Decades ago, hotels had a difficult time getting guests to leave after spending the night. Finally, someone had the idea of posting a notice on the inside of the door stating, “Checkout is at 11 am sharp.
Failure to check out on time will result in additional charges.” The problem instantly reduced from major to minuscule.
That is the power of the written word, and that is the strategy behind the Enrollment System Presentation Binder we’ll build over the next two modules.
The Power of an Enrollment Presentation Binder
One of the best “enroll by the numbers” systems is to use an enrollment binder combined with an emotionally charged script for each page. This important tool will increase the consistency, professionalism, and success of your enrollment conferences.
Each page of the binder has a purpose and includes specific qualifying questions to reveal any potential objections and keep your staff member in charge of the presentation.
However, most of the selling and persuasion needs to happen in the trial course. The trial course does all of the heavy lifting for persuasion. This binder simply reinforces what was taught to demonstrate that the values taught in the trial course are truly the bedrock of the school.
Plus, it provides information on your various programs to help make the options crystal clear to the prospect.
Using the binder not only demonstrates a higher level of professionalism, but it gives the presenter a tangible tool to share his or her excitement and enthusiasm for the school and the results it’s producing for students.
Creating Ideal Students
In past MATA Masters Modules, we had you define the “Ideal Student.” To enroll an ideal student, it's crucial to communicate and manage your expectations clearly and professionally. The binder goes a long way toward accomplishing that important goal.
Here is what most schools need to know to enroll an ideal student:
- Long-Term Commitment: Will the student be living in the area for at least one year?
- Attendance: Can and will they attend twice a week according to the schedule?
- Financial Capability: Is this person capable of paying consistently?
- Activity Conflicts: Are there any other activities that might interfere with attendance? Baseball? Soccer? Vacation?
- Physical Limitations: Do they have any physical issues that might hinder their training?
- Clear Objectives: Are both the instructor and the student clear on the primary benefits the student is seeking?
- Willingness to Practice: Are they willing to practice to get the most out of the training?
The presenter has to communicate these expectations tactfully and professionally, and the binder is designed to make that easy.
With each question, the presentation comes to a roundabout. If the answer is “Yes,” you may continue on the journey toward enrollment. If the answer is “No” or “Not sure,” then you circle back to readdress and resell.
Key Points
If you want Ideal Students, you have to decide how many or which “No” answers you will accept to enroll the student. If your answer is zero, you may not enroll as many students, but the ones you do will be the closest to “ideal.” If you allow a number of “Nos,” your program might fill up faster at the cost of student retention, quality, and enthusiasm.
Next Steps
In the next module, we will build the binder in a way that you can customize for your needs. The binder will provide a consistent look and feel regardless of who is making the presentation, acting as a checklist of the benefits the student will receive in a program-specific manner. It will include images of your students actively enjoying your programs, adding an emotional quality that a straightforward sales presentation might lack.
By implementing this system, you will enhance the professionalism and effectiveness of your enrollment process, ensuring that you attract and retain ideal students for your martial arts school.