Tag Archives: employer engagement

How to Get High Value Clients

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 Grow Employer Engagement with Automated Systems

How to automate employer engagement People crave useful information but hate spam

This simple fact means that keeping in regular contact with people, especially busy employers, is much easier than many people think.

All you need to do is to send them regular emails packed full of really good advice that is of specific interest to them.  This sounds time consuming, but it really isn’t if you use an Autoresponder.

An Autoresponder is what your email uses to send an “out of office” message. It responds to an incoming email. Or in this case someone signing up to a newsletter. It then sends out a message, either at a predetermined time or whenever you prompt it to. Continue reading

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How to Use Employers’ Curiosity Gap To Win Contracts

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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Use Student Email to Produce a Detailed Customer Profile

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

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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Employers Will Pay Much More

employers pay extra for luxury Frequently I’m Told Employers Will NOT Pay a Premium .. or sometimes anything at all. 

That’s NOT True

Employers will pay much more than most people think when buying courses for themselves or highly valued staff.

The trick is to tap into what they value or need most.

Employers are people and people value the little extras in life .. such as
Luxury (the feeling of)
Time
Clarity
Experience
Process (if it’s unique)
Passing Responsibility (the transfer of it…to you)
Think about the businesses that YOU pay a premium to…

What do they give you that makes you happy to pay extra?

Coffee shops; most charge a high premium on coffee fees. In return you get a distinct ambiance, great coffee, comfortable seating and (usually) good music.

Apple, Their computers and phones are really expensive. You can pay 100% – 400% premium on their computers. But in return, you get a Apple shops which provide a much better experience, a great feeling when opening the box plus good  customer service.

Even the simpler, more innovative design implies clarity.

 

What Employers Will Pay For 

Employers will pay extra if you provide some, or all, of the above.

The first step is to answer the phone correctly. These people are responsible adults that run businesses.  Far too often when I speak to providers on the phone I feel like they are treating me like a school leaver. There is no need to be abrupt or appear superior!

I’m sure staff don’t set out to appear like this .. but sadly some definitely come over like this.

So start by thinking about the people you are dealing with and what they expect.  Provide this as a minimum and then try to exceed their expectations.  You can then base your prices on this level of service and see significant income improvements.

You will also stand out from the crowd when bidding against other providers.

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Follow Up Is a Very Effective Marketing & Sales Technique

follow up is a vital profit making skillFollow-up is a superb way to increase your sales and profits and is very easy to understand and undertake.

So lets start with the Follow Up basics.

You’ve met someone and they have shown genuine interest in what you have to offer.  You exchange cards and part company with promises to get back in touch. But clearly you will not be doing any business if you don’t get back in contact.

Sadly that is where many potential business opportunities fail.   No further contact is made.

Now it might be that you feel getting back in touch feels a bit pushy.  OK, but if you aren’t prepared to push at this stage there is no business to be had.  You have to make the effort to get back in touch.

This is how I do it.

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Client Acquisition: How To Avoid Client Chasing

Client acquisistion isn't easy; unless you market effectively. Client Acquisition: Getting More Business Clients Can Be Hard When Your Emails and Phone Calls Don’t Get Answered.

So how do you get the clients without appearing desperate? Try this method of Client Acquisition

You know the situation. They ask for a proposal, you write and send it and then you can’t get an answer from them.

Sometimes their priorities have changed but often it is just that you keep missing one another.  When this happens you have to decide if you should give up or keep chasing.  But chasing looks desperate.

How to Avoid Client Chasing and Looking Desperate

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Data Wins Contracts and Budgets

Budgets are tight and Finance Directors are demanding evidence
before awarding contracts or budgets.

Internally you might find yourself having to justify existing budgets whilst externally getting that vital contract now means convincing your prospect and their FD.

So how do you convince people that you are right? Without evidence you are just another person with an opinion.  In fact ti is often worse, you are a sales person with an opinion and sales figures to hit. Continue reading

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Don’t be Ashamed of Selling to Employers

Make sales, don't push impossible ideas up hill On July 1st I chaired the Apprenticeships for England Employer Engagement Event in Peterborough. It was a day of 10 minute presentations followed by debate, comment and discussion from the audience.

 

One idea put forward is that employers live in a world where sales is not a dirty word. It is what many of them do for a living. So we shouldn’t be ashamed of “selling” apprenticeships and we should stop trying to dress it up as something else.

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How To Use LinkedIn as a “CRM” System

LinkedIn has many CRM FunctionsMost people miss most of the functions that LinkedIn offers and whilst it will never fully substitute as a CRM system, it has some functions that will replicate a few of them.  This makes it a great Employer Engagement tool.

Bearing in mind that so few FE organisations have little in the way of CRM systems these are worth considering.

On the image above I’ve marked 6 functions that can be found on LinkedIn profiles.  Go to anyone you have linked with and you’ll find it at the top of their profile (just under their photo).

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The Customer FLOW Process

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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What the Wall Street Journal’s Sales Letter can Teach us in FE

sales letters ework when sent by email or snail mailSales Letters Aren’t Dead .. Even in the Digital Age

In fact in many ways sales letters are more important than ever for one simple reason.  They work.

And actually today you have two options to choose from.  You can send them by snail mail or by email.  Both work.

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How To Use Animated Calls to Actions

How to get people to subscribe or enrol Getting prospects on your website from interested to enrolled is sometimes difficult.

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What is Your Referral Strategy? Luck?

Making Referrals is an excellent marketing method but do you have a strategy? Word of Mouth  Predominates

as a marketing method.

Ask anyone where most of their custom comes from and they’ll say Word of Mouth referrals.

 

Do you have a referrals strategy?

Ask them if they have a referrals strategy and they’ll say no in most cases.

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How to Win Competitive Tenders

How to win at competitive tenderingCompetitive Tenders Are a Fact of Life That Few of Us Enjoy  …..  or Win All The Time .

I’m sure you have your share of competitive tender stories.  You know, where you wrote a great bid, made a great presentation but failed to get the work.  I hear stories like this every week.

Well sadly, the quality of your bid has little to do with winning the work.  Yes, I know that those that set the tender criteria have marks sheets.  I know that the process is meant to be objective.  I know all these things.  BUT …

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How to Add Value to Full Cost Courses

How to add Value to your college coursesIn an age where MOOCs are popular and most training can be found as “modules” on YouTube it is easier than ever to “self-educate”.  So why do we need to pay full cost for courses.

For example I recently had a choice about how to learn a new piece of software.  It was a £900 course and a night way in a hotel .. OR .. a day looking at videos on YouTube, putting what I learned in to practice and then moving on to the next piece of learning.

I went for the YouTube approach.

Why? Continue reading

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How To Use LinkedIn to Find Prospects

LinkedIn is about relationships with customers and contacts You can be a passive user of LinkedIn and lose lots of opportunities or you can use LinkedIn for a few minutes, twice a week, and see results in hours.

Most people like you and I are on LinkedIn but they don’t really understand the power of LinkedIn.  They don’t realise that in just a few minutes each week it is quite easy to stimulate interest from a contact .. without writing a word.

It is also quite easy and quick to start up a conversation that has been initiated by the person you want to “buy” from you.

Here are a few simple ideas that really work and have personally brought me a lot of business in the last year or two. Continue reading

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Putting Off Until Tomorrow is a Dangerous Strategy

You'd deal with an electricity problem now .. so why wait to make other decisions? If your electrics were unsafe you’d make a decision to do something about it NOW.

So why prevaricate over other essentials? Continue reading

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How to Work With Businesses That Have Decided NOT to Work With You

Losing a contract is not the end of a business relationshipIt may seem strange, but just because someone decided not to work with you in the past, it doesn’t mean they aren’t going to be your next customer.

You see, if you were shortlisted in some way, the fact you got as far as you did means there was nothing incredibly wrong with your proposal.  It probably fell at the last fence because of a small detail.  If it had been a totally wrong fit you wouldn’t have got anywhere near the last fence.

So that means you can remain in the frame for a chance to compete again.  In fact in some cases you will not even have to run against others the next time.

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