Starting out slow is one key to enrollment success

Everyone wants instant results. That's why people check their smart phones 30+ times a day, or drive 10 miles/hour (or more) over the speed limit, or get frustrated when getting a Latte and they have to wait for an extra 4 minutes for the person in front of them to get their custom order. I would say that it's time to slow down. Why? When waiting for a Latte, or driving fast may get you results more quickly, you are also not committing to getting a degree that will take years, and cost tens of thousands of dollars.

So, what can you do? I would propose that there are three basic types of people out there. The first are ready to move forward, They have made the decision to complete their degree, or get an advanced degree and it's all a matter of picking the best school for them! Second, are those that have flirted with the idea of going back to school but haven't decided on committing the time and energy needed to get a degree. This is a harder sell and is filled with people with MANY reasons not to go back to school. Third are those prospects who have NO interest in going back to school. The time, effort and money don't seem to meet their needs.

So, what can you do about group two? My guess is that there are two approaches to this group. The first is to mail them, email them, see if you can give them a reason to go back to school through the long process of beating down their defenses until they block you, or register. The second, and I think the best way, is to offer an incremental step for them to get back to school. Beyond the cost of getting a degree, you will have family, job responsibilities, lifestyle/recreation conflicts. Until most of these are analyzed and resolved, the prospect will have a great deal of difficulty in returning to school.

So, how do we do an incremental prospecting program? Start small, offer a low cost entry level class for them to take so they get used to being on campus. Make it easy for them to return to school, make the credits apply to their ultimate degree and see what happens. Think about this for a minute. You're a retailer looking to attract new customers and you sell $2,000 televisions. Do you push the $2,000 system up front? Maybe you do one time, but the best way is to offer a smaller item first, maybe a $75 pair of ear buds. then the next sale is a $250 clock/radio/alarm. From there you increase the offers to something in the $1,000 range and finally their prospect is ready to buy the $2,000 TV.

The point is, you get them used to the fact of buying, going to school. And over time, up sell them to getting their degree. Instead of them committing to a $40,000 degree program, they are committing to a $1,500 class that can lead to the full degree. Quit thinking about what the institution needs (I know, that's hard to do), but rather, think about what your prospect is thinking and what their needs are.

Start small, one step at a time, and ultimately you will have full classrooms. In the mean time, you will have new students to "sell" on the idea of coming back and completing their degree.

For more information or to visit our website go to www.marketmappingplus.com/education. or write david@marketmappingplus.com.