Making Prospects Feel Special

08/09/2004

Making Prospects Feel Special

"To have a reason to get up in the morning, it is necessary to possess a guiding principle. A belief of some kind. A bumper sticker if you will." - Judith Guest, Ordinary People

Making Prospects Feel Special

In the new Exchange Articles on CD collection, "Julie Wassom on Marketing," early childhood marketing specialist Julie Wassom provides advice on building enrollment by paying special attention to parents considering your center:

"Make your prospects feel special during both the inquiry call and the center visit. Practice your enrollment building skills, so you can easily discuss differentiating features as benefits of enrolling in your center. Remember, parents may now be better educated and informed about child care options, but many people drowning in information are thirsty for wisdom. Be the helpful expert.

"During the inquiry call, first ask, then educate. As you assess your prospects' needs, ask 'What's most important to you in the care you select for your child?' Tailor your responses to address their concerns with your differentiating benefits, keeping in mind that the goal of the inquiry call is to schedule a center visit.

"Point out the differences during the center visit. If you have long term teacher tenure and the new program down the block doesn't, present that feature with a benefit statement such as 'Our teachers have been here for years because they want to be. Your son's teacher has completed first aid and CPR training, and has received a master teacher certificate. This means Jimmy will be taught by someone who not only loves children but who has the training to provide him with the best learning experience possible.'"

Exchange Articles on CD Collections on Sale!
You can buy the "Julie Wassom on Marketing" CD at a 20% discount this week as we have extended the sale on all CD Collections for another week. To take advantage of this discount, go to http://mail.ccie.com/go/eed/0368

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