Embracing a Sales Mindset in School Admissions: More Than Just Filling Seats

In a world where independent schools are facing the challenges of a cost of living crisis, changes in government regulations (for example VAT implications under a Labour government in the UK), and a fiercely competitive environment, adopting a sales oriented approach in admissions isn’t just beneficial; it’s essential. While ‘sales’ might initially bring to mind images far from the educational ethos (think shiny suits and pushy tactics), it’s crucial to understand that a healthy admissions strategy is fundamentally linked to the conversion of enquiries into enrolments and, along the way, forging meaningful connections between students and their ideal educational pathways.

The Importance of Investing in Lead Conversion

Schools excel in allocating budgets for marketing to attract leads, but the journey shouldn’t stop there. Similar to how marketers value genuine enquiries over mere foot traffic, schools must prioritise turning that interest into concrete action enrolment. Investing in marketing without a solid follow-up strategy is like pouring resources down the drain. By adopting strategic follow-up practices snaffled from the commercial sector, schools can significantly improve their ability to engage with and enrol prospective families.

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