{"id":2128,"date":"2016-01-11T22:45:04","date_gmt":"2016-01-11T22:45:04","guid":{"rendered":"http:\/\/nortonnorris.com\/?p=2128"},"modified":"2016-01-11T22:45:04","modified_gmt":"2016-01-11T22:45:04","slug":"back-to-basics-importance-of-a-second-appointment","status":"publish","type":"post","link":"https:\/\/nortonnorris.com\/back-to-basics-importance-of-a-second-appointment\/","title":{"rendered":"Back to Basics: Importance of a Second Appointment"},"content":{"rendered":"

Back to Basics:\u00a0\u00a0 Importance of Second Appointment<\/p>\n

Vince Norton, January 2016<\/p>\n

While our talented enrollment solution professionals are busy helping admissions teams and our creative department is rolling out clever collateral our mystery shopping personnel<\/a> shared some staggering statistics last month.<\/p>\n

2 out of three prospects leave their interview without a follow-up visit scheduled<\/strong><\/p>\n

For the mathematically inclined, that\u2019s 65%.<\/p>\n

Certainly I\u2019m not talking about your school. \u00a0You would never allow your admissions representatives to let a prospect walk away without establishing \u201cnext steps.\u201d\u00a0 Or would you?\u00a0 Do you know the stats from your campus?<\/p>\n

Actually I probably am talking about you and your school.\u00a0 These stats were compiled randomly from almost 100 mystery shops spread across five school groups with campus locations ranging from California to New York and Florida to Michigan.\u00a0 All of the schools in the data set were nationally accredited with a variety of programs including Cosmetology, Medical Assisting and even Welding.<\/p>\n

Surprised?\u00a0\u00a0 Shocked?\u00a0 I hope so.\u00a0\u00a0 Unfortunately I have been watching metrics like this for years, and mentioning them often on the conference speaking trail.\u00a0 But apparently not often enough.<\/p>\n

Lets back up and do the math on what it may cost to get a prospect to visit your campus.\u00a0 Factor in the inquiry cost, labor cost for contacting and scheduling, staff\u00a0 time for the interview itself.\u00a0 I\u2019m guessing you\u2019ve got $900 invested.\u00a0 (15 years ago I pulled the marketing budget apart for a client and the total was $700 \u2013 so pretty sure I\u2019m close \u2013 or even low.)<\/p>\n

So after your $900 investment spends 45 minutes with admissions, goes on a tour, and maybe chats with financial advising for a preliminary meet and greet \u2013 and we just let them walk out the door?\u00a0\u00a0 Yup.\u00a0 They leave without a scheduled follow up meeting 65% of the time.<\/p>\n

Ok \u2013 I\u2019ve outlined the problem and reiterated the percentage.\u00a0 Now what?<\/p>\n

I\u2019d like to think its simple.\u00a0 Have your director of admissions conduct a debrief with your admissions representatives at the end of the day and ask about outcomes.\u00a0 \u00a0Did you make a connection with the prospect?\u00a0 What was it? <\/em>(BTW learn more about making a connection and using our communication hierarchy by attending one of our EnrollMatch\u00ae <\/sup><\/strong>workshops).\u00a0 Tell me about their motivation for pursuing additional education?\u00a0 Did you explore barriers they may need to overcome to attend?\u00a0 What were they?\u00a0 <\/em>And finally\u2026. drumroll please\u2026.. Did you schedule a second appointment?<\/em><\/strong><\/p>\n

Then pause, wait, listen, probe and ask:\u00a0 When are they scheduled to come back in?<\/em><\/strong><\/p>\n

I\u2019d like to think if this exercise is repeated daily you will increase the number of prospects scheduled to come back for a second appointment.<\/p>\n

Try it and let me know your results.<\/p>\n

You can visit our Website<\/a> and can learn more about our services that includes, mystery shopping, virtual training, enroll match and Marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"

Back to Basics:\u00a0\u00a0 Importance of Second Appointment Vince Norton, January 2016 While our talented enrollment solution professionals are busy helping admissions teams and our creative department is rolling out clever collateral our mystery shopping personnel shared some staggering statistics last month. 2 out of three prospects leave their interview without a follow-up visit scheduled For the mathematically inclined, that\u2019s 65%.<\/p>\n

<\/div>\n

Read more<\/a><\/p>\n","protected":false},"author":55,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[21,23],"tags":[],"yoast_head":"\nBack to Basics: Importance of a Second Appointment - Norton Norris<\/title>\n<meta name=\"description\" content=\"Back to Basics:\u00a0\u00a0 Importance of Second Appointment.\u00a0While our talented enrollment solution professionals are busy helping admissions teams and our creative department is rolling out clever collateral our mystery shopping personnel shared some staggering statistics last month.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nortonnorris.com\/back-to-basics-importance-of-a-second-appointment\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Back to Basics: Importance of a Second Appointment - 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