Having a lot of money to put towards building and renovation is great. If you don’t have that, there are still ways to add value to the facilities you do have.
Many coaches feel that if they just had better facilities, they would land better recruits. But what recruits tell us is that the quality of facilities is not even one of the top four factors they consider when choosing a school.
Does that mean it should not be an important part of your recruiting message? Of course it should! And just like the rest of the aspects of your school and program, your recruiting message should tell prospects how to think about your facilities. Here are two ways to do this that will add value to your facilities, in whatever shape they may be in.
1) Talk about a memorable moment
“It was on this field, just last year, that we celebrated the first victory over our rivals in over a decade. It was pretty cold and rainy but the fans cheered in those stands, as loud as ever. We were down a goal at halftime but came back and won with just 30 seconds remaining. I was so proud of those girls for all the effort they put onto that field that day.”
“Every time I step into this locker room, I remember all the celebrations we have had in here. Players scoring their thousandth point. Huge comeback wins over conference foes. Even some sad times where the season came to an end, but we were able to look back on the senior class and the blood, sweat, and tears they poured out for this team. All those moments pass through this locker room year after year and remind me why I love coaching here.”
Whatever stories you have to tell, tell them with passion. Help your prospect visualize the importance and value of the spaces your team uses.
2) Ask your prospect if they’re ready to commit on site
If you are going to ask that player to commit to your program, do it at center court. Do it at the entrance to your field. Ask them by the championship banners or trophies.
When you tell them what you like about them, what your plan is for them, and officially ask them to commit to your team, they are going to remember that moment.
If you can make that happen at an important part of your facility, it will add value. And all of a sudden the faults in your facility don’t matter. Connecting with the feelings of your prospect is more important than just showing them what you have.
Dan Christensen is a former college coach and sales professional, and now consults with coaches and athletic departments for Tudor Collegiate Strategies throughout the Atlantic Region of the U.S. To contact Dan, email him at firstname.lastname@example.org.