Bringing Back an Excellent Sales Process

A return to a culture of sales and of selling the value of Sylvan that increases conversions and drives revenue

FOA/SLI ProjectsNew Director Curriculum Redesign

Inquiry

Labor Management

Accountability

Project Team Members:

Penny LoomeKathleen CasprowitzHillary Malone-Tilton

Susan SteronEric Wenck

Melanie Hadley-FranklinMatt Honaker

Agenda

• Why are we here?• What’s in it for me?• What does good sound like?• Discussion• What do I do next?

Why are we here?Day 1

• Call customer back immediately. • Create an action item in IMPACT to call next day (Day 2).

Day 2

• Call customer. If no contact, create an action item in IMPACT to send an email on Day 3.

Day 3

• Send a highly customized follow-up email. • Create an action item in IMPACT to call on Day 4

Day 4

• Call customer at a different time than the previous day.• If you do not reach them, leave a message and create an action item in IMPACT to call back on Day 6.

Day 5

• Do nothing with this particular family

Day 6

• Call customer one last time. • Create an action item in IMPACT to call in 60 days

Why are we here?• The current conversion rate, across the system, of inquiries to

tests is: 64%• The current conversion rate of tests to enrolls is: 53%• The average sale or revenue per enrollment is: $2,351• The revenue potential of increasing your inquiry tests

conversion rate by 10% is: $40,000• I:T conversion X 10%, 10% additional tests X enroll% = 40

additional enrolls X RPE = $94,000

What’s in it for me?

Inquiries I:E LOS Avg. Earned

Hrly Rate

Tuition Revenue

Actuals 316 34% 51 $46 $252,054

ScenariosInquiries 316 34% 51 $46 $252,054

$0

I:E 316 44% 51 $46 $326,188$74,134

LOS 316 34% 51 $46 $252,054$0

Hrly Rate 316 34% 51 $46 $252,054$0

Operational Opportunities 316 44% 51 $46 $326,188$74,134

$74,134New Revenue Opportunity =

Enroll Operations: Quick Business Development Grid

What does good sound like?

What we hear is a lack of:• Empathy• Connection to emotional needs• Benefit (more process focused)• Urgency• Positioning ourselves against the competition• Where/When/How long/How much?• Confirming questions

What does good sound like?

Purpose: Greet the customer and establish a connection, set them at ease and begin to build a relationship. You want to start to establish rapport right from the beginning. Thank the customer for calling, let them know you can and will help, and start to establish your credibility. It is critically important that anyone answering the phone – whether they will take the full inquiry, or just transfer the call, sounds warm, friendly and credible.

Do’s: Answer the phone the same way every time so it becomes

habit Answer the phone in such a way that you are going to be able

to take some control of the call Get the parent and child’s name as soon as possible and use

them throughout the call Let the parent know you are happy they called and you can

help Sound warm and friendly Make sure you introduce yourself using your name and the

name/location of your center Ask what is going on Express empathy Guide the agenda Position the value of questions

Non-negotiables: Be assumptive: Assume that

every person, regardless of how they initially sound, what question they initially ask, or how they react to price, is going to buy from you

Get personal: Get the name of the person you are speaking to, and their child’s name, within the first few minutes of the call and use them throughout

Guide the process: You control the call process, the customer controls the content

Empathize: Listen, don’t just sound empathetic, be empathetic

What does good sound like?Purpose: Uncover and agree upon the needs of the customer

Do’s: Use your questioning palette (open ended,

closed, double-clicking) to ask empowering questions

Listen for expressed needs Identify means and ends needs from the four

categories of needs (FACT) Using confirming questions collect “Yes’s,” from

your customer Summarize and confirm needs

Non-negotiables:Guide the process: You control the call process, the

customer controls the contentEmpathize: Listen, don’t just sound empathetic, be

empathetic

What does good sound like?Purpose: Inform the customer how we can help and position the value of Sylvan

Do’s: Present features and benefits that meet the

needs of the customer using the value first presentation model

State recommendations, linking benefit to needs (build value and invite them in!)

Connect recommendations to emotional needs in particular

Position Sylvan against the competition (“One great thing about Sylvan is…”)

Establish Where/When/How long/How much Solicit a reaction

Non-negotiables:Drive urgencyConnect to emotional needsPosition Sylvan against the competition: “One great

thing about Sylvan is...”

What does good sound like?

Purpose: Determine understanding and ask to move forward

Do’s: Confirm customer’s understanding Address customer’s questions and concerns Use language that drives urgency Ask for the appointment/sale using assumptive

language (Invite them in!) Align and redirect any customer objections

(Hillary)

Non-negotiables:Ask for the sale: On every call try and book the next

in-center step (either a test, Welcome Conference/Tour, EDGE program, etc.)

Confidently discuss price: Practice how you present price and present it with confidence

What does good sound like?Purpose: Express appreciation and explain next steps

Do’s: Confirm next steps (Who does What by When) Explore and address additional needs Thank customer

Non-negotiables:Follow up: Get the necessary information to follow

up (email and phone number at a minimum) – then follow up

After the call ask yourself:Did I sound credible?Would I have bought from me?

What is non-negotiable?• Be assumptive• Get personal• Guide the process• Empathize• Drive urgency• Connect to emotional needs• Position Sylvan against the competition• Ask for the sale• Confidently discuss price• Follow up

What do I do next?• Listen to your calls• Coach your staff• Hold regular meetings to review calls using the

Inquiry Quality Check Form• Ask these two questions:– Did I sound credible?– Would I have bought from me?

• Follow the 6 Day Inquiry Management Process

Discussion

What’s in it for me?

Inquiries I:E LOS Avg. Earned

Hrly Rate

Tuition Revenue

Actuals 316 34% 51 $46 $252,054

ScenariosInquiries 316 34% 51 $46 $252,054

$0

I:E 316 44% 51 $46 $326,188$74,134

LOS 316 34% 51 $46 $252,054$0

Hrly Rate 316 34% 51 $46 $252,054$0

Operational Opportunities 316 44% 51 $46 $326,188$74,134

$74,134New Revenue Opportunity =

Enroll Operations: Quick Business Development Grid