Tips to aid in student recruitment efforts in the higher education industry. Simple, straightforward points to consider next time you engage a student prospect over the phone.

1. Higher Education
Marketing:
Telemarketing to
Generation Z
An Industry Training Initiative By

2. Understanding the Telemarketing
Environment

3. So.. What is telemarketing?
• A marketing strategy that involves CONNECTING with
prospects over the phone
• Similar but not the same as TELESALES (e.g. credit cards,
personal loans, bank insurance, etc.)
• Aims to build relationship over the phone prior to sales

4. Objectives of Telemarketing in
Higher Education
• To market institution, programs and opportunities
• To generate leads for future recruitment
• To collect data in order to understand market trends

5. Marketing to…

6. What you need to know about
Gen Z
• Who are Generation Z? – they are youths born post-1994 &
are currently making up the majority student population of
higher education institutions
• They are accustomed to high-tech and multiple
information sources, with messages bombarding them
from all sides. They have never lived without the Internet
• They are confident, optimistic and they
value authenticity and “realness.” Peer
acceptance is very important to Generation
Z, they need to belong

7. • Respond less well to being told what to think or do
• They face global terrorism, school violence, economic
uncertainty, and recession. They view education as a
means of gaining security
• Communicate product and service attributes that
emphasize peer acceptance and belonging to peer groups
What you need to know about
Gen Z

8. The Telemarketing Components &
Getting It Right

9. The Telemarketing Components
Pre-Call Preparation
Opening
Statement/Introduction
Bridge
Statement/Probing
Post- Call Management
Marketing Pitch

10. #1. Pre-Call Preparations
• Know your product and your organization
• Know your competitor & their products
• Build confidence. Taking deep breaths and positive
visualizing helps
• Have a pen and paper with you at all times
• Do not HARD SELL! Act as an advisor instead
• Speak professionally. Control tone of voice
and speed. Being casual but not laid-back is
good. Avoid using lingo (a.k.a teen speak)

11. #2. Opening Statement/Introduction
• 7-10 seconds to make an impression & every call should
not last more than an average of 3 to 5 minutes
• Starts with a warm greeting
• Specify who you are & where you’re from
• Explain why you’re calling
• Seek permission to continue

12. #3. The Bridge Statement/Probing
• Find out more about the prospect and to get him/her
involved in the conversation
• Identify needs and/or wants through questions
• Always show interest in what the prospects say or are
trying to convey

13. #4. The Marketing Pitch
• Start off with a bang. Get them interested to listen to you as
early as possible by describing what makes your
institution special!
• Market the experience and the future they will be getting!
• Peer acceptance is important to Gen Z. Give examples of
current students in a similar demographic e.g. housing
area, school, state.
• Round off the pitch with your designated
offer e.g. discount, etc.

14. #5. Closing
• Make your offer sound exclusive to the prospect & then ask
for a commitment to meet
• You can make a suggestion but the prospect needs to
voluntarily provide their commitment as it carries more
weightage as opposed to a proposed one
• Notify prospect that you will send a reminder
via SMS or email prior to appointment.

15. Hope the tips help. Good luck!

16. About us
EDUSEED Marketing is a very niche consultancy. We provide higher
education support services to schools, colleges, universities as well as
government & private organizations. Please feel free to get in touch
with us through:
Email: eduseed@mail.com
Facebook: www.facebook.com/eduseed
Twitter: @eduseed
Linkedin: EDUSEED MARKETING
Web: www.eduseed.webs.com or www.eduseedfairs.webs.com