Before reading this article, don't be delusional, I will give you a so-called "Admissions tools" can solve your admissions problems.

I have also gone astray, looking for so-called enrollment tools to achieve the purpose of enrollment. In the early stage of training institutions, most principals were anxious because there were few students on the campus, so they wanted to quickly recruit a large number of students through tools or methods.

Remember, in the face of market problems, don't be impetuous, only by being down-to-earth can you truly understand the logic of the market.

“Teach you to recruit 100 people in 10 days”
“It only takes one move to recruit 200 students”
“To increase the enrollment rate, you only need this enrollment tool”
“As the principal of an institution, you don't need this method for enrollment, so you're out.”
……….

You are often brainwashed by this content. In the Internet era, as a trainer, you will browse industry-related information. Most software has its own algorithms. If you often push such content to you, you will definitely be impetuous.

They are talking about chaos, just like anyone who opens a training institution or counseling institution can recruit a large number of students.

However, after I smashed into the hundreds of thousands through site selection, venue rental, decoration, certification, recruitment of teachers, and improvement of the curriculum system, I found that the education and training market was not as good as I thought. The enrollment channels that I thought of before had little effect. Even in the end, there was no choice, so I could only find acquaintances with students at home to sign up for the institution to make up the numbers.

Because of the education market, it is already a red sea.

1. There are several major domestic education giants on the market, and they have realized the third-line operation of online online classes + offline entities + toB. (Look up, there is no status)

2. There are branches of several major education leaders in China, which have basically occupied the regional market share. (Look down, there is no standing position)

3. There are established educational and training institutions in various places, which have been precipitated to the citizens of small counties on the 18th line by word of mouth. (Look down, there is no monument)

So, how can a new startup mechanism be able to start trading quickly?

Removing impetuosity is not as difficult as you think.

Get to know your customers and markets first.

For a new institution that is just starting out, don't think that others will come to the door, don't think that someone will help you promote, let alone that you can attract a large number of students by handing out flyers.

I just started to contact the education and training industry. I have looked for Party B (enrollment agency operation), hired a lot of part-time jobs, and talked about a lot of cross-industry cooperation.... . The effect is unsatisfactory.

Because I am too anxious, in the early stage of the organization, whether it is Party B, part-time, or cross-industry cooperation, I put too much hope on outsiders on the market side, of course I will fail, and the lesson is also very painful.……

Therefore, in the start-up period, ask the principal to take the lead, personally go down to the market, contact your customers, get to know them, and know where the customers are? What is the course they want? What are the needs of their children? Why do they choose to travel together? What does my organization use to impress them?

If the principal is not clear about these issues, he will not be able to clarify the fundamental operation of an institution, and he will not be able to truly guide the correct development of the campus.

So I am a campus principal.Important indicators of market ability are：In 2 months, can we increase the number of potential users of WeChat by 500?

It must be a potential user. If you do primary school tutoring, then the potential user is the parent of a primary school student. If you do junior high school tutoring, then the potential user is the parent of a junior high school student. The same is true for interest classes. In short, these 500 people must be people who have hope of making a deal.

It's not difficult for 500 people, the transaction path is nothing more than——

Use value to build connections, useRecognize you at zero cost and transform with high value

Operation method：

1. Pre-stored intended users

2. Experience X lessons for free

3. Instill the value of the course until the transaction is completed

Let's talk about the most difficult step first：Pre-stored intended users

Core: Try your best to leave the WeChat and phone numbers of the intended users.

For example: If you are doing tutoring for primary school students, then go directly to the school gate and chat with the parents who pick up the children.

Words can be——

Parents, I am the principal of XX institution. We will be at XX place at X o'clock in the morning this weekend (the more detailed, the more realistic it will be). For the first grade of X primary school (relevant interests, targeted), there is a free experience class on XX. I want to add you to WeChat,I will send you the course-related content on WeChat first. If you have time, you can take a look first. It will also be helpful for your child's learning. (Show sincerity and give value, provided that the course-related materials are prepared in advance, which can be in the form of documents) If you are interested, you can bring your child to experience it for yourself at XX o'clock this weekend. ,It doesn't matter if you don't have time to experience it. My WeChat circle of friends will often post some articles about children's education. You can take a look if you have time. (Let parents let go of their vigilance and eliminate the worry that you must come to experience it if you add WeChat, so that parents can let you add WeChat without worry)

The forms of speech can be diverse, and the above is just a demonstration.

During the start-up period of the organization, I asked for the contact information of 10 parents every day. Is it difficult?

Is it difficult? Isn't it difficult, is it easy? It's not easy either.

But in order to give myself a goal, every time I go out, I put 10 coins in my left trouser pocket. Every time I get a call from a parent, I take a coin from the left to the right pocket. As long as my left hand touches the coin in the left pocket, I can't go back.

But the content in the brackets must be reflected：

(The more detailed, the more realistic)

(Relevant interests, targeted)

(Express sincerity and give value, provided that the relevant materials of the course are prepared in advance, which can be in the form of documents)

(Let parents put down their guard, eliminate the worry that you must come to experience when you add WeChat, and let parents let you add WeChat without worry)

In the process, you may encounter the following problems：

Problem 1: It is difficult to communicate with parents

Don't chat with any hope of a deal.It's about giving confidently. Whether it's materials or free experience courses, you are a giver of value, and you must be full of self-confidence. This is a mental consideration

Strange now, may be friends in the future。 When I first started, almost 80% of the students on the campus chatted in this way to the end of the transaction, and some parents chatted very well. I will definitely help you introduce it later. The most one parent introduced 39 students to me before and after. I did not give parents a discount.Instead, I sent a lot of counseling books to my children privately. I usually pay more attention to the children and reflect more on the children's situation with the parents. Parents will find it more valuable. This is for future consideration

On market issues, we must communicate with consumers down-to-earth.It is very important for the principal to communicate with the parents，The principal of an institution should not only stay in the office to do academic management, administrative management, and class management. He should often go down to the market to communicate with your consumers.Later, you will find that the experience of communicating with parents will become the basis for later major educational decisions, which later proved to be very effective. Reaching out to your consumers, understanding what your consumers want, and why they will pay for it must be the most important thing, because in the end, consumers pay to feed you and your organization. An important indicator of the mid-term of the principal of our school is the transcripts of 10 parent interviews per week, that is, 10 parents are interviewed every week to ask them what they want. What do they want? What do they care about most about their children?

Of course, there will be falsehoods. For example, if you don't actually have so many interviews, you can just make up a transcript of the interview, but it's useless. It's easy to see if it's made up, because I know consumers and the market better.

Of course, this requirement is not hard and fast. It's just a reminder to the principal not to forget to take time to chat with the parents who come to the institution to pick up their children. Don't lose yourself in the sound of “Hello Principal X”.

You may hear complaints from parents, you may hear parents say that other institutions are good, you may hear parents praise their children for learning well, and you may hear praise for a certain teacher for teaching well... These are all worthy of a principal's thinking.

This is one thing that principals should have time to do during the start-up period of the organization, those so-called WeChat fission, circle of friends forwarding accumulation, and enrollment marketing tools. 。 。 And so on, all the so-called professional names you can think of about the education and training market can only play a role in icing on the cake.

Question 2: There are many parents who refuse you, and they feel shameless.

You will definitely be rejected by many parentsIn fact, being rejected a lot is nothing more than feeling ashamed. You think that as a principal, you can't do such a shameless thing. You are the principal in name.But to say something good is to start a business, to say something ordinary is to do business, and to say something bad is to sell it. Selling your own courses and selling your own tutoring classes is no different from the nature of street stalls, because you are afraid that you will not be able to lose face if you refuse, so don't sell it.。 Continue to apply for other companies as a part-time worker as soon as possible, so that you can get to and from work step by step, then stop envious of who starts a business and makes hundreds of thousands or millions of dollars a year in business. Where to buy a house and buy a car. You just need to stay in your comfort zone, go home after get off work, cover your quilt at the point, swipe your mobile phone, and comment on today's hot events. You will spend the day “with face”.

Since you come out to sell it, then you should sell it well. The so-called face is hypocritical dignity.

Now that you have taken this step

You find that everything you need needs cash to buy, and it's all real money to spend on it.
You find that you need to do everything by yourself in the early days of starting a business, working overtime until late at night, without lunch breaks or double breaks.
You find that management is not so easy. It's not like on TV. Everyone respects you respectfully. You are more exposed to the complaints and grievances of your employees.
You have found that the management of the campus is not just as simple as class. Teacher management, qualification management, student management, class management, class time management, salary management, renewal management, effect management, etc. Are really related to the interests of the institution. The most important difficulties are in front of you.

If you want to succeed in starting a business and make yourself live with dignity, then let go of your dignity when you start a business and accomplish something down-to-earth. No one can help you with this.

Therefore, if there are many parents who refuse you, the direction of your thinking should be to consider whether there is a problem with your way of speaking, rather than feeling that you have lost your so-called face.

In addition, there is a law：Those parents who refuse you are also very likely to ask you to sign up later, Because people's first reaction to unfamiliar and propaganda things is rejection, because this is a normal reaction of human nature, it doesn't matter, it doesn't mean that he has no needs.

• 
  

  
  Added to the WeChat of many parents, butThe turnover rate is not high
  

  
  

You will definitely encounter such a problem. You have added a lot of parents' WeChat, but the transaction rate is not high. Either you don't reply to WeChat, or you are thinking about it.

remember：WeChat can only play a role in promoting a circle of friends, It is not suitable for making transactions, because a parent's WeChat, group chats, micro-commerce, and advertisements may be dozens or hundreds of times a day, and your WeChat messages will definitely be buried in these dozens or hundreds of messages.

Therefore, there is a very important step: you have to get your mobile phone number while adding WeChat.

Since I am willing to give you WeChat, it is easy to get your mobile phone number

“Then leave a mobile phone contact information, because I have a lot of parents in WeChat, and the information cannot be replied in time. I will call you to come and experience the course when it is arranged.”
“I have too many WeChat friends on my mobile phone. If the experience course comes out, I will contact you as soon as possible, so leave a call.”

There is a high probability that I will give you the phone too.

2. Experience X lessons for free

• 
  

  
  The turnover rate of phone calls is not high
  

  
  

The purpose of the call should not show the intention of parents to sign up for a deal right away.

doIn the education and training industry, parents must feel full of sincerity. It shows that everything is considered for the child's learning effect.

The most common is to invite children to experience classes.

But the experience classes are all being done, and the parents are almost educated by the market, and they all understand this routine. It's nothing more than experiencing it first and then paying.

So what should I do for an experience class that makes parents feel sincere?

"Hello, parents, we have an experience class at X time this weekend. Bring your children over to listen to it.”

Replace it with “Parents, let's do this. I just took a look. There is a class that is not full yet. There are X empty seats. I will leave one for you first. Let the child sit in and listen to a class. After listening, I will ask the child's opinion. If the child is willing, we will consider signing up again.If you don't want to, don't force your child. The time is XX. I have already arranged it. Just come directly when the time comes. The teaching materials and materials for the course have been sent to you on WeChat. You should take a look first.”

Then, before, during, and after class. Not only should we pay attention to the learning situation of the children in the experience class, but also reflect the learning situation of the children with the parents. The truer and more detailed the reflection, the better. It is best to communicate by telephone.

3. Instill the value of the course until the transaction is completed

1. Before classAfter all, when you come to experience class, children and parents don't know what the course is. Then edit it specifically"Advance notice of Experience Class"Let parents read in advance to remind parents and students to introduce and promote their own institutions in disguise.

It seems sincere.After all, the parents did not sign up, and your organization does not have the same teaching materials and course materials. Then print out the textbook chapters of the experience class and send them in person. If you are close, you can send them in person, and if you are far away, you can send an electronic version. Just let your child preview in advance.

Continue to appear sincere.After all, it's a freshman coming to experience it, so tell your parents to set up a detailed report form and fill it out while asking carefully (in fact, just follow the template to ask)-including learning habits, learning interests, good at question types, personality traits, error-prone question types... After filling it out, send it to the parents and ask.“Please check, is this the case with the child?" ”显得受到重视并继续有诚意。

2、课中《课堂记录详情表》Just let the teacher use it to record the child's performance in class.——Answer questions, master the situation, wrong questions, performance, and overall status…Try to quantify as much as possible, not to be general. Interact more with children, so that children can quickly integrate, and give children classroom performance points, which can be exchanged for gifts (low-cost learning aids) next time they come, so that children can be valued and continue to be sincere.

3. Since there is a "Detailed Table of Class Records" after class,After class, I had a chat with my parents.

家长，您看——

1、从回答问题的情况来看, Child now.... . ,But..., it's okay...... . , Usually pay more attention.... . , Just do more guidance on XX

2. Judging from the mastery of this lesson, The child is good at.... . , The advantage is in terms of XX, and there is room for improvement in terms of XX. But for.... . There is still a lack of mastery, so you have to do more in normal times.……

3. Judging from the wrong questions in this lesson，The weak link of the child is in XX. I suggest starting from XX to focus on practice, then strengthening and consolidating from XX, and finally improving as a whole from XX. Therefore, the plan given by our teacher is XX.

4. Judging from the performance of this class, Children like to take classes with us very much, especially when they are in XX, they are very active. This is also our educational philosophy. It is necessary to guide children from XX aspects and cultivate their interest in learning. The key.

5. Judging from the overall situation of this class, The child is generally good, especially in terms of XX, XX, and XX. There are significant advantages, but there are also shortcomings. For example, you can't XX when you are XX, and you can't XX for XX types of XX. Our educational philosophy is XXXX/XXXX, so it is very suitable for your child's current situation.

4. Follow upIf parents still have to consider. Then continue to invite the children to the store, and inform the parents if you continue to reciprocate.：In the next X days, I will come over to digest our homework. The teacher will further clarify the child's situation in the tutoring, and will continue to give you feedback on the child's learning situation at that time.，Then the children came for X consecutive days, and most of them got used to coming to the institution.

This is the most basic way of enrollment——

1. Pre-stored intended users

2. Experience X lessons for free

3. Instill the value of the course until the transaction is completed

Reading here, I didn't say anything fancy.，

Market issues, from details to execution, landing, feedback, and even words, step by step are fist-to-flesh exercises.

This is a simple process from the entrance of the school to the transaction. As the principal, you can practice it to see the effect.

because——

1. Benefits come from the market, and the person in charge must also return to the market. This is the correct logic.

2. When making decisions, 80% of the decision-making basis must be based on the market, and the people below will not be able to get you.

3. When you understand the market enough, talk about the use of WeChat drainage, fission, and enrollment tools.

As the principal and the helm of the organization, he took the lead in the early stage to do a good job in the flow of traffic at the entrance of the school, one is for enrollment, and the other is to remove impetuosity. Don't want to achieve it overnight, but get down-to-earth to understand the market.

because——

Force out a hole, profit out a hole
——Ren Zhengfei

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