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CRM. Sales. Clouds. The Student Recruiting Revolution Brian Niles, CEO Adrienne Bartlett, VP, Client Experience EduComm 2010 Las Vegas
CRM. Sales. Clouds.The Student Recruiting Revolution
Brian Niles, CEOAdrienne Bartlett, VP, Client Experience
EduComm 2010 Las Vegas
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Who’s In The Room?
ExpectationsRecruiting todayWhat’s changedLessons learned
Current Climate
Shifting CompetitionStrained Resources
Cost-CuttingPanic
1. Economic downturn (become sales-focused)
2. Technology shift(take to the cloud)
2 Trends:
Sales-focused
“Sales?”
You provide a service.You accept money for it.You have delivery costs.
You pay people. You may (or not) have profits.
It’s a Business.
BusinessConsumers or Customers
Sales & MarketingCosts, Return, Investment
Experience
We may not all agree on the
term...
...but we should all agree on the
skills.
Sales(by definition)
“Match the product or service you offer with
people who have a demand for that
product or service.”
“Match the academic/social programs your
college offers with students who are
interested in those programs.”
Hire the right people.Train them differently.Provide different tools.
Set different goals.Assess and evaluate.
Accountability.
“Sales” at resume time...
“Managed a territory”
“Created a travel schedule”
“Built relationships with prospects”
“Presented”
TalentTools
Training
3 T’s
TalentCustomer Service background?
Sales experience?Tech-savvy?Entry-level?
ToolsCRM
SmartphoneLaptop
Wifi
TrainingSales
Financial AidCustomer Service
Technology
Sales-focused
Ask & Listen.
Sales Mistake #1
Talking too much!
Take notesAsk clarifying questions
Focus on themBenefits vs. Features
Record it.
Customer Relationship Management (CRM) is helping to make messages much more
targeted and personalized.
Stop talking at me like you don’t know
who I am!
“If you haven’t already” “applied”
“registered”“visited”
1. Markets are conversations.
2. Markets consist of human beings, not demographic sectors.
3. Conversations among human beings sound human.
Research prospects prior to contacting
them
Talk Price.Communicate
Value.
“Salespeople” must be able to discuss
the real price.
Calculate Actual Cost on Your Website
93%Wanted To
37% Able To
June 2009
71%National Association for College Admission Counseling
$20k
$47k
Is an undergraduate degree from Northeastern
worth $108k more than an undergraduate degree from
UConn?
Financial Aid Training?
www.targetx.com/videos.php
“Always on”(my soapbox)
“Due to fall travel season, I will be out of the office throughout September and October.
I will have limited access to my email during this time, but I will respond to
your email at my earliest convenience.”
“Due to mandatory furloughs...”
“Away on a recruiting trip...”
“In Banner training this week...”
“Out of Office” Reply
Too busy “recruiting”to recruit ?
Become a “trusted advisor”
Great salespeople are
great counselors.
Get comfortable with “no.”
The customer is always right.But not always right for us.
Close the Deal.
The Most Difficult Question to Ask:
“What about this doesn’t work for
you?”
1. Remove theRoadblocks
2. Recognize“Buyer Shift”
“Random Acts of Exceptional
Customer Service”
“Perhaps you just need to give them
the permission to be exceptional.”
Ask for their Commitment.
Rethink the Yield Event in
Spring?
Technology Shift
1990 QuoData1993 Datatel Colleague2000 SCT Banner2010 ERP + ______
Sungard BannerCollegeboard PowerFAIDsTargetX, R+, Embark CRM
Common ApplicationAlumni CRM/Donations
Moodle LMSGoogle for Domain
THEN One Solution for Everything
NOW Integrated Best of Breeds
Do what you do best.Outsource the rest.
(but play nice together)
Internal IT Resources Shiftedfrom Administrative to Academic
(admin outsource & integrate)
IntegratedFlexible
ExpandableReportable
Mobile
Power back into User’s Hands.
Limited IT Support
Platform Shift
Legacy SystemsHosted On-CampusSoftware Upgrades
Inaccessible Off-CampusLimited Integration
Configuration by Vendor
The New GenerationHosted “In the Cloud”Multi-tenant UpgradesAccessible Everywhere
Multiple Integration OptionsUser-Friendly Configuration
A Simple Example
DATA
Reports
AppsMailings
ERP
Spend less time moving data
Get back to recruiting students
Realtime Accessto Student Information
(laptop, smartphone)
“Don’t chase the tools. Chase the goals.”
-Howard@BlueFuego
What will you do differently?
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