Article Link: http://exchangepress.com/article/using-your-basic-competitive-advantage-to-increase-enrollment/5021330/
In our industry filled with acronyms like DAP and FTE, I created one called BCA. “What do you mean by BCA?” you say. Your BCAs are your Basic Competitive Advantages �" those unique features of your early care and education program and services that make you stand apart from your competitors. In general sales terms, these are called USPs, or unique selling propositions. Your BCAs should distinguish you from the other choices your enrollment prospects have available to them.When I ask directors, “What are your Basic Competitive Advantages?,” many respond with features such as a high-quality program, a state-of-the-art facility, caring staff, brain-researched curriculum, good parent communication, long-tenured teachers, and so on. Yet when I ask, “How do these compare to your competitors?,” many cannot tell me other than to smile and say, “We hope they are better.” Hope is not a marketing strategy.
Many child care choices can seem similar when parents see ads, receive mailings, and investigate companies online. Learning what truly differentiates you from those other competitive options �" and then how to communicate your BCAs in a manner that is meaningful to your prospects �" can mean more enrollment conversions and higher capacity utilization in your ...