Webinar: Enquiries to enrolment - July 2016

2© 2016 STUDYPORTALS & PROVIDENTIAE – Webinar July 2016

Who we are?

Thijs van Vugt› 27 years in international

education› Over 16 years at Tilburg

University› Over 10 years as educational

marketing consultant for iE&D Solutions

› And 5 years as sales manager for StudyPortals

Preben Sperling› 15 years in USA in various

sales positions› 7 years for Laureate

International Universities in Market and Business Development

› And 4 years as independent consultant with Providentiae

© 2016 STUDYPORTALS & PROVIDENTIAE – Webinar July 2016

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Let’s talk about sales


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The importance of selling a service

Tangibility

ServicesGoods

High

Low

Salt

Detergent

Cars

Fast food

Airlines

Education

Consultancy


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Foundations of consultative selling


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Consultative selling› Ask questions to determine wants and needs (travel

agent)› Use the information to determine best fit, i.e.

programme› Present benefits

› It is all about wants and needs to help the student better.

› No “speeds and feeds”, nor selling by telling


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Recruitment & sales roadmap


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Trust› But how?

› Be your friendly self› Let your customer talk› Deliver what you promise› First impression

Trust and Empathy


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Recruitment & sales roadmap


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Listen (!) and pay attention

› You have 2 ears and 1 mouth… use them in that proportion.

Listening


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Active listening

Effective Active

Listening

Visualize

EncourageTalking

Make NoAssumptions

Paraphrase& Repeat

MonitorNon-Verbal

PayAttention


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Speed to contact


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Responsiveness: speed to contact

› Reach out when the subject is most relevant (Speed)

› Introduce yourself, your school and your programs (Contact)

› Set the bar and set expectations› Responsiveness is translated to excellence

High speed can increase conversion 7 times (HBR)


Enquiry Response Time


Tangibles


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How to use speed in the sales cycle?

› There is nothing more urgent than a new lead› Speed is relative and depends on what you

promise› Always seek personal contact (you owe this to

your student)› In person or via a phone call

› E-mail only unless call is not possible!


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The relevance of CRM


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Marketing vs CRMMarketing CRMMarkets Individual clientsRecruit Retain1 to N 1 to 1Short term Long termProduct life cycle Customer life cycleTransactions RelationsMarketing dept All departments


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Data capture & communication› CRM systems allow you to capture and store data

of Prospects, leads, applicants, admitted and enrolled students Alumni Parents Employers Donors Etc.

› In order to communicate with them Faster More personalized More reliable And automated to different audiences

› CRM systems allow you to organize your work more efficiently


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Management information

Lead

s

Cont

act

Appl

icatio

ns o

ut

Appl

icatio

ns in

In c

lass

Adm

itted

Qual

ified


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Persistence pays off› 53% of recruiters never follow up with a prospect› 25% of recruiters make a second contact and

stop› 12% of recruiters make three contacts and stop› Only 10% of recruiters make more than three

contacts

› 2% of decisions are made on the first contact› 3% of decisions are made on the second contact› 5% of decisions are made on the third contact› 10% of decisions are made on the fourth contact› 80% of decisions are made on the fifth to twelfth

contact


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› It’s not cold calling, you’re helping the student

› Speed and contact› Trust and empathy› Active listening and asking the right

questions› Make sure you have a decent CRM system

Take home messages


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Contact infoThijs van Vugt

+31 6 41482449

thijsthoisy

[email protected]

@thoisy

nl.linkedin.com/in/thijsvanvugt/

Preben Sperling

+31 6 5240 3604

paulie_preben

[email protected]

nl.linkedin.com/in/preben-sperling-a088535

All materials copyright © iE&D Solutions & StudyPortals

http://nl.linkedin.com/in/thijsvanvugt/



https://nl.linkedin.com/in/preben-sperling-a088535

https://nl.linkedin.com/in/preben-sperling-a088535

Webinar: Enquiries to enrolment - July 2016

Education

Transcript of Webinar: Enquiries to enrolment - July 2016