[MTC Global] Selling Higher Education

As marketing in the end was not a dirty word, but a necessity, so sales is not a dirty word, but a necessity in a student focused organisation. It is how Universities can survive in a competitive environment and ensure they attract the right students for their programmes. The marketing and recruitment departments function as the first point of contact, and thus the face of the University and its programmes to prospective students. When a high level of service is displayed here, it will reflect positively on the rest of the enrolment process and lead to referrals.

 

·         Speed to contact. The institution that replies to a student’s enquiry fastest and therefore is the first to talk to the student immediately has the opportunity to highly influence the student’s expectations by setting the bar.

·         People buy from someone they trust. This is very much about being responsive, reliable and emphatic.

·         Listening (not so much talking). We need to learn to listen and stop talking. Listen to what the student really wants and needs and stop talking about the institution and the programmes.

·         Questioning. By asking the right kind of questions we force ourselves to listen much better. The earlier into the sales process (or the marketing funnel) we should be asking open, probing questions. And as we go along the funnel and get closer to the stage of applications and enrolment we should be asking more and more closed questions asking for commitment from the student.

·         Objection handling. There are two steps in handling objections. First, one must find out if the objection reason given is real and not hiding the real reason for objection. Second, the objection must be dealt with to either move on from this prospect or deal with the real objection.

·         Closing. Never leave a follow up with prospective students to chance. Closing is not just about enrolling a student but just as much setting up the next stage in the decision making process. If a student agreed to look at some information make sure you schedule a follow up appointment to discuss the content and answer any questions he may have.

 

 

Best Regards,

Educate, Empower, Elevate

Prof. Bholanath Dutta

Founder, Convener & President- MTC Global

An Apex Global Advisory Body in Management Education