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What really makes a difference between 10 starts and 20 starts? Leads, of course. CDLs, PDLs, they are all important, but the difference in starts comes down to one major metric: conversion rate from lead to start.
Getting more from a start conversion involves only two things: one, a good interview, and two, a better second interview. Over the years I have learned that the best of intentions are always at the forefront of every admissions representative. But sometimes, the interview lacks the commitment element that makes a big difference in whether or not we see the student on start day.
Admissions people sometimes confuse consent with commitment and assume they mean the same thing. So a good second interview by a more seasoned rep – or better, the admissions director – can often uncover problems that may have been overlooked or ignored at the initial interview.
That second interview is meant to ask the questions that uncover hidden fears, apprehension or confusion. The second is a simple, five-minute “check the checker” experience. The questions are centered around the terms of the commitment – the time, effort and money associated with attending school, and just the general health of the applicant after they have finished speaking to everyone.
The questions that we need to ask this applicant are really simple:
That’s it … or a variation of these questions. They are all emotional-type inquiries looking for logical answers. That is an important transition in the success of any interview.
The “checker” needs to make sure that the prospective student is on the same page as the admissions representative, and that there are no loose ends that will fall through the cracks once they get outside to the parking lot.
It takes a few extra minutes, but it will make a big difference on start date.
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