Category Archives: Business Strategy

Why Do 50% of College Course Enquiries Get Ignored?

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50% of FE college enquiries go UnanswerdWhen the Sector Cries Out for Students and Income; 50% of Course Enquiries are Going Unanswered.

Its incredible .. but our recent mystery shopping survey  results are clear. Read more in our Exclusive Article on FE News ……. 50% of FE Enquiries Go Unanswered 

 

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What is a ChatBot or Bot?

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Bots or Chatbots work 24/7 so you don't have to

Chatbots carry out repetitive admin tasks 24/7 .. they don’t just work in factories

Chatbots or bots are  an automated or semi-automated software tools that can carry out repetitive and mundane tasks 24/7. They are usually used as a communications tool.

Bots are very common and can undertake admin tasks such as answering emails. Other examples you will undoubtedly come across include the Googlebot. Google uses Googlebot to index the huge volumes of new content being uploaded to the web every second. Its a repetitive admin task that’s been automated with a bot. Continue reading

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How to Get High Value Clients

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How to Win High Value ClientsI Know Several Ways to Acquire New High Value Clients .. But Only One of Them Works

I’m not talking about acquiring students or low value commercial business. I mean the high value clients that bring in five or six figure sums.

The businesses that pay big money.

High Value Clients May Come From ..

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How to Market a College Restaurant To Boost Profits & Recruitment

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How to Market a College Restaurant Marketing a College Restaurant: This is Often Low Down on the Priority List in Many Colleges. But When You Effectively Promote the College Restaurant The ROI is Huge

To simplify the college restaurant marketing process I use  simple templates to determine answers to a series of questions that lead towards the marketing plan. The templates vary from college to college but you’ll get a feel of what I’m looking for from these typical questions. See Below …. Continue reading

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How to Respond to Comments on Google Maps

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Google Reviews for Marketing Consultant, Stefan DrewComments on Google Maps Provide a Star Rating that can Enhance or Damage Your Reputation .. It’s a Bit Like TripAdvisor and Needs to be Handled as Carefully

How to Respond to Comments on Google Maps (Quick Guide)

  1. Log in to Google Maps
  2. Go to https://business.google.com/manage/
  3. Select your Account
  4. Select your location
  5. Click Manage Reviews
  6. Choose comment & click Verify and Reply
  7. Respond and Post.

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How to Get Star Ratings in Google Search Results

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Get Star Ratings in Google Search Results ...Five Stars Results on Google Search Helps Gain SERPS Points

Five Star Results .. Click to Enlarge

Ever Wondered How to Get Star Ratings in Google Search Results?

 

Well it  is Easier Than You Might Think. You Can Get Star Ratings in Google Search Results for Your Products, Services or You Personally if You Follow The Instructions Below.

Let me show you the simple steps I went through to get my star ratings at the top of the Google search results. But first …. Continue reading

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How to Use Employers’ Curiosity Gap To Win Contracts

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Lowenstein and the curiosity gap What is the Curiosity Gap and how does it apply to Employer Engagement & Business Development ?

George Lowenstein coined a theory he called the Curiosity Gap. In it he suggests that as soon as we realise there is a gap in our knowledge, we strive to fill it.

In Employer Engagement and Business Development we can take advantage of the Curiosity Gap by using a very simple formula. Continue reading

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Why Too Much Action is Detrimental to Success

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Action Doesn't mean you have to get caught in the hamster wheel How to Achieve Success in a Busy Action Packed World

All Around Me I See People in Constant Motion. They are in Hamster Wheels of Activity

They are running from task to task, meeting to meeting, often with a phone welded to their ear.

But when you are this busy there is only one certain result. You miss the overview. You fail to learn enough to plan a strategy. You miss out on the crucial elements vital for you to achieve success.

The only results you get are activity and low achievement because when you have your nose to the grindstone life is pretty awful. The problem is that ……….

Constant Action Drives Out Deep, Meaningful Thought

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The Power of Three in Sales & Marketing

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The Power of Three in Sales and markletingThe Power of Three Makes Sales More Certain

The Power of Three is a very simple idea that can really provide improved sales and marketing results.

What is the Power of Three?

The power of three is simple, but lets start with the number one. When you offer people one option .. or a take it or leave it option .. they have no choice and there is a high chance you fail to make a sale.

But give people several options and the choice goes from deciding if they want your course to deciding which option they want.

Sadly FE rarely offers people options that could sell more. But they could if they follow this advice.

Examples of the Power of Three Options

Say you are selling a First Aid course. The Power of Three in Selling First Aid Courses

Lots of colleges sell these courses and buyers decide on location and price. Where several providers exist in a buyers area they then often buy based on price alone.

The Power of Three says you should offer the standard course at a given price but then offer two further options. These could be based on anything to providing free coffee and or lunch to things like online QA after the course. Continue reading

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Use Student Email to Produce a Detailed Customer Profile

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Customer profile. Using a Phone Number or Email You Can Obtain Customer Profile Information Direct From the Facebook DatabaseUsing a Phone Number or Email You Can Obtain Customer Profile Information Direct From the Facebook Database

OK, thinking about your customer profile; you probably know how you can target audiences and  create lookalike audiences using an existing email list.

But did you know you can take an audience segment and get audience insights for that list? This is powerful customer profile data that really helps you boost sales and marketing.

You might decide you want to know more about 16-18 year olds that are on engineering or beauty courses.

Or perhaps you want to target employers that attended a particular event or college webinar (you are doing college webinars aren’t you?).

Once you do this you open the door to seeing where they live, their gender, age, interests etc. Continue reading

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Coffee Gets Additional Business

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Hfree coffee is a way to build relationships ow Often Do Your Clients Become Past Memories? 

For example you might have had students from a particular business for years and then they suddenly stop enrolling one year. Or maybe a school was an excellent feeder for years and then started to tail off. The answer could be coffee!

The schools issue is not so common with most providers as they often have a dedicated schools liaison person.  And that fact indicates the problem with the former. You see if no one is tasked with keeping in touch with current customers they soon get forgotten.  It isn’t enough to think that your courses are great and they will keep on coming.  All it takes is for a competitor to appear and woo them away from you.

But if you keep in touch with them on  a regular basis then they are far less likely to disappear. Ideally you should be sending them some useful snippets of info, or some top tips relevant to them, on  a regular basis.

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Generating Income, FE Space Utilisation & Pop Up Restaurants

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Pop Up Restaurants Make MoneyGenerating More Income in FE isn’t Always Easy

…. but that is usually due to our mindset.

One major asset we have is space .. and it is worth money but not if we think about it in the wrong way.

You see we think about space in terms of how we would normally use it and can’t see beyond this.

But turn your thoughts upside down and look at the space in a different way.

The space doesn’t need using for its original purpose.  It’s just space and can be used for a myriad of purposes.

Link your space to a local or national event and marvelous things happen.

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Good Networking Isn’t About Attending Regular Meetings

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Networing is a business development essential In Business Development & Employer Engagement We Are Often Told We Must Network

But what is the real value of networking? And how should we network? Do we need to go to regular meetings and meet like minded people?

Based on my own experience and the available research on networking I believe the need to network via networking groups is largely a myth broadcast by the people that organise networking groups.

Certainly some businesses benefit from attending networking groups but they tend to be the exception rather than the rule.  The people that benefit most are those that take our fees!

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How to Build Credibility With Business Clients … & Students

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Creedibility is key to engsgring prospects and making sales. Selling to businesses, and indeed engaging students, isn’t just a sales activity.

In fact, if we try to use hard sales technique to prospective customers they will frequently avoid us like the plague.  You need credibility with your prospects and students. 

The thing is, we need to build credibility with business clients and students. We want businesses to regard us as a trusted partner; one that is there to help them rather than just to sell to them. We need to build these relationships at all levels. That includes building credibility and trust with key executives in these businesses. Continue reading

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How Can FE Providers Balance Their Budgets?

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Cookery Courses could help FE  beat the budget downturnMy recent article on FE News had the phone ringing and was shared over fifty times.  In it I said that FE needs to rethink their business model and offer people what they wanted rather than what providers thought was needed.

I agreed that qualifications were important but suggested that not everyone wants a qual.  Some people just want to be able to apply new skills very quickly and others were looking for  a leisure experience.

I provided three examples of FE businesses that were thriving and had no government funding and no Inspection hassles.

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I2I Replaces B2B & B2C

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Do Businesses Buy .. Or Do Individuals in Businesses Buy? In Marketing, Do Businesses Actually Exist?

I see a lot of talk of B2C and B2B marketing but I’m not sure either exists as such; especially B2B.

Buyers are always individuals and NEVER businesses in the strict sense.  The reason is simply that all business transactions (except where the computer says No) are actually  made by individual people.  People that have the same strengths and weaknesses as the rest of us.

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Direct From London 2014: Defining Your FHE Strategy

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How do you define strategy?London FHE Marketing & Business Development 2014 was a closed door event I recently held for invited guests only.

But there are some topics I wanted to share with you personally.

 

The first is about Strategy.  This is a word that is often bandied about but rarely understood.   People often show me their business or marketing strategies and they are often weighty tomes.

Often the strategies I’m shown are more like wish list and say things like “We want to be the provider of choice for local SMEs by September 2015”. Continue reading

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Listen to Dr Srikumar Rao Live in London

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Senior staff at Microsoft, Google, Merrill Lynch, Chubb, IBM, Johnson and Johnson, Deutsche Bank, Accenture. Tata & Yahoo pay big money to get advice from Dr Srikumar Rao.

Not only is Srikumar a noted academic and TED presenter; he is someone who also advises me from time to time.  I’ve known Srikumar for a quite a while for a simple reason.  We mastermind together.  That means we get together once a month and exchange ideas.

Srikumar used to teach on MBA programs at Columbia. You can also find his TED talks on YouTube (see below) and he runs a Personal Mastery course that gets rave reviews.

This course normally costs $1000s and is normally only run for private clients.

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The Customer FLOW Process

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The Customer FLOW process Delivers Customers Every Day  .. Like a Waterfall Delivers Water Is Your Customer Acquisition and Sales Process Reactive or Proactive?

Reactive systems are fine when they send you a steady flow of new and repeat customers but they are unreliable and frequently fail.

Proactive customer acquisition and sales processes are reliable, predictable and mean you get less stressed about hitting our targets.

The system I prefer is called FLOW, which stand s for:

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Objective Reviews: Critiques for Marketing & Business Development

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customer I’ve added a new menu item this month.  You can now get my free advice and recommendations on a your marketing and business development work.

I’m planning on this becoming a permanent feature on the site.

Here’s the deal.

As a special bonus for visiting this site you can ask for my thoughts and/or recommendations on a piece of marketing collateral or a business development tactic each month.   This is totally free with no strings.

It could be a Facebook ad, sales letter, web page, email, business proposal, or anything else that you need to get an objective view on.
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