The difficulty in recruiting students is the most distressing problem for many training institutions at present. Maybe you didn't do the following six points.

1 There is no differentiated positioning, resulting in insufficient competitiveness.

What will happen if you lack competitiveness? The answer is obvious. Training institutions can only compete with their peers in homogenization price wars, and ultimately their profits are meager and even eliminated by the market.

Why is it not competitive? Because of blindly following the footsteps of other peers, I didn't find my own school-running characteristics. As a result, students can't find a strong reason to choose you over others.

How to solve the problem of weak competitiveness-that is, do a good job of differentiated positioning, and finally find a characteristic point different from peers. Remember, the focus is not too much, but fine, one is enough, and the others are just basic collocation.

How to do differentiated positioning? This differentiation feature needs to meet the following three points at the same time: 1) its own advantages; 2) the disadvantages of competitors; 3) Students' needs (preferably rigid and implicit).

Let's give an example: for example, there are two A's and B's. A focuses on semi-permanent makeup training, and B doesn't want to do subdivision, but wants to train every makeup. When students want to learn semi-permanent makeup, most students should choose A.

The reason is that in semi-permanent makeup training, A is more professional. Similarly, if there is another C who focuses on bride makeup training, D who focuses on life makeup training, and so on. Then will B face the possibility of being dismembered and closed down, because every market of B will be divided up by more professional segmentation training.

Without credibility, students can't believe it.

What happens when a student makes a good positioning and pushes it to the market, but the student doesn't believe it? Of course, I won't choose this school to study, especially in the internet age. The biggest factor that hinders transactions is trust.

Why don't students trust you? Not because you are bad, but because you have no credibility. If you just "sell melons to brag", no one will believe you no matter how much you praise, because students know that no one will say they are poor, and they really want to learn from you, so they must dispel his many worries in order to gain his trust.

For example, what cases of teaching achievements do you have? Are these situations true? Will I buy it too expensive? Is there a discount you didn't tell me about? What should I do if I really can't do it after learning? Can I get free retraining? ……

So how to shape credibility? I'll tell you a way: an unknown and most effective way to build credibility is to let Lao Zhang and Lao Li say that your melon is good. Who would say? Say what? What do you say? You can operate according to your own situation, or you can contact Zan Admissions to help you solve it.

I don't really want to help students and make promotion a problem.

Do a good job of positioning and establish basic credibility, then the next step is promotion. The traditional idea is that "the smell of wine is not afraid of the depth of the alley", but we must tell you clearly that "the smell of wine is also afraid of the depth of the alley" in the Internet era, because the Internet has made the problem of oversupply more prominent.

If you don't actively promote yourself, it's like building a mansion in the desert, no one will care even if it is grand, because no one knows there is such a mansion here.

So how do you promote yourself? The correct posture is like this, provided that you know who your precise potential target students are first. Where are they? I won't repeat the specific methods here. Today I will only tell you a few key points of promotion:

First, the content: always publicize a point of view.

Externally, you only need to publicize your differences in the initial positioning stage, not everything.

Because only being different is your truly unique selling point. If all the publicity is done, not only is there no focus, but your prospective students can't quickly identify the difference between you and your peers, so they can't attract attention, let alone arouse interest, consultation, deal, etc.

In addition, this propaganda point must not always change, just like "afraid of getting angry and drinking Wang Laoji", whenever and wherever, take this point to hit the market.

You can't play this point today, that point tomorrow, this point here and that point there like a chameleon. The final result is to make prospective students feel that you are not focused, unprofessional, or even know what you are better at teaching.

Finally, when prospective students need to learn this, they can think of your brand, so that you can gradually become the endorsement brand of this learning demand.

Second, in behavior: only attract, not pursue.

When promoting, it is best not to ask your prospective students: Do you need our learning service, just like the previous telemarketing? What can we do? What are our recent activities? ...

Because when you pursue actively, even if prospective students have this demand, you will become more passive. This is what people's consumption psychology is doing: because you asked me to buy it, not me, you should be good to me, give me a discount and be good to me.

When you change the way to attract students, the effect will be different, that is, you only need to show your strength and charm in the places where prospective students gather, and there will definitely be prospective students in need to consult you, because students will take the initiative to find you. If your courses are really good, there will definitely be many people looking for you. At this time, your state will be different, and you will have more opportunities and confidence to keep your principles and bottom line.

Third, the mentality: only help not sell.

Mentality determines behavior. When you enroll students with the mentality of "selling", students will instinctively refuse out of disgust with "selling"; On the contrary, when you enroll students with a "help" attitude, it will make students think that they want to help solve their troubles or pain points, and really consider the problem from his point of view, and it is relatively easier to accept you.

Of course, these attitudes are really integrated into all your marketing copywriting, activities, telemarketing and other publicity and promotion, not just superficial, because students can completely perceive whether you are sincere or false. Remember "when you fool a student, you are not far from the brink of death".

4 Without the trust of the trainees, the transaction could not be concluded in the end.

We have spent a lot of energy and financial resources to attract prospective students to our base areas, such as online WeChat official accounts or offline physical schools. But in the end, if there is no deal, all the energy and financial resources invested in front will be wasted.

Although the prospective student knew about it, he didn't do anything further, which is an important reason for the prospective student to give up! So how to promote the transaction? The core method is deep ripening.

Even if we do a good job of credibility, we will attract prospective students to our base area. However, prospective students still have many questions. If they are not dealt with in time, they will gradually increase their distrust of you and eventually lead to giving up.

Deep ripening can be carried out by the following steps:

First, let prospective students pay attention to the official WeChat official account, and even lead to your personal number and WeChat group;

Second, I often publish articles that show my professionalism and credibility.

Third, focus on active prospective students and even pursue them, asking the real reasons for hesitation and answering them.

Fourth, through promotion and forced ordering, prospective students can make a deal as soon as possible.

In short, when you are educated, you can take the initiative to ask the prospective students who have consulted for a few days if they have not made a deal, and then gradually dispel their concerns and finally realize the deal. Of course, for those students who only care about low prices and ignore the quality of teaching, you can let them calm down.

5 poor learning service experience, resulting in low student satisfaction.

When prospective students become full-time students, they will have a profound experience of their services and training courses. There will be three kinds of satisfaction results in this link: super satisfaction beyond expectations, satisfaction basically in line with expectations, and dissatisfaction below expectations.

When there is dissatisfaction, especially in the internet age, it will have a great impact on the school, and his words and deeds may affect a large number of people. This kind of example can be said to be endless.

Why is there such a result? One of the core reasons is that the service and training he is experiencing now do not match your pre-transaction publicity.

Our correct strategy should be to strive for super satisfaction, ensure basic satisfaction and avoid dissatisfaction. So what is the correct method? Give me some more dry goods, of course, provided that your training is really good, otherwise it's really cheating:

First of all, find out the contact points of all students and decision makers with us: the contact points are divided into three parts:

1, before training (before trading to formal shift);

2. During the formal training;

3. After the training.

1. Before the training, there are three main contact points:

1) procedures;

2) Admission ceremony;

3) Warm-up course.

2. During the formal training, the contact points are mainly divided into two categories:

1) course related;

2) Extracurricular environment.

1) There are four main contact points related to the course:

(1) course content setting;

(2) Teaching methods;

(3) operability and practicality;

(4) Answer questions.

2) The contact point of extracurricular environment is complicated, which can basically be summarized as: everything that students can contact or feel during the training period, such as the teaching environment, the behavior of staff, whether the infrastructure is complete, etc.

3. After the training, there are three main contact points:

1) career planning;

2) job recommendation;

3) Retraining mechanism.

Second, the contact points are sorted from simple to complex and completed in stages:

According to your own actual situation, you can first improve the most urgent and favorable contact points, and other contact points can be gradually improved according to the situation. As the saying goes, "Rome was not built in a day", it was done step by step and in stages. There is no need to stick to form. It is important to find problems from the students' point of view and make continuous improvement.

Third: At the same time of completion, formulate the corresponding operation standard manual and strictly implement it.

While improving the contact points, the corresponding Operation Standard Manual should be formulated. Only when there are clear and standardized requirements can the staff abide by and strictly implement them. Excellent service training can really solve the problem of low satisfaction of students.

Without publicity and encouragement, it is impossible to bring the old with the new.

When formal students finish the course, new enrollment begins again. We must not waste such high-quality students. You must let the students take the old with the new. If you recruit well, there is no need to recruit a salesman at all.

If the recommendation rate is low, the biggest impact on you is that the promotion cost of the front-end prospective students remains high, which eventually compresses the profit margin and leads to weak enrollment.

Why is the referral rate low? As the saying goes, "You can't get up early without profit", not only because of the free reputation of your classmates, but more importantly, because you didn't give your old classmates enough motivation to do the old and bring the new. The best way to improve the recommendation rate is the double-ring ceremony.

If enrollment is your problem, you should first find your problem instead of blindly solving it according to some appearances. If you don't find your problem, try to make a comprehensive investigation combining the six points mentioned above.