The key is to lead a prospect who has contacted you through nontraditional
means into a more traditional recruiting environment.

Did you know?

Initial E-mail Contact Should:

  • Use a standard letter, customized for each prospect
  • Utilize the subject line to gain attention
  • Ask closed-ended questions
  • Provide 3-4 times for phone contact
  • Use proper grammar and spelling
  • Be kept short – no more than 2-3 paragraphs

Phone Contact Should:

  • Leverage all information provided
  • Occur after 48 hours or one weekend, whichever comes first
  • Be attempted up to twice in the morning, afternoon and evening
  • Establish contact so you can work as you would any other lead

What’s Next?: Conservative Strategy

Internet leads have their differences compared to leads from traditional media sources. However, the fundamental principles of working the leads are the same. The key is to lead a prospect who has contacted you via e-mail or the Internet into your preferred recruiting environment, giving you "the home field advantage." In short, an on-campus appointment.

The conservative strategy is simply a method of follow-up that relies heavily on e-mail dialogue. It involves less initial commitment from the prospect. The conservative strategy is supported by experts, who often encourage sales professionals to follow up on e-mail requests using e-mail rather than phone contact.

Overview of the Follow-Up Process

Below is a flow chart representing the basic steps necessary to effectively follow up on an Internet lead. The process begins when a potential student e-mails a request for information to the school.

To view flow chart click here.

Auto Response
An auto response is an automatically generated e-mail message that goes to the person submitting a request for information from the school. This is the first step in the process. It is important since it acknowledges that you received the prospect's request. Provide your school's phone number in the auto response, and begin selling the value of a one-on-one meeting with an admissions representative at the campus.

First Contact Method: E-mail
The first contact with Internet leads should happen via e-mail. Since they contacted you through Internet resources, you should use their chosen method of communication to respond. Develop one standard letter for your school and save it as a template. This will allow anybody working Internet leads to access and use it. Internet leads may prefer e-mail communication to phone communication, so e-mail a standardized letter to prospects as soon as possible.

Your standardized e-mail should:  

  1. Be customized to the information the prospect provided on the contact form. Make sure to use the prospect's name. Mention some specific information supplied in the initial request, such as program of interest.
  2. Have a subject line that makes your e-mail stand out. You don't want it viewed as spam or junk e-mail.
  3. Ask directed questions to help you fill in information about prospects and engage further conversation. This information may include their educational history, work status and interest in school. Utilize closed-ended questions. This will encourage them to give you more information about themselves.
  4. Let them know that you would like to set up a time to talk with them on the phone. Tell them you want to arrange a meeting at the school so you can answer their questions and show them the opportunities that are available. Be sure to also request and confirm all phone numbers.
  5. Provide 3-4 available times when you can talk with them by phone. Space out the times you give them, and set them on a quarter-hour basis, such as 9:15 a.m., 3:45 p.m. or 5:15 p.m. Ask them to e-mail or call you to select the time.
  6. Use proper grammar and spelling. Most e-mail programs have grammar and spell-check functions. Use these before sending the e-mail message, but not as a substitute for careful proofreading!
  7. Be as concise as possible so you won't lose the prospect's interest.

When the prospect responds to your communication to confirm the time of the call, follow through. Call them at the designated time. Work through this initial call as you would with any other lead, and set an appointment for a visit to your school.

Second Contact Method: Phone
If the prospect does not call or e-mail you back immediately, do not panic. Some people do not check their e-mail on a daily basis. Give them 48 hours or the weekend to reply. If they have not contacted you yet, try to reach them by phone.

Most contact forms request a phone number and "best time to call." Use this information to set the time of your follow-up call. Ideally, you should attempt phone contact once or twice in the morning, once or twice during the day, and up to 2 more times in the evening. If you get to a machine or voicemail system, leave a brief message. The message should state your name, phone number and reason for your call. Emphasize that you are responding to their request so they don't think the call is unsolicited. You may also wish to suggest that prospects e-mail or call you back to discuss their information request.

Once you establish telephone contact, work through the admissions process as you would with any other lead. Control the conversation and guide the person to setting a time to visit the school.

Continued E-mail Dialogue
You may get into a situation where the prospect simply wants to continue an e-mail conversation. In this situation, you want to maintain control of the dialogue. Try to work the prospect through the admissions process just as you would in a phone conversation or a face-to-face meeting.

  1. When prospects give lengthy answers, or respond to your questions with their own questions, move to more closed-ended questions. This will help you re-establish control.
  2. When prospects seem reluctant to reveal information about themselves, ask more open-ended questions to encourage valuable dialogue.

In all e-mail correspondence, answer questions within the parameters currently mandated by your company. With respect to compliance, e-mail communications are no different from a phone call or face-to-face meeting. As the e-mail communication goes on, continually remind prospects that you can answer their questions more efficiently if they come visit the school. Consider using language such as this:

"Jim, you have some terrific questions, and I want to make sure I get them all answered to your satisfaction. What I would like you to do is to write or type out each question so that I can address them tomorrow or Wednesday here at the campus. I am available to meet with you at 4:15 p.m. tomorrow (Tuesday 5/8), or the next day(Wednesday 5/9) at 9:15 a.m. or 6:45 p.m. Please respond and let me know which time works better for you, or call me at 913-254-6000 to confirm the time."

You may not receive a response to your phone calls or e-mails within the first week. In that case, attempt an additional phone call. Follow up with an e-mail, and finally, a written letter. Keep the message very short, and ask if they still have interest in career training. If you still receive no response, wait 2 weeks and try again. Be persistent – but not pushy – and understand that these leads may have had something come up in their personal lives. Don't assume that they are no longer interested.

Frequently Asked Questions

 

Back to top