[Part 4 of the Counselor Training Blog Series provides you with valuable information to help you communicate more effectively with prospective students.]
If you have been following our Counselor Training Series, you have been introduced to a four-step communication model that is simple, effective and proven to increase recruitment success. In previous posts, you have learned about skillful PROBING and SUPPORTING to uncover key factors that will be important in the student’s college selection decision.
You are ready to address the next step of the communication model: DEALING WITH CONCERNS AND OBJECTIONS.
When a prospective student or parent communicates a concern or objection about your college, it’s a good thing. Really.
When a concern or objection is revealed, you can deal with it. If they don’t share their concerns, they’ll never enroll and you’ll never know why.
There are several great ways to cope with objections and concerns. But the first thing you have to do is to determine whether they exist.
The easiest way to do this is simply to ask.
Ask the student whether they have any concerns or questions that would prevent them from attending your school.
If they acknowledge that concerns exist, you have to isolate each one and respond to it.
Questions, concerns, objections and indifference almost always arise during the college shopping process. And they vary widely.
We train admission counselors in a variety of effective methods to manage each type. One of our favorite techniques is called the “Feel, Felt, Found” method of responding to a student’s concern.
Let’s say your conversation has gone well with a prospective student and they tell you that your college is a top-three choice.
To probe for any potential issues you ask, “Is there anything that might hold you back from coming to our school?”
The student replies, “I come from a small high school where everybody knows each other and your campus is SO big. I’m afraid I’ll get lost in all these people.”
With “Feel, Felt, Found” you can reassure them by saying, “I understand how you feel. I’ve talked to a lot of students from small towns who felt the same way you do …
… In fact, Ashley, who interns in our admissions office, felt that same way before she enrolled here …
… But after coming, she found out how easy it is to meet people and form close friendships with students who have similar interests. I’m sure that will happen for you too.”
“Feel, Felt, Found” helps to dissolve a concern or objection by confirming that others had similar concerns that turned out to be unfounded. Often, it’s all you need to get past an issue that, if not resolved, would be a deal-breaker.
The model of communication and its four elements is a simple approach to having great, productive conversations that benefit both you and the student. The goal is to best serve the student by truly understanding what he or she needs and wants. Ultimately, that will make both you and the student more successful.
Continue the Conversation on Twitter @LongmireCo. Click here for more information on Longmire and Company’s Interactive Counselor Training Program.
[In the next installment of the Counselor Training Series we’ll discuss the critically-important fourth step in the communication model: CLOSING. Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.]
Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative approach to helping colleges and universities meet their enrollment goals.
