Posts Tagged ‘higher education value’

Prospective Students Describe Counselor Traits that Create Relationships

May 11th, 2016

“Our college is investing so much in CRM automation and social media that I sometimes wonder if my role as an admission counselor is becoming less important,” Joseph said to me during a break at a recent conference. “What’s your opinion?” he asked.

I told Joseph that more important than my opinion is that of the more than 12,000 prospective students that recently shared their thoughts with us. They were very clear on the importance of the admission counselor in the college selection process. They even weighed in on the effectiveness of social media marketing. Moreover, they were very specific about what traits and attributes make an admission counselor most effective.

We will soon be releasing a comprehensive report of the findings from our most recent co-sponsored study, “The Relationship Dynamic,” with more than 40 private and public colleges and universities joining forces to explore how prospective students form a relationship with a college, and why it matters in a college’s ability to grow and control enrollment. If you would like a copy of the full public report as soon as it is released, you can CLICK HERE to place your name on the distribution list.

How influential is the relationship building process? Very!

Over 80% of students say that the relationship they formed with their chosen college was influential in their decision to enroll. Nearly half of this group says it was “significant” in their decision. When asked to rate the strength of the relationship they formed with their chosen college (on a 10 high scale) leading up to their final decision 45% rated it 8 or higher.

Students often remember with specificity the circumstances and interactions related to the moment they felt they had formed a relationship with their chosen college. “The first time I met my admissions counselor,” one student said. Another said, “There was a part of the campus tour when we played games as a group and I felt like I was part of a family.” Yet another said, “I began receiving e-mails that were directed to my interests and not just in general for all students being accepted.”

Students were asked to identify and quantify the relative influence of specific interactions on their relationship with the college they selected. Across the board, social media scored in the neutral range whereas interaction with admission counselors ranged much higher, demonstrating a far greater influence on enrollment.

What qualities do top-notch admission counselors have that lead prospective students to bond with a college?

They are knowledgeable and responsive. They know the answers to every question about their school, campus, costs, loans, scholarships, etc… And, if they are asked a question that they don’t have an answer for, they promise to find out fast.
They demonstrate a sincere interest in the student. They get to know the prospective student as an individual and understand his or her particular needs, preferences and motivations.
They connect the student to people, places and activities that will create excitement about the college. Because they have mastered #2, they know just who those people, places and activities should be.
They make sure to let the students know that the college is interested in them. They stay in touch and are responsive.

We all know that a student’s college selection is tied closely to the strength of the relationship they build with a college over time. And we know that creating relationships is a multifaceted, nuanced and crucial part of student recruitment. What Joseph, and all admission counselors must know is this: Your role is crucial. You are a powerful motivator when you use all of the tools available to you.

We help colleges and universities with their recruiting efforts every day. If we can help you, please let me know. If you’ve thought about helping your staff with professional development, now is the ideal time to train and motivate your staff. Email or call me if you are interested in how we can help. Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company and the tools we have to offer, click here. We will be sharing more key insights from this study so be sure to subscribe to Versions of Conversion today so you can stay up-to-date.

We recently launched a series of free video training tutorials on our website and YouTube channel aimed at making your counselors even better at their jobs. On our website you’ll find an ever growing list of admission counselor tutorials. Subscribe to our YouTube channel for more tutorials, powerful data from national co-sponsored studies and interviews with some of your peers.

Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative and dynamic approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at rmontgomery@longmire-co.com.

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Posted in Behavior, Closing the Sale, Conversion and Yield, Counselor Training, Organizational development, Research, Worthwhile Reading, Your Value Proposition

Tags: admission counselor training admissions counselors admissions customer service admissions success brand management college college admissions college branding college enrollment college presidents college recruiting college recruitment college yield EMChat enrollment management finding the right college fit higher education marketing higher education value longmire longmire and company Longmire and Company study value proposition yield enhancement

Actionable Data to Increase Yield NOW!

April 18th, 2016

No matter what you call it, Yield Season, Crunch Time or The Finish Line, it’s NOW. Take a deep breath and keep on reading. We have new actionable information that will guide you toward greater success in the days and weeks ahead.

Our new research reveals that a student’s college selection is tied closely to the strength of the relationship they build with a college over time. Contributing to the overall relationship are interactions a prospective student has with current students, professors, admission counselors, and even people in points across campus and beyond that are unknown to the admission office.

The more than 12,000 college-bound students nationwide who participated in our most recent co-sponsored study, The Relationship Dynamic, offer insights on what will, and will not, lead them to selecting your college. Study results will be released next month but we are sharing some key findings with you today.

When is the bond with a college sealed?

Over 70% of students told us that the relationship they built with their college of choice had a major influence on their enrollment decision. For the purpose of this study, we defined “relationship” as the student’s emotional connection to, affinity with, or excitement about attending.

In the graph on the right, you will note that more prospective students identify April as the month they bonded with a college. In a previous study, The Excitement Factor, we asked students to tell us the month they made their final college selection decision. That chart looks exactly like the one on the right. Their final decision is in perfect alignment with the realization of a relationship. Clearly, when a student feels their connection with a college, they are quick to claim it as their own.

Another interesting thing about this chart: about 20% of students will develop a bond with their chosen college after May. That suggests how much potential there is to connect with students and win their enrollment during the summer. It also suggests that the lack of a relationship may foreshadow melt.

Now is the time to ask each and every student in your pool this crucial question: “At this point, how strong a bond do you feel with us?”

If you get the answer you want, terrific. But, if not, follow-up with questions that will help you better understand the student and lead to a successful conclusion for both the student and your college:

“Do you feel you’ve developed a relationship with any college?”
“What about that school is exciting to you?”
“What can I show you here that you really want to see?”
“Who can I introduce you to that will tell you what it’s like to attend here?”

Yes, these are very direct questions. Counselors often hold themselves back from asking penetrating questions because they’re concerned that students will perceive them as being intrusive. That’s unfortunate. For both the counselor and the student.

Admissions counselors who employ the direct approach tell us that they are often surprised by the depth of the answers they get when they specifically ask about a student’s level of excitement and the bonds they have with one or more colleges.

Not only do they get a real-time assessment of what the student is feeling, but they frequently uncover the ONE THING that will turn an admitted prospect into an enrolled student. It’s simple, effective and a WIN-WIN for all.

Now is the time to present your college’s value in a way that has meaning to the individual student you are addressing.

If you have been creating a relationship with the prospective student, you already know a great deal about his or her specific interests, goals and personality traits. In truth, at this point in the cycle you may only be half way to understanding what is going to drive the student to select you.

You still need to know how their feelings and emotions are going to influence their college selection. The only way to do that is by having a conversation in which you can ask questions that will reveal what is important to them emotionally.

Try this: The next time you’re talking to a prospective student, ask this simple question, “On a 10-high scale, what’s your excitement level about coming to our school?” Give them permission to be honest by telling them that they won’t hurt your feelings. If you get an answer that’s anything less than a 10, follow up with the sincere and honest question, “What would get you to a 10?” Listen to what they say. Listen for how you can help them.

We help colleges and universities with their recruiting efforts every day, especially now during yield season. If we can help you, please let me know. If you’ve thought about helping your staff with professional development, now is the ideal time to train and motivate your staff. Email or call me if you are interested in how we can help. Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company and the tools we have to offer, click here. Be sure to subscribe to Versions of Conversion today so you can stay up-to-date.

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Posted in Campus Visits, Closing the Sale, Conversion and Yield, Counselor Training, Research, Your Value Proposition

Tags: admission counselor training admissions admissions counselors admissions customer service admissions success brand management college college admissions college branding college costs college enrollment college presidents college recruiting college recruitment college yield EMChat enrollment enrollment management finding the right college fit higher ed higher ed marketing higher education marketing higher education strategies higher education value longmire longmire and company Longmire and Company study value proposition yield yield enhancement

Align Your Value With Student Needs [Video]

March 15th, 2016

We recently launched a series of free video training tutorials on our website and YouTube channel aimed at making your counselors even better at their jobs. On our website you’ll find an ever growing list of admission counselor tutorials. Subscribe to our YouTube channel for more tutorials, powerful data from national co-sponsored studies and interviews with some of your peers.

Every college admission counselor in the country talks about their college’s value proposition. That’s a given. We all know how important it is to present your college’s unique attributes to prospective students. The question is this: Are you presenting those distinctive characteristics in a way that has impact?

In you are using our four-step communication model, (review here) you have gathered all of the information you need to fully understand the needs, preferences and motivations of the prospective student.

Now it’s time to present the value of your institution. It’s time for you to demonstrate how you can deliver what the student wants.

That is why the supporting phase is a critical part of the communications model. Supporting helps the student understand how you can meet their needs and give them exactly what they want.

How do you do it? You acknowledge what they’ve said to you, confirm that your understanding is correct, and then present the specific ways in which your institution can provide what they want and need.

When do you begin the supporting phase of your conversation? After probing, when the student has expressed their needs, you fully understand those needs, and you know that your institution can meet them.

There are many ways to support. However, there are two methods that are simple to implement and highly effective: Third-party validation and telling stories.

Third-Party Validation

Third-party validation involves supporting your promise of value by referencing something or someone the student can relate to and trust.

Using third-party validation as a communications tool has been around for decades, it may even qualify as the original “social media” tool. As the counselor, you are supporting your promise of value by referencing a trusted expert that the student can relate to and trust. In this case, the “trusted expert” is one or more of your current students who previously grappled with the same concerns or desired the same attributes in a college.

Here is a real-world example shared by a counselor (David) in one of our recent Interactive Training Workshops. David knew that Ashley, a prospective student from a small high school, was very interested in receiving a high-level of personal attention. He knows that his school can deliver on that promise, but he knows that simply promising it forces Ashley to take his word for it.

Instead, he adds third-party validation to give strength and credibility to his promise. He turns the abstract into something real and relatable.

David said, “I understand your need for personal attention. Let me introduce you to Carey. She is a junior and an intern in the office here. She was concerned with the same thing before she enrolled. She found that help and support was abundant on this campus and now says it is one of our strongest attributes.”

Storytelling

Storytelling also serves as a persuasive method of supporting your claims of value. It not only engages the prospective student, it also personalizes what you are telling them. It makes it real and believable. dreamstimestorytelling

There is scientific research that supports the power of storytelling. Leo Widrich, COO and co-founder of Buffer, does a great job of explaining the science in layman’s terms. “If we listen to a PowerPoint presentation with boring bullet points, a certain part in the brain gets activated…Overall, it hits our language processing parts in the brain, where we decode words into meaning. And that’s it, nothing else happens, describes Widrich.“When we are being told a story, things change dramatically. Not only are the language processing parts in our brain activated, but any other area in our brain that we would use when experiencing the events of the story are too.”

I’m sure your college has hundreds, if not thousands, of compelling stories that paint a picture of the great and memorable experiences with you students have had with you.

Record and categorize these stories so that they can be easily shared at the right time, in the right situation, and with the right student. Many of the colleges we work with actually keep a database, sorted by topic, of these narratives and some have even hosted interdepartmental competitions to find the best student success stories.

Most importantly, supporting is the phase of your conversation where a student’s interest either gets stronger or weaker. It’s a pivotal point and you need to employ the proper techniques to get it right.

If you’ve thought about helping your staff with professional development, now is the ideal time to train and motivate your staff. Email or call me if you are interested in how we can help. Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company and the tools we have to offer, click here. Be sure to subscribe to Versions of Conversion today so you can stay up-to-date.

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Posted in Behavior, Closing the Sale, Conversion and Yield, Counselor Training, Worthwhile Reading, Your Value Proposition

Tags: admission counselor training admissions success college admissions college branding college enrollment college recruiting college recruitment college yield customer service training enrollment management higher ed marketing higher education strategies higher education value longmire and company staff training value proposition yield yield enhancement

Yield Nightmare 1 – Your Prospective Students Are Committed To Another College

January 12th, 2016

When does yield season really begin? Sooner than you may think. Much sooner.

In a recent study of nearly 12,000 prospective students across the country, we asked, “When did you make your emotional commitment to the college of your choice?”

As you can see on the graph below, nearly one-third of students make their final college selection decision before the end of March, and by the end of April that percentage rises to 57%. By May, 80% of students have made their final choice.

No doubt about it, students are making their college decisions NOW. And that puts more pressure on your admission team to cement the relationships you’re building with prospective students.

Recently an admission counselor confided to me that she has regular nightmares that the students she is recruiting have already made an “emotional commitment” to another school but haven’t shared that fact with her. “There have been students that I was sure were going to enroll with us that surprised me. When that happens, I feel like I have failed the student and the university,” she said. “This is the fear that keeps me up at night. What can I do?”

I told her exactly what I will tell you: There are actions that you can take today that will improve yield, and may even help you get a good night’s sleep.

Understand the student’s motivation.

You might be surprised to find that our research uncovered that nearly 40% of students make their ultimate choice based more on their excitement about the college than facts about the school.

What’s more, only 30% of prospective students consider cost the overriding factor in their college selection decision. So it’s likely that 70% of your pool will not be exclusively waiting to hear about your financial aid package before deciding which school is right for them. They may play the “other school is offering us more money” game to try to get more from you but, believe me, if you’ve gotten them excited they’ll ultimately come to you.

Demonstrate a genuine interest in the individual student.

We asked college-bound students if the colleges they were considering had taken a personal interest in them at any point in the recruiting process. The response was shocking. Two-thirds said “No” or “Don’t Remember” and in our view “Don’t remember” is the same as “No!”

You may have heard the saying that “someone may forget what you said and forget what you did, but they will never forget how you made them feel.” Showing a personal interest in each student makes them feel good about the college and it has a strong positive correlation to yield.

Smaller colleges may have an advantage in that they can more easily establish a one-to-one connection with a prospective student but that doesn’t mean that large colleges that recruit thousands of students cannot also give prospective students the sense that the institution cares about them as an individual. This is typically done by providing great customer service so that students can easily get what they need, when they need it, from people who seem delighted to provide it to them. This commitment and practice has a measurable impact on yield.

Be sure to ask this one KEY question.

We have found that the most successful admission counselors build relationships with their students and gain valuable personal insight about each and every one of them. They know whether or not cost is the most critical factor and what attributes of their college will excite the student.

With that knowledge in hand, they nurture a relationship with the student that best serves the needs of the individual. They stay in touch, ask questions and have meaningful conversations throughout the entire admissions process. And, they don’t get unpleasantly surprised when the student tells them he or she has opted for another college.

But, what if one of your prospective students has formed an emotional connection to another college long before you have firmed up any details with them? How can you know that? What can you do?

At various points throughout the recruiting cycle, most colleges will ask the question, “Are you still interested in us?” The real question colleges should ask is, “At this point, has any college captured your emotional commitment?”

If the answer is “yes,” don’t be discouraged. You have just been given a golden opportunity. Use your probing and supporting skills to present your college’s value proposition in a truly meaningful way. You are very likely to change some minds.

Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company’s Yield Enhancement tool click here. [Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.]