2. People involved in decision making
• Principal
• Teachers
• Management
• Parents
3. Principals - Types
1. INFLUENCER 2. NON INFLUENCER
To Do
• Good at Academics & Administration • Need a better presentation
• Involves in all key decision making • Emphasis on benefits of smart class
• Acts as a Mediator • Discuss price
• Can convince the decision maker • Convincing – Important
• Wants recognition • Fix appointments through them
• Wants appreciation • Don’t overlook after meeting with
• Looks for betterment of schools decision maker – Praise him for his help
• Will give references after sign up
4. Non Influencer Principals
TO DO
• Not good at Academics • Give presentation but don’t discuss
• Takes care of Administration & price.
teaching
• Promoted from teacher to principal • Can be a hurdle to meet decision
• Closed minded maker – If you treat him as decision
• Can’t take decisions, consults maker.
management • Ignore them
• In secured person, fear of job security • Maintain good relationship
• Help in giving you school background,
management background
• Information desk – Meet him to know
director’s status.
• Don’t ask him to transfer your
• Not a mediator – Poor communication communication- Handle directly.
5. Management - Types
• Business People
• Academicians
• Christian school
• Corporate school
6. Business People
TO DO
• Interested in Profit and gain. • Presentation need to be short and brief
• Have strong financial background
• Operate other businesses
• Recruit good academicians & • Give presentation to principal also
administrators as principals
• Takes principal advise on smartclass
• Interested in admissions • Discuss advantages of branding through
• Interested in Branding smartclass
• Negotiates hard • Don’t get carried away in pricing
• Decision making too fast or too slow. • Give deadlines for quick decision
• Difficult to get appointment or meet • Track their moments
them
7. Academicians
• Very Loyal and professional • Need to create first impression but
• Basically teacher by profession and don’t create salesmen impression
starts a small school – Big • Emphasis on features of smart class
• They takes care of both school • Spend more time on content
academics & administration
• Concern about price • Talk initially about PSPM then fixed
• Parents – Objections cost.
• Regular follow up required to • Parents presentation may be required
convince. • Every time meet with a strategy
• Decision making- Long time
• Give references
• School visit helps
• Deadlines work only at pre-poning
signing date.
8. Christian school
• Highly educated • Presentation needs to impressive,
• Gate crashing very tough discuss more on features
• Principals are very strict • Need to be punctual
• Don’t trust you in your 1st visit. • Prior appointment must
Regular visits are required to trust • Visit them in visiting hours
you. • Don’t create salesman impression
• Thinks about reputation of school – • No wrong commitments please
adopts quality products
• Not interested in branding • PSPM attracts
• Price Concern
• Negotiation- very less • Maintain price balance
• Decision making – too long • Give Christian school references
• Burs our • Don’t meet correspondent without
• 70% decision making is done by principal permission.
principals • Address them as Father / Brother /
• Correspondent – 10% Sister
• Provincial – 20% • Collect info on society name
9. Corporate Schools
• Business minded • With short presentation talk
• Meeting decision maker is more on benefits
difficult • Convincing mediator is must
• Mediator – to transfer our • Identify the right mediator
communication • In Negotiation with Mediator
• Mediator negotiate first Don’t get carried away assuming
• Decision making – too long a him as a decision maker
process • Follow up must
• Involves board of directors / • Will use competitors name for
partners negotiation but talk about
difference in quality
• Enquire about other advisors
• Take note on no of school
• Enquire about decision makers
availability
10. Points to remember
• Maintain business attire
• Create a need in your first meet
• Don’t create salesman impression
• Always give full presentation
• Make note of society name
• Identify the right decision maker & also advisers to
decision makers
• Don’t get carried away with promises
• Be in touch with the client after signup till handover.
• Take references from clients.
