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In this issue we'll share some thoughts from leaders in higher ed, hints for improving your phone conversions, a book review, great photo tips and more. We hope you'll enjoy this quarter's issue and, as always, look forward to hearing from you so get in touch anytime. |
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By Dr. Jean Norris
Funny when we think of those leading today’s schools, colleges and universities we don’t initially focus on their failures. But we at Norton|Norris, Inc. couldn’t help but ask that very question, “Tell me about a time you failed and what you learned from it.”
“Early on in my career as a manager I made a threat to my team out of frustration with the intent of motivating them. What I got was a total shut down and the loss of trust from them. Our open communication ceased. I have learned that threats don’t work.”
- Gary Azotea, President, Remington College Cleveland West Campus
“The biggest mistake I’ve ever made as a leader was trying to do EVERYTHING. Leading by example is one thing, but at one point in my career I took this leadership theory over the top. If my team couldn’t hit their deadline alone, I would do it! It didn’t work – it never does. We stumbled, we did some tasks twice while others were overlooked. While you can’t always plan for the unexpected, I learned to expect it and trust my team. You cannot do it all!”
- Julie Blake, Senior VP, Eagle Gate College
“Not taking time to understand and respect the organizational culture. This is one thing that if you are not patient and take the time to learn, it will immediately destroy your credibility.”
- Dr. Theresa Ricke-Kiely, Associate Director of Planning, Mendoza College of Business-University of Notre Dame
“Early in my career, I was worried about being "liked" by all and had a difficult time making tough decisions or challenging issues. I've learned that if the student is at the center of every decision, I will be respected (being liked is a bonus).”
- Lynda Cribari, Director of Training and Development, Davenport University
Isn’t it great to know we don’t have to be perfect? Making mistakes is simply part of the journey as long as we take the time to learn and improve from the experience! Whew! Makes me feel better anyway!
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Reviewed by David Hanlon, The Right Mind
This is the latest book from the team that gave us Crucial Conversations. Once read, it is not surprising that it became a New York Times Bestseller. As Stephen Covey says on the back cover, “An instant classic: whether you’re leading change or changing your life, this book delivers.” Indeed, I agree. It is the change management equivalent to Jim Collins’ Good to Great.
While many books about influence focus on pop psychology and recipes that are more frequently manipulative and shallow, this book provides specific steps, good case studies and backup research. So, don’t be put off by the catchy chapter headings.
 David Hanlon is the Founder of the Right Mind International Pty Ltd. He conducts his consulting and training activities globally. A developer of numerous public and in-house training programs, he worked in collaboration with Dr. Jean Norris to bring 7/8ths Sellingsm to the higher education marketplace.
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By Carolyn Ou
I know what you're thinking. I'm not a manager or leader. This column doesn’t relate to me.
I'd like to challenge your assumption and say that no matter what your job is, no matter what level of responsibility you have, as an education professional, you have both the privilege and the responsibility of being a leader every day.
You might be a faculty member who provides consistency, clarity and support to all your students, regardless of their ability. Maybe you’re an admissions representative who goes above and beyond to provide all your prospects with the solutions and support they need to start school. Or you might be a student services coach who just got off the phone with a panicky new start (who’s no longer panicky). Whatever your role, the behaviors and commitment you display – as you strive to do the right thing by your students – are what define you as an everyday leader.
So face it. You’re a leader. You might want to reflect on the following questions as you let this set in:
- How does it feel to know that I’m a leader?
- In what ways have I already made a difference?
And now that I’ve outed you as a leader, I have a challenge for you:
- Find an area in which you haven’t yet made a difference. (Don’t limit yourself to your job – everyday leaders get to lead outside of work as well!)
- Now, having found that area, brainstorm on this question: “How am I going to make a difference this year?”
- After you’ve brainstormed, find the 1-2 items that really get you excited. (Make sure you’re actually excited about this – otherwise the items just become part of that annoying to-do list.)
Okay, now go make it happen. That’s right. Don’t over-think it. Just do what your leaderly self knows you can and want to do! After all, you’ve been leading all along.
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By Vince Norton
In 2009, Norton Norris conducted hundreds of phone “shops” at schools and colleges across the country. The results ranged from average to alarming. Here are the biggest opportunities that reps have when speaking to a prospect on the phone:
Verification of important contact information
Even if the prospect completed an electronic inquiry, the information should still be verified for accuracy. And, it’s a great conversation-starter!
Verification of high school graduation or GED
Would you believe over 50% of our shoppers were never asked this during their initial call?
Probing to ascertain whether or not a prospect has attended another college
This information can provide a huge advantage on the phone. Unfortunately, our shoppers were rarely asked.
Probing to understand why the prospect is interested in a particular field of study
It may seem like a natural question, but we found it was seldom asked.
Failure to begin the process over the phone
We know you want your prospect to visit your campus. BUT, what if they don’t want to or really can’t come in? Consider this: your prospects can start the process over the phone with your online division or your online competitors. Don’t hold back! Encourage prospects to begin the process via your online application.
Full-engagement telephone interviews are a solution that more schools should explore. You’ve got the prospect on the phone, so why not have a meaningful conversation?
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By Chris Hester
Your school’s environment is a constant hub of activity. In addition to promoting the educational aspects, there are the extracurricular aspects, too! These are the events that keep you in the forefront of the communities you serve, such as fundraisers, a grand opening, blood drive, or the town’s annual parade.
While planning your school’s next event, plan your photos in advance that will help tell your story. These can be used on the news section of your school’s website, sent to a journalist who is unable to attend your event, or in future marketing materials.
Four Photo Tips:
- Show movement – Making get-well cards for hospital patients, delivering food baskets to the elderly, giving blood at the drive, or decorating a parade float are all good examples of movement.
- Include branding – Everyone in the photo should be wearing school-branded clothing—and, where possible, try to get school signage in the shot.
- Heads aren’t “trees”– Before you snap the photo, look for a neutral background to avoid obstructions “growing” out of the tops of your subjects’ heads!
- Above all, encourage the subjects in the photo to smile. Remember, they’re sending a message that your school is a great place in which to work or learn.
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We love to hear from our clients and learn more about how e can provide you with valuable information to use at your school. Here are a few recent comments about some of our webinars and recent 7/8ths Sellingsm training sessions.
Recent Webinars
Getting Under the Water - Selling to Today's Prospective Student
“Thank you for the webinar today as it was very informative. I have been in the business for twenty years and finally heard some new information.”
Revisiting the Student Commitment Process: Part II
“GREAT JOB today! Thank you for all you do!”
7/8ths Sellingsm Training
“The workshop looked beyond sales and numbers - it dove deeper into looking at the psychological factors and behaviors of the prospective student.”
“Jean kept the workshop flowing. I didn't get bored. It was fun, time flew. I can't wait to get back to work to use my new skills.”
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 Terri Eakins, Executive Assistant/Office Manager
Terri’s friendly voice is the first one that you’ll hear when you call our office. With a background in psychology, Terri worked as a counselor and adjunct faculty member for seven years at Joliet Junior College in Illinois. She brings her knowledge of the inner working of the higher education field to support all office operations and the managing partners.
 Kate Yedwofski, Marketing Assistant
Kate has several years’ experience in marketing in higher education. She most recently worked in various marketing positions at Saint Xavier University in Chicago. Prior to that, she spent eight years in sales positions at two of the top television stations in Chicago. Kate will assist the marketing department in all aspects of our clients’ marketing and communications programs.
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Based in Mokena, Illinois, Norton | Norris Incorporated is a firm that specializes in Tactical Enrollment Management®. Managing partners Dr. Jean Norris and Mr. Vince Norton have 50 years combined experience in higher education to solve marketing and enrollment challenges for colleges and universities across the country. More information can be found by visiting www.nortonnorris.com or calling (708) 478-1144. |
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by Kerry Patterson, Joseph Grenny, David Maxfield, Ron McMIllan, Al Seitzler 
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