WIIFM. We all know that stands for “What’s In It For Me?” Your prospects think about this when they investigate centers for their family’s early care and education decision. Your parents consider it daily as they assess their loyalty to you while simultaneously being tempted by your competitors. Your opinion influencers wonder if their referrals will always be a one-way street, and your community marketing contacts think about it from the time you shake their hands hello.
You also think WIIFM when you try to decide whether or not to make that follow up call to a prospective parent or handle that complaint or make community contacts when other tasks seem more urgent. Let’s take just one of those situations, examine what IS in it for you, and then put a new twist on the acronym.
Follow up to an enrollment inquiry or visit. In this situation, if you follow up in a timely manner, with information of value to the recipient, and continually, here’s just some of what you get:
- a reason to re-contact your prospect – you’ve previously told them you would follow up, so it’s legitimate – and not pushy – that you do it
- the words to say when you follow up – “I’m calling you as I said I would, to see what questions you have at this point.”
- another chance to secure a visit or enrollment
- an opportunity to build the trust and credibility that is the foundation of a positive relationship
- a chance to learn additional needs and concerns that you can address
- a chance to ask for referrals to others whom you might serve
- a commitment to stay organized (Use those tickler files!)
- a competitive advantage – only a small percentage of your competitors will follow up more than once or twice
I like to say, “The fortune is in the follow up.” I have pages of testimonials as to its effectiveness in getting you what you want.
But let’s look at the WIIFM acronym another way. Start thinking “What’s In It FROM Me?” If you change your mindset to this being the motivator for your follow up action, it will become easier to do follow up when you’re uncomfortable with it or other tasks call your name.
What are you GIVING with good follow up? These and more:
- an assurance of credibility, believability, and trust. You’re doing what you said you would do. People buy from you not because of what you say you will do, but because of what they believe you will really do.
- demonstration that you care. People do not care how much you know until they know how much you care.
- Once care is established, you’re giving your knowledge. When you position yourself as the helpful professional expert, you’re the one they will turn to again and again.
- another opportunity for your prospect to make a good decision. Helping prospects make a good buying decision is an integral part of your enrollment building responsibilities.
- the only follow up contact they got from a center that day (or even week). I was recently giving a seminar when one of the directors shared with me that a parent who was spending the day calling nannies got another follow up mailing from her. Because of it and all the previous contacts, she called the center, scheduled a visit, enrolled, and even told the director it was her follow up that made all the difference in her coming in. It also meant she got the enrollment!
Change your thinking and you can change your action and ultimately your enrollment situation. One way to do that is to start thinking “What’s In It FROM Me?”
Best wishes and happy marketing!
For more on this topic, refer to “Basic Techniques for Securing Enrollment” audio program fromThe Enrollment Building Success Library. Call our office for a full synopses of this and other programs in the library.