Although it may seem difficult to pinpoint what these admission reps do that is different, there actually are four identifiable characteristics for success in the sales profession (Collins, 2003).  First, an admissions rep must have extensive knowledge of their school and programs. They must know the intricacies of the product to offer relevant information. Secondly, they need to have sales skills. This may seem like common sense, however there are admission professionals who forget that the job is to enroll MORE of the right students. You may think the list ends there since most admission training programs focus solely on these areas. The truth is that product knowledge and sales skills only make up about 25% of the mix of a successful salesperson. So, what attributes make up the majority of sales success? People Skills and Attitude!

Yes! It is more important to be able to connect with people and maintain a positive and healthy attitude than to be good at selling. Perhaps this is good news to many admission professionals who struggle with the concept of selling. My guess is that a lot of their success is having the right skills at the right time. Consider that today’s consumer is savvy and tired of being sold. A little honesty and “connection” may help build stronger rapport and trust, thereby making selling that much easier.

So is it possible to teach “connection” with people? You bet! In any given communication, an admissions rep could have over 40 pieces of information being sent their way. The ability to read the messages takes skill and energy. That’s where the attitude comes in. In each interaction with a prospective student, the admissions rep must make a conscious choice to engage in this fashion (over the phone, e-mail, chat or face-to-face). It’s a lot of work and can be physically and mentally draining but the rewards are worth it!

While many admissions training programs focus on scripting and a strict, formalized admissions interview approach, Norton|Norris, Inc. offers a program (7/8ths Selling®) that deals with the majority of sales success – people skills & attitude! Think about how much is lost in personal connection by following a script and not focusing on the person! After attending a recent Norton|Norris, Inc. training session many participants could see the lost opportunities they’ve had in the past. Kim Brennan from the University of Notre Dame, acknowledged the amazing connection we could have with prospects if we simply just “scrap the scripts.” Other attendees shared in the training experience by noting how 7/8ths Selling® “is about selling but it’s also a study in human behavior and could help people connect in a meaningful way with anyone!”

If you want to find out more about how 7/8th Selling® can help you, join us in Palm Springs, CA prior to the ACCET Conference on October 26th and 27th. To learn more, go to www.nortonnorris.com.

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In any profession there is a need to balance our personal integrity, the demands of the company we work for, and the needs of our customer – in our case the student.  From time to time we may be tempted to compromise our personal integrity due to the demands of our job or our own personal desire to succeed.

In the world of mystery shopping, we often see examples of this when admissions representatives start to talk about topics such as salary ranges and placement rates. The need to either ‘make our numbers’ or to satisfy the ego’s need to be ‘the best’ often pushes reps to exaggerate the truth and compromise the integrity of their word.

I hear some of you saying “Not me!”, but the proof is in the results of our shopper’s reports. Out of 68 campuses visited around the country in the months of June and July, 37% have quoted inflated placement rates. What some reps are saying:
“100% of the males seeking surgery tech jobs are placed.”

“All of our cosmetology graduates get jobs.”

“System-wide we have a 90-94% placement rate.” (The rep fails to mention that the campus rate is 70%)

“You’ll have no problem getting a job; we have partnerships with a variety of local businesses.”
I read these quotes and ask myself, “Really?” I guarantee that your prospective students are not calling you or coming in for an appointment to get inflated or false information. This is where your personal integrity comes in; remember . . . you make a choice every day, the choice to be true to your word.

My challenge to everyone reading this (and don’t pretend that you didn’t) is to raise the bar of integrity - speak the truth at all times, keep your promises, and choose to live by your word.

Happy Enrollment!

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This isn’t the first time we’ve seen these results. In fact, time and time again we have tracked “unbelievable” and “amazing” results with highly relevant, personalized and well targeted direct mail campaigns.

For more thoughts on how you can personalize your direct mail campaigns, check out Vince’s recent short video on the subject here and see some examples of successful personalize mail campaigns we’ve enjoyed working on below:

Direct Mail Gallery

Personalization: Based on program of study View Direct Mail Piece Above Personalization: List of missing admissions requirements and orientation reminder View Direct Mail Piece Above Personalization: Variable image and contact information for admissions rep View Direct Mail Piece Above

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Here are some planning tips to help you combine community involvement with positive PR:

•	Host an event and find a local partner
•	4-6 weeks in advance: submit event info to TV/radio/newspapers/ websites calendar listings
•	2 weeks in advance - send press release with full information to TV/radio/newspapers/websites 2 weeks in advance; begin contacting reporters to attend or write about the event
•	2 weeks in advance until day of event - continue to contact media
•	At event: take multiple photos (wear school-branded clothing!)
•	Plan follow-up press release – “XYZ School collected 50 units of blood, 100 pounds of food, etc.” and submit this information with photos to the same audience media audience listed above
•	Obtain media clips and post them to your school’s website. Save clips for “brag book” in the waiting area of your school. Use in admissions packets

Proactive community involvement is a positive reflection on your school and
elevates your status with other business leaders and prospective students. Give it a try, and brag about your impressive results! Find out more how we can help your school with its PR efforts. Contact Chris today!

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800-lb. Gorilla
“I work in recruitment and had the pleasure recently to attend a training by Mr. Norton and have really enjoyed the opportunity to learn from him and also Dr. Norris.  Thank you for the opportunity to learn from you and I look forward to putting what I learned to use.”

The Recruiter’s Hidden Gem
“I truly enjoyed today! I loved all of the information provided and will use it daily.”

Creating and Building Value for your Students
“Very helpful and empowering.”

Here’s what people are saying about 7/8ths Selling®:
“Jean was great!  She was thorough, engaging and knowledgeable.  Her years of experience and her delivery of all the material make you want to participate and learn.  Her time management in getting through the material was spot on!”

“The training was very dynamic. Dr. Jean did a great job in conveying information and involving the whole group. Great team activities.”

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