Private Education: Students Are NOT Dumb!

Another hectic period is just on the horizon as the SPM 2010 results will be released soon. And that means a lot of work for the people in my industry!

The private education industry is a booming business with more & more students opting to further their studies in a private college than risk their future in the STPM. Why? - Because in a nutshell, students either want to:

A. get "it" over with in a course/program of THEIR own CHOOSING or...

B. to experience the "razzle-and-dazzle" that comes with college life or...

C. they want to feel the need of belonging by following the choices made by friends

Regardless of the above, marketers in the industry are salivating over the prospects accessible to them as the potential is huge! It was definitely a different story 5-8 years back as the provisions from PTPTN were not accessible or not as EASILY available to students in the private colleges. Now, with the government's initiative to boost the level of education in Malaysia, everyone that qualifies for a course with a minimum of 3 credits & a pass in the BM exam for SPM can pursue a higher education qualification. 

Isn't that fantastic? - Absolutely!

It is no wonder then that private colleges are sprouting like mushrooms everywhere. In my home state of Penang, there are no less than 20 MAIN institutions offering programs in Business right up to Graphic Design or even Baking! And around these BIG players, there are the smaller ones whom are fighting & feeding off the scraps of what's left in an increasingly competitive market no matter if they are offering certificates, diplomas, degrees or even SKM courses.

It is precisely this reason that private education providers need to step up in their efforts to stand above the rest. It is no longer sufficient to base their A&P strategies on reputation & history alone. Or even fancy gimmicks & blanket strategies (i.e. blanketing the whole state with banners!). It's creative, it's good marketing but does it help you sell? Afterall, at the end of the day, colleges are judged by their enrollment numbers, not by the number of students who know who you are or who comes over for a visit. It's all about CLOSING that registration. Good marketing helps, but it takes more than that to boost numbers.

The Internet (Google & Facebook in particular) has shaped a whole different generation of students. Students whom are well-connected, whom are well-informed and most importantly, whom are NOT stupid! And it is sad that some colleges are still of the opposite opinion.

For me, I believe in 3 core values in a college's sales technique that paves the way to a successful enrollment:

1. Honesty - be truthful in everything that you say & do. Like I said, students are no longer the air-heads that colleges once perceived them to be. They can smell a lie if it's coming. And they will bite back harder if they find out that there were some indiscrepencies. You wouldn't like the impact it'll bring to your institution especially when freedom of speech is exactly that on the Internet (think Facebook, Blogs, Twitter!)
2. Sincerity - be genuine & they will ALWAYS come back. Even if they don't, they'll definitely refer friends. Make a little effort, smile, spend a bit more time on consulting that student and you will definitely reap the rewards
3. Confidence - confidence breeds success. If you're not confident in your product or your company, you will emit a not so favorable aura... and students as well as parents will see right through that. Why study in a place where even the marketer is not confident?

Consumers today are spoilt for choice. If you're not interested in their business, they will take it elsewhere. And it's the small details that make the difference between being good and being great. It's a numbers game in the end but wouldn't it be awesome if you had one that was as high as it could be?