Cultivating Enrolment Growth in International Schools

Singapore's international school landscape is a dynamic and competitive one. With over 65 schools catering to a diverse student body, attracting and retaining students is a constant priority. In this fertile field, two distinct sales approaches take root: the Hunter and the Farmer.?

The Hunter: A Relentless Pursuit of Numbers?

The Hunter is the classic image of the salesperson, a driven individual with a laser focus on closing deals. They are natural extroverts, comfortable navigating the social scene and building rapport quickly. In the international school context, the Hunter thrives on open house events, education fairs, and targeted outreach to families seeking immediate enrolment.?

Their primary weapon is their persuasiveness. They excel at articulating the unique value proposition of their school, painting a vivid picture of academic excellence, diverse extracurriculars, and a nurturing environment. They understand the anxieties of parents seeking the perfect educational fit for their children and address them with confidence and empathy.?

Hunters are natural relationship builders, forging strong connections with prospective families. They listen intently to their needs, concerns, and aspirations, tailoring their approach to resonate with each individual. But their ultimate goal is clear: to secure the enrolment, to watch the numbers climb, and to achieve their sales targets.?

The Farmer: Tending the Seeds of Long-Term Growth?

While the Hunter thrives in the immediate hunt, the Farmer takes a more patient, nurturing approach. They see themselves as cultivators, sowing the seeds of trust and loyalty that blossom into long-term relationships. In the international school context, the Farmer prioritizes building strong ties with existing families, alumni, and the wider community.?

Their primary tool is relationship building. They invest time and effort in understanding the individual needs of each family, becoming a trusted advisor and resource. They organize events and activities that foster a sense of community and belonging, creating a school that feels like a second home.?

Farmers are also meticulous communicators. They keep families informed about all aspects of school life, from academic progress to extracurricular achievements. They proactively address concerns and celebrate successes, fostering a sense of partnership and shared investment in the student's education.?

The Farmer's focus is not just on immediate enrolment, but on long-term retention and advocacy. They understand that satisfied families are the school's best ambassadors, spreading positive word-of-mouth and attracting new families through their organic network.?

Finding the Right Balance?

So, which approach is better for international schools in Singapore? The answer, as with most things in life, is not a simple one. Both the Hunter and the Farmer have valuable roles to play in a successful enrolment strategy.?

Schools need a healthy mix of both personalities to thrive. The Hunter's drive, purposefulness and dedication can bring in new students quickly, while the Farmer's dedication to nurturing relationships ensures long-term growth and loyalty.?

The key is to find the right balance, to create a sales team that leverages the strengths of both archetypes. This might involve:?

• Hiring individuals with natural Hunter or Farmer tendencies for specific roles within the admissions team.?
• Providing training and development opportunities to help team members develop both hunting and farming skills.?
• Establishing metrics that track not just immediate enrolment numbers,?but also long-term retention rates,?family satisfaction,?and alumni engagement.?

?

By embracing the unique strengths of both the Hunter and the Farmer, international schools in Singapore can cultivate a fertile ground for enrolment growth, ensuring a vibrant and diverse student body that thrives in the competitive landscape of international education.?

The Evolving Landscape of Enrolment?

It is important to note that the Hunter-Farmer dichotomy is not a rigid one. In today's dynamic education landscape, successful salespeople need to possess a blend of both traits. They must be adaptable, able to switch between the fast-paced pursuit of new leads and the patient cultivation of long-term relationships.?

Furthermore, the rise of digital marketing and online communication channels has blurred the lines between traditional sales approaches. Schools can now leverage social media, targeted online advertising, and virtual tours to reach a wider audience and nurture leads more effectively.?

Ultimately, the most successful enrolment strategies will be those that are data-driven, personalized, and omnichannel. Schools need to gather and analyse data on their target audience, tailor their messaging to individual needs, and leverage a variety of channels to reach and engage prospective families.?