Admissions is “Sales” Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity” OACAC Summer Institute 2012
OACAC Summer Institute "Admission is Sales"
May 12, 2015
presented at the 7-30-2012 OACAC Summer institute hosted at Xavier University
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Admissions is“Sales”
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
OACAC Summer Institute 2012
www.usnews.com/education
www.universitybusiness.com
www.universitybusiness.com
www.chronicle.com
www.chronicle.com
www.chronicle.com
www.naicu.edu
www.insidehighereducation.com
www.insidehighereducation.com
www.thechoice.blogs.nytimes.com
www.princetonreview.comwww.collegeboard.com
www.ratemyprofessor.com www.collegeconfidential.com
www.collegeprowler.com www.theu.com
Other Resources
www.census.govwww.pewinternet.org
Talk with your colleagues to find what other organization emails they receive.
Other Resources
What Are Your Enrollment
Goals?
Your Bookshelf
Becoming aTrusted Advisor
Recruit + Retain = Sales
“Sales?”
You provide a service.You accept money for it.You have delivery costs.
You pay people. You may (or not) have profits.
It’s a Business.
BusinessConsumers or Customers
Sales & MarketingCosts, Return, Investment
Experience
We may not all agree on the
term...
...but we should all
agree on the skills.
Sales.
“Match the product or service you offer with
people who have a demand for that
product or service.”
“Match the academic/social programs your
college offers with students who are
interested in those programs.”
Hire the right people.Train them differently.Provide different tools.
Set different goals.Assess and evaluate.
Accountability.
“10 Sales Tips”
Ask & Listen.
Sales Mistake #1
Talking too much!
Take notesAsk clarifying
questionsFocus on them
Benefits vs. Features
And...oh yeah...Record it somewhere!
Research prospects/students
(Know your audience)
“Always on”
“Due to fall travel season, I will be out of the office throughout September and October.
I will have limited access to my email during this time, but I will respond to
your email at my earliest convenience.”
“Out of Office”Reply
Too busy “recruiting”to recruit ?
Talk Price.Communicate
Value.
“Salespeople” must
be able to discuss the real price.
$20k
$47k
Is an undergraduate degree from
Northeastern worth $108k more than an
undergraduate degree from UConn?
Know Financial Aid
Talk Financial Planning
Provide appropriate marketingmessages
Are you“in sync?”
Communication Plan
Enrollment Goals
Authenticity
Become a“trusted advisor”
Keep them
coming back.
What added value do you
provide?
Get them to“No”
Get comfortable
with no.
When is the best time for you to
hear that they are not interested?
The customer is always right.But not always
right for us.
Appearance Matters
(sad but true)
“Male customers will choose to buy a dirty shirt if it's
sold by an attractive
saleswoman” University of Alberta study
Close the Deal.
1. Remove theRoadblocks
2. Recognize“Buyer Shift”
The Most Important
Question to Ask:
“What about this doesn’t
work for you?
“Random Acts of Exceptional
Customer Service”
Ask for feedback.
?How do you make people feel?
1. Greed2. Social Interaction
3. Recognition4. Quality of Life
1What is one thing?
Admissions is“Sales”
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
OACAC Summer Institute 2012
[email protected] www.slideshare.net/targetx
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