Agenda

Opening comments and introductions 9:00 a.m. – 9:15 a.m.

The “Why Behind the Buy” – Factors That Influence College Selection 9:15 – 9:45 a.m.

Findings from Longmire and Company national market studies on the value proposition, the excitement factor, relationship building, communication methods and messaging, and hidden influences in college selection.

Understanding Human Behavior in Decision-Making  9:45 - 10:15 a.m.

Review of the “Iceberg Model” as foundational to rich and productive conversations with students and parents. It explains how college selection (behavior) is influenced by underlying attitudes, assumptions and conditioning.

How to Uncover a Student’s True Motivation 10:15 -10:30 a.m.

Understanding external vs. internal motivation and how it plays into a student’s college selection decision. How to uncover and respond to the motivations of prospective students.

Break 10:30 – 10:45 a.m.

Why Your College? 10:45 - 11:30 a.m.

A comprehensive discussion of the attributes and unique value propositions you communicate to prospective students about your college. Are your attributes truly unique? Does the student really see them as being valuable?

Managing Your Work 11:30 - 12:00 p.m.

How to identify what needs to be fixed, changed and improved in your work process to make you more efficient and successful. How to apply entrepreneurial thinking and methods to ensure the successful completion of your short and long-term goals.

Lunch (provided) 12:00 - 1:00 p.m.

Connecting with Students - A Model of Communication 1:00 – 2:45 p.m.

Detailed instruction on four key elements of a highly effective communication model, including:

Probing

How to uncover all of the factors that will influence a student’s college selection decision. How to isolate the factors that will be most influential in a student’s decision. How to effectively use closed-end, open-end, and open-minded questions. How to gain and maintain control of a conversation so you can get the information you need to best serve the student.

Presenting Your Value

After successfully probing, it’s time to present the value of your institution based on what the student perceives as being valuable. You’ll learn how to demonstrate value using third-party general validation, third-party specific validation and storytelling. You’ll learn techniques for confirming that the student understands the value you have presented and the relative weight that value will play into their college selection decision.

Handling Concerns or Objections

Strategies for uncovering and handling student objections or concerns. How to determine if the student has any general or specific concerns about your college. How to isolate possible concerns and objections using specific questioning techniques. How to uncover root causes of concern. Strategies for successfully handling concerns and objections. Re-presenting your value statements and testing for acceptance.

Getting Commitment

Confirmation of accepted benefits. Methods for asking the student to take the next (or final) step in the recruiting process. How to deal with non-commitment.

Break 2:45 – 3:00 p.m.

Role Play 3:00 – 4:30 p.m.

Breakout groups to practice the techniques used in the Model of Communication for probing student needs and preferences, and presenting the value of the institution in perfect alignment with those needs and preferences.

End-of-Day Closing Thoughts and Questions  4:30 p.m.

In case this event is cancelled, Longmire and Company's liability is limited to a refund of the registration fee only.