by Jeremy Tiers, Director of Admissions Services
As a college admissions recruiter you’re tasked with managing one or more recruiting territories. To be an effective, consistent recruiter who gets more “yes’s” than “no’s” from his or her prospects, you must be able to plan and execute both on and off-campus recruiting presentations.
“Presentation” might not be the appropriate word actually. I say that because you don’t give recruiting presentations to prospective students and parents the same way that a business/sales professional might to a prospective client. If any of you are currently doing it that way, stop right now. There are fundamental differences in what you want to do as an admissions counselor who’s trying to connect with today’s teenager.
Having said all of that, “presentation” is the best word that I could come up with because it really brings together all the elements of the process that you use to recruit a prospective student. We’re not just talking about the opportunities you have to go into a prospect’s school and talk to them about all the great things your college/university has to offer or speaking briefly with them at a college fair. “Presentations” can include a lot more:
- The letters and emails that you write. That’s part of your presentation.
- The phone calls that you make. That’s part of your presentation.
- Things that are said about your school (and possibly even you) on the world-wide-web. That’s part of your presentation.
- When a prospect comes to visit your campus. That’s a part of your presentation.
You can’t overlook one area of your overall presentation and expect consistent success.
Here are 5 things that I recommend you incorporate as a part of your next recruiting presentation.
- Believe in, and be enthusiastic, about your school. As part of your overall recruiting presentation you must have complete confidence that your institution is the best option for your prospect. This is something I see newer counselors struggle with, specifically when it comes to competing against bigger name colleges for the same students. If you don’t believe that you’re going to win those battles then neither will your recruits. Today’s prospective student is looking for someone who is confident that his or her college offers that “right fit.” If you don’t display enthusiasm about your school don’t expect them to be excited about the idea of spending the next four years there.
- Share stories. The most successful public speakers tell stories to get their points across. Each of you has success stories with past recruits. Sharing those relatable stories with your prospects will make a much greater impact than relying on statistics, rankings and PowerPoint slides.
- Focus on helping your prospects reach their goals. Every single one of your prospects has goals. Are you helping him or her connect the dots, as well as showing them how you and your school will help them achieve those goals? You need to be! Make it your goal to explain how what you do each step of the way during the recruiting process helps your prospect achieve their goals. If you’re not sure what your recruit’s goals are, go ahead and ask them. Always remember it’s about them, not you.
- Ask amazing questions. I want you to come up with one for your first letter, your first email, your first phone call, and for when you first meet. I’m talking about questions that make your prospect stop and really think about the answer before they give it to you. Whenever you’re able to ask a question they haven’t been presented with before, that’s a sign of a great presentation.
- Anticipate objections. In the past I’ve shared strategies for dealing with various objections. Rarely will you not get at least one objection. You know what the common ones are. Once you’ve started cultivating your relationship with your prospect, try putting yourself in their shoes and asking yourself what you might be concerned about. Then, develop your response and be ready to address it at the appropriate time.
These five principles can help you form the basis for a really effective recruiting “presentation,” which will help you make a big impact on this next recruiting class you’re starting to contact.
Do you have questions? Email me directly at firstname.lastname@example.org