Does a Director of Admissions Need to Have PHONE Experience?
I am reposting this entry as I received interesting feedback the last time it was posted. Making a slight tweak here and there, but content remains the same.
Higher education companies – I plead you to listen; When you hire anyone who will make decisions regarding marketing and sales, anyone who can effect the revenue of your business – get them on the phones! Every manager needs to go through admissions or enrollment services (sales) training! To be a great marketer is to KNOW your audience. To be a great marketer or businessman in the higher education industry, you first must be able to SELL education. Selling education is not the same thing as selling a stock or selling a credit card. It’s not an impulse buy or a quick sale. Selling education is selling a prospect on graduating and finishing their degree. Selling education is finding a person’s dream and then helping the potential student come to the conclusion that the only way to achieve their dream is through education. How on earth can someone manage, train, or market this if they’ve never done it? It’s a process, a long sale; sometimes a 45 minute conversation; but it’s the psychology behind the sale that every manager needs to learn. Mark my words; a “good” marketer can get away with not having been on the phones and not knowing their consumers…a great marketer – one whose goal is not only to have a low CPE, but more importantly, a high graduation rate and high net tuition revenue – will understand the psychology behind the student and will know their consumer. The best marketers in the higher education industry are those who have a thorough understanding of the sales pitch and process as well as the retention model. The more a marketer knows about every aspect of the business, the more successful they will be. AND if the marketer does not want to get on the phones, get down in the ditches, and “get their hands dirty”, they likely have too big of an ego to be successful regardless!