July 23rd, 2021
July 23rd, 2021
By Shay Etches, Strategic Marketing Manager at VoiceOps
In June 2021, VoiceOps attended the Career Education Convention hosted by CECU and CCST. During the annual event, VoiceOps CEO & Founder Ethan Barhydt was joined by VP of Admissions at Unitek Learning, Michael Collins, to speak on the important role that coaching enablement plays in education.
The landscape of student enrollment has become ever more complex. Even before the COVID-19 pandemic, the recruiting landscape faced increased challenges through the rising costs of education and the heightened interest that many prospective students have in creating non-linear education and career paths.
These obstacles make it even more important for admissions teams to be able to provide a consultative, personalized experience when speaking with students. In fact, the impact of the pandemic has resulted in a resurfacing of traditional tactics like calling students directly, since in-person interaction hasn’t been possible and there has been so much digital noise. Not surprisingly, students seem to be responding to the much more personal approach of a one-on-one conversation, vs. conventional mass marketing.
These personal conversations are the keystone element in the admissions process, and it’s especially critical now that your team on the phone can drive growth when other areas become volatile.
The topics that Ethan and Michael covered in the session included:
Good conversation is hard. And so among admissions teams we often see performance gaps between top & bottom reps. This means poor conversations happening with students, too many missed enrollment opportunities, and ultimately poor student experiences.
Coaching is the way to help reps have better conversations. As our customers in the education space have told us, these calls are not “cookie cutter” situations, that can be solved with some keyword tags and some chat scripts. Admissions reps need to gain deep knowledge and skills so they know what they need to be saying no matter what twists and turns the conversation takes. Coaching - consistent coaching - is how you get your reps to the point where they can consistently do that.
Tackling the challenges described above requires two important elements: a strong coaching strategy and effective coaching technology. These two pieces make up coaching enablement, and most teams don’t have them. Coaching shouldn’t be something you do only during onboarding or when there’s a performance issue – it should be ongoing and consistent for all reps. There’s always room for improvement, so you should always be coaching. Coaching enablement is what gives you the framework and capability to do just that.
Learn more about VoiceOps and how to create a world-class coaching enablement program for your enrollment teams by clicking below.