TEST PREP & TUTORING PROFESSIONALS
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SAT scores from the November 8th administration will be released starting next week which, as luck would have it, is also Thanksgiving week. While the beginning of the week may be subdued in terms of inbound phone volume, make no mistake; potential clients will be in the habit of web-shopping because of a fairly normalized consumer sales cycle. Although this sales cycle is more traditionally related to retailers and holiday shopping, Test Prep & Tutoring sales also tend to peak as well. That having been said, Black Friday may be hit or miss for Test Prep & Tutoring consumer traffic--BUT-- the Monday and Tuesday after Thanksgiving are usually quite busy.
To take full advantage of this opportunity, it will be helpful to prepare. Here are some basics worth reviewing with your team:
1. Have a singular and impactful message. Whether you are using price incentives, value-adds, or new product announcements, limit the scope of your sales messaging to a singular message of choice.
2. Have a short team meeting during which this message is discussed and be sure folks fully understand how to discuss and implement the promotion or message of choice.
3. Review and update sales sheets (product descriptions, pricing, pricing if there is an incentive, limitations to any incentives, and sales scripts if you have them etc.).
4. Consider developing a quick FAQ for team members taking in-bound calls
5. Double check class offerings & tutor availability through January. Many people will be looking ahead and you will want to have inventory to meet the demand!
6. Extend the discussion to all tutors and teachers in order to maximize network outreach. This can be done pretty efficiently through a bullet-pointed email.
7. Document any and all information from web forms or inbound callers who don't enroll. These folks could be prospects for a future class or offer.
8. Consider sending an email on either the Monday or Tuesday after Thanksgiving
9. Don't forget your current clients--they deserve to be rewarded as much as or maybe event more than new clients.
10. If you are not in the habit of "goaling," try to set an enrollment goal using comparitive dates from the prior year. For example, if the Monday after Thanksgiving in 2013 your enrolled 3 students, try goaling at 5 or 6 this year. Extend that logic forward as appropriate.
Hope it helps. Happy Holidays!
Kevin |
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