First, grasp the students' hearts.
When a couple took their children to a toy store or grocery store, we found that the salesman's focus was not on parents, but on children. They know that whether children like it or not directly affects parents' decisions.
The enrollment work is very similar. Parents choose schools with their students. Whether students like and accept this school is very important to parents. Modern parents are generally willing to respect students' opinions.
Although students like it, parents may not like it, but what is certain is that if students don't like it, parents will definitely not choose your school. Therefore, when doing enrollment consultation or showing parents around the school, how to grasp the students' hearts skillfully requires the enrollment staff to use their brains.
There is a secondary vocational school in Nanjing, which requires students to remember their names, birthdays and hobbies at first sight. Praise students more and communicate with them more.
Make up lessons for students free of charge, such as organizing students to carry out activities together during holidays. Many people kiss babies to feed them. Grasping students' hearts, the emphasis here is ingenuity and art, being sincere, not vulgar, and not blindly pleasing students, otherwise it will be self-defeating.
Second, clever use of parents' herd mentality.
People will have herd mentality when buying goods or services. Where people are popular, people like to go there. Although there is some blind consumption here, most people think that good things always attract more people. It's either cheap or popular. In short, there are reasons to buy it.
When enrolling students, we should also make clever use of parents' herd mentality. For example, when some admissions officers ask parents to consult and register, they provide parents with a list of parents who consult and register, so that parents can have herd mentality.
There is a secondary vocational school in Beijing. In order to improve the enrollment rate and payment rate, they organized parents' enrollment consultation activities on Saturday and Sunday during the enrollment period, and the enrollment staff of each enrollment point also showed their parents around the school accordingly.
Therefore, the school is very popular. Therefore, many hesitant parents can make a decision quickly.
3. Language hints in marketing
There is a classic case in the business world: there is a small shop selling breakfast. Every time the waiter asks the guest about the demand for tea eggs, he always habitually asks, Sir, do you need tea eggs? Some people need it, some people refuse it.
Then someone made a move. When the waiter asked the guest about his needs, he asked in another way: Sir, do you need one tea egg or two tea eggs? As a result, most of the guests chose one or two tea eggs, and the sales of tea eggs increased greatly. A seemingly simple sentence, but there are many articles in it.
The second way of asking questions is actually to give guests a hint that they will definitely accept this kind of service or commodity, and just choose between different service methods or commodity quantities.
Enrollment is the most important work in the marketing of secondary vocational schools, and every link needs careful carving, and the careful design of enrollment language is even more essential. When the school enrolls students, it emphasizes that the enrollment teachers should skillfully use the language suggestion principles mentioned above, such as:
I hope that when parents register, they will say, "I will help your child register, or will you go directly to the school to register?" .
I hope that when parents visit the school, they will say: Will you come to school on Saturday or Sunday? Or: Do you drive to visit the school by yourself or come with our car?
When you want your parents to pay, ask: Do you choose payment method A or payment method B? Through this way of changing language communication, unexpected results have been achieved in the enrollment work.
Fourth, spend money to do things, willing to invest money.
Finding the right information distribution channel, whether selling goods or promoting services, is one of the key links for businesses: how to let others know about you and the services or goods you provide, so as to attract potential customers.
This is what businesses need to consider. When it comes to information release, many people think of advertisements in various media. This is the most common method, but if it is not carefully considered, it is likely that it will not achieve the expected effect even if it costs money.
In the process of enrollment, secondary vocational schools are also faced with the problem of how to release information effectively. No matter whether the school enrolls students locally or in other places, how to let the society and potential customers know the enrollment information as soon as possible is a problem that must be solved as soon as possible.
When a secondary vocational school in Nanjing enrolled students in Taizhou, it adopted the way of releasing information through multiple channels, and achieved good results, which is worth learning.
As soon as the school's enrollment teacher arrives in Taizhou, he hangs enrollment banners on some major commercial streets in Taizhou to tell everyone the simplest message, and welcomes outstanding students from Taizhou to apply for schools in Nanjing (the advantages of this information release method are: high speed and low price; Disadvantages are: less information and small scope).
The second step is to advertise in the local evening paper. Through the investigation of parents and local residents in Taizhou, it is found that the local party newspaper has a large circulation, but people like to read the local evening paper best. Soon, they made a banner advertisement in the evening paper and released the relevant information of the school (advantages: large amount of information, wide range and strong credibility; Disadvantages: high price and poor pertinence).
The third step is to send business letters to private enterprises and individual industrial and commercial households in Taizhou through the service organization of the post office (advantages: large amount of information, strong pertinence and low price; Disadvantages: weak credibility).
The fourth step is to consult some high-end residential areas and high-end consumer places regularly (advantages: strong pertinence; Disadvantages: heavy workload). Through this series of measures, the number of enrollment consultations in Taizhou surged, and the enrollment work in that year also achieved good results.
It is reported that in the release of enrollment information in secondary vocational schools, analysts put forward the following suggestions: before the release of information, we should make overall planning and consider various factors such as cost, feasibility and rationality.
To investigate the media of information release, media release should take into account the pertinence of specific groups; On the premise of cost control, we should make comprehensive use of various information distribution channels.
5. Don't refuse your parents.
There is a golden rule in shopping malls: first, customers are always right; Second, if the customer is incorrect, please refer to the first one.
It means that in marketing, salespeople should not easily deny customers' opinions or opinions, listen to customers' opinions or suggestions with an open mind, and then gradually guide customers to recognize the goods or services they sell, so as to achieve the purpose of marketing. People who doubt commodities are usually people who buy commodities, which is a common phenomenon in marketing.
In the enrollment work of secondary vocational schools, we often encounter such a situation. When the enrollment teacher introduces the school situation or school-running characteristics to parents, individual parents always ask questions with a critical eye, some directly oppose you, and some will put forward some unrealistic or even contrary requirements.
For example, some parents think that your tuition is too expensive compared with other secondary vocational schools and ask for more favorable fees; Some parents, because students are too spoiled, ask the school to assign special life teachers to students, and parents pay for them. Some parents ask the school to take students to KFC once a week.
At this point, how to deal with the admissions teacher, directly opposed to parents, it is easy to have disputes with parents, forming a wall of communication. Even if the argument prevails, parents will not choose your school.
If there is no dispute, parents' words are obviously wrong, and some requirements are even more harsh and unreasonable, which is obviously difficult to achieve. In this case, the expert's advice is: first of all, don't rush to deny parents' words, but affirm some positive factors in parents' thoughts.
Then through talking with parents, we can understand the advantages and disadvantages of students and the purpose of parents sending students to school, and help parents analyze the problems existing in family education.
Finally, gradually introduce it into the educational concept advocated by the school, control the initiative of conversation, and gradually establish the role orientation of educational authority in the hearts of parents.