1. Admissions is
“Sales”
OACAC Summer Institute 2012
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”

12. www.nacacnet.org

13. www.oacac.org

14. www.usnews.com/education

15. www.universitybusiness.com

16. www.universitybusiness.com

17. www.chronicle.com

18. www.chronicle.com

19. www.chronicle.com

20. www.naicu.edu

21. www.insidehighereducation.com

22. www.insidehighereducation.com

23. www.thechoice.blogs.nytimes.com

24. Other Resources
www.princetonreview.com
www.collegeboard.com
www.ratemyprofessor.com
www.collegeconfidential.com
www.collegeprowler.com
www.theu.com

25. Other Resources
www.census.gov
www.pewinternet.org
Talk with your colleagues to find what
other organization emails they receive.

26. What Are Your
Enrollment
Goals?

33. Your Bookshelf

34. Becoming a
Trusted Advisor

36. Recruit
+ Retain
= Sales

37. “Sales?”

39. You provide a service.
You accept money for it.
You have delivery costs.
You pay people.
You may (or not) have profits.

40. It’s a
Business.

41. Business
Consumers or Customers
Sales & Marketing
Costs, Return, Investment
Experience

42. We may not all
agree on the
term...

43. ...but we
should all
agree on the
skills.

44. Sales.

45. “Match the product or
service you offer with
people who have a
demand for that
product or service.”

46. “Match the academic/
social programs your
college offers with
students who are
interested in those
programs.”

47. Hire the right people.
Train them differently.
Provide different tools.
Set different goals.
Assess and evaluate.
Accountability.

48. “10 Sales Tips”

49. Ask &
Listen.

50. Sales Mistake #1
Talking too
much!

51. Take notes
Ask clarifying
questions
Focus on them
Benefits vs. Features

52. And...oh yeah...
Record it somewhere!

53. Research
prospects/students
(Know your
audience)

55. “Always on”

57. “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.”

58. “Out of Office”
Reply

59. Too busy
“recruiting”
to recruit ?

60. Talk Price.
Communicate
Value.

61. “Salespeople”
must
be able to discuss
the real price.

62. $47k
$20k

63. Is an undergraduate
degree from
Northeastern worth
$108k more than an
undergraduate degree
from UConn?

64. Know Financial Aid
Talk Financial
Planning

65. Provide
appropriate
marketing
messages

66. Are you
“in sync?”

67. Enrollment Goals
Communication Plan
Authenticity

68. Become a
“trusted advisor”

70. Keep
them
coming
back.

71. What added
value do you
provide?

72. Get them to
“No”

73. Get
comfortable
with no.

74. When is the best
time for you to
hear that they are
not interested?

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

76. Appearance
Matters
(sad but true)

77. “Male customers
will choose to buy
a dirty shirt if it's
sold by an
attractive
saleswoman”
University of Alberta study

78. Close the Deal.

79. 1. Remove the
Roadblocks

80. 2. Recognize
“Buyer Shift”

81. The Most
Important
Question to Ask:

82. “What about
this doesn’t
work for you?

83. “Random Acts of
Exceptional
Customer Service”

84. Ask for
feedback.

86. ?
How do you make
people feel?

87. 1. Greed
2. Social Interaction
3. Recognition
4. Quality of Life

88. 1
What is one thing?

89. Admissions is
“Sales”
OACAC Summer Institute 2012
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
kallay@targetx.com www.slideshare.net/targetx