“Selling” Catholic Schools: The Family Approach November 17, 2015

Opening Thoughts – Running Schools The Experience “Sale” The Family Approach Connections in all you do Agenda

What does it take to run a school today? What consumes your time in your elementary school? Can you determine the amount of time you spend on these issues/items? What are the things that most concern you, that require the greatest attention? What Does It Take?

...a teacher's teacher, a CEO, a financial planner, a personnel evaluator, a family counselor, a child psychologist, a crisis manager, a curriculum designer, a plant supervisor, and a pastor as well. But if you’re going to have a successful school in today’s world, you must be an effective, and enthusiastic marketer, too…In fact, your marketing duties must always be near the top of the list. - NAIS What It Takes!

The Experience Sale

The Family Approach “ Schools (businesses) should talk less about themselves and instead focus on the benefits to its families (customers). Potential families (prospects) don’t care about how special you think you are. They care about how much you can do for them, how much you care about them.” Harry Beckwith, Selling the Invisible

Vision and Mission Phone call Collect Basic Information Tour Leave with materials More questions Enrollment Introductions Walk in Follow-up call

It’s about Life skills, not sales skills – Focus on the family, your customer It’s connecting the family to the school and faith community – Mission Driven The Family Approach

The customer controls the content, you control the process. The Golden Rule of the Family Approach

The Family Approach Introduction Phase Question & Dialogue Phase Connection Phase Commitment Phase 11

Get to know each other Develop a common ground Help them relax Set timeline and outline the meeting Introduction Phase

The Family Approach Introduction Phase Question & Dialogue Phase Connection Phase Commitment Phase 13

Ask Questions to Find Family Needs Open Ended/Close Ended Branching Questions Double Click Questions Content-less Questions Listen for their Needs Remove Barriers Don’t problem solve Question and Dialogue Phase

What are the key questions to ask? Remember, you are trying to find the family’s needs Listening to needs – removing barriers Question and Dialogue Phase - Exercise and Mission

The Family Approach Introduction Phase Question & Dialogue Phase Connection Phase Commitment Phase 16

Summarize what you heard – “Playback” Use the parents words, not yours Mission, Features and Benefits Connect Solution to the Need Connection Phase – Mission context

Features and Benefits List all features of your School List all benefits of your School Qualitative and Quantitative Elevator speech and messaging Connection Phase - Exercise

Connect Solution to the Dialogue You mentioned (Need), at our school we take pride in… I understand in the past you experienced (Need), at this school we focus on… We have (Need), the benefit to you is… What I heard you say … You as the Expert Connection Phase

Tour the School Highlight the connection Plug in the family’s needs with your knowledge Matching needs to benefits Using their words Connection Phase

The Family Approach Introduction Phase Question & Dialogue Phase Connection Phase Commitment Phase 21

Who does what and when Operational follow up and stated next steps Phone call Follow visit/appointment Open house Additional call – principal, K-teacher, … Each driving to a decision You control the process Commitment Phase

The Family Approach - “The family controls the content, you control the process” Introduction Phase Question and Dialogue Phase Connection Phase Commitment Phase Get to know them Develop common ground – “what would you see?” Help them relax – smile, hospitality Set timeline and outline Ask questions to find needs Listen to needs Don’t “problem solve” yet Open ended/Closed ended Branching questions Double Click “Tell me more”, “How so” Summarize what you heard – “Playback” Connect solution to the need Tour the school – You’re the expert “You mentioned …” “At our school …” Focus on features Focus on benefits Make the connection Next steps Who does what, when Drive to a decision

The Last Word

“No marketing strategy, tactic, or tool will prove effective in the long run unless it is based on serving others in a caring, concerned, passionate, and personal way. With all the technology at our disposal these days, that human touch is more important than ever” - Marketing Independent Schools in the 21st Century The Last Word