In front:
Since the outbreak of the epidemic in early 2020, the epidemic has affected all sectors to varying degrees. Of course, the training industry is no exception。
As a result of a proliferation of institutions, low-cost referrals have become the preferred option for training institutions。
Training in the vocational education category differs from k12, where clients are both buyers and users and the decision-making costs of clients are relatively high; while clients who choose vocational education and training tend to buy one-time, with a very low repurchase rate; the greatest value for the institution's old learners is the introduction of a reputation。
Thus, in the context of its years of experience in vocational education, it is here to share the feelings of its work and to grow together with interested friends。
Introduction to vocational education using 5w2h analysis
1. What is the transposition
A simple understanding is a low-cost, efficient means of selling through incentives to older customers in the process of expanding customers。
If you have some experience in the field of industry and think in depth, you find that when our products are exposed to the end of their life cycle, transposition can be driven by incentives throughout the process。
In vocational education and throughout the whole teaching profession, it is essential that good user experience produces a positive reputation, without which nothing can be said about it。
2. Why do transpositions need to be made
As mentioned earlier, in the vocational education and training industry, clients are mostly trained to buy skills courses on a one-time basis, and repurchases of the same type of product are almost impossible。
At the same time, because of the narrow audience profile in the field of vocational skills training, the cost to individual clients is higher. The need for institutions to reduce the cost of enrolment, increase profitability and make a reputation for it is certainly a better way to do so。
3. Introduction to vocational education
(1) sources referred to
(c) trainees (including those who are not enrolled in counselling, who have already enrolled in counselling, who are enrolled in training, who have completed their training, who are old in previous years)。
(2) core ideas forwarded
Value swap (material, non-material), emotional swap
(3) what do we do
1 consultation not registered
There is a certain periodicity in the opening of vocational education, and some of the visits to student counselling in one cycle may not result in registration for various reasons。
It should be clear to the friends who have done the consulting work that there is bound to be a different level of interest in your course products and services at every level of consultation, which will lead to further understanding。
Even for those who do not sign up, the adoption of certain measures to make every effort to recommend our referral activities and the corresponding incentive policies may not only preserve the adhesiveness of the offer advice, but may also lead to unexpected referrals. At this time, the operators were mainly market and salesmen, who were engaged in purely marketing work。
2 consultants registered
Intended clients are eventually registered through marketing advice from course counsellors. After the trainees signed up, the sale could not be mistaken for the conclusion of our relationship with the client。
This stage is only the end of the business relationship, but the transposition has only just begun. Although the relationship between course counsellors and trainees has been established through a trade-off of interests, the emotional basis has not yet been established, but it has been implanted through a combination of teaching resources。
It is accompanied by a corresponding incentive policy, with a transfer of value swap incentives. At the same time, as sales, we need to be more proactive in seeking referrals. At this point, we need to be a considerate salesman。
3 during the training process
How do you transpose it in the course of training? The kernel drivers referred to at this stage stem from the experience and feelings of the course itself。
In the course of vocational training, the results of the stages are subjective, different from the results of other types of training courses in order to achieve points or results. The presentation is delayed, so that the training course itself is complemented by activities tailored to the teaching experience to enhance the experience of the participants during the course. Increased willingness of participants to share in the learning process。
This phase, both in marketing and teaching, is accompanied by an emphasis on emotional input and the creation of an active educational practitioner。
4 completion of training
The development of a positive reputation for vocational training has benefited from the training of trainees to acquire skills and high-quality employment in the job search chain. The staff of vocational education institutions who are responsible for the employment chain are also required to identify potential candidates who have the ability to transfer information while doing their job as recommended。
In the course of employment, teaching provides technical guidance and assistance in the course of the student's employment。
Sales are the link between trainees and institutions, are established by pre-existing emotions, and are a positive expression of employment, and are referred to as a canal; for trainees who have not been successful in the employment chain, they work with the institutions to help them solve their employment problems and become a conscientious educational practitioner。
5 former participants
Vocational education institutions have accumulated a group of former students over time. This group of trainees can bring resources not only to your institution, but also more to your institution for employment. The ability to establish good interaction with this group of participants and to make true friends with clients will inevitably lead to a closed industry。
Ii. At the end
Personal vocational training in the field of it and sharing with colleagues during the course of their work of their own work is written in a surprising way. In the process of documenting itself, it also felt that it had a weak understanding of industry and work。
There are shortcomings in the articles, and i ask that you be careful to teach them。
