How do early education franchisees recruit students?

Because I am an all-encompassing worker, let's take this as an example.

First of all, this problem should be viewed from two aspects. If you have unparalleled resources, it is really not difficult. For example, teachers' resources for college entrance examination training and kindergarten resources for interest-oriented preschool training. Having powerful resources can develop rapidly in essence, and it is only a matter of time before focusing on teaching quality and user experience to support schools to grow bigger with Ref.

If you don't have this resource, or you are not strong enough, please take it step by step. Offline training institutions (not considering adult education for the time being) have enrollment methods such as push, online and channel. , subdivided into push collection of customer list, activity acquisition, information flow advertising, agency recruitment cooperation, cross-industry cooperation, customer replacement, etc. Some of these things have access barriers, such as information flow advertising. The big platform requires you to complete the procedures and have the qualifications to run a school. I don't think most training institutions have the permission of civil mechanics. In essence, cross-industry cooperation and customer replacement require that you and your partners are equal, otherwise the negotiation will be very difficult and the cycle will be particularly long. But to review their own brand competitiveness, otherwise it will be difficult to gain an advantage in the homogenization competition. To put it bluntly, everything is step by step, which is no different from running a company. Just say push this piece.

What is push? The first reaction of most practitioners is to distribute leaflets, which is actually true. What is the purpose of handing out leaflets? Some organizations distribute leaflets just to expand their influence, and hire more than a dozen students to hold them in crowded places around the campus, waiting for parents to take the initiative to ask for leaflets. Is it okay? In essence, parents' active inquiry means that the quality of customers is high enough and there is demand from the beginning. But the key to this practice is actually to expand the influence and impress parents. Oh, XX is a tutor institution.

Another is to do some part-time training and then go out to communicate with parents actively, so as to collect enough customer information. There is nothing wrong with this practice, but the focus has shifted from propaganda influence to customer acquisition.

Let's take a look at the specific differences between the two.

Difficulty in execution: There is no doubt that it is less difficult to stand in the same place, and you can finish your work part-time without even talking. However, this way of communicating with parents needs the corresponding training system and role-playing to do well enough to carry out this work. Otherwise, it is difficult for promoters to talk to their parents actively. One of them is that you can't give a satisfactory answer to your parents' requirements, and it is difficult to pay enough attention to your organization from the perspective of parents. Don't forget, your purpose is to collect customer information, which involves the user experience.

Follow-up: If the former doesn't collect parents' information, just wait for parents' callin and walkin, the follow-up is actually very simple, because parents don't contact you actively, and you can't help it. The latter will collect a lot of customer information, whether it is good or bad, people need to communicate actively, so the standard of telemarketing is established. In this step, you need to understand a truth-your purpose is not to let parents call to pay, but to let parents bring their children to your school.

Therefore, the general principle of speaking is to answer some non-critical questions for parents (such as introducing courses and brands), and try to avoid answering direct questions about prices or other substantive questions that may affect parents' visits unless you are not short of visits at all.

Requirements for managers: No matter which method you adopt, managers need to understand a problem-this is essentially the job of users to grade you. Is the content of the leaflet appropriate? Is the gift selection of quality? Are the dominant characteristics of employees professional? The marketing leaders of many organizations have no aesthetics, do not understand customer psychology, and are unwilling to think about deep-seated problems. They just said I would push, and then the effect was very poor and no solution could be found. This is actually an unqualified leader.

What I recommend is: first, set a goal, such as pushing 30% performance pressure this month, and then break down the goal. If we promote three visits, we can get a payment. If we need 65,438+00 push payment this month, we need 30 push visits, and one of the three intentional visits will actually come, which requires 90 intentional customers, 65,438+00. That means there need to be 900 pieces of parents' information with correct information, and only one of the two telephone messages is correct, so I need to collect 1800 telephone messages this month. Well, the most basic thing has come out-we need a telephone message of 1800 this month (of course, the actual operation will be much more complicated).

If I divide it equally, I will get 60 pieces of customer information a day. According to our test (internal team), one person can receive 15 calls from parents a day, so I need four people to help me do it every day. To be on the safe side, let's set the base a little higher, and we need five people to do it every day. After calculating the specific proportion and completion ratio of part-time recruitment. I know the operating cost of this matter.

Next, how to optimize the cost.

First of all, any work is essentially continuous trial and improvement.

Let's talk about handing out leaflets.

How to improve the accuracy of information? If the root cause is solved, one-step verification procedure is needed to arrange voice scanning registration. After success, you can enjoy free study materials and audition classes. But this will increase the difficulty of pushing hands, so it needs to be weighed. The flexible solution is to constantly improve speaking skills and make parents more willing to leave true information.

How to improve the information obtained by users? Those who do well should be retained, and those who do badly should be eliminated by rotation. The source of recruitment should be blocked to ensure that everyone involved is enthusiastic and cheerful, which involves more recruitment channels. Then hook should be exquisite enough to give children or parents the initiative and enthusiasm. I saw a training institution in the street some time ago, which is quite famous in the local area. It's a high school tutor, and they use balloons as gifts. I really can't imagine what this thing attracts parents and students of this age.

How to improve parents' intention? Words! Closed-loop speech! At the same time, set up a high seas mechanism for electricity sales, forming a benign internal competition.

How to improve the visiting rate of parents? Don't let the telemarketers make so-called verbal pressure after your parents have promised you to arrive. You should communicate with your parents horizontally, for example, call them one day before the appointed date to tell them the weather, pay attention to cold and warmth, and call them two hours before the appointed date to tell them the road conditions and parking arrangements near the school. Let parents feel that they have received enough respect and courtesy.

How to improve the donepay rate? This problem is too big for me to talk about alone.

How to improve the rate of entering the store twice? Details, communication methods, find a point to prevent parents from paying for targeted solutions. Too far? Too expensive? Too boring? Are these all minor problems? Actually, it's not. Is there no way to overcome the substantive problems? In fact, as long as you can impress him or highlight a certain point, it is easy for parents to give up thinking. Remember, details ~