The negative sell or takeaway
when I started in this industry in 1980, it was commonplace for Admissions Reps to use the "takeaway" approach. it was like offering a baby a lollipop and when the baby reaches for it, pulling it back. Phrases like "if I decide to submit your application" or "if you are lucky enough to get accepted" were commonplace. People aren't stupid. They realize that they have choices. the last thing that you want to sound like is a salesperson. Avoid these timeworn cliches and come accross in a sincere manner and not only will you and your school be successful, but you'll be recruiting a better calibre student.
I agree that the "takeaway" approach has changed with the times. The majority of students we are working with are professional procrastinators. Often times, they will freely admit that they have put off going to school in the past. Part of the "takeaway" is making the person realize that they have to want it for themselves more than you want it for them. It isn't about trying to "sell" them, it's about helping them see the value in themselves and how we are here to help them, but they have to take that first step.
It can be tough to provide all the information needed to comply with the regulations, and still help the student to understand all the information they are getting. The best approach seems to be to learn enough about the students lives to be able excite them while relating everything in terms they understand best.
I have used the "take away" before. It can be hard to do with all of the new rules and regulations. It is important when using the "take away" it is used the the right manor. When I use it I like to bring up objections they have brought up and make them "sell" me on why they need to enroll.
I concur.
Personally, in my time as a student, anything that even remotely resembled such an approach was enough to make me withdraw from the idea of that school as a choice.
This is more true with some types of temperament than others. (Eg; rational types under MBTI or Kiersey sorting)
It is much better to encourage and inform, than to ply and cajole.
I like that the "bonus" structor at for-profit schools has been amended over the years. The admissions representatives were incentivised per enrollment and this lead to sleazy car sales person tactics. In education everything should be about gathering the necessary information and doing what's best for the students. A school's "goal" or "projection" for quarterly or semester enrollment should never interfere with matching a candidate with a program and doing everything you can to support them during their educational journey.
With the interviews I have conducted with potential students, I make sure to give them all the information and options. A lot of them thank me for this approach and even comment that they don't feel like they are "herded" through the process or feel pressured. The student feels better about their choice and it really helps with retention.
I believe you don't need to use this technique if you truely listen to the student's needs. If the school is a good fit for them, the obstacles can be handled with integrity, helping them to reach their goal.
I think that the "takeaway" approach has changed with the times. I have found that sometimes you have to do a takeaway with people if they are not serious. I see it more often with people who believe that since we are not a "big, traditional" school that we just accept everyone. I explain how that is not the case, we do have admissions requirements they need to meet and how sometimes people do not meet our admissions requirements. Of course each situation is different and you may need to use a takeaway differently depending however I personally only use a takeaway if it's called for and I've only had to do it a handful of times.
Sales is not a four letter word. I think influence is a better term. If an admissions member truely feels that the student will benefit from, qualify for, and improve their quality of life by attending their institution and if fits the STUDENTS needs and goals they should be excited about influencing the student to attend their institution.
I find that there are still alot of school out there that use the negative sell. It is just a sales tool to them. I believe that it just puts pressure on a student and family to make a choice at that time. I know that recruiting is part of my job but to use pressure with a statement might be pushing that fine line. Helping a student make imformed choices is the best way.
The takeaway if done with integrity can be a useful tool. Today's generation of students look for the easier way out and need informed that this approach is short cutting themselves and their futures. In a manor of speaking we are sales people to a point but the true Admission's Rep has his own dream of helping students to attain their dreams.
I let students know that we want them to be informed and happy with their decision to come to our school. Is our school the best choice for everyone? No. And that is ok. We want to make sure it is the best choice for the student. We only succeed if they do too.
I concur that our work should be student focused and not sales oriented. The majority of the students I speak with need academic guidance and advice in addition to the "facts and figures" involved with a specific program.
We are not "sales people" as some may have been in the past. I agree that you must present your school fairly and accurately and let the student decide what is best.
That is excellent advice. I have found the best approach is to respect the ideas of the other person and genuinely try to find the best fit to their needs. I on;y want the student to attend the school I work for if that is the best solution for their problem.
