educomm 2010 crm. sales. clouds

CRM. Sales. Clouds.The Student Recruiting Revolution

Brian Niles, CEOAdrienne Bartlett, VP, Client Experience

EduComm 2010 Las Vegas

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Who’s In The Room?

ExpectationsRecruiting todayWhat’s changedLessons learned

Current Climate

Shifting CompetitionStrained Resources

Cost-CuttingPanic

1. Economic downturn (become sales-focused)

2. Technology shift(take to the cloud)

2 Trends:

Sales-focused

“Sales?”

You provide a service.You accept money for it.You have delivery costs.

You pay people. You may (or not) have profits.

It’s a Business.

BusinessConsumers or Customers

Sales & MarketingCosts, Return, Investment

Experience

We may not all agree on the

term...

...but we should all agree on the

skills.

Sales(by definition)

“Match the product or service you offer with

people who have a demand for that

product or service.”

“Match the academic/social programs your

college offers with students who are

interested in those programs.”

Hire the right people.Train them differently.Provide different tools.

Set different goals.Assess and evaluate.

Accountability.

“Sales” at resume time...

“Managed a territory”

“Created a travel schedule”

“Built relationships with prospects”

“Presented”

TalentTools

Training

3 T’s

TalentCustomer Service background?

Sales experience?Tech-savvy?Entry-level?

ToolsCRM

SmartphoneLaptop

Wifi

TrainingSales

Financial AidCustomer Service

Technology

Sales-focused

Ask & Listen.

Sales Mistake #1

Talking too much!

Take notesAsk clarifying questions

Focus on themBenefits vs. Features

Record it.

Customer Relationship Management (CRM) is helping to make messages much more

targeted and personalized.

Stop talking at me like you don’t know

who I am!

“If you haven’t already” “applied”

“registered”“visited”

1. Markets are conversations.

2. Markets consist of human beings, not demographic sectors.

3. Conversations among human beings sound human.

Research prospects prior to contacting

them

Talk Price.Communicate

Value.

“Salespeople” must be able to discuss

the real price.

Calculate Actual Cost on Your Website

93%Wanted To

37% Able To

June 2009

71%National Association for College Admission Counseling

$20k

$47k

Is an undergraduate degree from Northeastern

worth $108k more than an undergraduate degree from

UConn?

Financial Aid Training?

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“Always on”(my soapbox)

“Due to fall travel season, I will be out of the office throughout September and October.

I will have limited access to my email during this time, but I will respond to

your email at my earliest convenience.”

“Due to mandatory furloughs...”

“Away on a recruiting trip...”

“In Banner training this week...”

“Out of Office” Reply

Too busy “recruiting”to recruit ?

Become a “trusted advisor”

Great salespeople are

great counselors.

Get comfortable with “no.”

The customer is always right.But not always right for us.

Close the Deal.

The Most Difficult Question to Ask:

“What about this doesn’t work for

you?”

1. Remove theRoadblocks

2. Recognize“Buyer Shift”

“Random Acts of Exceptional

Customer Service”

“Perhaps you just need to give them

the permission to be exceptional.”

Ask for their Commitment.

Rethink the Yield Event in

Spring?

Technology Shift

1990 QuoData1993 Datatel Colleague2000 SCT Banner2010 ERP + ______

Sungard BannerCollegeboard PowerFAIDsTargetX, R+, Embark CRM

Common ApplicationAlumni CRM/Donations

Moodle LMSGoogle for Domain

THEN One Solution for Everything

NOW Integrated Best of Breeds

Do what you do best.Outsource the rest.

(but play nice together)

Internal IT Resources Shiftedfrom Administrative to Academic

(admin outsource & integrate)

IntegratedFlexible

ExpandableReportable

Mobile

Power back into User’s Hands.

Limited IT Support

Platform Shift

Legacy SystemsHosted On-CampusSoftware Upgrades

Inaccessible Off-CampusLimited Integration

Configuration by Vendor

The New GenerationHosted “In the Cloud”Multi-tenant UpgradesAccessible Everywhere

Multiple Integration OptionsUser-Friendly Configuration

A Simple Example

DATA

Email

Reports

AppsMailings

ERP

Spend less time moving data

Get back to recruiting students

Realtime Accessto Student Information

(laptop, smartphone)

“Don’t chase the tools. Chase the goals.”

-Howard@BlueFuego

What will you do differently?

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Thank You!