Effectively Managing Change in this Environment
It appears the career college sector is ready to change in a variety of ways - in fact...there is no choice. Many have seen the former models of admissions training and "selling" to be less effective anyway. So what's holding people back? It's the fear of change.
We find some would prefer to stick with tried and true methods (albeit much reduced effectiveness) since they are at least predictable. Trying something new means letting go of long held beliefs - and that is a challenge. It will be nearly impossible to change the behaviors that are necessary unless we can focus on changing beliefs first.
So, let's start with this question: How will you know when it's time to try something new?
Did you ever wonder where the training methods used in admissions came from? How about the methods you are currently using at your school?
We do self training and online training. I have been trained at a couple of different schools. Usually the training is a combination of traditional sales training such as overcoming objections, trial closing, asking open ended questions to gather information, product matching, with these concepts combined with necessary corporate and government regulatory training.
What I have been told by my employers is that the methods they use have been implemented successfully for a number of years, and this is why they are the chosen methods. (my work has been mostly with schools in start up where the "front end" in Admissons is mission ciritcal). I have also seen some of the methods and practices change as retention becomes increasingly important (also coincidentally as the campus "matures."). For example, we have a lot more information that we are now required to disclose, and it has lengthened the Admissions Process, in my experience.
We also believe that change and new thinking are essential for the career school sector to continue to establish itself in postsecondary education. That's why many career schools are developing a new look in their Alumni Communities. Alumni are endorsements to their career school experiences and bring new enrollments through referral.
Great angle, Susan! As a graduate of a medical assisting diploma program myself, I often wonder what value that could bring to an organization. I would think it adds a lot of credibility. I'm curious what others have found in terms of using alumni stories.
I was just wondering.....when did testimonials from alumni dissappear from an admissions toolbox? If colleges stopped using or got away from it, then yes they need to relook at why. Referrals and testimonials are the foundation to success.
I personally feel that soft skills, are the key to a successful telephone inquiry that turns into a sit. The caller judges your genuiness regarding their concerns. Do you make them feel like a number, and talk over them and set an appointment based on quickly getting them off the phone; but, their on your calendar and they don't show up. Why? You didn't listen to them and where they are in life, they told you, even if it was subtle. What I've seen from various schools is the rush to get the prospective candidate in and they feel like a number. There was no rapport built from the beginning, that is what I would call "A LOST OPPORTUNITY". Value is very important in every aspect of our lives, not reading a script to talk to people, they can't and won't relate to that, it's too impersonal. It's has a cold feel to it. It's not warm and fuzzy. We are not robots that's program to say the same thing when it's not relevant to that individuals situation or where they are in life. We are human beings filled with emotions of love and fear, that's looking for human direction. Understanding rules, regulations, compliances are absolutely essential but we must also include personality and a keen ear for listening. Sometimes we over-talk the situation and fail to close "MISSED OPPORTUNITY" (AGAIN),
Brenda, Director of Admissions
