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I agree. No matter how important my job is to me, it is MORE important for me to be true to myself and how I feel about the job I am doing. I find it important to be honest if the program they are looking for is MILES apart from what we actually offer at our school. That's not to say that I will not clearly highlight the programs of our school that fit into the perspectve student's goals, but my jog is not to force anyone into the school or away from another school.
Do others think it is ok to push students into a program?

I worked as a Recruiter in the Trucking Industry for many years and it taught me a very important lesson. Other Recruiters (and now other agents or reps) will do whatever they have to do to sign that student. But I have to live with me, couldn't do it then and can't do it now.

So just tell them that you will not comment on other schools as you don't feel that is right. Most students will respect you for this and see the other rep for what they are.

You are always going to have reps from other schools saying negative things about your institution. It is how we respond to the comments that set us as agents apart. If we respond negatively then we have taken the same path as others. We can't control what people do only our response.

I am honest with students when this comes up. I tell them it is very unprofessional for a school to attempt to discredit its competitor but unfortunately it does happen from time to time. I leave it at that.

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