1. CRM. Sales. Clouds.
The Student Recruiting Revolution
EduComm 2010 Las Vegas
Brian Niles, CEO
Adrienne Bartlett, VP, Client Experience

2. Access this presentation:
slideshare.net/targetx

3. Who’s In The
Room?

4. Expectations
Recruiting today
What’s changed
Lessons learned

5. Current Climate

6. Shifting Competition
Strained Resources
Cost-Cutting
Panic

7. 2 Trends:
1. Economic downturn
(become sales-focused)
2. Technology shift
(take to the cloud)

8. Sales-focused

9. “Sales?”

11. You provide a service.
You accept money for it.
You have delivery costs.
You pay people.
You may (or not) have profits.

12. It’s a
Business.

13. Business
Consumers or Customers
Sales & Marketing
Costs, Return, Investment
Experience

14. We may not all
agree on the
term...

15. ...but we should
all agree on the
skills.

16. Sales
(by definition)

17. “Match the product or
service you offer with
people who have a
demand for that
product or service.”

18. “Match the academic/
social programs your
college offers with
students who are
interested in those
programs.”

19. Hire the right people.
Train them differently.
Provide different tools.
Set different goals.
Assess and evaluate.
Accountability.

20. “Sales” at
resume time...

21. “Managed a territory”
“Created a travel schedule”
“Built relationships with
prospects”
“Presented”

22. 3 T’s
Talent
Tools
Training

23. Talent
Customer Service background?
Sales experience?
Tech-savvy?
Entry-level?

24. Tools
CRM
Smartphone
Laptop
Wifi

25. Training
Sales
Financial Aid
Customer Service
Technology

26. Sales-focused

27. Ask & Listen.

28. Sales Mistake #1
Talking too
much!

29. Take notes
Ask clarifying questions
Focus on them
Benefits vs. Features

30. Record it.

31. Customer Relationship
Management (CRM) is helping
to make messages much more
targeted and personalized.

32. Stop talking at me
like you don’t know
who I am!

33. “If you haven’t already”
“applied”
“registered”
“visited”

35. 1. Markets are conversations.
2. Markets consist of human
beings, not demographic sectors.
3. Conversations among human
beings sound human.

38. Research prospects
prior to contacting
them

40. Talk Price.
Communicate
Value.

41. “Salespeople” must
be able to discuss
the real price.

42. Calculate Actual Cost on
Your Website
93%
Wanted To
37% Able To

43. June 2009
71%
National Association for College Admission Counseling

44. $47k
$20k

45. Is an undergraduate
degree from Northeastern
worth $108k more than an
undergraduate degree from
UConn?

46. Financial Aid
Training?
www.targetx.com/videos.php

47. “Always on”
(my soapbox)

49. “Due to fall travel season, I will be out
of the office throughout
September and October.
I will have limited access to my email
during this time, but I will respond to
your email at my earliest
convenience.”

51. “Due to mandatory furloughs...”
“Away on a recruiting trip...”
“In Banner training this week...”

52. “Out of Office”
Reply

53. Too busy
“recruiting”
to recruit ?

54. Become a
“trusted advisor”

56. Great
salespeople are
great counselors.

57. Get comfortable
with “no.”

58. The customer is
always always
But not right.
right for us.

59. Close the Deal.

60. The Most Difficult
Question to Ask:

61. “What about this
doesn’t work for
you?”

62. 1. Remove the
Roadblocks

63. 2. Recognize
“Buyer Shift”

64. “Random Acts of
Exceptional
Customer Service”

65. “Perhaps you just
need to give them
the permission to be
exceptional.”

66. Ask for their
Commitment.

67. Rethink the
Yield Event in
Spring?

68. Technology Shift

69. 1990 QuoData
1993 Datatel Colleague
2000 SCT Banner
2010 ERP + ______

70. Sungard Banner
Collegeboard PowerFAIDs
TargetX, R+, Embark CRM
Common Application
Alumni CRM/Donations
Moodle LMS
Google for Domain

71. THEN
One Solution for Everything
NOW
Integrated Best of Breeds

72. Do what you do best.
Outsource the rest.
(but play nice together)

73. Internal IT Resources Shifted
from Administrative to Academic
(admin outsource & integrate)

74. Integrated
Flexible
Expandable
Reportable
Mobile

75. Power back into
User’s Hands.
Limited IT Support

76. Platform Shift

77. Legacy Systems
Hosted On-Campus
Software Upgrades
Inaccessible Off-Campus
Limited Integration
Configuration by Vendor

78. The New Generation
Hosted “In the Cloud”
Multi-tenant Upgrades
Accessible Everywhere
Multiple Integration Options
User-Friendly Configuration

79. A Simple Example

80. Email
Reports ERP
DATA
Mailings Apps

81. Spend less time
moving data
Get back to
recruiting students

82. Realtime Access
to Student Information
(laptop, smartphone)

83. “Don’t chase the tools.
Chase the goals.”
-Howard@BlueFuego

84. What will you
do differently?

85. www.targetx.com/ithink

86. www.targetx.com/webcasts

88. www.targetx.com/shelfari

89. Access this presentation:
slideshare.net/targetx

90. Thank You!
niles@targetx.com
bartlett@targetx.com