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 Projects New Director Project Team Members: Curriculum Redesign Penny Loome Kathleen Casprowitz Inquiry Hillary Malone-Tilton Susan Steron Labor Management Eric Wenck Melanie Hadley-Franklin Accountability Matt 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? • Call customer back immediately. • Create an action item in IMPACT to call next day (Day 2). Day 1 • Call customer. If no contact, create an action item in IMPACT to send an email on Day 3. Day 2 • Send a highly customized follow-up email. • Create an action item in IMPACT to call on Day 4 Day 3 • 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 4 • Do nothing with this particular family Day 5 • Call customer one last time. • Create an action item in IMPACT to call in 60 days Day 6
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? Enroll Operations: Quick Business Development Grid Inquiries I:E LOS Avg. Tuition Earned Revenue Hrly Rate 316 34% 51 $46 $252,054 Actuals Scenarios Inquiries 34% 51 $46 $252,054 316 $0 I:E 316 51 $46 $326,188 44% $74,134 LOS 316 34% $46 $252,054 51 $0 Hrly Rate 316 34% 51 $252,054 $46 $0 $326,188 316 44% 51 $46 Operational Opportunities $74,134 New Revenue Opportunity = $74,134
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. Non-negotiables: Do’s: Be assumptive: Assume that Answer the phone the same way every time so it becomes every person, regardless of how habit they initially sound, what Answer the phone in such a way that you are going to be able question they initially ask, or to take some control of the call how they react to price, is going Get the parent and child’s name as soon as possible and use to buy from you Get personal: Get the name of them throughout the call the person you are speaking to, Let the parent know you are happy they called and you can and their child’s name, within help the first few minutes of the call Sound warm and friendly and use them throughout Make sure you introduce yourself using your name and the Guide the process: You control name/location of your center the call process, the customer Ask what is going on controls the content Empathize: Listen, don’t just Express empathy sound empathetic, be Guide the agenda empathetic Position the value of questions
What does good sound like? Purpose: Uncover and agree upon the needs of the customer Non-negotiables: Do’s: Guide the process: You control the call process, the Use your questioning palette (open ended, customer controls the content closed, double-clicking) to ask empowering Empathize: Listen, don’t just sound empathetic, be questions empathetic 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
What does good sound like? Purpose: Inform the customer how we can help and position the value of Sylvan Non-negotiables: Do’s: Drive urgency Present features and benefits that meet the Connect to emotional needs needs of the customer using the value first Position Sylvan against the competition: “One great presentation model thing about Sylvan is...” 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
What does good sound like? Purpose: Determine understanding and ask to move forward Non-negotiables: Do’s: Ask for the sale: On every call try and book the next Confirm customer’s understanding in-center step (either a test, Welcome Address customer’s questions and concerns Conference/Tour, EDGE program, etc.) Use language that drives urgency Confidently discuss price: Practice how you present Ask for the appointment/sale using assumptive price and present it with confidence language (Invite them in!) Align and redirect any customer objections (Hillary)
What does good sound like? Purpose: Express appreciation and explain next steps Non-negotiables: Do’s: Follow up: Get the necessary information to follow Confirm next steps (Who does What by When) up (email and phone number at a minimum) – then Explore and address additional needs follow up Thank customer 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? Enroll Operations: Quick Business Development Grid Inquiries I:E LOS Avg. Tuition Earned Revenue Hrly Rate 316 34% 51 $46 $252,054 Actuals Scenarios Inquiries 34% 51 $46 $252,054 316 $0 I:E 316 51 $46 $326,188 44% $74,134 LOS 316 34% $46 $252,054 51 $0 Hrly Rate 316 34% 51 $252,054 $46 $0 $326,188 316 44% 51 $46 Operational Opportunities $74,134 New Revenue Opportunity = $74,134
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