Introduction of the entire process by training institutions
Time:2025-11-04
Source:Artstep
Training institutions are making referrals, but there are not many campuses that do well. Because many schools still have a limited understanding of referrals: old leads new! Giving gifts and rewards will make parents happy and willing to refer them.
Coincidentally, I used to think so too.
But after truly being introduced to the art training industry, I realized that it's not that simple!
From the perspective of parents, why do we need to introduce the school district.
1. The teacher teaches well;
2. The principal is a good person;
3. Good institutional teaching;
4. Good institutional service;
5. The child likes it very much;
6. The teacher is very attentive;
7. Teachers solve problems in a timely manner;
8. Improved the child's abilities
After summarizing, the core point is one: they are satisfied with the teachers and the school.
Parents' trust in the campus stems from its teaching and services, which are all aspects of the campus.
We all know that children are very sensitive and know if the teacher's kindness towards them is sincere; Parents are also very smart, knowing whether teachers can really produce teaching results and whether they really like their children.
The emotions, reputation, and service of subsequent referrals are all built on this foundation.
Parents may introduce their friends to institutions during holiday activities, after seeing their children's teaching achievements, or when they see their children winning awards. These are all schools that satisfy parents.
They hope that after the campus helps them solve their needs, they can also meet the needs of their friends.
For parents, referrals bring them emotional value, such as the teacher's gratitude towards them; The relationship between the teacher and them has been brought closer. For the referred individuals, in addition to the campus helping them meet their needs, there will also be course discounts, free courses, etc
And the campus has achieved its own enrollment goals, realizing a scenario of "three party win-win", which is the most ideal situation in the referral.
Sometimes, if you want a more direct introduction, you can also combine some incentives to give parents some motivation.
For them, children's progress, certificates, awards, discounts, rebates, red envelopes, tokens, points, and medals are all incentives. Cash incentives such as rebates and red envelopes can be given to parents in more clever ways: rebates can be given to parents in the form of tuition fee reductions; After the introduction, let the students participate in lucky draws and smash golden eggs, and let the children draw cash themselves.
When parents help us with referrals, we need to pay attention to three prerequisites:
1) Parents want to make a referral, but don't know who needs it: help parents organize their own circle of friends, tell them that their friends, their children's classmates, and parents are all potential customers.
2) Parents want to make a referral but don't know how to introduce the institution. Prepare relevant materials in advance and guide parents to share them. For example, children's growth records and assessment reports can all be shared, especially with the use of management systems in current campuses, which allow for direct online sharing on social media and WeChat groups. One click solution to the problem of referral and sharing.
3) Parents have referred me, I don't know what will happen next?
Online referrals are easy to handle, such as growth records and assessment reports. After parents leave their information online, the campus will receive the parents' information. Offline, teachers need to track and provide feedback on time, and use enrollment CRM to record and follow up on referrals on time.
In addition to following up on referral situations on time, tiered rewards can also be set up to record invitation situations. After the parent referral is completed, it is important to promptly reward the current campus. This not only motivates parents, but also effectively increases the frequency of parent referrals.
Overall, if the referral is done well, the operational capability of the campus will be greatly improved
1) Low customer acquisition cost, attracting new customers, and generating traffic;
2) Reduce the cost and time of building trust with new students;
3) Establish a good enrollment cycle system in the campus.
Referral should be integrated throughout the learning cycle of students, so that all aspects of the campus can promote referral.
How to integrate referral into all aspects of the campus and organize it into a very practical referral process:
1、 Enhance trust
1) Provide excellent service:
Step 1: You need to familiarize yourself with your parents. Remember each child's name, personality traits, and even the parents who come to pick up and drop off their children.
Step 2: Create a professional, approachable, and powerful image for parents, allowing them to see your original intention for education and love for your children, full of vitality and vigor. When parents see you, they will feel that you are a vibrant teacher.
Step 3: Maintain long-term interaction: Share every moment of their time on campus with each parent. Share students' works, send photos, and videos to parents on time.
2) Value to Parents:
Campus can truly enhance children and enable them to grow. Don't forget why parents send their children to institutions to help them grow. After a period of learning, children become more flexible in their limbs, proficient in painting skills, and skilled in dance movements.
2、 Introduction positioning:
For example, for children aged 3 to 12, it is important to understand that most parents care about their children in a certain aspect, whether they want their children's grades to improve or they want their children to learn happily. Based on the characteristics of parents in this age group, when designing relevant posters and texts, it is necessary to directly address the pain points of parents.
3、 Trigger referral:
1) Proactively taking the initiative, we have already gained a good reputation from parents and established enough trust, so we can ask parents for help in referral.
2) Provide sufficient benefits to parents, satisfy their sense of achievement, vanity, and honor; Points, gifts, red envelopes, rebates, discounts.
4、 Meet the different needs of different customers:
1) Users who proactively refer to the campus;
2) Parents who share their children's teaching achievements for referrals;
3) Parents who need a little profit drive;
4) Parents who make referrals for the benefit of the campus.
- The first type of parents: establish a good emotional bond;
- The second type of parents: let them see that their children are constantly growing and becoming better and better;
- The third type of parents: require triggering guidance from the school district;
- The fourth type of parents: The school district puts their interests directly in front of them.
5、 Don't be too complicated with the introduction process:
1) The activity mechanism should be simple: it is too complex, not only for parents to understand, but also for follow-up to be troublesome.
2) Parental sharing should be simple: prepare materials in advance, parents can share directly,
6、 Encourage parents/students in a timely manner:
After the parent's referral is completed, it is necessary to immediately fulfill the promise made to the parent