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NDARDS         S TA                              ITY           Proposing	  	  QUAL                              GR IT     ...
NDARDS         S TA                              ITY          Handling	  Rejec5on	  QUAL                              GR I...
NDARDS         S TA                              ITY                                    Do	  the	  work…then	  let	  them	...
NDARDS         S TA                              ITYQUAL                              GR IT     Y                         ...
NDARDS         S TA                              ITYQUAL                              GR IT     Y                         ...
NDARDS         S TA                                            Why Listen to Me? (Bio)                              ITYQUA...
NDARDS         S TA                                                                    Why am I here?                     ...
NDARDS         S TA                                    Why Listen to Me? (Stuff I’ve Sold)                              IT...
NDARDS         S TA                                           What really you sell is you!                              IT...
NDARDS         S TA                                                                       Personal Trust                  ...
NDARDS         S TA                                                Risk Adverse Clients                              ITYQU...
NDARDS         S TA                                             Organizational Trust:                                     ...
NDARDS         S TA                                        “Educational Ethics” versus                              ITYQU ...
NDARDS         S TA                                      Colleges Get Refunds After Translators                           ...
NDARDS         S TA                                        State Department Issues Guidance                               ...
NDARDS         S TA                                         So, Now Do You Trust Me?                              ITYQUAL ...
NDARDS         S TA                                      AIRC Provides Industry Integrity                              ITY...
NDARDS         S TA                                      Pre-enrollment Responsibilities                              ITYQ...
NDARDS         S TA                                                Best Practice Outcomes                              ITY...
NDARDS         S TA                                                                             No Brainer?               ...
NDARDS         S TA                                       Recruitment Agency Checklist                              ITYQUA...
NDARDS         S TA                                            Selling Tactics: Step One                              ITYQ...
NDARDS         S TA                                           Selling Tactics: Step Two                              ITYQU...
NDARDS         S TA                                          Selling Tactics: Step Three                              ITYQ...
NDARDS         S TA                                          Selling Tactics: Step Four                              ITYQU...
NDARDS         S TA                                           Selling Tactics: Step Five                              ITYQ...
NDARDS         S TA                                    It Takes Over 7 Contacts to Make a Sale                            ...
NDARDS         S TA                                    Know Their Process, or Define One                              ITYQU...
NDARDS         S TA                                            Agree on the Language                              ITYQUAL ...
NDARDS         S TA                              ITYQUAL                              GR IT     Y                         ...
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AIRC 2012 Conference Workshop: Best Practices in Building U.S. Partnerships for Recruitment Agencies

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AIRC 2012 Conference Workshop: Best Practices in Building U.S. Partnerships for Recruitment Agencies

  1. 1. NDARDS S TA ITYQUAL GR IT Y TE IN   Sharing  Best  Prac/ces  for  Agents   Approaching  New  Ins/tu/onal  Partners       AIRC  Workshop   November  29,  2012   Miami,  Florida   American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  2. 2. NDARDS S TA ITYQUAL GR IT Y TE IN   Survey  of  ins/tu/ons  regarding  agent  use       N=31   Q1-­‐9  ins/tu/ons  using  agents   Q10-­‐14  no  agents   American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  3. 3. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  4. 4. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  5. 5. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  6. 6. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  7. 7. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  8. 8. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  9. 9. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  10. 10. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  11. 11. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  12. 12. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  13. 13. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  14. 14. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  15. 15. NDARDS S TA ITYQUAL GR IT Y TE IN American  Interna,onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org  
  16. 16. NDARDS S TA ITYQUAL GR IT Y TE IN Approaching  prospec5ve  Uni’s   It’s  more  courtship  and  less  business  deal   American  Interna5onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa5on.org  
  17. 17. NDARDS S TA ITYQU TTT  AL GR IT Y TE IN Things  take  5me   • Your  5meline  is  NOT  your  prospec5ve  partners   • Seek  to  understand  your  partners  ins5tu5onal   barriers  to  an  agreement       • This  understanding  will  provide  you  with  an   ac5on  plan  or  roadmap  to  the  geVng  the   agreement  done.   American  Interna5onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa5on.org  
  18. 18. NDARDS S TA ITYQUAL GR IT Y TE IN Mul5ple  visits  /  mee5ngs   Get  to  know  the  key  players:   • Whose  pushing  this  idea  forward…whose  holding  it   back?   • If  the  opportunity  presents  itself…learn  about  them   beyond  their  working  life.   • Listen  don’t  talk  –  you  were  given  two  ears  and  one   mouth  for  a  reason.   American  Interna5onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa5on.org  
  19. 19. NDARDS S TA ITYQUAL GR IT Y TE IN Walk  before  you  run      or  limited  basis   • Be  willing  to  start  on  a  trial   • Not  geVng  everything  you  want  during  first  agreement   isn’t  defeat…it’s  opportunity.   • This  is  your  opportunity  to  demonstrate  why  partnering   with  you  makes  sense   American  Interna5onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa5on.org  
  20. 20. NDARDS S TA ITY Proposing    QUAL GR IT Y TE IN Why  partnering  with  you  (your  company)  makes  sense….   • This  is  your  opportunity  to  make  clear  what  you  can   bring  to  the  rela5onship.     • Evidence  -­‐  You  should  consider  offering  data  that  can   assist  your  poten5al  partner  in  winning  over  the  Parents   (stakeholders  )@  the  fiancés    ins5tu5on.   •   Success  stories  –  Don’t  be  shy  about  providing  your   prospec5ve  partner/  Fiancé    stories    that  they  can  share   to  boost  your  status  as  a  poten5al  partner.    Growing  an   exis5ng  partner’s  interna5onal  popula5on  by  virtue  of   your  partnership.   American  Interna5onal  Recruitment  Council  (AIRC)       4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa5on.org  
  21. 21. NDARDS S TA ITY Handling  Rejec5on  QUAL GR IT Y TE IN Some  would  say  the  only  way  to  assess  the  value  of  a  poten5al  partner  is   to  see  how  they  handle  rejec5on   What  to  do:     •    pa5ent  &  open…”Is  there  anything  I  can  do  to   Be   make  this  happen  or  is  it  out  of  my/our  control?       •           Be  careful  not  to  misinterpret    interest  from  the   person  and  reluctance  from  the  Ins5tu5on/Parent   American  Interna5onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa5on.org  
  22. 22. NDARDS S TA ITY Do  the  work…then  let  them  come  QUAL GR IT Y TE IN to  you   Goal  =  Ins5tu5on  approaches  partner   Why:  Because  they  can’t  see  a  beker  way   forward  (Ins5tu5on  determines  that  this  as  the   most  effec5ve(cost  and  mgt)  way  of  growing   Intl  popula5on   American  Interna5onal  Recruitment  Council  (AIRC)     4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa5on.org  
  23. 23. NDARDS S TA ITYQUAL GR IT Y TE IN “Selling” to US Universities “Two decades of experiences” Mark Shay QS Advance http://www.QS.com American  Interna,onal  Recruitment  Council  (AIRC) 1 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  24. 24. NDARDS S TA ITYQUAL GR IT Y TE IN WARNING Language used in this session is focused on the commercial aspects of international education. It uses words that may be viewed as contrary to the mission and vision of those who educate students. Those with an aversion to commercialism may find this session offensive. American  Interna,onal  Recruitment  Council  (AIRC) 2 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  25. 25. NDARDS S TA Why Listen to Me? (Bio) ITYQUAL GR IT Y TE IN Mark Shay is a business executive with a long history of success helping higher education institutions recruit and retain students. In an illustrious career that has spanned three decades Shay has served thousands of customers, ranging from individual faculty members and graduate deans, to university presidents and foreign governments. Mark has served the higher education industry as a leader and innovator with GradSchools.com and StudyAbroad.com, international representation through IDP Education and two turnaround endeavors at for-profit focused universities. Marks recent focus has been in the international student recruitment sector and has recently joined QS, the well-regarded producer of the QS World University Rankings. In his role as Business Development Director, he helps universities develop solutions to their international brand and international student recruiting, exploring the broad QS product line in a consultative approach. Very few people know the commercial side of international student recruiting sector like Mark. American  Interna,onal  Recruitment  Council  (AIRC) 3 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  26. 26. NDARDS S TA Why am I here? ITYQUAL GR IT Y TE IN •  AIRC has established a trust with US higher education and has provided a blanket of protection to those operating as university agent. Agents should stand behind this effort. •  Competition is key to any industry’s success as it builds buyer confidence, agents should show support of their industry. •  Today’s market has changed – American university “Land Grab” is gone, industry is under great scrutiny, has active and motivated opponents. Agents need respect. •  The better everyone does at “selling”, the better the credibility of the industry and the more receptive the market is to my company •  “Rising tide lifts all boats” American  Interna,onal  Recruitment  Council  (AIRC) 4 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  27. 27. NDARDS S TA Why Listen to Me? (Stuff I’ve Sold) ITYQUAL GR IT Y TE IN •  Poster distribution services •  Advertisements in 11 different university’s “Directory of Classes” •  Web links in online academic directories •  Web site development services •  Online advertising media buying services •  Online marketing consulting services •  Academic Brand Strategies •  CRM (student inquiry management) systems •  Internet generated student leads •  Database of student profiles •  Association partnerships •  Faculty Scholarly Productivity Index •  Student placement services •  International student recruiting “solutions … but ultimately, what I really sell… American  Interna,onal  Recruitment  Council  (AIRC) 5 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  28. 28. NDARDS S TA What really you sell is you! ITYQUAL GR IT Y TE IN Because no matter how good the product, no matter how great the value, if they don’t trust you, they won’t buy from you. Mark Shay, circa 1968 American  Interna,onal  Recruitment  Council  (AIRC) 6 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  29. 29. NDARDS S TA Personal Trust ITYQUAL GR IT Y TE IN Academics buy from people they trust. They greatly value the advice of their peers They value “honesty” and candor instead of boldness and hype The respect patience and they appreciate support of their academic values American  Interna,onal  Recruitment  Council  (AIRC) 7 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  30. 30. NDARDS S TA Risk Adverse Clients ITYQUAL GR IT Y TE IN University Culture: Profits don’t drive learning, don’t serve the student You don’t SELL education It’s worse to make a mistake than it is to underperform “Academics like to buy, they don’t like to be sold” Business protects intellectual property (protect confidentiality), universities share best practice (collaborate, share) American  Interna,onal  Recruitment  Council  (AIRC) 8 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  31. 31. NDARDS S TA Organizational Trust: Responsibility to the student ITYQUAL GR IT Y TE IN The wider responsibility of institutions and agencies is to the student. Trust develops when institutions and agencies work in partnership to fully meet the needs of foreign students. •  Commitment to ethical practice •  Student support infrastructure •  Recognition of cultural differences Despite a desire to achieve numbers, university administrators are bound to serve the student. It’s a trust that is build into their value systems. It is part of their ethics. American  Interna,onal  Recruitment  Council  (AIRC) 9 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  32. 32. NDARDS S TA “Educational Ethics” versus ITYQU “Business Practices”AL GR IT Y TE IN Teaching is often referred to as “the noble profession” They define “profitability” as an “ethical challenge” They don’t like to consider themselves part of an industry. Many senior administrators still hold faculty positions and consider themselves educators Mission of American higher education is demonstrated by EducationUSA’s inclusion in the Department of State as opposed to the Department of Commerce (Ministry of Trade) In the United States, there is pressure to have educational institutions act like a business, but not to have businesses run educational institutions American  Interna,onal  Recruitment  Council  (AIRC) 10 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  33. 33. NDARDS S TA Colleges Get Refunds After Translators at Chinese Fair Turn Out to Be Recruiters ITYQUAL GR IT Y TE IN The Institute of International Education is reimbursing several American colleges for the fees they paid to participate in a recent college fair it co-sponsored in China, amid complaints that translators hired to work with the Americans there were actually student-recruiting agents who took advantage of their position to sign up students. The nonprofit organization, which holds higher-education fairs in countries around the world to bring together colleges and students, forbids third parties to seek to represent colleges or potential students at the events. … told him she could "smell" the recruiters. "If youve gone to one fair, you can discern them in a second," he said. The use of paid recruiting agents is one of the most controversial issues in international education today. Universities in Australia, Britain, and elsewhere commonly use overseas recruiters to attract foreign students, but the practice is not widespread among American institutions. Critics worry that agents may take advantage of students. - The Chronicle of Higher Education, April 29, 2009 American  Interna,onal  Recruitment  Council  (AIRC) 11 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  34. 34. NDARDS S TA State Department Issues Guidance on Student-Recruitment Agents ITYQUAL GR IT Y TE IN The State Department has waded into the contentious issue of international student recruitment, issuing policy guidance that bars its EducationUSA advising centers from forming partnerships with commercial recruiting agents who have contracts to represent specific American universities. …saying that such recruiters lack objectivity and may restrict foreign students college options. . … the directive reflects the attitude of many in American higher education, who see the practice of commercial recruiting as improper and even unethical. The idea of awarding commissions to agents to sign up foreign students has long been controversial in the United States: College associations, such as the National Association for College Admission Counseling, have been critical of the practice, arguing that when recruiters are being paid by colleges, students interest is no longer their first priority. "Working with agents narrows that mission and confuses students,” - The Chronicle of Higher Education, September 2, 2009 American  Interna,onal  Recruitment  Council  (AIRC) 12 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  35. 35. NDARDS S TA So, Now Do You Trust Me? ITYQUAL GR IT Y TE IN In the USA, agents have a soiled reputation. Media paints overseas recruiting practices as aggressive, ruthless even ethically unsound. As an industry, we have an image problem. American  Interna,onal  Recruitment  Council  (AIRC) 13 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  36. 36. NDARDS S TA AIRC Provides Industry Integrity ITYQUAL GR IT Y TE IN The AIRC certification process provides a “seal of approval” for student recruitment agencies to be considered by U.S. institutions, students and families, government agencies, and other organizations concerned with quality and transparency in the international student marketplace. Applicants for AIRC certification must undergo a background check, a rigorous self- study based on the AIRC standards, and a site review. They must demonstrate their capacity for ensuring the standards are adapted throughout their agency and that counselors and agents have a full understanding of the American higher education system. AIRC’s Standards for Certification call for a certain level of quality practiced in five operational areas: 1.  Organizational Effectiveness 2.  Integrity of Recruitment Process 3.  Institutional Engagement Pre and Post Enrollment 4.  Institutional Engagement Pre and Post Recruitment 5.  Complaints Process - Source: American International Recruitment Council American  Interna,onal  Recruitment  Council  (AIRC) 14 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  37. 37. NDARDS S TA Pre-enrollment Responsibilities ITYQUAL GR IT Y TE IN The AIRC statement of rights and responsibilities asks institutions to assure that: •  Marketing information is of a high standard, professional, clear and unambiguous •  Prospective students can access information about the institution’s academic program, fees and refund policies, facilities, services, resources and policies, as well as information about US education and living in the US •  The integrity of the recruitment process is upheld, including ethical practice in admission and transfer •  Students who are admitted are adequately prepared for post-secondary education, including appropriate language skills and age consideration •  Accurate information is shared transparently with recruiting agencies American  Interna,onal  Recruitment  Council  (AIRC) 15 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  38. 38. NDARDS S TA Best Practice Outcomes ITYQUAL GR IT Y TE IN Securing universities as clients comes from a trust, that leads to strong partnerships between agencies and institutions. •  Cooperation in areas such as marketing and application processes •  Agency brings market intelligence, local experience, trained counseling staff and established infrastructure •  Agency adds ‘eyes and ears’ to the institution •  Agency supports institution building its brand in the market •  Institution supports agency in providing clear and transparent information to students •  Institution provides quality post-enrollment support services American  Interna,onal  Recruitment  Council  (AIRC) 16 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  39. 39. NDARDS S TA No Brainer? ITYQUAL GR IT Y TE IN It is not wise to assume there is no risk to the university in using an agent. For many, it is more than reluctance, it is fear. For them, their fears are very real and recognizing this is very key in starting to establish a trust. The risks to a university include: •  Brand damage – Exaggeration of the stature, reputation and recognition of a universities degree •  Liability – Misrepresentation and false statements about to program offerings, admission requirements, eligibility •  Orphaned Students – Arrival of sub-standard students and problems that need resolution •  I-20 License Suspension – Fraudulent documents and immigration scams risk suspension of the university’s ability to recruit international students. •  Professional Reputation – Picking a bad agent could be a career ender. American  Interna,onal  Recruitment  Council  (AIRC) 17 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  40. 40. NDARDS S TA Recruitment Agency Checklist ITYQUAL GR IT Y TE IN Institutions should focus on a few quality agencies that meet the check list below: Do they: Do your agencies have: Work in partnership with you Established reputation Build on your brand strength Institutional client base Provide market feedback Large footprint Provide market research Experience Market knowledge Trained counseling staff Can they: Effective infrastructure platforms Deliver your desired student profile (eg volume, diversity) American  Interna,onal  Recruitment  Council  (AIRC) 18 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  41. 41. NDARDS S TA Selling Tactics: Step One ITYQUAL GR IT Y TE IN Establish Trust (personal, company, industry) - “Academics like to buy, they don’t like to be sold” - Understand the value of personal referrals. Testimonials and introductions from other clients are important door openers and confidence builders American  Interna,onal  Recruitment  Council  (AIRC) 19 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  42. 42. NDARDS S TA Selling Tactics: Step Two ITYQUAL GR IT Y TE IN Understand the Need When possible, Listen, don’t speak. “Tell me your pain.” Patience, take notes, be deliberate. Ask for examples to understand their bias American  Interna,onal  Recruitment  Council  (AIRC) 20 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  43. 43. NDARDS S TA Selling Tactics: Step Three ITYQUAL GR IT Y TE IN Address the Objections Identify and re-state the clients objections Debate if cordial DO NOT ARGUE Provide truthful answers where possible Recognize unknowns where necessary Defer answers if further research, proof is needed DO NOT INTENTIONALLY MAKE FALSE STATEMENTS American  Interna,onal  Recruitment  Council  (AIRC) 21 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  44. 44. NDARDS S TA Selling Tactics: Step Four ITYQUAL GR IT Y TE IN Present the Value Interpret the client fears, create new ones such as: Risk of being stagnant Risk of falling behind competitors Risk of loosing travel justification Create Pain, Create urgency, Be the solution Trust builds over time, ask for a chance to prove yourself through a three year plan Discuss the contract, define non-negotiable terms Set reasonable expectations, plan to slightly over perform American  Interna,onal  Recruitment  Council  (AIRC) 22 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  45. 45. NDARDS S TA Selling Tactics: Step Five ITYQUAL GR IT Y TE IN Close the Deal Validate the client, focus on the students Ask for references Visit the campus Finalize contract terms Understand the decision making process, work the cycle American  Interna,onal  Recruitment  Council  (AIRC) 23 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  46. 46. NDARDS S TA It Takes Over 7 Contacts to Make a Sale ITYQUAL GR IT Y TE IN Almost never does a relationship consummate in one call, it takes a dialog. It is best to step through the 5 steps of a sale as efficiently as possible, mindful of the client’s mindset and role within the institution. It is good to ask how much time they have to talk today and then watch the clock. Meetings are a real part of university culture and folks are very used to operating in blocks of time. End each call/discussion with a summary of decisions and action items including next call date if possible. “Got your calendar?” Respecting their time goes a long way toward building confidence in you. Callback when prompted to, it’s your opener. “You said to call today, so I’m here to pickup where we left off last time” American  Interna,onal  Recruitment  Council  (AIRC) 24 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  47. 47. NDARDS S TA Know Their Process, or Define One ITYQUAL GR IT Y TE IN School processes are often defined. Don’t forget the basics: •  Is their an agent application or questionnaire? •  Do you have a standard contract? •  Is their a decision making committee or who issues the ultimate approval of new agents? Agent business is often personal and they are buying from you. Be friendly, but not their friend. Listen to what they are trying to say. Diversions, avoidance, lack of candor don’t help either you or the school. Let them know it’s OK to say no to you, you might also say no to them. American  Interna,onal  Recruitment  Council  (AIRC) 25 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  48. 48. NDARDS S TA Agree on the Language ITYQUAL GR IT Y TE IN Third-party representative: An all-encompassing term identifying a person or group of persons offering international student recruitment services for a fee. This can include agents, counselors or other such positions. Agent: A single entity, often a sole-proprietor, able to assist institutions in international student recruitment. May work on behalf of an institution to find students, may be hired by a student prospect to give advice on schools, or may charge both parties for bringing the two together. Counselor: A professional responsible for giving guidance and advice to international students and their families, often to help choose a college or university. May be separated for ethical reasons from the business aspect of the student placement industry. Advisor: A professional able to provide standard information on the U.S. options available to an international student prospect, but not necessary able to offer actual counseling and guidance or help with choosing an institution. Marketing representative: A full- or part-time employee hired by a U.S. college or university to work overseas in an effort to recruit students from a particular region or country. American  Interna,onal  Recruitment  Council  (AIRC) 26 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education
  49. 49. NDARDS S TA ITYQUAL GR IT Y TE IN Good Selling! Mark Shay Business Development Director QS Advace http://www.QS.com | http://www/TopUniversities.com/QSAdvance +1-610-357-4648 Mark.shay@QS.com American  Interna,onal  Recruitment  Council  (AIRC) 27 4710  Rosedale  Avenue  |  Bethesda,  Maryland  20814  |  Tel.  +1  240  547  6400  |    info@airc-­‐educa,on.org   The world’s leading network for top careers and education

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