Many principals complain that customers will be lost in every link of organization promotion, customer consultation, invitation experience and sales talk. At last, it was found that there were few effective customers and the success rate was low. We carefully analyzed the whole process of traditional offline organization operation, and the reasons for disassembly:
First, parents have a high threshold of experience.
Too far; Something has delayed; The weather is bad; It is not urgent to report again in autumn;
Second, the organization has high requirements for landing.
Is the experience class attractive?
Is preaching convincing?
What is the level of sales negotiation?
……
Fast conversion in three or two hours, difficult!
The conversion time of a strange student is only about 2 hours, and there is no single time limit. What is the probability that a customer will visit again after leaving?
In the experience course, only by grasping the pain points of customers and making them trust can we successfully urge customers to sign up for classes.
In view of the disadvantages of offline enrollment, we move these processes online, and form long-term and in-depth communication with parents and students through systematic and step-by-step online teaching services, so as to divide enrollment into parts, solve the problems of high threshold for parents, great challenges for institutions, short contact time for parents, and give institutions a different summer enrollment!
This is what we are going to talk about today.
situation
Practice every day (one class)+lecture every Monday = sign up for class.
Case study of an institution in Suzhou
Practice (a lesson) every day.
By providing attractive course content that meets local teaching needs, we can realize daily high-frequency and efficient interaction with students, and drain it to online experience classes or register for paid courses directly!
The key to doing a daily exercise (class);
1.？ Content theme: Choosing attractive content for the target audience is the key.
For example, Nanjing Foreign Language School is the top middle school in Jiangsu, and it is also the focus of parents' attention. The practical course with the theme of "Practical Practice of Final Thesis in Nanwai University" will arouse their strong interest.
2.？ Explanation form: beautiful, vivid and warm.
General interpretation form
The teacher simply pointed out the mistakes and corrected them, with little explanation; If students want to digest their teachers' words by themselves, parents need to spend a lot of time tutoring, and the effect is not guaranteed.
Bosso's Interpretation Form
Voice/video explanation is more accurate, parents and children learn synchronously, and correct corresponding topics, which is more intuitive!
3. Feedback+interaction, creating a positive group atmosphere, is conducive to transformation.
Some institutions will do it once a day, but they don't pay attention to mobilizing the group atmosphere, resulting in less feedback, which is not conducive to transformation. It is suggested that before the organization forms a systematic community operation in the early stage, parents and students' information can be quickly responded to in the group, and even peer-to-peer private chat can be conducted to make them feel valued and lay a good foundation for the later transformation.
4. Persistence: Insist on doing simple things.
Speak every Monday
Online live classes can be arranged every week in the middle of the week and on weekends. The course content can be experiential courses and open courses designed by institutions, or some synchronous courses combined with local teaching conditions (such as homework explanation of a famous school). ).
Customer case
Online live class will not only play the role of class, it can also do this:
Embedding organizational logo: deepening students' impression and expanding brand promotion
Embedded telephone number, QR code, QQ number and other contact information: guide students to add and complete enrollment transformation.
History lesson of record generation: share the community and spread it many times; Put it in the mall and sell it directly.
divide
Make the cake bigger.
Above, we quoted a case, cut in with a scene and completed the closed-loop enrollment. Next, let's see how to make this closed loop bigger and stronger!
motivation model
Punch reward: you can get the courseware materials of this week's live lesson for free by completing one exercise (one lesson) every day for 5 consecutive days!
Redemption of points: invite a student to join the group to sign up for the experience class and reward 100 points. When the score reaches 150, you can get the micro-course package of oral intensive reading in the same place with the value of 300 yuan!
Marketing tools
Distribution: Teachers can set sharing fees: the amount of fees and the proportion of students, so that students can actively share and promote, help organizations achieve community fission, and quickly realize flow realization.
Grouping: Set the grouping function, so that students can share the courses or homework to more people for purchase if they want to enjoy low prices, and students can become commodity promotion channels, lock in more target customers and needs, and become paid student purchase institutions and teachers' homework correction services.
In addition, there are various tools such as discounts, coupons, internal micro-class punching, and service-oriented enrollment in supporting institutions.