Challenges faced by traditional schools entering into the online (part 2)

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2. Execution…Online learning is a competitive business
Throughout the process of online enrollment, an aggressive edge is key

Pray, focus execute…many schools cannot execute.  In a traditional (residential) undergraduate model, the sales cycle used to turn a prospective student into a matriculated student can range from three months up to even two or three years, and often starts at the point when an individual first expresses interest in a college or education program in their sophomore or junior year of high school. From this point, numerous months of work ensue to cultivate this lead and build a relationship with the individual for potential enrollment. High-level phone sales skills aren’t critical for admission counselors as campus visits, athletic programs, student life, and geography are usually the largest selling points for capturing an enrollment in the cycle.

In stark contrast to the tactics used in a traditional (residential) education setting, within the online education industry admissions counselors must be top-notch as they personally reflect your school’s “campus” through their phone conversations. In addition, the duration of the sales cycle to move a prospective online student to a matriculated student is drastically shorter, ranging from a mere day to three months, not years. Admissions counselors (often referred to as agents) of an online education program place heavy focus on direct sales and must be timely, concise, and relevant when offering information and assistance during the admissions process because speed wins in the online market.

In addition to aforementioned tactics, agents of online programs need to create a sense of urgency for decision-making on the part of the student in order to move them forward from the prospective stage. Underestimating the important sales role played by agents in the admissions process, many schools make the mistake of using the same admissions staff that services their residential enrollment efforts to cross-sell their online programs. The adult learner’s mindset, shortened sales cycle, variance in audience, and aggressiveness of the online education industry itself mandate a separate online sales or admissions team.

Just as important as the aggressiveness of the sales tactics used interpersonally through admissions agents, schools have to be ready to service the leads they generate on the back end. Multiple mistakes are made when schools launch an online program because internally they are not properly structured through the admissions (sales) process to service the leads purchased within their marketing strategy.

In addition to training skilled agents to address the difference in mindset when dealing in online education, the importance of developing a solid admissions infrastructure to support marketing efforts is just as great. Schools need to have a comprehensive “post-lead” strategy in place to effectively cover all media channels, such as phone, email and direct mail.

To be continued……

September 21, 2008 · Filed Under Distance Learning, Misc

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