, receives entries from colleges, universities and career schools in all 50 states and several foreign countries. This year’s 2,000-plus entries were judged by a national panel of admissions marketers, advertising and marketing professionals and the editorial board of the Higher Education Marketing Report. Norton׀Norris, Inc. clients won in 10 categories, including a gold for total advertising campaign.

Click here to view AAA winners.

SIAA winners
The Service Industry Advertising Awards drew nearly 1,200 entries in sectors from consumer goods to healthcare, entertainment, travel, and educational services. A national panel of judges determined the winners – including awards to Norton|Norris, Inc. for our marketing communications with prospects and clients.

Click here to view SIAA winners.

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