www.iaeglobal.net
Copyright© iAE GLOBAL Inc. All rights reserved.
ICEF MIAMI 2013
The Key to Working with Asian Agents
“Re...
Working for Your Future Since 1992
www.iaeglobal.netWorking with Agents
2
1.Contracts
2.Reputation and brand protection
3....
Working for Your Future Since 1992
www.iaeglobal.net1. Keep it simple
3
•Simple contracts and marketing
agreements
•Active...
Working for Your Future Since 1992
www.iaeglobal.net2. Professionalism
4
•Professional and ethical partners
•Non aggressiv...
Working for Your Future Since 1992
www.iaeglobal.net3. Patience
5
• Developing a new partnership takes time
• PUSHING too ...
Working for Your Future Since 1992
www.iaeglobal.net4. Quiet Persistence
6
• Use the Rule of 3 – most business
relationshi...
Working for Your Future Since 1992
www.iaeglobal.net5. Success brings Rewards
7
• Institutions need to understand the work...
Working for Your Future Since 1992
www.iaeglobal.net6. Relationships make Partnerships
8
• Be culturally aware and learn t...
Working for Your Future Since 1992
www.iaeglobal.net6. Relationships make Partnerships
9
• Long term Business in Asia is b...
Working for Your Future Since 1992
www.iaeglobal.net7. Be Sincere and Think Long Term
10
• For many US institutions, worki...
www.iaeglobal.net
Thank you.
Copyright© iAE GLOBAL Inc. All rights reserved.
Seek to build long term and mutually benefici...
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The Key to Working with Asian Agents: Relationships make Partnerships

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The key to working with Asian agents is the ability to take a long term view, develop relationships based on loyalty and trust as well as ensuring that you provide real support to your agent partners. This is not just as simple as signing a contract, offering commission and sending some brochures or posters. The key to a real relationship is actually involving your team in relationship building with the marketing and counselling staff of your agents and providing real training to them. This cannot be stressed enough – training is the key.

What makes your institution different or special?
How does a counsellor convince a student to attend your institution?
Why should students study with you?

Successful institutions understand that basically this is a people business that is strongly influenced by personal relationships. Agents in Asia value partnerships and are fiercely loyal to institutions that support and back them. This presentation from Mark Lucas of iAE Global runs you through these tips and more.

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The Key to Working with Asian Agents: Relationships make Partnerships

  1. 1. www.iaeglobal.net Copyright© iAE GLOBAL Inc. All rights reserved. ICEF MIAMI 2013 The Key to Working with Asian Agents “Relationships make Partnerships”
  2. 2. Working for Your Future Since 1992 www.iaeglobal.netWorking with Agents 2 1.Contracts 2.Reputation and brand protection 3.Increasing the number of bona fide enrolments 4.Support and Training 5.Efficient and fair financial conditions 6.Trust – developing two way partnerships The 6 main areas that define an Agent/Institution Relationship
  3. 3. Working for Your Future Since 1992 www.iaeglobal.net1. Keep it simple 3 •Simple contracts and marketing agreements •Active support for their marketing activities •Products that fit their market •Visits and training from staff •An uncomplicated process to achieve all the above What are Agents looking for in an Institution?
  4. 4. Working for Your Future Since 1992 www.iaeglobal.net2. Professionalism 4 •Professional and ethical partners •Non aggressive negotiations •Partners who will help them build their businesses •Ability to understand the issues that they face to get agent agreements approved •Well trained counsellors who know their products •Market trends and Intelligence •An uncomplicated process to achieve all the above What institutions should be looking for from agents.
  5. 5. Working for Your Future Since 1992 www.iaeglobal.net3. Patience 5 • Developing a new partnership takes time • PUSHING too hard or showing DESPERATION will NOT get you results. • LISTENING rather than TALKING often opens doors. • THINK like an agent, TALK like a business person act like an INSTITUTION. • Don’t make your first comments about STUDENT TARGETS and LACK OF BUDGET. • Basically...be PATIENT and SUPPORTIVE. • Remain calm…… remember.. “….we can sense Desperation!!” How long does it take to actually to create student flow?
  6. 6. Working for Your Future Since 1992 www.iaeglobal.net4. Quiet Persistence 6 • Use the Rule of 3 – most business relationships take at least 3 face to face meetings to really progress. • Friendly reminders are always useful, but need to be just that – friendly. • There is a difference between being persistent and just being a pain. • Find out what the blockage is and work to remove it. Anything worth having is worth waiting and working for.
  7. 7. Working for Your Future Since 1992 www.iaeglobal.net5. Success brings Rewards 7 • Institutions need to understand the work and effort that agency partners put into getting students. • Understand the real costs of recruitment. • Not all agents are the same – some can offer far more service, support and branding in market. • Success creates opportunities to increase rewards via bonuses and incentives. • Real results = real incentives. “…..while Certificates of Appreciation and Awards are nice - they don’t pay the bills!” Rewards based on Quality and Success
  8. 8. Working for Your Future Since 1992 www.iaeglobal.net6. Relationships make Partnerships 8 • Be culturally aware and learn the business mindset of your agent partners. • Support those agents that support you – don’t be afraid to discriminate based on performance. • Follow up. • Learn to develop relationships that are more than just business. • Remember ….agents talk to each other too and a negative reputation spreads like fire. • Deliver on your promises. Establishing relationships is far more expensive than maintaining them.
  9. 9. Working for Your Future Since 1992 www.iaeglobal.net6. Relationships make Partnerships 9 • Long term Business in Asia is built on personal trust, relationships and friendship. • Social interaction is just as important as the business meeting ( this is how you get to know the real person) • Get to know the BOSSES. “…..remember; most agents are run by just a few Key people who makes ALL the MAJOR decisions and getting to know them is vital.” Social relationships are important.
  10. 10. Working for Your Future Since 1992 www.iaeglobal.net7. Be Sincere and Think Long Term 10 • For many US institutions, working with Agents is New and a bit Scary. Building TRUST both ways is essential. • Getting a student flow takes TIME and PATIENCE. • There is a process and logic to develop student flow and it takes time. • Keep Contracts as uncomplicated as legally possible and work on a minimum of 2 years if possible – the longer the better. • Build partnerships that benefit both parties. • Don’t be FAIR WEATHER FRIENDS. Trust and Patience are the keys to Success.
  11. 11. www.iaeglobal.net Thank you. Copyright© iAE GLOBAL Inc. All rights reserved. Seek to build long term and mutually beneficial partnerships.

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