By Jeremy Tiers, Vice President of Admissions Services
2 minute read
Love them or hate them, phone calls absolutely still need to be a part of your student recruitment communications strategy as we enter 2025.
You might be saying, “Why Jeremy? Nobody answers their phone.”
That part of the problem is fixable… keep reading.
First, let’s start by examining the latest data. According to Tudor Collegiate Strategies research from this calendar year, 38.2% of traditional students are okay with a phone call from a college once per month during their search. Believe it or not, another 19.4% are actually fine with a call each week.
Only 33.8% of students said they never wanted a call at any point during their search – that percentage is very similar to our data from both 2023 and 2022.
Students also tell us in surveys that a phone call can feel a lot more personal than any email or text message they receive from a college. In their mind a call takes more time and effort, which signals your school has a greater level of interest. Also, students say that a friendly, helpful call can be a more efficient use of their time instead of going back and forth on email or text.
So, if about two-thirds of students are at least open to speaking on the phone, then how do you get them to answer your call? Stop cold calling!
Just like you and me, most students don’t answer calls from phone numbers they don’t recognize. And if by chance they do have your number saved in their phone, or see your school’s name on their caller ID, when you unexpectedly call, students are concerned you’re going to either give them bad news, turn the call into a sales pitch, or “check in” to see how things are going and put them on the spot with some version of “Do you have any questions?”
Tip number one is to schedule any phone call ahead of time AND explain the reason/purpose for your call. Scheduling can be done with a short email or text message.
Phone calls should primarily be used for important conversations or to deliver some unexpected, positive news. For example, setting up a call with newly admitted students and their parent(s)/guardians(s) to talk about the financial aid process is a smart strategy. Another one that we continue to recommend is using call campaigns to help with numbers and registration for your admitted student events.
Having said all that, it’s important to keep in mind that even if a student is open to a phone call, most aren’t used to navigating that type of conversation, which creates anxiety.
Here are a handful additional tips to improve the quality of your conversation:
- Just like emails and text messages, the tone of your calls should be casual and relaxed, not robotic and intimidating.
- Ahead of time, write down a few direct questions (based on what you know or don’t know about the student/family) to get information back that then allows you to give additional relevant information and keep a back and forth conversation going.
- Consider sending the student a short text right before you’re about to call to make sure they’re available and ready.
- Listen more than you speak.
- Without authenticity and enthusiasm, getting the student (or parent) to engage becomes a lot harder. Same thing goes for your confidence level.
- Your pace matters. Slow down, pronounce things clearly, and take pauses between thoughts or before you answer a question.
- At the end or your call, clearly outline, and if possible get verbal confirmation back, on the student’s next step.
Want to talk more about something related to phone calls? I’m happy to connect. Simply reply back or email me here.
And if you found this article helpful, forward it to someone else on your campus who could also benefit from reading it.