Dan Tudor

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Should Coaches Recruit Prospects Who Don’t Love Them?Monday, February 13th, 2017

Screen Shot 2017-02-13 at 11.15.32 PMAt some point during the recruiting process, coaches will try to figure out their recruit.

How interested are they? What’s their big key to picking a college?

And, the inevitable question: “Does he or she love our program and our school?”

Because as a coach, do you really want to recruit a player who isn’t in love with you and your college? After all, you should want to get kids on your roster who know they want to be there, right?

Fair question.

The answer? Not necessarily.

Let me explain…

In our most recent focus group research conducted as a part of our ongoing work for our clients, 58% of this most recent incoming Freshmen class made some kind of mention of not fully committing emotionally to their final choice until after they had made their decision official with that program.

Why? The most common explanation had to do with matters of the heart: This generation of prospect is very guarded when it comes to an emotional commitment. In other words, they are apprehensive about fully committing emotionally to a program that they don’t know they’ll be playing for after high school.

That goes against the question I posed from coaches at the start of the article: “Does he or she love our program and our school?” Probably not, in their mind. They might really like you, but if you’re looking for proof of that emotional buy-in, you might be disappointed.

Let me take it one step further:

You know that recruit who told you that there are three or four schools ahead of you on their list, but that they still want to keep you as an option in case those others don’t work out. Now, whether or not you want to wait it out is your choice, in that situation. What I will say, after reviewing the research and understanding how this generation of athlete thinks as they move through the recruiting process, is that I think you can actively continue to pursue that recruit and not worry as to whether or not they’ll be committed to your program and “all in” for you as their coach.

Basically, the majority of recruits tell us they really ‘fall in love’ with a program after they commit, not before.

If you agree that this is true a good amount of the time, I believe it should prompt some key changes to your approach:

  • Showing them that you are o.k. with the idea of them not being 100% sold on you is important, as it gives them permission to not feel pressured into having to “love” you right away.
  • The longer you can take to communicate with them and tell them your complete story, the higher the likelihood that they will eventually fall in love with you. Conversely, the less time you spend giving them clear reasons as to why you and your program are better than their other options, the higher the likelihood that there won’t be any kind of emotional draw towards you.
  • If they don’t “love” you right away, it’s your job to find out why: What are the things standing in their way? What more do you have to tell them in order to get them to take a different look at you?

Don’t make the mistake of demanding their full allegiance as a pre-requisite for your continued attention. More coaches have lost more good recruits that way than they know, and I don’t want you and your program to be the next to add their name to that list.

Looking for in-depth discussions on how to be a more creative, effective recruiter? Listen to our podcast, College Recruiting Weekly. Subscribe on iTunes, Google or Stitcher. Or, click here to listen online now and see our complete library of past shows.

The Little Known Power Paradox in College RecruitingMonday, January 2nd, 2017

Screen Shot 2017-01-02 at 7.12.40 PMDr. Dacher Keltner is a researcher that studies the science of emotions.

His latest book, The Power Paradox, centers around how individuals acquire power, and how they can influence those around them.

Since one of the primary jobs of a college recruiter is to be viewed as a trusted power by his or her recruits, and help influence their decision to come to their program, his work should interest you. In fact, if you’re a coach looking for an area of a recruit’s decision making process to study and understand more completely as you contact your next class or prospects, this would be a smart area to focus upon.

Here’s a quote of his that I think can have a profound impact on how you approach recruiting your next class:

“People usually gain power through traits and actions that advance the interests of others – such as empathy, openness, collaboration, fairness and sharing. But when they start to experience that power, or gain a measure of influence, those qualities usually begin to fade.”

Keltner explained in a separate interview that someone can acquire power and influence by stirring and inspiring others towards something that can be viewed as a big goal. But once that same person begins to feel that power that they acquire, something happens: They become less empathetic, less inspiring, and more inwardly focused on their own goals and desires.

For many college coaches, this is where they begin to hurt themselves in recruiting.

So many times, when we analyze what a new client may be doing incorrectly in their approach to recruiting, I find Keltner’s observations taking hold in two different aspects of a coach’s recruiting process:

  1. A coach shows love and attention towards a recruit, carefully guides the recruit through the process, gets the commitment, and then begins to ignore the newly committed recruit. The result? Recruits notice the difference, second-guess their decision to come to that program. That scenario unfolds quite often.
  2. A coach begins recruiting to a program that is mediocre, carefully studies how to get kids to believe in what is being built, creates a plan to win those recruits, does so, elevates their program, begins to rest on their past successes, and that sloppiness and inattention to detail that they once prided themselves on slowly begins to erode their recruiting effectiveness.

In each case, the process outlined by Keltner plays out: The power and respect comes from treating people the right way, being attentive and focused on their needs, and then once they acquire that power, they begin to ignore the interests of others and turn their attention inwardly towards their own priorities.

You see it in politics, you see it in personal relationships, and you see it in recruiting.

So, if one of the two scenarios I just outlined may have hit a little too close to home, let me give you some advice to follow as we start a new recruiting year (if you want to connect with this generation of recruits, that is):

Don’t stop recruiting. You hear me talk a lot about telling an effective story as a way to get a recruit to connect with you. That shouldn’t end once you get their commitment. For this next class, let me suggest that you continue to tell your story to your committed recruits – basically, continue to “sell” them on why they made a good decision to choose you and your program. Remind them of what you have waiting for them, and what they should be looking forward to once they arrive on campus. You’ve earned their respect and now have a good degree of power to continue to positively influence them. Don’t waste it.

Take a fresh look at your perspective. What has changed since you first took over your program two years ago? Eight months ago? Ten years ago? Many of your competitors have slipped into complacency, and it’s costing them dearly. In what ways are you no longer approaching the task of recruiting with as much energy and passion as you once did?

How are you inspiring? So much of the recruiting equation revolves around distributing facts, and managing the decision-making process. But if it’s true that this generation is one that is seeking out inspiration, how are you giving them that? More importantly, how are you doing it differently than the other college programs they are hearing from? It’s wise to answer those two questions honestly as you prepare to contact your next class.

Power in the recruiting process isn’t about bullying your recruiting into a decision, nor should it be centered around ‘tricking’ your prospect into believing you. We all look for someone to give power to, if you think about it – including your recruits. Re-read the quote for the key aspects of how to do that:

“People usually gain power through traits and actions that advance the interests of others – such as empathy, openness, collaboration, fairness and sharing.”

Are you doing that, Coach?

 

Did you know we work with college coaches on a client basis? When we do, we help them create a customized, research-based approach for their recruiting message. The results are exciting, and it’s usually a lot less expensive than coaches expect. Would you like to talk us about how we can help your program? Email Dan Tudor directly at dan@dantudor.com so we can explain how the process works.

 

 

Hillary, Trump, and What Smart Recruiters Should Learn From Presidential ElectionsMonday, November 7th, 2016

Although this post is technically about politics, I’m not going to get political.

Even though all of our attitudes towards politics, and the candidates we’re voting for, and the party we align with, is central to what you need to learn today.

Here’s what I’m getting at…

Think about who you’re voting for in this election. Take a second and list the reasons, be they logical or emotional,  why you are voting for who you’re voting for. And think about the party you align yourself with – or, why you’ve chosen to remain independent.

Now, let me ask you a serious question: What would it take for someone to change your mind? I mean completely flip your way of thinking, and vote for the other side. (That’s right, the side you think is completely insane).

How hard would it be to do that? Is there any chance of that happening?

Yeah, I thought so.

Here’s the thing: That’s the same perspective your recruit will develop if you give them the chance.

In other words, once their mind is made up about who you are, what your program stands for, and how they feel about your campus, it’s going to be tough to change their mind.

  • If your competitor suggests that you might be fired after this next season, or that you don’t take a personal interest in your players, before you get the chance to define yourself to your prospect first, it’s going to be tough to change his or her mind.
  • If your competitor convinces your mutual recruit that you aren’t serious about winning, and that the department doesn’t invest as much in your program as their athletic department does, it’s going to be tough to change his or her mind.
  • If your competitor spends time showing a prospect around their mediocre locker room, and you choose to avoid showing your prospect your own mediocre locker room, expect that competing coach to question aloud why you’re hiding something – and expect that it’s going to be tough after that to change his or her mind.

So obviously, it would make sense to 1) establish what is “true” before your competitor does, and then 2) continue to emphasize that so that any alternative message never gets a chance to overtake what you’ve established as true.

Sound subversive? Not really, actually. What we’ve learned in over the last decade of working with our clients around college sports is that your recruits are desperately searching for a story to believe in. They need to buy into an idea of what makes one college better than the other, just like we need to believe that we are voting for the candidate that is going to match-up the closest to our beliefs. If you aren’t actively “campaigning” with a specific story for your recruits, you leave open the possibility that your competitor will take advantage of that with a competing message.

This simple idea explains the majority of recruiting decisions that are made around the country, in every sport, every single year. And yet it also remains one of the most ignored facets of successful, consistent recruiting. Developing an ongoing message that achieves the goal of establishing a foundation for communication that sets the standard for what’s true, and what isn’t, should be one of the primary focuses for any organized recruiting coordinator and coach.

In a Presidential election, we’re a nation that’s split down the middle, with the winner hoping to garner just enough of the vote to eek out a win. In recruiting, it’s a landslide: The coach who establishes the truth first through an effective story will usually win handily.

Want more free instruction on how to become a more consistent, effective recruiter? Subscribe to our podcast that goes in-depth with college coaches and guest experts.

For even more training, consider enrolling in Tudor University, our online training class that offers coaches certification in recruiting. It’s like a Master’s degree for your college recruiting career.

Or, take your recruiting strategy and messaging to the next level by letting us work one-on-one with you as a client. We’ll design a message plan and communication strategy that will increase responses, and get better players on campus sooner. Click here for more information, or contact Dan Tudor directly at dan@dantudor.com.

Why You (and Your Recruits) Give In to the Fear FactorMonday, April 25th, 2016

Marketers know the rule.

So do politicians, drug manufacturers, and companies that sell gold.

We, the buying public, will make a buying decision based on the fear of something bad happening before we’ll decide to do something based on the possibility of a good outcome.

How often? Studies suggest it’s as high as six out of seven times.

We are prone to expect the worst, and plan our actions accordingly. And if we do it as adult consumers when we’re out shopping for an insurance policy, doesn’t it make sense that your prospects would be inclined to make their decisions the same way?

And yet, the majority of coaches feel the need to only focus on the positive. Tell the recruit what they want to hear, how great they’ll be as a part of their team, and how wonderful your college is.

Don’t get me wrong, there is a place for that. A big place. Heck, when we create messaging plans and recruiting strategies for our clients much of them revolve around the positive reasons a recruit would want to choose their programs, and college. You may do the same thing with your messaging, as well…there’s a place for it, and a compelling story is needed for this generation of recruits in order to feel good about making a decision.

I’m not suggesting you give that up. Not at all.

But if you want to take a more serious, more realistic approach to recruiting, you’d better start planning for your prospect’s “fear factor”.

This generation, more than any recent generation that has been studied, is ‘scared’ of making the wrong decision.

So, what specifically do you need to be aware of when you’re taking a prospect through the decision-making process? It’s not an exhaustive list, but here are five things we’ve seen trending around the country when it comes to things that your prospects are fearful of as you do your best to choose you and your program:

  1. They get a little scared when you tell them that they’re going to be the new go-to player on the team. I know that isn’t the case with every recruit, but even many your top kids are feeling the pressure when you talk about how great they are and over-hype what their experience could be like. Tread carefully here, Coach. I’ve personally heard dozens of stories from recruits who point to the idea of being the center of attention on a team as the main reason they ended up declining the offer from that coach. We find that most athletes hesitate at the idea of owning the spotlight right when they step on campus, so be aware of that “fearful fact” with many of the prospects you’re talking to, Coach.
  2. They get a little scared of returning your email or direct message. It’s one of the most overlooked aspects of a recruiting conversation. Coaches email and return messages all day long, and it requires no great effort or thought. Your prospects, on the other hand, hesitate at returning your message. It’s intimidating. That’s why the structure, tone and direction in your message is critically important – IF you want to get a reply.
  3. They get a little scared of workouts during a recruiting trip. That doesn’t happen on every recruiting trip, of course. And it’s irrelevant in some sports that don’t make a workout with the team a regular part of a recruiting visit on campus. However, if it does apply to you, just remember that a workout with the team, or playing pick-up, or any kind of athletic competition, can cause a lot of anxiety for your prospect. It’s the age difference…many times, those situations pair a young prospect with older, more experienced athletes. Your prospects won’t usually say anything to you about them being uncomfortable in that situation, but they report it back to us as one of their least favorite parts of a campus visit.
  4. They get a little scared to give you honest feedback. That workout that they didn’t really like, and made them a little uncomfortable and a little intimidated? They won’t say a thing about it to you. Why? Because this generation of recruit doesn’t want to risk offending you, or having you confront them. In general, they are “pleasers”. So as you take them through the recruiting process, here’s my advice: Assume that they aren’t telling you everything (mostly because they rarely do). One of your primary jobs as a recruiter is to extract actionable information from your prospect on how he or she is making their decision, and what aspects of your campus and program they either like or don’t like.
  5. They get a little scared when they don’t know what to do at the end. If you haven’t explained why you like them, how they fit into your specific plans once they arrive on campus, and haven’t been asked to commit to your program, it causes paralysis. They don’t know what to do next. (If you’re dealing with recruits who aren’t moving in the right direction, I would bet that it’s something related to one or more of those three key end-of-recruiting landmarks that your prospects are looking to.

Your job as a recruiter is to make sure you are exactly sure, throughout the process, that their questions are getting answered and their fears are being calmed. If you don’t, expect the process to drag on longer than you want it to…or even end with a less than desirable outcome.

Learning the finer points of advanced recruiting is easy. Attend the upcoming National Collegiate Recruiting Conference! It’s a weekend full of learning, and incredible networking with fellow coaches from all over the country. Click here to reserve your seat to this investment in your coaching career!

Why Recruiters Need to Look at Their Sliced Bread DifferentlyMonday, January 18th, 2016

As we’ve started this new year, I’m observing an interesting paradox:

I’m honored to get to work one-on-one with a selection of scrappy, never-say-die, highly intelligent coaches who are taking the approach that they can beat anybody – any coach, any program – for some of the top-tier recruits that they really want. These recruiters are telling interesting stories, making strong selling points, and guiding their prospects through the recruiting process in a logical, timeline-centered manner.

I’m also hearing from another group of coaches who have decided to make this year the year that they finally figure out what they could be doing better as the new year starts, and have reached out over the phone to talk. I love doing that, as it gives me a really firm idea about what is front and center in the mind of the coach who realizes that something different needs to be done, but doesn’t yet quite know how to make those changes. They’re struggling.

So, how can two groups of intelligent, experienced college coaches get vastly different results when it comes to the same activity?

It’s all about how the bread is sliced.

Actually, let me rephrase that: It’s about how you tell the story of how you slice your bread.

I’ll point to marketing expert and author Seth Godin who expands on this concept, using the story of the actual inventor of sliced bread, Otto Rohwedder:

“Otto Rohwedder thought he had invented the greatest thing because he invented sliced bread. He thought that if he got a patent on sliced bread, he’d be rich. What Otto forgot was to ask a very important two-word question: Who cares? No one knew about sliced bread. No one cared. It wasn’t until Wonder Bread came around and marketed it that sliced bread took off. It wasn’t the bread that won, it was the packaging and distribution.

Ideas that spread, win. What we’ve been living through is the greatest culture of spreading ideas that there’s ever been. At one level, that’s great because it’s easier to spread your ideas than ever before. At another, it’s harder because we keep raising the bar.”

College coaches who are engaged in serious recruiting are very much in the business of spreading ideas – about you, your program, and why that recruit should compete for you and not for your competition.

Here’s the problem: I am hearing a lot of coaches focus on the fact that they have “sliced bread”, and now how they slice their bread.

One coach I talked to recently, for example, was baffled that their new turf field, a facility that they had worked several years to fundraise for, didn’t seem to make a difference to this most recent class of recruits even though several kids and their parents had been citing that as one of the biggest reasons they would choose a competitor.

It wasn’t unreasonable for this coach to look at that problem and move quickly to solve it:

  1. Our facility needs new turf
  2. The kids I really want seem to say that’s why they’re not coming here
  3. If I get new turf, the best recruits will finally choose me

If you’re a hammer, sometimes all you see are nails, right Coach?

When we dug a little deeper into his situation, he and I realized that all of the upper-tier prospects he was losing were opting to go to programs that were in a better Division I conference…the teams weren’t necessarily performing better, but the conferences could all be considered “better” than the one that he coached in.

In short, I told him I felt strongly – based on over a decade of dissecting these types of scenarios with the coaches we work with as clients – that his recruits were using his facility as the excuse why they weren’t coming to play for him. In reality, I’m guessing that his recruits were telling them their own story about why another conference would be a better decision for them rather than “settling” for a lesser conference (and I’m sure the recruits’ parents weren’t doing anything to change that opinion).

Back to ol’ Otto Rohwedder for a moment: This coach was slicing his bread better, but his recruits weren’t examining the slices, per se. They were buying into the story, or the marketing, of a competitor’s bread.

Godin observes that Otto’s sliced bread invention, which he invented thinking that he would become rich with a patent on the process, really didn’t take off until Wonder Bread marketed and packaged the bread in a way that connected with our parents and grandparents’ concept of what would cause them to buy store bought, sliced bread.

What I’m telling you, Coach, is this: If you’re having issues with getting the recruits you really want, I doubt it’s because you are slicing your bread incorrectly. It’s probably because you are failing to tell a compelling story, with a mix of logic and passion, done over an extended period of time.

Back to that first group of coaches I told you about at the start of the article: How else could a rag tag group of yet-to-be-winners who are coaching in ordinary conferences and inheriting mediocre records starting to win over better programs? And in two cases, where their lower division teams beat a program in a higher division level? It’s the story.

If I’ve described you, or your recruiting results, here are three next steps to take if you’re interested in changing the flow of your recruiting conversations with prospects:

  1. Identify the potentially negative aspects of your program’s story. Facility? Cost of attendance? Your record? List everything possible that a recruit might give you as a reason for saying no to you, whether that objection ends up being real or invented. Be honest with yourself and come face-to-face with whatever negatives might be used against you.
  2. Write out the phrasing you usually come up with to defend against possible negative perceptions about those aspects. If one of your recruits, or their parents, list it as a negative, how do you explain it to them? And even if they don’t bring it up, how are you bringing it up in the recruiting conversation with your prospect? Write out the verbiage that you would normally use in those situations, especially if it involves listing an excuse or reason you aren’t successful in those areas.
  3. Re-package your sliced bread. Tell a different story about the same negative aspects that you can’t control. Your facility isn’t as good as you’d like it to be? Don’t talk about that; talk about how the recruit is going to get better on that field or court, and that choosing a college based on the facility is the wrong way to choose where you get an education. Is your college the most expensive your recruit typically looks at? Explain to them the cost difference between you and College B is worth it in the long run, and why. Whatever the story, say it confidently, and repeat it over a long period of time.

I realize that in an article like this it’s easy to over-simplify a solution to a complex problem, and I have little doubt that I’m guilty of that here. That being said, this three step procedure is exactly what we do when designing a strategic approach to recruiting a higher caliber of recruit that a client is probably seeking. And, we’ve seen it work way more often than it doesn’t.

Your circumstances are unlikely to change much at your campus, Coach. Your only real option is to change the story that you’re telling your recruits, and do it sooner rather than later.

Again, it’s not the fact that you slice your bread. It’s how you package it and tell the story to your consumers.

Just ask Otto Rohwedder.

If you want to take this concept to the next level, you need to have your Athletic Director bring us to campus to do in-depth research with your current student-athletes on why they chose your campus, and then teach you and your fellow coaches to tell your story in a more strategic, compelling way. For more than a decade, we’ve helped college athletic departments around the country with this personalized, information-packed session. Click here for all the details.

Donald Trump, Bernie Sanders, and Effective Recruiting as an OutsiderMonday, August 31st, 2015

Politics offers some fascinating lessons for observant college coaches looking for lessons from the real world on how to effectively recruit their prospects.

After all, what is Presidential campaigning if not recruiting a few million votes from your fellow countrymen and women?

The similarities between recruiting and high-level political campaigns are numerous.

The Presidential primary campaigns of 2016, in fact, provide some fascinating examples of how to break through the clutter of the typical campaign white-noise, and what makes candidates rise – and fall – in this new era of message marketing and creating an identity that stands out from the rest of the pack.

Which brings us to the two most curious “recruiters” in this particular campaign cycle: Billionaire businessman Donald Trump on the Republican side, and self-describted socialist Senator Bernie Sanders on the Democratic side. At this writing at the start of September 2016, Trump is at the top of a crowded Republican primary field, and Sanders is steadily rising against the favored former Secretary of State, Hillary Clinton.

Which candidate you might favor – or despise – is irrelevant to the conversation we’re going to have today. To glean the lessons I want to focus on, you’ll need to suspend whatever partisan politics you might otherwise cling to and just study their methodologies, as well as some sea-changes in our society when it comes to how we perceive politics, candidates, party politics and the outsiders who are challenging the status quo.

If you can do that, I think you’ll come away with some fascinating lessons that you can apply to your recruiting efforts.

To start, lets focus on the question that is perplexing political pundits and much of the media:

How exactly are two outsiders doing so well against established, better funded, party-supported candidates? And what lessons do their candidacies offer college coaches?  Here are my four non-political-expert opinions and observations:

We’re at a time in our society when we are looking for something new. Politically, I don’t know if we know exactly what that is, given the political spectrum extremes of these two non-traditional candidates. There’s an element of frustration with the existing political powers that be, and these two candidates are taking advantage of it so far in these primaries.  The lesson for coaches?  I think it revolves around the concept of figuring out how you, and your program, can offer a recruit something different from the typical program and school. One thing we hear from high school student-athletes in the research we conducted is that they crave a reason to choose a school based on the unique selling proposition it offers them.  What story are you telling your recruits that differentiates you from the competition?

They aren’t afraid to be their own person.  In an age of carefully crafted, focus group tested, sound bite measured talking points, Donald Trump and Bernie Sanders break the rules. Sanders is frumpy and passionately plain spoken, and it’s attracting the attention of the political left. Why?  Because his message and personality stand out.  Trump is uber-confident and dismissively insulting to rivals and other opposition, and it’s attracting the attention of the political right. Why?  Because his message and personality stand out. The lesson for coaches? Don’t be afraid to passionately and confidently state your case as to why your program should be the obvious choice to your prospects, even if it’s not perfectly crafted…even if it might cause a certain percentage of your to turn away…even if it causes people to stare. Plenty of the best recruiters around the country have made a name for themselves in the recruiting world by being larger than life and unique; give yourself permission to develop your own unique brand as you aim to take on the traditional powers you recruit against.

It’s important to state your case quickly, and memorably.  In our work with our clients, we accurately point out that telling a compelling story over a long period of time is the key to winning over the best recruits on a consistent basis. The same could be said about candidates who run an effective, long term campaign. But if you’re an outsider, you’d better stand out quickly as you begin to make your case. Why? Because as we often point out in our popular On-Campus Workshops for athletic departments, this generation of recruits (and their parents) are scared of making what they could perceive as the “wrong” decision; in other words, it would be safer to opt for the less risky choice in a college program given the choice in a vacuum of mediocre messaging. All things being equal, the school that’s close to home, has a history of success, or is a little less money might all be considered the “safe” decision unless you make the case quickly that your prospect, and his or her parents, should look at their choices differently.  That’s what both Trump and Sanders did effectively at the start of their campaigns: They got the attention of their audience quickly, made some unique and memorable (if not controversial) propositions, and drew the attention away from their better funded, more “safe” competition. The lesson for coaches?  As you get ready to reach out to a new group of recruits, give them a quick and memorable reason to justify continued conversations with you. (Note: If you’re a client, we’ve created a list of some ideas on how to creatively and effectively initially reach out to your new prospects. Just click here).

They don’t care what people think about them. Sounds counter-intuitive for a politician, doesn’t it?  Yet these two candidates are completely comfortable with who they are, what they stand for, and don’t apologize for anything.  You don’t like them? Vote for someone else. They aren’t going to re-calibrate themselves just for the sake of gaining a few percentage points in next week’s polls. The vitally important lesson for college coaches?  Own who you are. Embrace it.  Your school costs $53,000 a year and you don’t offer athletic scholarships? Embrace it. You play in a facility older than Hickory High School’s gym in the movie Hoosiers?  Embrace it. You’re 60 miles from the nearest mall, and a fun night out on the town for your team centers around going to a Subway sandwich place down the street from campus?  Embrace it. If you’re ashamed or apologetic about who you are and what you’re all about, your marketing-saavy recruit will pick up on it.  Truth is, they are more interested in how you view your school and what you offer than their first glance opinions. Are you willing to make the case to them that what they see should be what they want to get? Trump and Sanders have no problem with it, and so far it’s working out o.k. for them.

Recruiting a high caliber group of student-athletes is a daunting task, made more challenging given how competitive the landscape is with your competition.

As you develop your next recruiting strategy, take these four lessons to heart and figure out creative ways to implement the lessons into your approach. The person you may end up surprising just might be your long-standing championship competitor down the road who chose not to implement strategies that fit the times we now live in.

Want more in-depth training and lessons on how to develop a creative and effective recruiting approach? Join coaches from around the country at Tudor University, our online training and certification program for college recruiters. It’s inexpensive and easy to complete on your schedule, and will stay with you during your lifetime of college coaching. Click here for all the details.

How To Be the Best Recruiter in the Shark TankMonday, June 22nd, 2015

Ever watch the CNBC show, Shark Tank?

It’s one of my favorite television shows, along with The Profit.  And just like the important recruiting lesson we gleaned from The Profit in a previous column, there’s a fantastic example of how to lead a prospect through the recruiting decision making process from the panel on Shark Tank.

As you watch it, don’t look at this business pitch from the Sharks for a piece of Bobbi’s “FunBites” business.  Picture it as a fairly typical recruiting situation, especially late in the process.

And as you do, copy the strategy that Lori Greiner employs against her competition.  Here’s the breakdown of the clip:

:00 Bobbi is nearing the end of the pitch, and she has offers on the table.

:21 Bobbi gets a smile and nod from billionaire Mark Cuban, who is counting on her letting him come in at the end and make her an offer that she won’t be able to refuse.

:42 Lori comes in with her offer. Whether it’s better than the other offers or not isn’t important. Note her confidence, and clarity. She feels her offer is the best, and she wants Bobbi to understand that.

:50 The noise starts. The other Sharks who have made offers all start talking at the same time, and you can see the confusion and pressure starting to mount for Bobbi as she realizes she’s going to have to make a decision. Confidently, Lori offers her rebuttal with a smile.

1:00 More noise, more pressure. How is she supposed to make a final decision with all of that noise and incoming information from all of the people that want a piece of her deal?

And then, Lori does what I would advise every college to do. If you want to try copying her word for word the next time you want a recruit to make a final decision in your favor, that might not be an unwise thing to do:

At the 1:12 mark, Lori makes her move:

“I’d like you to take my offer now, because I feel like you know whether or not you’d like to partner with me.  So if you want to partner with me, I’d like you to say yes right now.”

It’s brilliant.  Here’s why:

  • She sets a fair, but very firm, deadline. The inventor has multiple offers, she’s heard all the pitches, and is now obviously struggling to make a final decision (sound familiar, Coach?)
  • She uses the important word “because” to initiate action. If she didn’t, the recruit would probably seek out just one more good option, delaying the difficult final decision as long as possible (sound familiar, Coach?)
  • She focuses on feelings, not facts. Her prospect has all the facts she needs to make a decision. But most of us make our decisions based on the way we feel about something (sound familiar, Coach?)
  • She comes back to the deadline again. If she doesn’t, there’s no imperative for her prospect to make a final decision. There’s always one more offer to consider, and it’s intoxicating to be wanted by just one more good option (sound familiar, Coach?)

And, it works. She gets the deal at the 1:30 mark in the video.

Although, if you watched it until the end, you’ll notice that even after Bobbi “verbally commits” to Lori, the other Sharks keep recruiting her.

How does she keep the commitment?  By smiling confidently, restating her position, and then doing something at the very end that more coaches need to put a focus on as it becomes more and more challenging as recruiting commitments get earlier and earlier: Lori tells Bobbi, “I know you’re a person of integrity” as the commitment sticks.

There are lots of ways to close a recruit, and lots of ways to construct the right language to elicit the feelings from your prospect. A multi-millionaire that has built and empire selling products on QVC just gave you another great option as you prepare to talk to your next high caliber recruits.

Have you been trained in advanced recruiting and communication methods? We now offer that resource for college coaches around the country, and will even certify the training to demonstrate your proficiency to your athletic director, head coach, or future employer. It’s called Tudor University, and you can get all the details about this fantastic training option here.

Beyond Exceptional Confidence for Your RecruitsMonday, April 27th, 2015

A recent family medical procedure found me on the medical campus of the University of Southern California in Los Angeles.

But this isn’t an article about medicine. It’s about confidence…and how some very good marketers instill that confidence in the people that buy their products or services.

If you spend any amount of time at USC hospital, it becomes very obvious, very quickly, what the market message is for the patients and family that get care at their facility.  And, the confidence that their message is meant to instill: At USC hospital, you will experience “Beyond Exceptional Medicine.”

Keck Medicine 1

And that message is everywhere.  EVERYWHERE.  If you stand at a certain point in their courtyard between buildings, you can see eight bright cardinal colored banners driving that message home. If you are a patient here, you are at a place that boasts “Beyond Exceptional Medicine”.
You know what I love about the message?  It’s bold. It goes “beyond” just claiming that they are competent; it makes that case that they are something greater than “exceptional”.  And, they aren’t shy about saying it often.

And therein lies the important lesson for college coaches who want to instill confidence in their recruits.

Confidence in you and your program is more important than a past history of success, your resume as a college coach, or your facilities.  How confident you appear to your prospect is key to long term recruiting success.

And, the research is there to support that idea.  Researcher Don Moore from Carnegie Mellon did a study highlighted in this outstanding article in Neuromarketing that shows confidence even trumps accurate facts about something when it comes to reaching an opinion:

In Moore’s experiment, volunteers were given cash for correctly guessing the weight of people from their photographs. In each of the eight rounds of the study, the guessers bought advice from one of four other volunteers. The guessers could see in advance how confident each of these advisers was, but not which weights they had opted for.

From the start, the more confident advisers found more buyers for their advice, and this caused the advisers to give answers that were more and more precise as the game progressed. This escalation in precision disappeared when guessers simply had to choose whether or not to buy the advice of a single adviser. In the later rounds, guessers tended to avoid advisers who had been wrong previously, but this effect was more than outweighed by the bias towards confidence.

The entire article is excellent. Take a moment to read it.

So, if making your prospect confident that you and your program is the best possible choice, I have one strong recommendation for you, along with three ideas that might jump-start that effort:

  • First, my strong recommendation: Stop being shy when it comes to why your prospect should choose you.  This is one of the top problems that plaque many of the coaches we begin work with as clients: They are incredibly nice individuals, and instinctively humble. Because of that, they are often hesitant to appear to be “bragging” that their program is clearly the best choice (especially when the numbers or their history doesn’t back that up). But as the research shows, that’s exactly the time when strong confidence is needed! State your case boldly (dare I say exceptionally?) and repeatedly. Your prospect is searching for coaches who seem to strong believe in what they’ve got going on with their program.  Will they find it when they are recruited by you?

Assuming you’re ready to accept that challenge, here are three recommendations I’d make to coaches who want to start making confidence a key take-away for their next class of prospects who receive their recruiting message:

  1. Actively communicate your confidence to your recruits. How do you do that now?  How are prospects coming away that you are confident in what you’re offering them? How regularly are you making statements about why you should be their obvious choice?  However you answer those three key questions, let me say this: Don’t wait for your prospects to connect the dots and come away with an “impression” on their own. Tell them what they should think about you and your program on a consistent basis, and do it with confidence.
  2. Don’t waffle.  Tell them what you agree with them on. Tell them where you see them heading down the wrong road. Outline what you like about them, but also tell them how you’re going address some of their weaknesses. Give opinions, and ask questions. You can do it in a polite way, of course, but I would advise any coach we are working with to be unflinching in their strong statements and opinions when it comes to the recruit they are speaking with.
  3. Repeat, repeat, repeat.  We’ve talked about consistency before, and the importance of that in creating the right “feeling” with your recruit. Well, part of that feeling you should be aiming for is confidence. One of the primary ways you achieve that is repetition. If you’re a hospital, you can do it with signage as far as the eye can see. If you’re a college coach, I’d suggest that you make sure you develop a plan for consistent, compelling communication. It works.

In your drive to make sure your prospects are confident in what you are offering, aim for something “beyond exceptional”. It’s the best way to get them to believe in you more than your competitor.

The best one-stop shop for great recruiting ideas like this? The answer is easy, Coach: The National Collegiate Recruiting Conference, coming up this June. You should reserve your seat today, Coach, and invest in yourself and your college coaching career.  Click here.

Overcoming Ellsberg Paradox in RecruitingMonday, April 20th, 2015

How many times have you been the program that is the logical, “right fit” for a prospect, only to see that same prospect end up choosing another program that’s a completely illogical choice? A place where they probably won’t compete as soon as they would for you, won’t be appreciated as much, and generally won’t have as good of an experience.

If you’ve been coaching college sports for any length of time, you know the answer is “a lot”.

Here are the typical scenarios I’ve seen play out with the coaches we work with:

  • A program that competes at a lower division level loses a recruit to another program that’s one level up.
  • Despite assurance that your recruit will get significant playing time during their Freshman season, they choose a more prestigious program where they will have to sit the bench for their first two years.
  • You spend two solid years getting to know your recruit, forming a great relationship, only to have that recruit choose another program with a coach who is able to throw a little more money their way at the last minute.

If any of those situations hit a little too close to home, you’ve probably fell victim to the Ellsberg Paradox.

It’s an interesting theory that is having direct application in college recruiting, and is becoming more of common tactic we employ in developing strategies for our clients. It is named for former military analyst and activist Daniel Ellsberg, who became famous for releasing the Pentagon Papers – a set of documents outlining decision making procedures by the U.S. military during the Vietnam war – to newspapers around the country.

He is less famous for another theory on decision making, called the Ellsberg Paradox, which has direct application for smart college coaches who want to dig deeper into how their prospects make their decisions.

Essentially, it’s a theory that says people (your recruits and their parents) overwhelmingly prefer taking on risk in situations where they know specific odds rather than an alternative risk scenario in which the odds are completely ambiguous—they will likely choose a known probability of winning over an unknown probability of winning even if the known probability is low and the unknown probability could be a guarantee of winning. That is, given a choice of risks to take (such as bets), people “prefer the devil they know” rather than assuming a risk where odds are difficult or impossible to calculate. (If you want to dive deep into the experiments that help prove the theory, dive right in.)

Let’s bring that back to recruiting for a moment:

What the theory postulates is that your prospect, learning a little bit about your program and hearing you make guarantees of playing time and other promises, is still apt to choose a better known, more proven, bigger-name-coach at the end of the process.  That other program is “the devil they know”; there’s less risk, in the mind of the recruit, than opting for a program like your’s that is still unproven in their eyes.

Hopeless situation if you are that coach that we’re describing?  Not at all.

But, it takes consistent effort and a strategic approach to recruiting. The Ellsberg Paradox is the natural, undisturbed state that your recruit will likely operate in unless you change the conditions.  Are you hoping that recruit just somehow figures out that you’re the more logical choice on their own, and ignores the Ellsberg Paradox, you’re not going to find much success.

You have to “change the conditions” to neutralize the Ellsberg Paradox that might be handcuffing your recruit.  Here are three key things to begin that process with your next class or recruits:

  • Become the “known probability”.  This is the part where I pummel you with all of the reasons for telling a consistent story to your recruits. If you are that risky program in the eyes of your recruit, there is no quick fix to swaying them over to your program. It takes a consistent effort of interesting messaging, engaging enough to prompt their questions and conversations with you, and making the case that you are just as good of an option as the other program. Ellsberg Paradox demands that the chosen option be the one that is best known and less risky (note that I didn’t say “better”, or “has the best facility”, or “was ranked higher in U.S. News”). Become known to your recruit, and do it in a consistent, conversation way.
  • “Winning” or other logical advantages aren’t always going to get the job done.  Remember, according to the definition of Ellsberg Paradox, “your prospect will likely choose a known probability of winning over an unknown probability of winning even if the known probability is low and the unknown probability could be a guarantee of winning. In other words, don’t rely on your record or history to sell your program. I can tell you first hand from the research and coach training we do on campuses around the country that those two factors matter very little once the recruiting process gets past the initial stages. As opposed to proving yourself to your recruits based on your past, prove yourself to your recruits by explaining how they fit into the future of the program.
  • Reduce the odds against you in the eyes of your recruit. Note that the focus of this point is to change the way your recruit sees you and your program, not necessarily the actual facts surrounding your program – your mediocre history of performance, inexperienced staff, older facilities…don’t let your view of those assumed negatives cloud your enthusiasm and reasoning as to why your recruit belongs with you. One of the saddest aspects of what I do is hear a coach explain why they’ve convinced themselves that they just can’t recruit good athletes based on their location, or their lack of financial aid, or their facility. Much of the time, of course, those situations will make it nearly impossible to recruit every good recruit.  However, you don’t need every good recruit.  You need a handful of great ones to form a solid recruiting class. Make sure you identify what odds aren’t working in your favor, and create solutions to reduce your exposure to those negative adds.

The theory, of course, isn’t universal. It won’t apply to every recruit, just many of your recruits.

Decide what strategies you need to employ and then make a plan for implementing those strategies. If you don’t, expect the same hurdles to appear in your next recruiting class.

Intelligent coaches are going through the in-depth recruiting certification training at our learn-as-you-go, online education program called Tudor University. One low annual fee lets you take all of the courses at your own pace, and gain recruiting certification for future job opportunities in college coaching. Or, just become a dominant recruiter! Get the details and enroll here.

Why Your Prospects Might Not Care About Your Version of “Better”?Monday, November 24th, 2014

The college coach that can prove their business degree is more highly rated than a competitor’s business degree is often bewildered when their prospect chooses the other school.

The same holds true for the coach who wins their conference championship, only to lose a kid to a program with a new coach and no winning history.  Or, the coach who can boast that her program is closer to home, only to lose the prospect to a school 2,000 miles away.

In each case, the coach can make a very good case that their program.

Here’s the problem:

Their prospect may not care about their version of “better”.

This time of year, college coaches need to be aware of this very important reality with recruiting this generation of teenage prospects.  Whereas you – being a smart college coach – have made career decisions, recruiting decisions, and game decisions based on the best (or “better”) information possible, your recruits aren’t using that same process.  As we’ve chronicled in detail over the years, your prospects make decisions based largely on emotion (and so do their parents).

So, as a coach begins to formulate a recruiting strategy based on simple assumptions on what’s better, they run into the stinging reality that their recruits aren’t operating on the same level.  What I’m saying is that many of your prospects that you’re in the middle of recruiting may not really care about your version of “better”.

Why?  There are some very simple, but vitally important, principles that you need to know if you want to successfully make your case to these athletes:

Your recruit may not know why you are the better choice.  How could that happen???  You sent them two or three very detailed messages, outlining all of the awards and honors your program and your college has won.  Plus, they came for a campus visit.  So how could be there be any confusion on their part?

Quite simply, because your story has been lost in the noisy, marketing-filled world that they live in.  That’s why we preach the need for a consistent, ongoing message starting as early as possible in the recruiting process.  We have case study after case study that proves this is the best methodology when communicating ideas to recruits and their parents.  If you aren’t sending out a message to your recruits every six to nine days that clearly states why they should choose you, there will be a high likelihood that they don’t figure out why you are the better choice. (If you’d like our help in creating that strategic plan, click here)

Your recruit may not believe what you’re telling them.  It’s another hard truth that many college coaches don’t put enough focus on: Your recruit needs more than just words, they need proof.  They need proof that your team, your program, and your school is going to give them exactly what they are looking for in a college.

It isn’t enough to just say that your classes have a great teacher-to-student ratio.  It may be true, but you have to assume that they’ll say “so what?”  Or worse, they may think to themselves, “that’s great, but every college I’m looking at has told me that…they’re just trying to sell me something.”  As a coach, let me ask you this important question: What have you told them that proves you are telling the truth, and puts it into context with where they are at in their decision making process?  Answer that question, Coach.  If you have a good answer, then you’ll be on your way to eliminating this point as a possible reason they would reject your version of “better”.

Your recruit may not believe the risk of switching allegiances to you is worth it.  For the top 1% in your sport, they have the luxury of picking and choosing the prospects that they want, and those prospects will happily accept their offer.  If you aren’t part of that 1%, you need to assume that there are legitimate reasons your prospect will have reasons to not choose you as one of their top choices.  Taking that glass-is-half-empty, worst case scenario approach will help you take the right approach as you communicate with your prospects.

This is probably the primary reason you lose most of your prospects.  They just haven’t come to believe that you and your program should be the logical choice.  Yes, it’s because of their own prejudices, ideas and decisions.  And most of those are illogical, or even downright incorrect.  But that’s what they believe.

Have you made the case to them that it’s worth the “risk” to say no to the program that they’ve dreamed of, and choose you instead?  And if so, how have you done that?  At this time of year, many of your prospects are deciding whether it’s worth the risk to choose you, Coach.  Be vigilant in how you help them do that.

Your recruit may not believe that your “better” is their better.  In fact, as you read the end of this article, I can tell you that in many, many cases that is true for your prospects.  Does it mean you can’t change their mind?  Of course not, but you need to take an aggressive, persistent approach in telling your story to that skeptical recruit and his or her family.  However, you also need to analyze where you are at in your conversation with that prospect, and make the judgement as to whether or not it’s time to move on.  There are times when it’s advisable to stop recruiting a prospect that is never going to belief your better is best.

The bottom line to the points I’m making here?  Adopting this philosophical approach to your recruiting process demands continual action.  Recruit is not a passive activity, and there are no down times.  This is especially true when you’re trying to convince an important recruit that you and your program truly are better than your competition.

Our Total Recruiting Solution program is designed to break through the clutter, and deliver consistent, research-based messages that connect with your prospects.  If you need help down the stretch, and in preparing to effectively recruit your next class, click here.

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