Increased Conversions = Increased Revenue $$$

Increased Conversions = Increased Revenue $$$ Presenters – Tamara Wagner, Maren Gerhardt, Kris>n Detro, and Todd Crabtree Which One Is Right for Your Center?
§  There is a wide variety of choices for all-in-one
multifunction printers available on the market.
§  Rule of thumb – The lower the cost of equipment,
the higher the cost of operation. Inkjet is the
highest cost for supplies per impression.
§  Most people focus on up front equipment cost,
when ongoing costs is actually the most expensive
part of the TCO over the life of the device
§  The Total Cost of Ownership (TCO) is most
important to consider for lowest cost
True Cost Analysis Comparison
HP M476DN street price $529.00
Supply Cost *
Black = $112 yields 4,400 max
Cyan = $123 yields 2,700 max
Magenta = $123 yields 2,700 max
Yellow = $123 yields 2,700 max
B&W cost per impression = $.0255
Color cost per impression = $.1623
Service Cost *
3 year NBD service = $260
* Pricing from staples.com, yield is based on
4% image coverage
Ricoh MP C2003 Sylvan contract
price $69.14/mo. or $2,922 to buy
Supply & Service Cost *
B&W cost per impression = $.0092
Color cost per impression = $.062
Covers all parts, labor and supplies,
everything except paper
Consumables are paid for after they
are used, not in advance
* Ricoh’s pricing from Sylvan national
contract,
includes installation, set up, delivery, and
setting up on the network for print & scan
Save the Date: FOA Community Calls Here are the scheduled >mes for the calls: Monday, October 19th at 11:00 AM CT (9:00 AM PT, 12:00 PM ET) Wednesday, October 21st at 12:00 PM CT (10:00 AM PT, 1:00 PM ET) Thursday, October 22nd at 1:00 PM CT (11:00 AM PT, 2:00 PM ET) You may join the call by dialing 641-­‐715-­‐3580 and entering in access code 728-­‐250#. Please keep an eye out for future communica>ons regarding call informa>on. Feel free to email ques>ons in advance of the call to Jim Fee at [email protected]. What are increased conversions worth to your center? More Revenue The Impact of Conversion Improvement 2015 YTD Average 2015 YTD Conversions Conversion Improvement 2015 Adjusted Contacts 240 240 Tests 77 C:T 32% C:T 37% 89 Enrollments 63 T:E 86% T:E 86% 76 Revenue $250k $276k Increase 5 percentage points on C:T Earn $26k more in revenue 6 Day Process Day 1
Enter inquiry into Impact, decide if a
phone call or email is best for Day 2.
Enter action item into Impact for the
best step for Day 2. Record on
bottom of Inquiry Sheet that Day 1 is
complete. Enter Inquiry on Inquiry
Log if they have been spoken to.
Must use inquiry sheet! 6 Day Process Day 2 – Day 4 Day 2
Send a follow up email or make the follow up phone call. Create the appropriate
action item in Impact for Day 3. Record on bottom of Inquiry Sheet that Day 2 is
complete. Enter inquiry on Inquiry Log if not already done.
Day 3
Send a follow up email or make the follow up phone call, which ever was not done on
Day 2. Create the action item for a Phone Call in Impact for Day 4. Record on bottom
of Inquiry Sheet that Day 3 is complete. Enter inquiry on Inquiry Log if not already
done.
Day 4
Make a follow up phone call. Create the action item in Impact for a Phone Call on Day
6. Record on bottom of Inquiry Sheet that Day 4 is complete. Enter inquiry on Inquiry
Log if not already done.
6 Day Process Day 5 – Day 61 Day 5
Make sure days 1-4 are complete. Record on bottom of Inquiry Sheet that Day 5
is complete.
Day 6
Make final phone call. If no book, create action item in Impact for an Email Day
60 and Follow Up Call Day 61. Record on bottom of Inquiry Sheet that Day 6 is
complete. Enter inquiry on Inquiry Log if not already done.
Day 60
Email a special offer/discount to try to get the customer to book.
Day 61
Follow up Phone Call regarding the special offer.
Use whatever works for your center. Just use something! Results Nov 2013 – Sept 2014
Nov 2014 – Sept 2015
Inquiry to Test: 47%
Inquiry to Enroll: 46%
Test to Enroll: 100%
Inquiry to Test: 53%
Inquiry to Enroll: 57%
Test to Enroll: 108%
6% Improvement in Inquiry to Test Conversions!!
Revenue Gained •  6% x 400 calls annually = 24 addi>onal tests •  24 tests x $2,500 = $60,000 addi>onal revenue Answering the Phones How many calls we answer impacts our bottom line!
Ø Customer Service
Ø Staffing and Logistics: Call Forwarding
Ø Every Call Counts!!
v Expensive to generate each call – Don’t waste it!
v Many people do not leave messages
v A customer in need will move on to the next company
-Don’t lose this opportunity!
v Helps us to stand out from our competitors
Let’s Set the Stage Ø 2-­‐ring policy Ø VOIP phone system-­‐all voicemails go into general e-­‐mail Ø All web inquiries go into this same e-­‐mail Ø Customer Service needs are always taken care of by end of business day Ø Team Work! 6 Day Mindset Ø Introduced to this mindset at the FOA conference and adopted immediately. Ø Our goal is to answer the phone & convert to avoid them going into the 6-­‐day process Ø Phone Rings=Opportunity! Ø Chance to help grow business & help another student Ø If we miss phone, most “new customers” won’t leave messages Ø Part of our Sylvan service is to follow up so our families don’t need to worry about calling us back. The 6 day process in ac>on: 1.  Binder Approach-­‐the picture shows what ours looks like 2.  Whoever opens the center grabs the binder 3.  Check general email immediately and then go into 6 day process 4.  Impact/dashboard-­‐used to schedule next step 5.  U>lizing flexibility based on customer request 6.  DEGRAPE What If the Family Isn’t Ready to Enroll Amer the Test? Ø  Understand why they didn’t enroll Ø  Personalize a response when following up Ø  Common Issues: Ø  Finance Ø  Check with spouse Ø  Student didn’t want to come Ø  Schedule ac>on plan/60 day process Enroll: Opera>ons Handbook •  Inquiry •  Conduc>ng Quality Calls •  Conver>ng the Lead •  Maximizing Conversion •  6 Day Follow-­‐Up Process •  Conversa>on Starters •  myEmma Templates •  Daily/Monthly Checklist •  New Job Aids and Forms •  Contact Manager Report •  Accessing Call Recordings •  Center Ac>on Items Inquiry Call Coaching •  Once a Week •  Schedule trainings right amer lunch Tue/Wed •  30 minute calls •  Review calls from previous 7 days using the CMR •  What to listen for •  Smooth Opening – taking control of the call •  Clarity and Focus -­‐ The BIG 3 •  Strong close and next step •  New Job Aids and Forms •  Contact Manager Report •  Inquiry Quality Check Form Join us for our next FOA Lunch and Learn on November 18th 1:00pm EST AdverSsing is not a choice. It is a necessity! What will you do to make 2016 a great year for your business?