“Selling” Catholic Schools: The Family Approach November 17, 2015
Agenda • Opening Thoughts – Running Schools • The Experience “Sale” • The Family Approach • Connections in all you do
What Does It Take? • What does it take to run a school today? • What consumes your time in your elementary school? • Can you determine the amount of time you spend on these issues/items? • What are things that most concern you, that require the greatest attention?
What It Takes!. . . a teacher's teacher, a CEO, a financial planner, a personnel evaluator, a family counselor, a child psychologist, a crisis manager, a curriculum designer, a plant supervisor, and a pastor as well. But if you’re going to have a successful school in today’s world, you must be an effective, and enthusiastic marketer, too…In fact, your marketing duties must always be near the top of the list. - NAIS
The Experience Sale
The Experience Sale
The Family Approach “Schools (businesses) should talk less about themselves and instead focus on the benefits to its families (customers). Potential families (prospects) don’t care about how special you think you are. They care about how much you can do for them, how much you care about them. ” Harry Beckwith, Selling the Invisible
Vision and Mission Walk in Collect Basic Information Phone call Tour Enrollment Introductions More questions Leave with materials Follow-up call
The Family Approach • It’s about Life skills, not sales skills – Focus on the family, your customer • It’s connecting the family to the school and faith community – Mission Driven
The Golden Rule of the Family Approach The customer controls the content, you control the process.
The Family Approach Introduction Phase Question & Dialogue Phase Connection Phase Commitment Phase 11
Introduction Phase • Get to know each other • Develop a common ground • Help them relax • Set timeline and outline the meeting
The Family Approach Introduction Phase Question & Dialogue Phase Connection Phase Commitment Phase 13
Question and Dialogue Phase Ask Questions to Find Family Needs • Open Ended/Close Ended • Branching Questions • Double Click Questions • Content-less Questions Listen for their Needs • Remove Barriers • Don’t problem solve
Question and Dialogue Phase - Exercise and Mission • What are the key questions to ask? • Remember, you are trying to find the family’s needs • Listening to needs – removing barriers
The Family Approach Introduction Phase Question & Dialogue Phase Connection Phase Commitment Phase 16
Connection Phase – Mission context • Summarize what you heard – “Playback” • Use the parents words, not yours • Mission, Features and Benefits • Connect Solution to the Need
Connection Phase - Exercise Features and Benefits • List all features of your School • List all benefits of your School • Qualitative and Quantitative • Elevator speech and messaging
Connection Phase Connect Solution to the Dialogue • You mentioned (Need), at our school we take pride in… • I understand in the past you experienced (Need), at this school we focus on… • We have (Need), the benefit to you is… • What I heard you say … You as the Expert
Connection Phase Tour the School • Highlight the connection • Plug in the family’s needs with your knowledge • Matching needs to benefits • Using their words
The Family Approach Introduction Phase Question & Dialogue Phase Connection Phase Commitment Phase 21
Commitment Phase • Who does what and when • Operational follow up and stated next steps • Phone call • Follow visit/appointment • Open house • Additional call – principal, K-teacher, … • Each driving to a decision • You control the process
The Family Approach - “The family controls the content, you control the process” Introduction Phase Question and Dialogue Phase Connection Phase Commitment Phase • Get to know them • Develop common ground – “what would you see? ” • Help them relax – smile, hospitality • Set timeline and outline • Ask questions to find needs • Listen to needs • Don’t “problem solve” yet • Summarize what you heard – “Playback” • Connect solution to the need • Tour the school – You’re the expert • Next steps • Who does what, when • Drive to a decision • Open ended/Closed ended • Branching questions • Double Click • “Tell me more”, “How so” • “You mentioned …” • “At our school …” • Focus on features • Focus on benefits • Make the connection
The Last Word
The Last Word “No marketing strategy, tactic, or tool will prove effective in the long run unless it is based on serving others in a caring, concerned, passionate, and personal way. With all the technology at our disposal these days, that human touch is more important than ever” - Marketing Independent Schools in the 21 st Century
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