Let’s talk terms. If prospect perception is a key deciding factor in the enrollment decision – and it is – then it is important to think about how prospects perceive the words you say.
Say “visit” versus “tour”
You tour an institution such as a museum or another environment where you have no real emotional bond. Since the child care decision is so emotional for most parents, they will feel much more comfortable if you invite them to come for a scheduled visit, give them a walk through the center, and convert that visit into a personal enrollment experience.
Say “guest” versus “parent”
Treat visiting prospects like your special guests. Doesn’t special guest here for a visit sound warmer and more personal that a parent tour? Absolutely! Your prospects will certainly think so.
Think differently about the term “selling”
Selling early care and education services is very different from selling a product or service that the prospect may or may not need and has not inquired about. You are not door-to-door salespeople. Instead, your prospect has inquired about your services. They need and expect your assistance. So selling in this industry is two things:
- Helping them make a good buying decision
- Getting them to ACT on your recommendation
This is a much softer approach, but one that yields lots of enrollments if you do it well.
Think carefully about how you say what you mean. Your prospect’s perception of those words will impact their enrollment buying decision. Using the most appealing terms will help put that decision in your favor.
For more on this topic, refer to “Basic Techniques for Securing Enrollment” audio program from The Enrollment Building Success Library. Call our office for a full synopses of this and other programs in the library.
Good luck and happy marketing!