I have found through my own experience and via the experience of seasoned successful admissions reps that genuine caring,  offering exceptional customer service, respect and a true listening ear have led to building strong ongoing relationships with students who have enrolled, thereby leading to many referrals.  Maybe going back to the old "mom and pop" business owner mentality of truly putting the customer first and caring about them is the first step in adjusting?  Instead of just trying to hit the numbers to meet the goals, truly be there to help the prospective student find the right program for them.  This comes across and builds trust. 

Sounds like you're on the right track, Iman.  It also may come very naturally to some and yet others will struggle.  My prediction is we actually will see a shift in the profile of a successful admissions rep moving forward.  What do you think?

From what I have seen from admissions reps is that they try to apply just standard sales techniques to the idea of enticing students.  Getting to understand the mind of the student and their parent is essential.

Great point, Bonnie.  So is it the incorrect application of standard sales techniques or is it that admission reps need something in addition to sales skills?

I don't think its all in the "standard sales techniques" some of those skills are resourceful and very useful. However i do believe admissions reps need something in addition to the traditional sales skills. I have worked in environments where reps had to stick straight to the sales script. And i have also been in environments where reps had the liberty to build rapport with students in a way that work best for the prospect. But in the liberated environment, I saw great relationships being built with students, but authorities continued to push for unrealistic goals and coaches and trainers on the campus level felt the pressure to enroll at all cost to make it happen. That culture then trickled down to the reps and then everyone was back at square one with the hardcore "sales attitudes." In my opinion i think admissions reps want to step outside of the box but superiors are not giving them the tools to do so. Higher executives are so concerned with the bottom line that they have become afraid to step out of their comfort zone. I have never seen a company be successful with practicing the same business techniques day in and day out without making minor changes for the benefit of their customers. I'm not sure what makes this INDUSTRY think it's exempt. In the past few weeks i have seen an increasing amount of frustration from admissions reps....wanting to do what right for the student but seeming to not be able to focus on that goal because of the distraction of superiors barking about numbers. Career colleges have to make an adjustment, because their students already have. Career colleges please don't keep blaming your down falls on your reps. Implement better development tools to manage the talent you have on your teams.

current profile: degree in marketing with LOTS of sales experience

future profile: degree in communications minor in marketing superb customer service skills

The current generation of admissions reps today do not "sell", cannot sell and have convinced themselves they are not salesmen. Attitudes like this lead to frustration and ineffectiveness from the admissions reps. The ability to get someone out of their comfort zone (displeasure with their current status), and stand firm in telling the future student what they "don't" want to hear, instead of trying to please them with options that are unrealistic is basic to a true sale. Trying to circumvent policies and procedures with prospects will only give them unrealistic expectations and eventually they will become dissatisfied and leave, resorting back to their comfort zone of misery. So, who did we really help now?
It happens all the time when a rep is incapable of selling. Then the pressures from higher up start to consume the rep and they feel overwhelmed with the numbers game. A vicious cycle that can only be stopped with good coaching, mentoring and teaching a rep that attitudes, enthusiasm and having a geniune caring spirit to what is right and "lead" that prospect to make a positive choice to improve their situation. it is never about the rep, it is always about the prospect outcomes. Get over yourself and become a true servant to your prospects needs and wants. You'll feel better, gain more confidence and have a better sales career.

Very interesting insights!  So it sounds like there is agreement that "sales approaches" of old are no longer as useful as they may have been in the past.  Some elements are still useful however such as discovery to help the prospective student understand their situation and options.  

Jerry you speak a lot about attitude.  Definitely a KEY ingredient.  What are thoughts on how to "teach attitude"?  Is it possible?

Developing positive attitudes starts within the culture of the organization, the people who are connected to each other from the front receptionist to the President. Everyone brings to the environment a form of themselves and it reaches across and touches everyone on how they feel for that moment. Teaching good positive skill sets to each person in their position so they have the abilities needed to successfully perform their roles. This develops confidence in ones role. When someone is repected for thier mastery of those skills and serves others in their role it gains momentum and leads to a culture that is focused on outcomes. Working together builds positive relationships that support each persons position, role and how they feel about themselves. Poor attitudes is usually a representation of leadership around you and the person on the receiving end of this will develop poor attitudes and only focus on what is being told to them, positive or negative. So I believe teaching attitudes is a human touch in the workplace that reaches beyond boundaries or positions and is critical to everyones success. What are you focused on today? A positive outcome, no matter how big or small will change your life. Everyone chooses, everyone makes a choice on how today will go, you have the power over your choices, or someone else will.