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Bringing Back an Excellent Sales Process
A return to a culture of sales and of selling the value of Sylvan that increases conversions and drives revenue
FOA/SLI ProjectsNew Director Curriculum Redesign
Inquiry
Labor Management
Accountability
Project Team Members:
Penny LoomeKathleen CasprowitzHillary Malone-Tilton
Susan SteronEric Wenck
Melanie Hadley-FranklinMatt Honaker
Agenda
• Why are we here?• What’s in it for me?• What does good sound like?• Discussion• What do I do next?
Why are we here?Day 1
• Call customer back immediately. • Create an action item in IMPACT to call next day (Day 2).
Day 2
• Call customer. If no contact, create an action item in IMPACT to send an email on Day 3.
Day 3
• Send a highly customized follow-up email. • Create an action item in IMPACT to call on Day 4
Day 4
• Call customer at a different time than the previous day.• If you do not reach them, leave a message and create an action item in IMPACT to call back on Day 6.
Day 5
• Do nothing with this particular family
Day 6
• Call customer one last time. • Create an action item in IMPACT to call in 60 days
Why are we here?• The current conversion rate, across the system, of inquiries to
tests is: 64%• The current conversion rate of tests to enrolls is: 53%• The average sale or revenue per enrollment is: $2,351• The revenue potential of increasing your inquiry tests
conversion rate by 10% is: $40,000• I:T conversion X 10%, 10% additional tests X enroll% = 40
additional enrolls X RPE = $94,000
What’s in it for me?
Inquiries I:E LOS Avg. Earned
Hrly Rate
Tuition Revenue
Actuals 316 34% 51 $46 $252,054
ScenariosInquiries 316 34% 51 $46 $252,054
$0
I:E 316 44% 51 $46 $326,188$74,134
LOS 316 34% 51 $46 $252,054$0
Hrly Rate 316 34% 51 $46 $252,054$0
Operational Opportunities 316 44% 51 $46 $326,188$74,134
$74,134New Revenue Opportunity =
Enroll Operations: Quick Business Development Grid
What does good sound like?
What we hear is a lack of:• Empathy• Connection to emotional needs• Benefit (more process focused)• Urgency• Positioning ourselves against the competition• Where/When/How long/How much?• Confirming questions
What does good sound like?
Purpose: Greet the customer and establish a connection, set them at ease and begin to build a relationship. You want to start to establish rapport right from the beginning. Thank the customer for calling, let them know you can and will help, and start to establish your credibility. It is critically important that anyone answering the phone – whether they will take the full inquiry, or just transfer the call, sounds warm, friendly and credible.
Do’s: Answer the phone the same way every time so it becomes
habit Answer the phone in such a way that you are going to be able
to take some control of the call Get the parent and child’s name as soon as possible and use
them throughout the call Let the parent know you are happy they called and you can
help Sound warm and friendly Make sure you introduce yourself using your name and the
name/location of your center Ask what is going on Express empathy Guide the agenda Position the value of questions
Non-negotiables: Be assumptive: Assume that
every person, regardless of how they initially sound, what question they initially ask, or how they react to price, is going to buy from you
Get personal: Get the name of the person you are speaking to, and their child’s name, within the first few minutes of the call and use them throughout
Guide the process: You control the call process, the customer controls the content
Empathize: Listen, don’t just sound empathetic, be empathetic
What does good sound like?Purpose: Uncover and agree upon the needs of the customer
Do’s: Use your questioning palette (open ended,
closed, double-clicking) to ask empowering questions
Listen for expressed needs Identify means and ends needs from the four
categories of needs (FACT) Using confirming questions collect “Yes’s,” from
your customer Summarize and confirm needs
Non-negotiables:Guide the process: You control the call process, the
customer controls the contentEmpathize: Listen, don’t just sound empathetic, be
empathetic
What does good sound like?Purpose: Inform the customer how we can help and position the value of Sylvan
Do’s: Present features and benefits that meet the
needs of the customer using the value first presentation model
State recommendations, linking benefit to needs (build value and invite them in!)
Connect recommendations to emotional needs in particular
Position Sylvan against the competition (“One great thing about Sylvan is…”)
Establish Where/When/How long/How much Solicit a reaction
Non-negotiables:Drive urgencyConnect to emotional needsPosition Sylvan against the competition: “One great
thing about Sylvan is...”
What does good sound like?
Purpose: Determine understanding and ask to move forward
Do’s: Confirm customer’s understanding Address customer’s questions and concerns Use language that drives urgency Ask for the appointment/sale using assumptive
language (Invite them in!) Align and redirect any customer objections
(Hillary)
Non-negotiables:Ask for the sale: On every call try and book the next
in-center step (either a test, Welcome Conference/Tour, EDGE program, etc.)
Confidently discuss price: Practice how you present price and present it with confidence
What does good sound like?Purpose: Express appreciation and explain next steps
Do’s: Confirm next steps (Who does What by When) Explore and address additional needs Thank customer
Non-negotiables:Follow up: Get the necessary information to follow
up (email and phone number at a minimum) – then follow up
After the call ask yourself:Did I sound credible?Would I have bought from me?
What is non-negotiable?• Be assumptive• Get personal• Guide the process• Empathize• Drive urgency• Connect to emotional needs• Position Sylvan against the competition• Ask for the sale• Confidently discuss price• Follow up
What do I do next?• Listen to your calls• Coach your staff• Hold regular meetings to review calls using the
Inquiry Quality Check Form• Ask these two questions:– Did I sound credible?– Would I have bought from me?
• Follow the 6 Day Inquiry Management Process
Discussion
What’s in it for me?
Inquiries I:E LOS Avg. Earned
Hrly Rate
Tuition Revenue
Actuals 316 34% 51 $46 $252,054
ScenariosInquiries 316 34% 51 $46 $252,054
$0
I:E 316 44% 51 $46 $326,188$74,134
LOS 316 34% 51 $46 $252,054$0
Hrly Rate 316 34% 51 $46 $252,054$0
Operational Opportunities 316 44% 51 $46 $326,188$74,134
$74,134New Revenue Opportunity =
Enroll Operations: Quick Business Development Grid
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