In my last two columns, I've revealed that many schools' staff members do not respond effectively to those people who call to inquire about lessons. A great number of would-be new students are slipping through the cracks because most schools have no clear, standardized telephone sales procedure.This month, I'll present the third part of a system I call "The Four Ps." The Pivot-Profile-Praise-Prompt method is a proven, easy-to-learn approach to answer the phone, respond to questions and secure an appointment with an interested caller. Previously, I explained the first two Ps: the Pivot and the Profile. A quick review: When a prospective student calls, he initially asks the question, for example, "How much are lessons?" The strategy is to use a pivot (the first P) to reverse the conversation, so the staff member asks the questions. The classic pivot question is, "Are you interested in classes for yourself or for your child?" A profile (the second P) is then developed of the caller's needs by asking specific, probing questions, such as, "Tell me a little about Johnny, is he shy or extroverted?" The third P, the praise, is your opportunity to praise your program by telling the caller how your classes serve his specific needs that he revealed during the profile step. The trick is to listen to the caller's answers, understand them and respond appropriately, with a specific praise that excites him about your classes. Here are two examples of two different types of praise statements: If you ask the profile question, "Tell me a little about Johnny, is he shy or outgoing?" and the caller responds, "He is very shy, and my wife and I were hoping your classes could help him." Now you would know that Johnny probably suffers from low self-esteem. If the caller says Johnny is shy, your praise response could be: "Our program is great for kids who are a little shy. In fact, I can't think of a better activity than martial arts classes to build confidence. Let's set a time for you to visit our school and meet Mr. Franklin. He heads our `I'm-A-Winner' Program, and he is great with kids."
Make short praise statements about your program. The more information you provide during the call, the less likely the caller will be motivated to schedule an appointment.
If, however, the caller's answer to the profile question is: "Johnny is very active, and is often in trouble at school. A friend told us that martial arts classes would help calm him," then you would respond, differently. When a parent tells you his child needs to be calmer, it usually means the child is at least mildly hyperactive. Your praise of your program could be: "Mr. Jones, martial arts classes are one of the best activities for children who have trouble being calm and focused. Let's set a time for you to visit our school and meet Ms. Richards. She heads our `Listen-and-Learn' Program, and she's great with kids." In the previous two examples, I included a very valuable appointment technique. Did you catch it? Remember, when someone calls you about lessons, it's not enough just to say good things about your program; you must motivate them to come to your school. One of the best ways to do this is to mention that the prospect must meet a staff member. The valuable technique I used to motivate the caller to make an appointment was third-party involvement. When I tell a caller that he should meet Mr. Franklin or Ms. Richards, I'm providing the caller with a reason to visit the school. If you don't currently have a Listen-and-Learn or I'm-A-Winner Program, or some variation, then start to develop one. One word of caution: Make short praise statements about your program. The more information you provide during the call, the less likely the caller will be motivated to schedule an appointment. You must train your staff to be disciplined and not wander from your well-developed script into tangents. Rick Bell is a marketing specialist and veteran martial arts school owner, and is considered one of the leading experts on enrollment in the industry today.
