How to spark interest in a silent prospect?
How do you spark interest in a prospect who simply calls to get the cost of tuition and it is not interested in hearing anything other than that specific answer?
This is a great question and one that really resonates with me. I work specifically with international students and international admissions; international students often time call and want to know right away about the employment opportunities in the area, instead of asking questions about our degree programs or institution. I often times try to bring the conversation back to details about the program by saying something like "Our career services office as an excellent placement rate and can certainly help you in finding employment after graduation. What type of career are you interested in?" Usually the students answers will let me know more about which degree program may be a good fit for them and we can go from there. Sometimes though language can be an obstacle as well and can make it difficult to get anything more than one word answers.
Hi Erin,
I often have the same problem and am actually relieved to see it's not just me.
I've recently found that asking open ended questions almost "forces" the student to engage a little more. Instead of asking "When do you want to start?" say "Tell me a little bit about your timeline and how you plan on working college into your current schedule". It can't be answered in "yes or no" so the students response gives you more information to comment on in your next question.
Riley McDonald
Helmi,
Excellent! Thank you for sharing your experience!
Dr. Jean Norris
Great question. Whenever I'm asked that questions I typically tell the prospective student to "give me a moment to get that information". While I'm getting that information, I begin to make small talk by asking questions such as "How's your day going so far?" Then I ask "why that particular program?" Before I know it more often that not, I've engaged them in a conversation and begin to interview them. I do eventually discuss tuition as I don't want to ignore their request but now I've built some rapport with them and have a better understanding of what it is they are looking for.
Erin, Interesting! What can you do differently, do you think, to help engage the student? What kinds of questions help to build rapport with the student?
Elizabeth Wheeler
I love that questions of - is that what you were expecting. However, I am seem to have a difficulty on COMPLETELY SILENT prospect.
I will ask questions like - how soon were you looking to start?? - and get one worked answers such as soon, next years, etc.
Have you had a chance to go over the information about our program on our website? No. Well what kind of questions do you have on our program that I can assist you with? I don't have any questions I just want to look over the packet.
I am not sure if its the type of students we have for our industry, however I cant seem to have them reply.
Or on the second call follow up ( calling to make sure they have received the information packet that we did mail out to them) after I do my opening statement of who I am, they hang up on me.
Any suggestions on how to work with no talkers and out people who are hanging up?
Erin Winkler
Hi Rene,
Thank you for sharing! Following the tuition amount with a special benefit of the school sounds like a great approach!
Elizabeth Wheeler
Giovanni,
What is that "special something" about your school that no other school offers in your area? For example, do you offer the lowest tuition in your area? Are your student/teacher ratios smaller than the norm? Are you conveniently located off a major expressway? Did your school recently receive special recognition for something? Include that "special something" in your response to the prospective student. It might spark interest or impress him/her to ask further questions. This is what I sometimes say..."Our tuition is (blank) and the best part of all is we do not have a waiting list, so you can register now to get a jump start on your career."
Giovanni,
This is a great question (and one we hear often). We believe it's best to give prospective students the information they are looking for, even if that is only tuition. After giving the total cost try asking, "Is that about what you expected?" Then base what you say next on their response. This is one way to open the door and find out what they are feeling! Let us know how it goes...thanks for posting!
Dr. Jean Norris
