class renewal is an issue that every training institution attaches great importance to. In terms of specific resumption rates, there are many differences among institutions, some can be above 98%, and some can be only around 40%.
In fact, the class renewal is much greater than the admissions! Some principals do not pay attention to lost students and believe that as long as there are methods for enrollment and methods for the market, it is enough. But he ignored one problem, which was the creation of institutional reputation.
No matter what the reason, the student will not renew the class. If another student asks him, will he say that he will not renew the class because of his own? He would only say that the teaching quality is poor, the teachers are bad, the environment is bad, etc.
Please note that losing one student will affect our 18 intention customers.
Therefore, ensuring a high resumption rate is the foundation for institutions' survival. The same two institutions that have been developing for five years, both of which are teachers, so they are naturally good at teaching, and the number of students enrolled this time is also quite different. But what is interesting is that the profit of of Teacher Wang’s institution is actually 10 times that of Teacher Li’s institution. What is the reason for
? The most fundamental reason why
causes each phenomenon is the difference in the shift rate. The renewal rate of Teacher Wang's institution is as high as that of the old students in the teacher institution. They are exhausted from recruiting new students for high costs all year round, and have been trapped in the vicious cycle of recruiting new students - recruiting new students. It is not difficult to understand why institutions that seem to have developed synchronously have so much profit difference in the end.
Aurora Big Data Survey shows that 61.25% of the channels parents obtain training institutions are introduced by relatives and friends. The most direct way for institutions to retain existing students while bringing more students is to continue classes with results.
The importance of renewal
According to a foreign survey, a satisfactory old customer will bring 8 potential businesses, with at least one transaction: an unsatisfactory customer will affect the purchasing intention of 25 people. The cost of winning a new customer is more than 7 times more than it is to maintain existing customers. Therefore, in order to "love" the old, the American Coca-Cola Company once calculated the calculation: selling Coca-Cola is only $0.05, and locking a customer to buy it for 10 years means sales of $5,000.
Most institutions worry about recruiting students every day: advertising, experience classes, open classes, and low-priced classes have attracted wave after wave of new students. But more of the loss of old students in the institution, even in vain, and every year, they flew water, and leaked while they were hitting. What's even more terrifying is that most people underestimate the impact of the negative reputation of old students. We know that old students who do not renew their registration will definitely leave with regret or dissatisfaction, but few people noticed that negative reputation directly affects the registration and admission test of 3-4 new students, and affects 150 potential new students around them.
The relatives, friends, neighbors, and colleagues of the parents of old students will know one thing: they have signed up for your institution, their studies have not made progress, their habits have not changed, and their grades have not improved. Good things don’t go out, bad things spread thousands of miles, and negative reputation will bring a series of problems.
"The traffic is expensive and it is difficult to enroll" is a huge misunderstanding among most training institutions.
The huge survival pressure and extreme competition panic have made 80% of institutions devote their energy to recruiting new students instead of maintaining old students, ignoring the core key to reducing enrollment costs - renewal rate.
How can we improve the resumption rate?
Promotional activities
is always the best way to attract customers
When two institutions appear in front of you at the same time, and the environment and products are similar, users will prefer the one that conducts promotional activities when choosing.
doesn’t think you have promotions, but it will bring a sense of taking advantage of you and thinking that you will be cheaper.
If you want to retain old customers and attract new customers,
Contacts are the top priority
Institutions hope that parents can stay for a long time, so we need to do this. Every user entering the store, no matter how consumption capacity, can welcome him and serve with a smile, understand their needs and difficulties in chat, and try to lend a helping hand if he can help.
When parents enter the institution, the institution must provide good services to parents; for example: the place where
chats with parents should be separated from the place where class is held to ensure the quiet chat space and allow parents and children to be in a relaxed state.
Give the parents a glass of water when entering the door and give the children a small toy or candy.
Honest hospitality is the basis for setting up a store
This is
This has been passed down from ancient times to the present. Only by being sincere to customers can you win the trust and favor of customers and your business can get better and better. Treating customers with sincerity may seem to suffer a loss on the surface, but in the long run, if you win the trust of customers, you will win the future profits and make the biggest advantage.
If you are clever, you may succeed once, but in the end you can't escape the cleverness and be mistaken for cleverness.
Does your own product meet the user's wishes?
Does the user want to enter the store again to consume
Suppose that the students of your course have finished taking the course and parents cannot see the changes in their children, so they can imagine it and want to renew or introduce? Impossible!
So if you want to retain users, you must know how to seize the purpose of users coming to you. Put more effort into the course. Only when the courses are recognized by customers will naturally enter the store to consume.
We also need to do some of our own specialty
or do some member activities
For old students, we need to give them a feeling of being valued, which can increase customer stickiness to a certain extent.
is like the education and training industry. What you need is service. Parents must make good basis when they arrive at school, understand user needs, and chat like they care about friends in daily life, so that parents can feel your popularity and further stimulate consumption again.
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- In reality, many principals did not calm down and study the education market well and understand customer needs. Instead, they copied other people's products and models, took over other people's courses and course prices, and started recruiting students with a slight change. But in fact, teaching products and front-end marketing are inseparable. It is not about building behind closed doors to develop products for promotion and sales, or reducing prices, but about investigating market demand, analyzing competitors, and designing competitive teaching products.
2. Avoid excessive packaging and false propaganda. One of the manifestations is that some training institutions and kindergartens pay attention to temporary commitments and superficial work when conducting enrollment publicity, and ignore long-term fulfillment and service. What is worse is playing data and word games in admissions publicity, using various means to deceive students and parents, and disrupt normal market order.
continues to generate students because of good products, good service, and valuable services. It can bring customers the needs to meet, rather than cheating or false propaganda. In order to help more institutions do a good job in enrollment operations, Xiaobai also shared some enrollment materials for teachers and principals to refer to, hoping that it can be helpful ( obtaining method: follow the official account [Zhang Xiaobai] to reply to "admission materials" ):
(updated to 1200 items) 273 items of enrollment copy of the circle of friends of the education and training institutions with pictures (electronic version)
One enrollment map of the education and training institutions (PDF high-definition electronic version) contains 614 enrollment operation knowledge points
33 practical enrollment methods for education and training institutions (electronic version) Full coverage online and offline
detailed explanation of community enrollment of education and training institutions (electronic version) step-by-step implementation of practical
detailed explanation of WeChat enrollment of education and training institutions (electronic version) Let your shift renewal rate soar 200%
