December 11, 2015
IMPROVE YIELD WITH
RELATIONSHIP SELLING
Dave Black
Vice President, Consulting and Market Research
Paskill Stapleton & Lord
One Roberts Ave. Glenside, PA 19038
413-563-0657
dave@psandl.com
2
Relationship Selling
•
•
•
Tried and true in academic sales - Recruiting
Focus on the student’s needs, interests,
desired outcomes
Not promotional
3
The Softer Side of Admissions Work
• Importance of soft skills
• More about asking than telling
• Requires recruiter reveal themselves
• Supported by CRM/SIS
4
Use Stories To:
Convey
institutional
distinctives
Reinforce a
point
Shares benefits of your
institution’s experience
Create a
common ground
5
Stories Can Set Up the
Desired Action
•
•
•
Get a commitment for next step
Visit, Deposit, Complete app
Validate outcomes information
6
Building a
•
•
•
•
Organic and casual
Reinforcing the brand
Sources include alumni relations, career services and faculty
Need examples of successes and of different situations
7
What Stories Should Be Told
• Know the student and their background
• Ask good questions about interest and goals
• Make it relevant
• Timing is key
• Different stories for different people
• Make your point and move on
8
How to Tell a Story
• Beginning – Middle – End
• Features – Benefits – Proofs
• Focus on 1-2 points
Program
Strongest
FEATURES of
this program
9
BENEFITS to
the student
PROOFS of
the programs
benefits
Work experience
to enhance
employability
90% of Business
Admin grads
were employed
within 9 months
An opportunity
to earn $$
(limited)
Average student
earns $3000 a year
Aware of needs and
demands in
marketplace and
bring this to
classroom
Business team
placed in top 5 in
all competitions
last year
Faculty have
associations with
companies and can
make connections
Employers call the
Dean directly
about graduates
Strengthens your
business management
background
Letter from Wells
Fargo requesting
more graduates
for hire
Broadens your
career options
Class of 2014 find jobs
in finance & banking.
4 started their own
companies
Internships/Co-ops
Business
Administration
Major
Faculty with
professional
experience
Minor in
Accounting
10
Summary
• Make the story relevant and authentic
• Keep to the topic
• Reinforce with references to viewbook
or website
11
Q&A
12
Do your admissions counselors:
Improve Your Yield >>
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Through More Effective and Insightful Sales Management
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Two-Day On-Campus
Admissions Training
Workshop
Topics Covered
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U Academic marketing
U Relationship marketing
U “The Ask”
U Lead management
U Dealing with parents/families
U Knowing your competition
U Articulating value
U Financial planning
U Optimizing campus visits
U Admissions
U Yield programs
U Early registration
U Yield nurturing
U Social media
U Orientation
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Your counselors need these skills if you want to improve your yield.
Any improvement in yield results in tens of thousands of dollars, but it’s not
that easy to do. We know how to train your counselors and give you specific
recommendations on how to improve your yield.
About yield rates:
College and university yield rates are increased one enrollment at a time, and
this puts the burden squarely on your admissions staff. To succeed, they need
to be experts at:
Two-Day On-Campus
Admissions Training
Workshop
This is not just another overview seminar. This Paskill Stapleton
& Lord workshop and consultation focuses on tactics to help
your admissions team increase yield before it’s too late. Whether
members of your staff are new or experienced, we’ll impart handson practical ideas that they can apply to their everyday work with
UÊ Proving the value of an undergraduate education
admitted students. Over two days, we’ll train your admissions
UÊ Starting, fostering, and sustaining relationships with top prospects
officers to become more effective in yield management, and
UÊ Solidifying the interests of admitted students
provide you with recommendations to impact yield in 2015.
UÊ Keeping registered or deposited students committed throughout the summer
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U Observations of the
Schedule your counselors for
Yield Boot Camp and give them
the expertise they need to
become effective recruiters
and implement practical steps
to improve yield in 2015.
recruitment team
U Strengths and weaknesses in
the current yield strategy
U Practical recommendations on
what can be done to impact yield
CONTACT JANET :
janet@psandl.com |
PHONE :
412.904.3133 | Ê ÜÜÜ°«Ã>˜`°Vœ“
CALL US
412.904.3133
GET THE BROCHURE
www.psandl.com/ybc
Thank You
Paskill Stapleton & Lord
Contact Janet Sieff at 412-904-3133
or janet@psandl.com
www.psandl.com