In practice, many principals complained that although students and parents were invited to be present, the final conversion rate was very low, and few people signed up, which was a total loss. In fact, in addition to the course itself, teaching level, teaching content, venue layout and other factors, the core is the transformation strategy.
Next, I will share some practical transformation strategies with you, hoping to help you.
First, the transformation strategy of experience class
Experience class emphasizes a kind of deep experience, generally about 6 classes, with a large audience, and is generally aimed at classes. The purpose of the experience class is to let students and parents have an in-depth experience of the teaching and service of the institution, and then improve the stickiness and trust of parents and students to the institution, and finally transform the registration standard course. This is what we often call experiential marketing. The transformation strategy of the experience class, I mainly share the following points:
1. Quality is better than quantity-do conditional free, and ensure high-quality group transformation.
Experience classes are either charged or free, and now more are free experience classes. Even if it is a free experience class, I suggest you do it conditionally. For example, charging a certain deposit has two purposes: one is to ensure the attendance rate of the experience class, and the other is to screen out some groups who are purely absent from class.
For example, you can receive 300 yuan deposit for six experience classes. As long as students are late or leave early for more than 10 minutes in each class, 50 yuan deposit will be deducted; If you arrive late for more than 3 times and leave early, the deposit will not be refunded if you return more than 2 times.
2. Accurate policy-customer classification, training KOL
The clients of training institutions are parents and the users are students. Through early communication, parents' financial strength, willingness to register and personality characteristics can be comprehensively evaluated, and parents can be divided into three categories: high-intention customers, medium-intention customers and low-intention customers. Then prepare different communication skills for these three types of customers and teach them in accordance with their aptitude.
Through the entrance test, combined with students' study habits, behavior habits and training willingness, they are classified and then personalized counseling programs are given.
Among the parents in each class, one or two parents are bound to be more active, more vocal and authoritative. They are KOL (opinion leaders) among parents. Find this KOL, provide them with quality services, even extra services, and make them willing to spread and endorse the organization. KOL will spread and influence beyond your imagination.
3. Use it for me-Recommend parents to become dealers
Recommendation is one of the most cost-effective ways to recruit students. Through crazy recommendation and group work, we strive for parents to become our distributors.
Crazy introduction
If our summer expenses are 2,000 yuan, and 1 students' expenses are 1 1,000 yuan (class fees, consulting commissions, and operating costs are shared equally), we can give 600 yuan as a recommendation reward, and all parents who recommend 1 students can get 300 yuan's cash rebate. Parents who successfully register are automatically eligible for recommended cashback. As long as the number of referees exceeds 7, it can not only offset tuition fees, but also earn a small sum of money. Moreover, the referrer has also benefited, which is a win-win situation and less scruples. Parents' enthusiasm for recommendation is bound to be higher.
This scheme is suitable for institutions with low full class rate, and can be adopted in order to make up lessons quickly.
Group registration
Under the cultivation of Pinduoduo, many parents like the mode of putting together a group, so putting together a group is a powerful recommendation method.
The products participating in the team battle must show high cost performance, but to get this product, it is necessary to fight in a team battle. For example, for the summer course with the original price of 1999 yuan, it only takes 1299 yuan for each successful three-person group and 999 yuan for each successful six-person group. We can use the small group program to generate a link for parents to forward.
The success of the team battle mainly depends on the head of the team, that is, the initiator of the team battle. Therefore, in order to encourage the team leader to join the team battle, we should give the team leader some extra benefits besides discounts after the team battle is successful, such as giving the team leader 10% commission on tuition fees. It should be noted that in order to prevent individual team leaders from defrauding commissions, we stipulate that once the team building course is registered, it is not allowed to apply for a refund for any reason.
4. Adults achieve it themselves-achieve test scores and let students earn their own tuition.
In addition to giving parents substantial benefits, we should also give students an opportunity to earn tuition fees, give students a sense of accomplishment, and increase the sunk cost of not signing up.
We can organize a professional test in the last class of the experience class, and the test scores can be deducted directly according to a certain proportion when signing up for the autumn class. For example, if Oda scored 80 points in the exam, 400 yuan's tuition fees can be directly deducted according to the ratio of 1:5.
In order to promote students' recommendation, we can do the same. Students can take their classmates and friends to the campus to take the exam, and the tuition fee can be reduced again according to the exam results of classmates and friends. At the same time, if the recommended classmates and friends sign up for summer school, they can also use their test scores to deduct tuition fees according to the ratio of 1:5.
5. If you are slow, there will be nothing-give privileges and grab newspapers in a limited time.
Give parents and students certain privileges, for example, parents who sign up after the experience class can get a vip gold card, with which they can enjoy four lectures by family education experts, one free trip, six free car washes, one-year membership of iQiyi, priority appointment of degrees, priority scheduling and other privileges. Students can get the privileges of customized clothing, online Q&A, physical fitness analysis, 1 guidance to 1, customized stationery and so on. However, the number of places is limited, and the newspaper will be rushed within a limited time.
6. A long stream of water-installment payment, lowering the threshold for purchasing courses.
The epidemic has led to a decline in the income of many families, but parents do not want to discount their children's education investment. So installment payment can be introduced to lower the threshold of course purchase. For example, some parents plan to enroll in a one-year long-term course after the experience class. The tuition fee is 9000 yuan, and parents can pay it in three installments, as long as it is 3000 yuan per month, without interest.
Pay attention to the need to sign a contract with parents to stipulate the repayment date of each installment and the overdue treatment method. It is recommended to draft a valid contract after consulting a lawyer.
7. Report card-let parents renew their fees with a smile.
When do parents pay the most? There is no doubt that it is time to see that the training is effective and the child has succeeded. Therefore, at the end of the last lesson of the experience class, the culture class institution can prepare a final exam (trying to make every student make progress). Art and sports institutions can prepare a report performance and invite parents to watch it. Parents will be more willing to continue their classes when they are satisfied.
Second, the transformation strategy of marketing lectures
In addition to the experience class for students, the marketing lecture for parents is also an important way for us to improve the conversion rate. If you want to improve the conversion rate of marketing lectures, you need to consider many aspects, such as inviting speeches, process design, classroom promotion skills, etc., which can not be achieved overnight. Next, I will share with you a set of mature and tried-and-tested conversion strategy utility programs for high-conversion marketing lectures for your use.
1. Pre-meeting deposit-guaranteed attendance
The purpose of charging is to ensure the attendance rate, so that we can control the budget of the venue more accurately. Imagine: if 200 people are notified and the venue for 200 people is rented, only 100 people will be present. What will parents think when they see such a situation? Parents will definitely question the strength of the school. At the same time, parents sit together, where is the learning atmosphere? How can we have a good turnover rate in the end? So be sure to charge! Cost suggestion: 20- 100 yuan, the specific cost is determined according to the actual situation.
2. Will refund the deposit-let parents stay until the end.
In order to help us better promote the invitation, let as many parents come to class as possible, and it is necessary to reduce the difficulty of the invitation. So the money collected can be returned to parents after the whole meeting. This can ensure that every parent stays until the end and completes all pre-designed trading links.
3. Vaccinate in advance-break the psychological presupposition
Many times, parents don't want to pay the bill on the spot, not because they don't need or agree with the course, but because they can't accept the psychological presupposition before class: "Why are the lectures on customer service so commercialized in the end?" Therefore, it is very important to vaccinate parents in advance. When inviting parents, you can tell them directly that there will be super cost-effective courses on the spot. If the child reports to class on the spot, the deposit paid can offset part of the tuition fee (specific settings). Of course, if parents don't sign up, we will give a full refund on the spot. This method can naturally break this preset and improve the transaction rate. At the same time, it can effectively screen out the intended customers and maximize efficiency.
4. Small gifts break the deadlock-build a good impression
You can prepare a small gift for each parent when you sign in. After all, people with short hands are soft. Before the parents entered the stadium, we carried out a round of ice-breaking to let parents integrate into our enthusiasm.
5. Meeting process design-details determine success or failure
The process is wrong, and the efforts are in vain. The process design of the meeting is very important. When to shape the value, when to postpone the class and when to create the atmosphere should be carefully designed.
Meeting process design can refer to the following contents:
Principal's speech: The school must send a high-level representative to speak on the stage. Emphasize the importance of this marketing lecture.
2 team presentation: let the team rehearse the program in advance, so that parents can understand what kind of team we are more intuitively. The forms can be varied, such as: morale display, dance display, stage play display, corporate culture display and so on.
(3) Draw the third and fourth prizes: push the atmosphere of the site to a high point. A marketing lecture with a bad atmosphere will never shut customers down. At the same time, it is predicted that there will be a lucky draw for the first and second prizes at the end of the meeting, so that everyone can look forward to it all the time.
4 game interaction: game interaction is very important. Let parents stand up and do activities, which is more conducive to parents to open their hearts. At the same time, parents you know can use the game settings to sit separately, which is more conducive to trading.
⑥ Introduce lectures and lecturers: Introduce lectures to such an extent that everyone can't wait to hear them; Introduce the teacher to the point where everyone's eyes are looking for the teacher after the introduction. When all eyes are gathered at the entrance of the venue, the effect will be achieved, and parents will concentrate on the class. In addition to being professional, the lecturers hired must be humorous, able to mobilize the atmosphere of the venue and have sales experience.
⑦ Course value shaping: First tap the pain points of students and parents, and then take the opportunity to shape the value of the course, which can be appropriately enlarged, but don't make too absolute commitment. When the tutor's course ends, it is suggested that the tutor should not give an obvious ending signal, but invite the principal directly by the tutor, so that the principal will speak more authoritatively and push the class more forcefully. After taking office, the principal will quickly introduce the course value and preferential policies in the shortest time and the most refined language, which will not exceed 5 minutes at most, so as to avoid the decline of course enthusiasm, which is not conducive to trading and quickly enter the trading link.
⑧ First round of class postponement: The lecturer talked about the wonderful part, and the parents approved it, so we had an intermission. At this time, the course consultant will seize the opportunity to push the order. The host should constantly broadcast the information that "XX parents have signed up" on the stage to form a "herd mentality", and can make some "false reports" in advance to reassure parents, and at the same time inform parents that our registration session is only 15 minutes, so that parents have a sense of urgency. Of course, the specific push time depends on the situation on the spot.
9. Draw the first and second prizes: avoid the embarrassment and silence after the first round of rejection. The lucky draw will enliven the atmosphere of the venue and let the winning parents or students infect other parents who have not signed up.
Participate in student program performance: give students a stage to warm their parents. The reason why we want our fans to perform is to let parents see the achievements of moral education in our school, to let parents see the mental outlook of students, and to arouse parents' strong desire that their children are as good as the students on the stage, so the program must be carefully arranged.
① Share with parents of fans: Parents of fans are role models, let them drive to the venue to register.
① ② The second round of class pushing: strike while the iron is hot and push the class with all your strength. In the second round of class push, it is suggested that each group of course consultants attack the list of 1 to 1.
① ③ Refund of course deposit: honor the promise and refund the fees charged before for parents who have not signed up. Refund must be crisp and neat, and don't consume parents' goodwill towards the rest of the organization.
6. Three notes-let the lecturer cooperate skillfully
A) It is suggested that teachers should not flatter and thank the school as soon as they take the stage. Otherwise, it will give parents a feeling that the school asked the teacher to brainwash us from the beginning.
B) It is suggested that teachers should take two steps to shape the school in the 4/7 and 6/7 parts of the course content.
C) It is suggested that teachers shape the educational feelings of the school at the end of the course, such as: this is the child's second home, etc. And invite the "parents"-the principal, who will announce the preferential policies. The identity of the principal is authoritative, so it will be announced by the principal.
Well, this is the transformation strategy of the seminar that I shared in the experience class. Please pay attention to the author for more content, and I will continue to update more dry goods that can be put into practice. I hope the above content will be helpful to everyone. Let's discuss and make progress together!