Nowhere does the gap show more plainly than in the campus tour. Surprisingly the gap has not changed significantly over the past one hundred years. In no other industry would handling the sale of a complex product costing from 60,000 to 300,000 dollars be placed in the hands of a hastily trained, low cost student ambassador, sometimes still in school handling an academic workload. This gap will persist for a while among brand name colleges as they wave their selectivity wands over piles of applications. But many schools are moving to close the gap as they realize the disturbing truth; recruiting is selling and students are customers.
Recruiting is Selling – Students are Customers
I am not suggesting that student ambassadors be replaced by professional sales people. However we have sales trained student ambassadors with exceptional results. We have identified seven outstanding practices that consistently generate positive results regardless of the ambassador’s personal style. These practices will help your tour guides, advisors, ambassadors and anyone on your staff who directly contacts students.
By now, we can agree that recruiting is a version of selling, and that recruiters are selling a very expensive product with a two to six year time commitment. Then what we have is a “complicated sale”. In the commercial world, complicated sales are usually handled by the most seasoned members of the sales staff. But for schools, this complicated sale is often delegated to students ambassadors, tour guides, advisors and even professors with no sales training whatsoever. School leadership is wishing and hoping that a successful student will just emanate positive vibrations about the school in order to close recruits. Students and parents are hoping the student ambassador gives them the real “skinny” on the school. Nevertheless, effective selling requires a specific skill set no matter what product or service that is being sold.
Below is a quick outline of the sales principles that relate to recruitment.
Everyone on the Same Brand Flagship – Recruiters, faculty, staff and current students should all be familiar with your recruiting map. In other words they need to know your best prospects (your Crowd), branding promise, difference makers, value proposition, basic messaging, marketing tools, brand icons, school features and benefits, goals and vision. Basic messaging is essential. Everyone should be telling the same cohesive story about the school. Otherwise students hear a variety of differing messages, remember none of them, and become confused. Confusion is the enemy of recruitment.
- Listen, Expand, Confirm – The common approach is to first tell and then sell, asking questions at the end. We prefer to ask questions from the beginning. Identify legitimate WANTS! Avoid telling a student what they need because that feels patronizing to a student. Students know what they need and have processed that need to fit who they are. Listen carefully; ask the student to expand on their point or question; and repeat it back to them in their own words (not your paraphrase) to confirm that you understand them. Answer them but also take note if a want has been revealed in the question.
- Cross-Over: Resistance is Your Friend – Sherod Miller, a communications expert, emphasizes the listening skills above and advises that sales people welcome resistance, because it is a shortcut to where you need the most work. Resistance points to areas that are relevant to the student and needs to be dealt with using Listening, Expand, and Confirm. Dismissing or fighting resistance is usually not constructive. In fact, the best way to meet a student’s resistance is often to surprise them by agreeing with their criticisms. This is a great opportunity for you, on the school’s side, to “cross-over” to the students’ side. You clearly identify yourself as their advocate in the exceedingly difficult journey of selecting the right school and that is exactly where you want to be.
- Salt, Don’t Explain – There is nothing more common than a sales person over-explaining a sale away. Recruiters are often guilty of killing interest through too much explanation. Whenever possible, make a point or answer a question by salting the student’s interest so they are thirsty for more. Suggest opportunities, resources, success stories and leave the deadening details for later.
- Envision – Show them Their Own Greatness – Airport architect, Curt Fentress points out that his first boss, the famous I.M. Pei, would sell his monumental projects “by showing his clients their own greatness in a building”. Helping students envision their own greatness by attending your school is perhaps the most important service you can provide.
- Push it Back, No Manipulation – Manipulative sales techniques such as “classic closes” should not be used. Honesty is best. You are looking for students who fit your school and where they will have the best chance of success. You are not twisting arms. If you are encountering strong resistance, then don’t be afraid to say to the student that your school may not be a good fit for them. Push it back. You are not desperate. There is no risk here. In fact you may find that the resistance was just a defense against salesmanship. When you push it back with honesty, they may start thinking more objectively about your school.
- Take Notes – There is nothing more refreshing or flattering to a prospect than taking notes. Questions, resistance, cogent remarks are very useful to record and discuss with others later. And what could be better for a prospect than if you actually followed up with an answer or more information on a topic in which they showed interest.
- Debrief with Team – Debriefing helps to make recruiting fun. Debriefing is an Air Force technique, where upon landing, everyone on the flight crew meets and breaks down the journey. Everyone is equal, no matter rank or position, and can talk freely about how the flight went and what can be improved. Talk with your cohorts or leadership about your work with students. Improve your branded communication. Talk about obstacles, opportunities, and even funny interactions. Debriefing creates a team climate of constant improvement for your recruitment program.