January SAT & ACT Sales Checklist

PSAT Scores were back last week which typically generates a lot of phone and web activity for tutoring firms.  This is great,  it is also cyclical, and if one can learn to fully leverage the increase in lead volume by developing some basic sales habits.   What questions will parents have? In 2016, owing to the impending change to the SAT, more parents have been calling with questions about the ACT, Test Optional Schools, and of course the Redesigned SAT.  While this may produce an unusually  high number of calls,  don't get caught up in the excitement. In other words, don't try to  "close the sale" too quickly just to get to the next call. While quick close may be possible when someone calls and asks explicitly to sign up for a tutor or a class, more often than not, parents are calling to find out what they don't know--to shop as it were.   Test Prep Shopping is as it sounds--collecting information for use  later when an ultimate decision must be reached.   So, don't hold back on the free advice.  This is after all a trust building exercise in many respects.  The key is to demonstrate expertise and an authentic willingness to help.  Worry less about booking revenue and more about engaging the client in a resonant and virtuous way.   Some key pieces to set your firm up for sales success include the following:   Sales Have a standard inquiry form with all of the important details needed to build a client profile.  Collect information such as date/time of call, graduation year of student, probably timeline for the test, and contact information.  Be sure to know the parent's name. Ask which test (SAT or ACT) the student plans to take.  This can be an opportunity to invite someone in to take a free diagnostic and build commitment. Face-to-face meetings convert at a higher rate than phone calls or email.  Ask if the student has registered for a test.  If not, volunteer the testing dates and keep a note of what is selected. Also, assist the parent with test registration even if it means sending a link to the test makers.  Again, this helps to build commitment.   After the initial details are collected, ask open-ended questions to give yourself a better sense of the student's needs.  You are building a profile of the learner so that you can match services with desired outcomes.   Have product & service sheets handy with specific dates, times, prices, and specials.  Remember, the goal should be to find the right program for the student not to create the largest sale.  Ask for the person would like to register to either secure a tutor or to reserve a seat.  No money need change hands but if you can take a deposit--terrific! If it seems premature to ask for a sale, invite the client in for a free consult.  Make the appointment and send them an invite.  Let them know you will send a reminder email 24 hours prior.  If it seems premature to invite someone in for a free consult, ask them if they would like to sign up for a free practice test.  Let them know you will proctor & score the test.  A free consult generally follows.   Outline what the next step will be after someone signs up for a class, tutor, or free service.  Expectation setting and clear communication should be part of your brand.  At the end of each day, put the inquiries that did not convert into a virtual funnel.  A lead funnel is time sensitive and this timing is usually related to the student's testing timeline.   If you are unable to get some form of commitment through the free consult or practice diagnostic, internally schedule a time for a follow up call or email.  As leads age, it becomes less probable that they will convert.  Ultimately, my experience has been that expertise coupled with a true willingness to see past the $ is far more important for relationship-building and leads to a longer client life-cycle as well as referrals.  Learn more about Test Prep & Tutoring Professionals  or schedule a FREE CONSULT  through the Test Prep Professionals Quick Scheduler.xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Why Test Prep & Tutoring  Should Flourish in 2016

SES Programs are gone, the College Board & Khan have made it difficult for small tutoring companies, and the ACT cannot seem to leverage the consumer angst generated by the impending SAT Test Change. The educational service landscape has shifted to be sure but there may be more of a silver lining for test prep & tutoring than initially thought.  There was, after all, much consternation from tutors and test prep outfits after The College Board announced its intent to make P/SAT prep free through Khan Academy. We have 8 Reasons why 2016 should be banner year for well organized small to mid sized Educational Service firms.  Before we get there, though, let's quickly review some earlier assumptions.  In the past, I've used evolutionary biology to explain business strategy.   To recap:  when an environment changes, organisms with a high degree of adaptability tend to persist.  In EB, selection is favoring the adaptation.  This is a simplified view but it tends to work out well when applied to business as well.  To extend the metaphor and to recall some past articles, we've said adaptability  = business strategy (things like:  product segmentation, product line extension,  new product introduction, and expense management); and the environment = the land of test prep & tutoring demand;  lastly,  the organisms have been = to our test prep firms.  Shifting back to the business environment, he sum total of earlier strategic recommendations (adaptations) in terms of products and product deliver would look like this: Product  1 (p1):   Academic Tutoring (STEM Focus) Product 2  (p2):   Test Prep Tutoring (SAT & ACT) Product 3  (p3):    College Admissions Consulting p1  Delivery:    1:1   and  Online p2  Delivery:    1:1,  Occasional Classes,  and Online  p3  Delivery:    1:1,  Online, perhaps Small Group Camps Although we're mostly focusing on resource acquisition here i.e.--how to obtain new $ without depleting existing resources-- the  point has been to become efficient and to diversify the business.  By focusing on key products and segmenting those products into different offerings, one can appeal to a broader array of clients.  Through refining the method of service delivery, one is able to extract a higher ROI for each dollar spent to deliver.  Using the EB metaphor again, this means the organism refines and focuses on high yield activities to obtain the best resources available.  Maybe fruit on the ground is more plentiful but often spoiled and fruit in the trees is safer to obtain and more healthy. Nothing earth-shattering but taken together, these refinements (adaptations) position one to better exploit the environment when things are good (resources are plentiful)  or  when things are not good (resources are scarce).  If you're still with me, you know that most folks in test prep were concerned that resources would become scarce as soon as Khan started delivering free SAT prep online. The good news in educational services seems to be that resources will not be as scarce as feared by most.  In fact, firms with a good product and even a moderate degree of adaptability should benefit. Here are 8 changes to the business environment which bode will for tutoring and test prep:  1.  Every Child Achieves Act:  passed recently.  Decentralizes education decision-making to the states and has allowed for use of the ACT or SAT as the measure of high school success. 2.  Most IECs  are recommending students take the ACT (at least for this year) while the Redesigned SAT is in its early stages.  This creates opportunity for any heretofore SAT oriented state. but... 3.  The SAT and ACT are fighting a state-by-state battle to be the high school assessment tool of choice.  Any state that changes from one to the other ostensibly becomes a big opportunity for test prep & tutoring "Test is Changing" marketing.  Illinois & Colorado are notable here. and... 4.  Both SAT & ACT continue to have scoring  problems and therefore remain in the media.  When this happens, it is free PR and test prep & tutoring companies generally get more phone calls and web hits. 5.  STEM subjects continue to be a primary focus at the state and federal level and tutoring demand has increased. 6.  Teachers are now bonus-eligible based on their SAT or ACT scores.  No idea if this is good for test prep but it seems like another good reason to score well. 7.  The free prep from Khan seems less strategic and more content-oriented which leaves the door open for deliberately conceived and sequenced preparation. 8.   It remains likely  that 40% - 47% of high school students will opt to take both the (r)SAT and the ACT (NY Times, 2013).  In fact, a recent survey (Money Magazine) concludes that about 43% of students will do just that. In terms of Test Prep & Tutoring Strategy, we suggest developing the ability to offer ACT vs. (r) SAT Diagnostic Testing Services but continuing to assume that many if not most of your students will choose both tests.   We reason that most tutoring students fall within the 40%-47% of students who apply game theory and take both tests. This combined with a deliberate event strategy  should serve the mutual interests of students and tutoring firms.  Pair down your tutoring to those subjects which deliver the best ROI Look closely at expanding online service delivery. Separately, begin cross-training your tutors with (r) SAT or ACT material (if you haven't already). Learn more about Test Prep & Tutoring Professionals  or schedule a FREE CONSULT  through the Test Prep Professionals Quick Scheduler.xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Updated  TPP Products and Services             Marketing Plans Tutor Recruitment SAT, ACT, (r) SAT Teacher Certification Training        Tools & Solutions for Tutoring Companies      Tutor Online       SSAT/ ISEE  Materials Fast & Easy Remote Test Processing                              Featured Employment Openings Design Director Knewton - Union Square area, Manhattan - Oct 4, 2015 Part-time Associate, Growth Strategy & Development - Government & Multilateral Partnerships at International NGO Teach For All - Wan Chai area - Oct 4, 2015 High School Math Tutor Brooklyn Prospect Charter School - Windsor Terrace High School - Oct 4, 2015 Manager of Software Engineering Knewton - Union Square area, Manhattan - Oct 4, 2015 Tenure Track Assistant Professor, Mathematical Sciences Bentley University - Greater Boston Area - Oct 5, 2015 Sales Rep Higher Education, Hartford, CT or New Haven, CT Cengage Learning - Hartford, CT - Oct 5, 2015   Math Specialist, Jacksonville, FLA Expanding firm needs to add staff. If you like math, are good with middle and high school kids and can tutor Pre Algebra, Algebra I and II, and Geometry. Email your resume: Test Prep Professionals - November 6, 2015 Full Time SAT/ACT Faculty, Washington, DC Elite SAT/ACT Tutor sought for FT Faculty Position with leading Test Prep & Counseling Service. Excellent Comp package includes Health & Dental, Vacation, 401k, Travel Expenses, and Phone Allowance Email your resume: Test Prep Professionals -October 30, 2015 ACT/SAT Tutor, Carrollton, TX ACT/SAT Generalist sought for PT Faculty Position with well positioned small firm. Higher than market pay rate, paid training, 12-24 hours per week. Email your resume: Test Prep Professionals - November 7, 2015 SAT Faculty & ESL Faculty ( FT, 1 Year Contract ), Suzhou, China SAT/ESL Tutor sought for FT Faculty Position with one of China's leading education companies. Excellent Comp package includes Travel, Housing, Health & Dental, Vacation, and Bonus. Email your resume: Test Prep Professionals - Ongoing SAT, GRE, GMAT, ACT Tutors, Boston, MA One experienced tutor sought for placement with elite tutoring firm. SAT, GRE, or GMAT tutoring experience required. Compensation generally higher than average, contractor relationship okay. 5-15 Hrs per week. Email your resume: Test Prep Professionals - Ongoing ACT & Math Tutors, Minneapolis, MN Rapidly expanding provider of school based and in-home tutoring seeks three candidates with background in Math, Elementary Ed. or ACT. Email your resume: Test Prep Professionals - Ongoing