Your Mistakes Are Giving Prospects Cold Feet

The first contact a potential student has with your school can make or break their choice of attendance. Is your admissions team unknowingly causing potential students to get cold feet and not follow through with an interview—or choosing your institution at all? After auditing hundreds of mystery shopping calls, we’ve compiled the list below of the four most common mistakes representatives make during first contact—and how you can avoid them.

  1. Unresponsiveness of Representatives – Potential students that do not get a call back, especially after leaving voicemails, may feel under appreciated. That the lack of response could be an indicator of what to expect after enrollment. It should be top priority for representatives to return phone calls within 24 hours. Remember, you don’t know how many institutions they might be calling to get information.
  2. Over Promising Financial Aid – At some point during communication it is important to disclose the fact that financial aid is only available to those who qualify. Without this disclosure, prospective students could be misled to believe they will receive grants and scholarships to cover tuition costs then discontinue the enrollment process as a result.
  3. Slow Response to Lead Forms – Its best practice to contact potential students submitting a lead form on an institution or vendor’s website within 24 hours. Schools often wait days or even a week to follow up. At this point the inquiry could have changed their mind, lost interest, or chosen a different institution.
  4. Unprofessional Language – Representatives need to walk a cautious line when building a rapport with prospects. It’s acceptable to try bonding with potential students by explaining how proud they were to finish school themselves, talking about their children or families, or even recounting a positive story., going into financial comparatives, politics, or the foolish things they did when they were younger could make your prospects feel your institution isn’t serious.

By training your staff to avoid these common mistakes, you can help prevent cold feet and transition more prospective students into enrollments. Remember to monitor brand representatives regularly to help limit your compliance risks.

To learn more about mystery shopping click here.

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