{"id":2628,"date":"2016-08-12T17:46:57","date_gmt":"2016-08-12T17:46:57","guid":{"rendered":"http:\/\/nortonnorris.com\/?p=2628"},"modified":"2016-08-12T17:46:57","modified_gmt":"2016-08-12T17:46:57","slug":"5-reasons-inquiries-decreasing","status":"publish","type":"post","link":"https:\/\/nortonnorris.com\/5-reasons-inquiries-decreasing\/","title":{"rendered":"5 Reasons Why Inquiries Are Decreasing"},"content":{"rendered":"<h2>The Case of the Mysterious Vanishing Inquiry<\/h2>\n<p>First of all \u2013 you have witnessed this phenomenon already. If you work at a school or college that is enrollment driven \u2013 and if you compare inquires received year over year \u2013 you have already noticed the decline. But instead of stepping back and watching what is really happening, you\u2019ve probably circled the wagons and desperately tried to make your advertising dollars work better. Right? You challenge your internal marketing teams to message better and buy more efficiently. And your external agency is always under attack \u2013 with most conversations starting and centering on the need for more inquiries.<\/p>\n<p>But have you ever stepped back and asked: \u201cWhy is this happening?\u201d Or asked: \u201cWhy are we getting less inquiries?\u201d Watch this video clip for one explanation&#8230;<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/XDbeEm7vQuE\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Prediction: Inquiries Will go Away | Norton Norris<\/p>\n<p>For years our sector of education has relied on inquiries. Our models were built on the need for large quantities of prospective students. This volume fuels an admissions machine that often includes a robust CRM or SIS for tracking inquiries and even using predictive modeling to determine the likelihood of enrollment.<\/p>\n<p>Meanwhile, many large metropolitan areas have witnessed schools closing, or specific programs have been \u201ctaught out\u201d resulting in less options for students. Often a client will call me with a level of excitement and anticipation after hearing the news of a teach-out or closing \u2013 thinking their inquiries and enrollments will increase, now that there is less competition and program availability has decreased. But it doesn\u2019t happen. Inquiries and enrollments do not increase. Why is that?<\/p>\n<h2>Another Viewpoint<\/h2>\n<p>Let\u2019s start by asking another question: \u201cWhy do you need to fill out a form in order to get information?\u201d The information is on the web site already, right? You can visit any school web site and find fees, graduation rates, loan repayment, a net price calculator, and percentages of students who went to work\u2026 it\u2019s all there on the web site.<\/p>\n<p>And the wealth of information available doesn\u2019t stop there. What about the college scorecard? Our government now compiles stats and makes comparisons readily available at: CollegeScoreCard.ed.gov<\/p>\n<p>Perhaps we need to back up. Getting more information or requesting something in the mail is a practice that precedes the internet \u2013 when information was guarded and not generally available. To gather research, learn more and inform your buying decision, you looked for catalogs, view books, program slicks, etc. Remember when the common question on the phone was \u201ccan\u2019t you send me a catalog?\u201d<\/p>\n<p>So we all know that day is over. Why do we still expect prospective students to complete a form, call, or request more information? We are living in the past and afraid to accept and embrace the change that technology has forced upon us.<\/p>\n<p>If misery loves comfort \u2013 then enrollment managers may want to hang out with automobile manufacturers and dealers. The automotive industry has watched similar trends \u2013 with decreased test drives and dealer visits as more customers turn to the internet to research their car buy. According to a recent article from DMEautomotive* \u2013 one in six buyers skip the test drive altogether and nearly half of car buyers only visit one (or no) dealership prior to their purchase. The same article explains that four of five people rely on the internet for car buying and visit 10 websites in the process. And I bet they aren\u2019t requesting information when they visit the sites!<\/p>\n<p>Another research study from the McKinsey Report** has slightly different numbers \u2013 and claims that on average automobile buyers visit 1.6 dealerships \u2013 but what is alarming is by comparison, 10 years ago the average buyer visited 5 dealerships.<\/p>\n<p>What parallel do we see with car buying and school research? Simple: The abundance of information on the internet. Buyers today understand they no longer need to visit dealerships and collect information or drive cars. Their shopping experience can be done safely and comfortably from their home or office \u2013 and when they are ready to buy they know where to go.<\/p>\n<p>Meanwhile, back at our schools we still want inquiries and we still expect students to visit our school in order to make an enrollment decision.<\/p>\n<p>Almost 10 years ago my business partner created the \u201cnew enrollment funnel\u201d that appears below. The funnel starts to explain more of the reasons why inquiries have decreased and will continue to decrease \u2013 as the prospective student can move from the top of the funnel to the ultimate decision on their own. It\u2019s not necessary for them to submit an information request and reveal their identity. Nope. They can proceed down the buying path on their terms. And then when they are ready to buy, they can identify themselves.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-2627\" src=\"https:\/\/nortonnorris.com\/wp-content\/uploads\/2016\/08\/Updated-Buying-Cycle.jpg\" alt=\"Updated-Buying-Cycle\" width=\"612\" height=\"792\" srcset=\"https:\/\/nortonnorris.com\/wp-content\/uploads\/2016\/08\/Updated-Buying-Cycle.jpg 612w, https:\/\/nortonnorris.com\/wp-content\/uploads\/2016\/08\/Updated-Buying-Cycle-232x300.jpg 232w\" sizes=\"(max-width: 612px) 100vw, 612px\" \/><\/p>\n<p>At traditional colleges and universities, this process is labeled \u201cStealth Applications.\u201d That\u2019s the terminology used to describe matriculates that never made an inquiry, and just proceeded to the application over requesting more information. Which seems pretty logical to me. Think about it. Who wants to get on a list and get calls, emails and text messages? I\u2019m guessing as you read this you can re-call a recent experience where you or a friend reached out for more information \u2013 only to have your phone blow up. Maybe it was an on-line mortgage calculator. Or possibly you were exploring insurance alternatives.<\/p>\n<p>The point is: Consumers are aware that when you register for that free app, or identify yourself to download a 30-day trial \u2013 you will be labeled as a \u201cprospect.\u201d You\u2019ll receive emails. You\u2019ll get newsletters. Catalogs may show up in the mail. And sales people will call.<\/p>\n<p>So instead of registering and asking for more information \u2013 our future students can avoid the \u201cprospect\u201d stage \u2013 and safely lurk in the shadows as a \u201csuspect.\u201d They can look for reviews, do comparison shopping and more \u2013 without identifying themselves. And when they are ready to take the next step and begin the enrollment process they can complete an online application. Or can they? Does your web site have an online application? Is it a real application that a student can start, save and come back to? Is it user friendly? Mobile friendly?<br \/>\nIf you are a \u201ccareer school\u201d looking to replace some of that decline of inquiries you have experienced \u2013 you might just do that with an effective on-line application. But that\u2019s another topic for another blog.<\/p>\n<p>You don\u2019t need to register anyplace to read my blog \u2013 or any other blog or post from <a href=\"https:\/\/nortonnorris.com\/training-development\">Norton|Norris<\/a>. You can just visit the web site poke around, watch a video or two, read past articles we\u2019ve written, etc. And when your curiosity has been satisfied and you want to take the next step you can call or email.<\/p>\n<p>In closing, enjoy inquiries while you have them. Know that leads are decreasing and there are ways to optimize what you already have, and allow prospects a better buying process. You should start planning for \u201cdoomsday\u201d when you no longer have a database of prospects now. I\u2019m not certain when \u201cdoomsday\u201d occurs, but it\u2019s coming.<\/p>\n<p>Sources:<br \/>\n*1 in 6 Car Buyers Skips Test-Drive; Nearly Half Visit Just One (Or No) Dealership Prior to Purchase<br \/>\nApril 15, 2014<br \/>\nhttps:\/\/www.dmeautomotive.com\/announcements\/1-in-6-car-buyers-skips-test-drive-nearly-half-visit-just-one-or-no-dealership-prior-to-purchase#.V6HHiz86LE8<\/p>\n<p>**McKinsey Report 2\/2014<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Case of the Mysterious Vanishing Inquiry First of all \u2013 you have witnessed this phenomenon already. If you work at a school or college that is enrollment driven \u2013 and if you compare inquires received year over year \u2013 you have already noticed the decline. But instead of stepping back and watching what is really happening, you\u2019ve probably circled<\/p>\n<div class=\"h10\"><\/div>\n<p><a class=\"more-link1\" href=\"https:\/\/nortonnorris.com\/5-reasons-inquiries-decreasing\/\">Read more<\/a><\/p>\n","protected":false},"author":55,"featured_media":2704,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[22],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.4.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 Reasons Why Inquiries Are Decreasing - Norton Norris<\/title>\n<meta name=\"description\" content=\"Check out our recent post on the 5 reasons why inquiries are decreasing. 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