Managing the private school admissions process is essentially a sales process. Not quite sold on that idea yet? Understandably, this concept can be challenging for schools to buy, so let’s explore why it's often met with resistance...

For many schools, and particularly the older, "prestigious" private schools, the idea of selling can seem unnecessary or even "beneath" them. These schools often rely on their esteemed reputations, long histories, and established traditions to attract families. They might believe that their academic excellence, distinguished alumni, and exclusive networks speak for themselves, making any form of active selling redundant.

However, even the most prestigious schools must recognize that the landscape of education is changing.

Families today have more choices and higher expectations. They're looking for schools that offer academic rigor, a nurturing environment, individualized attention, and a clear alignment with their values and goals for their children. In this context, the admissions process becomes crucial. It’s not about undermining the school’s prestige; rather, it’s about effectively communicating the unique value your school offers in a way that resonates with prospective families — sales.

Bad Reputations

Sales has a bad reputation, often because of the shady tactics used by some sales professionals. Think of the pushy, sleazy used car salesman trope from movies (and maybe real life). Nearly 90% of us dislike the car dealership experience, after all. But sales doesn’t have to be like that. There is such a thing as a positive sales experience. 

When sales professionals are informative, helpful, and honest, acting more like trusted advisors, the experience is more enjoyable and beneficial.

Often, people don’t realize they’re being sold something during a positive sales experience. They feel in control, making the best choice with the salesperson’s guidance.

During the detailed and often complex school admissions process, it’s crucial to have someone on your side to help guide and inform you along the way, acting as a partner. Admissions professionals who take on this role help families navigate the logistical challenges and make informed decisions with confidence. That's why admissions is sales.

It's this supportive partnership that ensures families feel reassured and empowered throughout their admissions journey, ultimately leading to a more positive and successful experience.

Keep Reading: Sales Teams Know Why Your Admissions Office is Losing Families

Is it Taboo to Think of Admissions as Sales?

As an admissions professional, calling your job a sales position can feel uncomfortable. Sales isn’t always “aggressive” or “dishonest,” but selling in education is still taboo. It’s time for a change.

The key is understanding that successful sales means making prospects feel good when engaging with your school’s brand. This approach makes admissions more appealing. So instead of thinking of sales as pushing a product, think of it as providing a service.

Successful sales in admissions and enrollment management involves listening to families' needs, addressing their concerns, and helping them understand how your school can meet their prospective students' goals. It’s about building trust and forming a genuine connection.

It's called "relationship selling," where the focus is more on building a connection between the salesperson and the buyer rather than highlighting the features or price of the product. By addressing these needs, sales reps aim to offer genuine value to the customer.

When more than 70% of us expect in-depth personalization, it means the connections we make with families are an essential part of the admissions process.

Since switching to Finalsite Enrollment, Finalsite's school admissions software, The Joy School has shifted from the technical aspects of enrollment management and prioritized what really matters—supporting students and families.

“I'm a relationship-builder, not a tech person," shared Christine Pratt, director of admissions at The Joy School. "I can talk all day long, but the tech part is hard,” Pratt laughed. “With Finalsite Enrollment, I can do everything myself. It's super user-friendly, and I don't have to involve IT or a database administrator."

With this mindset, admissions professionals can see themselves as partners in the journey rather than traditional salespeople. This shift means that when families perceive admissions as a collaborative and positive experience, they're more likely to feel confident in their decision and committed to your school. That creates a meaningful interaction for both your school and its prospective families.

Keep Reading: 9 School Enrollment Problems (and 9 Ways to Solve Them)

15 Admissions Strategies Rooted in Sales

Still not sold? Consider these 15 ethical admissions strategies to help you grow enrollment, one deal at a time:

1. Pitch Your School. Develop and define your school’s value proposition. What makes your school unique and the best option? Tell a compelling story to keep parents interested.
    
2. Know Your Competition. Research what other schools offer and how they differ from yours. Highlight what’s special about your institution.
    
3. Create a Sense of Urgency. Show prospective families why enrolling quickly benefits their child without stressing them.
    
4. Develop Consistent Messaging. Ensure parents experience cohesive messaging across your website, social media, calls, and in-person interactions. Maintain a consistent brand voice and tone.
    
5. Share Your Unique Value Proposition. Communicate what sets your school apart. Update your website, solidify your branding, and keep your message consistent and specific.
    
6. Use Rapport to Establish Relationships. Great admissions teams build genuine relationships through empathy and authentic conversations.
    
7. Research Your Target Audience. Create personas to understand your audience’s interests, pain points, challenges, and goals. Tailor your messaging to their needs.
    
8. Be Solution-Focused. Highlight how your school can solve specific challenges. Show how your school prepares students for top-tier education or provides focused attention with smaller class sizes.
    
9. Nurture Leads. Stay in touch with prospects for weeks, months, or even years. Share relevant content through automated email campaigns to provide ongoing value.
    
10. Set Specific Goals. Identify specific objectives for each quarter, season, or admissions cycle to stay focused.
     
11. Measure Your Performance. Track key performance metrics to identify strengths and areas for improvement. Use this data to optimize future efforts.
     
12. Be Persistent. Maintain regular communication with prospective families without being annoying. Always provide value, such as useful resources or event invitations.
     
13. Be Direct. Answer parents’ questions honestly and clearly to build trust and confidence.
     
14. Make the Ask. After parents learn about your school, meet faculty, and tour the campus, ask if they think your institution is the right fit for their child.
     
15. Always Be Closing. The work isn’t over when a student enrolls. To support retention, keep parents engaged long-term, and get everyone on the same page.

Key Takeaway

Sales doesn’t need to be a dirty word. Embracing sales tactics can boost your private or independent school's enrollment numbers and help you build better relationships with prospective and existing students’ families. By personalizing and streamlining the admissions process, these sales strategies can close the deal and take families from accepted to enrolled.