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Posts Tagged ‘marketers’

Does a Director of Admissions Need to Have PHONE Experience?

April 8, 2010 1 comment

I am reposting this entry as I received interesting feedback the last time it was posted. Making a slight tweak here and there, but content remains the same.

Higher education companies – I plead you to listen; When you hire anyone who will make decisions regarding marketing and sales, anyone who can effect the revenue of your business – get them on the phones! Every manager needs to go through admissions or enrollment services (sales) training! To be a great marketer is to KNOW your audience. To be a great marketer or businessman in the higher education industry, you first must be able to SELL education. Selling education is not the same thing as selling a stock or selling a credit card. It’s not an impulse buy or a quick sale. Selling education is selling a prospect on graduating and finishing their degree. Selling education is finding a person’s dream and then helping the potential student come to the conclusion that the only way to achieve their dream is through education. How on earth can someone manage, train, or market this if they’ve never done it? It’s a process, a long sale; sometimes a 45 minute conversation; but it’s the psychology behind the sale that every manager needs to learn. Mark my words; a “good” marketer can get away with not having been on the phones and not knowing their consumers…a great marketer – one whose goal is not only to have a low CPE, but more importantly, a high graduation rate and high net tuition revenue – will understand the psychology behind the student and will know their consumer. The best marketers in the higher education industry are those who have a thorough understanding of the sales pitch and process as well as the retention model. The more a marketer knows about every aspect of the business, the more successful they will be. AND if the marketer does not want to get on the phones, get down in the ditches, and “get their hands dirty”, they likely have too big of an ego to be successful regardless!

Personal Branding – Real or Fake?

April 6, 2010 21 comments

When I first watched Gary Vaynerchuk video on TED, I thought to myself, “hell yea – there’s a guy that keeps it real”.

Since that time, I have studied many of the ‘personal brand’ gurus, most of whom you know: Dan Schawbel, Mashable, Chris Brogan, and then another 30 or 40 you probably don’t.

The 3 above, I’m impressed with – they are clearly marketers, learners, and connectors; but with many people now, I’ve thought to myself, “Seriously? There is no way you really believe and act on that”.

So I’ve started to question whether the ‘personal brand trend’ is people being real or people cashing in on being something they think others WANT them to be; in a sense, people have become actors. Many of these individuals promote themselves, but I want to look at them and ask for the “old fashioned” resume. This is business. I’m glad you can sell yourself; you’re obviously creative, you know about social media, connecting, and can certainly be a good ‘sales person’….but what else have you done? How many billions in revenue have you brought to a company? How many people have you managed? Moreso, does it take a business minded person to excel in the social media world and vice versa – because someone excels in social media, does this mean they’ll excel at business? Or does it just take a lot of hard work? connecting? content development?

My number one question is; how do you know what these people are saying is ‘real’?

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