Effective Counselling & Sales Techniques for Education Agents (Edu Marketing Conference, Moscow October 2014) Magdy Attalla Regional Marketing Director – Benedict & BHMS Schools, Switzerland

Objectives Know your customer. Know your partner’s education offering. Know your competition. Learn effective techniques on Face- to-Face Sales.

Do You Know Your Customers? Who are they? What do they look for? Do you have more male or female students? Do you have older, non-traditional students? When do they enrol? What geographic regions are they from?

Do You Know Your Customers? What websites do they visit most? What keywords do they search for? What are the major “sticking points” that are preventing them from becoming international students? Develop detailed “personas” of your target audience.

Do You Know Your Education Offering? Know your education offering inside out. Differentiators might be things like esteemed programs, campus location, experience, etc. Make sure to “customize” the benefits message for each of your targeted personas.

Do You Know Your Competition? Why do students choose your partner school or education institution over others? Do you know the education offering of the main competitor schools or education institutions? Can you realistically compare and contrast most competitor institutions on behalf of your client?

Face-to-face selling separates your company ALWAYS try to get in the same room as your prospect in the shortest amount of time. Sell “YOURSELF” first before selling your service. Sell your passion for your job! Sell your concern for their welfare!

Face-to-face selling: First Encounter Pre-qualify your shopper (over the phone or via ). Suggest a meeting in the right place and time. First impression, a smile, firm handshake, eye contact, never skip anyone. FACT: Prospects are judging your actions and words closely within the first 30 seconds.

Face-to-face selling: Compliment your prospect Make a meaningful – not shallow – compliment. Don’t compliment “commodities”, instead the people who chosen/designed them. FACT: Everyone likes to feel special.

Face-to-face selling: listen & praise Let your prospects talk about themselves, about their career & study plans. Ask open- and closed-ended questions. Actively confirm understanding (and praise) their opinions. FACT: The more they talk about themselves, the quicker you can cater your pitch to their needs.

The best counsellors spend 80% of their time listening to customers, and 20% talking.

Face-to-face selling: Sell Benefits Increase your knowledge of your partner’s education benefits. Ask your prospect to confirm your understanding of their needs. FACT: Your client is not buying education. They are buying a career, a better life, escape, life experience, a “solution” to their “problem”.

Face-to-face selling: Closing Seek agreements and potential commitment in the right session and timing. Apply pressure – nicely – but don’t be “pushy”. FACT: You can’t sell education until you ask the prospect to buy it.

Thank You Magdy Attalla Regional Marketing Director – Benedict & BHMS Schools, Switzerland