It should be noted that the campuses of our school are all double-qualified campuses. Please refer to the principal dialectically for the following reply.
1
Organizational construction problem
1. Leadership's cognition of management
Many principals on campus have insufficient understanding of "management". Management is not news, not supervision.
I think the core of management is to make the value created by the team higher than the sum of the values created by each individual without management.
This includes two elements:
First, there is positive interaction among team members (team atmosphere, team spirit, team culture).
The second is the continuous learning and progress of each member of the team.
Based on the characteristics of sales work, the essence of succession work belongs to sales work.
In my opinion, the principal's energy allocation for continuing class management should be: 20% for business training +40% for process management +40% for league building.
But the reality is that the energy distribution of many principals is upside down or partially missing.
About business training
If a tutor has no practical experience in continuing classes, has no contact with parents, has a good command of business processes and uses words well, I believe it is very difficult to continue classes for the first time, because the work of continuing classes is a great test of a tutor's ability to recognize people and sell.
So don't be too superstitious about the effect of training. Before assigning tasks to the tutor on a large scale, it is best to give him the opportunity to participate in the continuation of the existing class.
About process management
Process management is an important responsibility of front-line managers, but many responsible persons have no methods or plans.
Either look at the tutor himself, and it will be difficult for him to toss; Or it's random. If you see it, you care. I don't care if I don't see it.
In order to solve this problem, our school implemented the "Singles' Day" system in summer, that is, every day, everyone should make a summary of the specific situation and follow-up measures of each student who intends to continue the class and report it to the principal, who will make suggestions in time.
For newcomers, "through the daily bill" is a very effective way to promote progress.
About league building work
The target renewal rate of low-cost summer classes in Bai Fei is 40%, which means that it is normal for most people not to renew their rents. However, newcomers' discrimination ability is limited, and it is easy to fall into anxiety and despair caused by continuous failure.
Therefore, the "sense of dependence" brought by the league building work to the team and the headmaster's confidence in the future are very important.
I demand that no matter how busy I am during the summer vacation, I must ensure that the daily meeting must be held. The daily meeting is not only to report the situation of class renewal and give guidance, but more importantly, the principal and the old tutor tell the newcomers with their own experiences that the situation is not so bad, and persistence is victory.
During the summer vacation, there was a campus in our school. Because of some circumstances, the principal left, and the head office sent a supervisor to take charge of specific business guidance. But in order to stabilize the team, I also stayed at school for a while, but I only encouraged everyone and didn't participate too much in specific business.
For a while, I left because of other things, and when I came back, the supervisor gave me feedback. You'd better stay dull. It was fine when the work was smooth, but the work got stuck and I panicked when I was not in the team. ?
2. Team members are only good, not bad.
Visiting schools in summer vacation, different campuses give me different feelings. Actually, you don't have to ask about your performance. You'll probably know when you get into school.
Excellent team Everyone is busy and enthusiastic, and the campus is full of vitality. However, when I entered some campuses, I felt very sad and uncomfortable. Many people are avoiding me.
Many tutors have problems with their mentality and values at first glance.
The headmaster's feedback is that I know he can't do it, but it's hard to change. We are short of people now, so we have to make do with it first, and then someone will replace us later.
"Making do with people" is the taboo of team management.
Because as long as you make do with it, you will never rush to find a more suitable one. If you make do with him, he will definitely feel and work harder.
The second law of thermodynamics: the entropy of an isolated system will never decrease, which means that if there is no external intervention and it is purely spontaneous, then the system elements will become more and more disorderly. This principle also applies to team management.
If managers don't intervene, this kind of make-do atmosphere will definitely become stronger and stronger, affecting everyone.
Sometimes things are not done well, not because there are too few people, but because there are too many people.
Treating people as tools is the lowest cost-effective thing.
During the summer vacation, a large number of college students work part-time on various campuses.
A principal's mentality is that college students are here to earn money and can only do some auxiliary work that doesn't require brains.
In this way of thinking, part-time jobs only have supervision and no management. As a result, part-time jobs will develop in the direction you expect-if you can be lazy, you can be lazy, and if you can cope, you can cope.
I believe that people do things not only for utilitarian purposes, but also for part-time jobs.
When people use tools, they are inevitably inferior to tools, because tools do not make mistakes and are not lazy.
Face up to people's value, manage people and inspire people, so that people can show their subjective initiative beyond expectations and bring surprises.
2
Process management problem
There are many articles on the standardized process of continuing classes, so I won't go into details here. Here I want to discuss the management of process landing.
What I can see during the summer vacation is that many tutors are familiar with business processes and the campus work inspection mechanism is well implemented, but the data of continuing classes are quite satisfactory and it is difficult to break through.
The core of this problem lies in that when the principal is doing business training, he only talks about what, not why. Everyone's understanding of the business is superficial, and they don't understand the original intention and core purpose of each step. Naturally, he didn't have his own thinking and optimization when he realized it, and he could only output it mechanically.
The first is the understanding of the whole business axis.
We want parents to re-register. Why do parents renew their registration? Many tutors answer because parents think we are good.
This answer has no guiding significance for business implementation.
Parents' decision-making process is divided into the following three steps:
Only by understanding the decision-making process can we judge where the parents' continuation work has gone.
If the parents are not satisfied with the teacher, it is futile to help the teacher establish close relationship with the parents; If parents are not allowed to see the changes in their children, it is meaningless to say that there are discounts.
The second is the understanding of business details. Let me give you a few examples here.
1. The purpose of the WeChat comment
Although I gave a lot of WeChat comment templates, I asked you why you should comment on WeChat, and everyone's answers focused on "establishing intimate relationships" and "pushing classes".
The real purpose of WeChat comments is twofold.
One is to show children's academic performance and stimulate parents' intention to continue their classes. It should be noted that the learning achievement can be the change of learning habits, the improvement of learning interest and the improvement of academic performance. To analyze the needs of parents, focus on "change".
The second purpose is screening. Not all parents are prospective parents. According to the feedback from parents on WeChat, it is very important to stratify parents and separate target parents.
2. The purpose of the parent-teacher conference
Many campuses will be gearing up before the parent-teacher conference, and set the registration target for the parent-teacher conference. I think this is problematic.
First of all, face-to-face sales are very difficult. It is not easy for newcomers to do well, and it is more likely that they will not do well. Not only can't push the class, but parents may also feel "oversold" and disgusted.
Secondly, we invited parents on the grounds of communicating with children. Although many parents are interested, they are not ready to apply for classes, and they have to communicate with their children and will not register on the spot.
I think the purpose of the parent-teacher conference is to improve every parent's intention to continue the class, and it is not necessary to pursue on-site registration.
In order to improve parents' intention to continue classes, show the teaching philosophy of the organization, children's academic performance and the attitude of core parents are also very important.
Therefore, it is very important to identify the core parents before the parent-teacher conference, and to interact effectively with the core parents at the parent-teacher conference, so that the attitude of the core parents can stimulate other parents.
3. The purpose of meeting and communicating with parents alone
Compared with online organizations, offline organizations have a very important advantage in sales.
The success rate of face-to-face sales is much higher than that of telephone sales. Many parents who have no intention of calling may sign up after face-to-face communication.
However, many tutors have two misunderstandings in meeting and communicating: one is pure chat, which is endless (middle-aged women also love to chat); The second is to sell from scratch and sell it repeatedly, which makes parents very embarrassed.
First of all, we must find out why parents don't report it.
If he is satisfied with the teacher and our service, there must be a real reason why he didn't report.
Note that this reason is not necessarily said by parents, but depends on your own analysis.
There are only a few reasons, such as being too expensive, studying in other places, being far from home, and making up lessons with public school teachers.
Many of these problems are related to the concept of consumption, which cannot be clearly explained in one or two sentences. It is very important to meet and communicate for a long time and convey our thoughts and advantages to our parents.
Therefore, the purpose of meeting and communicating with parents alone is to dig deep into problems and solve them. There must be a main line. If parents are crooked, we must pull them back.
4. The purpose of renewing the discount
Is the purpose of the renewal discount to enhance parents' willingness to sign up?
Very wrong, but many tutors do it.
If parents don't want to report, they will repeat at a discount. We should know that education consumption is a decision, and an unwilling parent will basically not sign up for a little discount.
The purpose of extending the discount is to stimulate interested parents' morning papers. So parents have no intention to think of other ways to stimulate their parents' intentions.
There is no need to talk about renewal offers, or broadcast them to parents every day like a repeater.
three
Rhythm control problem
This summer vacation, some mature teams did not perform well, not because of their professional ability, but because of the slow pace of class renewal.
If the enrollment work is hard, it is possible to create miracles, then the continuation of the work is to spell it out, spell it out, and take it step by step. There is basically no possibility for latecomers or laggards to turn over.
Every class update is a process. Although it is only 65,438+00 days, it must be cut into phased goals to advance. Do you cut to the daily goal?
This is also unreasonable, because it is not a good plan to continue the work of the class and pay attention to the rhythm and disrupt the rhythm sprint from the first day.
Regarding the rhythm of class renewal, I would like to talk about the following points:
1. Re-understanding of the preview method of continuing class
There is no doubt that the importance of low-cost classes is the key to the success of excellent companies in the industry.
This summer vacation, we also made great efforts to promote make-up lessons before class, including designing discounts for make-up lessons before class.
But at work, I found that many tutors on campus think that it is difficult to continue classes without starting classes, and it is not reliable to continue classes without starting classes. Parents must register after the experience, right?
If you do something you don't agree with, you can't do it well.
In fact, this is the sequela of the institution's low-cost class enrollment policy. Everyone's thinking is framed by "concession". If you don't think about it and don't run low-cost classes, can't you enroll students? Is it impossible to always bring new children and pay the right price as soon as they come up? Why can't parents of children who are satisfied with the first class register directly?
2. Do a good job of customer stratification as soon as possible
The summer vacation is short and the task is heavy, so it is very important to do a good job of customer stratification.
There is no customer stratification, and the energy is too scattered, which will lead to the target customers not getting the services they deserve.
According to the intention of updating the category, we divide our customers into ABC three categories:
Class A is the parents who agree with our school's products and services and offer to continue their classes.
Class B means that parents agree with our school's products and services, but there are some other factors that affect their decision to continue their classes, such as the price factor mentioned above.
Class C is a parent who has no intention or is hidden deeply.
After the customers are stratified, it is necessary to promote the shift change of different customers in stages. It is absolutely impossible to maintain the handover results without promoting the handover, which will lead to great pressure at the end of the term and no experience in dealing with potential parents.
In the process of actual exercise, I found that everyone likes to talk about the window period of class renewal. I'm a little upset: tell parents that the window period for continuing classes is two days from the start of school to the end of class. Isn't that a deadline for parents? Parents have no motivation for morning newspapers.
Therefore, I stipulate that we can't increase the window period of continuing classes in the middle of the semester, which is also the result of the tutor's ignorance of business and mechanical execution.
3. In order to make the goal of continuing work at key time nodes, everyone's goal can only be higher than the overall goal.
The following is the phased goal of the summer cram school I designed (note: the summer school on campus 10 day, the sixth day of the parent-teacher conference)
There is still a gap between the above goals and the excellent institutions in the industry, but it is no small challenge for so many teams in our new campus.
The principal must keep an eye on everyone's data at every time node, and never let the tutor have the idea that "parents are interested, although they have not reported now, they will continue to report in the end".
four
Cultural direction problem
Finally, talk about cultural issues.
If the management of people by rules and regulations is tangible, then the management of people by culture is intangible. Invisible things are often more powerful.
After so many years of work experience, my respect and courtesy to my parents has become an instinct, not a disguise.
I can also treat parents who are called "unreasonable" and "absent from class" by many young colleagues with a more tolerant attitude.
But I deeply feel that our young teachers are not awed by their clients.
What are parents like in everyone's eyes? It is a goal, a kpi and a bonus.
We advocate the spirit of struggle, goal consciousness and team spirit, but we advocate too little respect for customers.
We teach you how to show professionalism and how to continue your class, but the responsibility of a teacher is not enough.
When a parent fails to renew the fee, many of our teachers are depressed and sometimes even angry; Our teacher's move is to use high-frequency telephone to urge classes.
What we should reflect on is that parents are just ordinary consumers, and they don't buy it because they don't think it's worth it (no matter what they say).
As a team, it is easy to learn badly, but difficult to learn well.
On the issue of culture and values, if the top level is crooked by one point, the middle level is crooked by three points, and the grassroots level is crooked by five points, the enterprise will collapse.
Be afraid of customers, and don't forget your initiative. We firmly believe that creating value for customers and being good to customers are what we must do.