1. Bringing Back an Excellent Sales Process A return to a culture of sales and of selling the value of Sylvan that increases conversions and drives revenue

2. FOA/SLI Projects New Director Curriculum Redesign Inquiry Labor Management Accountability Project Team Members: Penny Loome Kathleen Casprowitz Hillary Malone-Tilton Susan Steron Eric Wenck Melanie Hadley-Franklin Matt Honaker

3. Agenda Why are we here? What’s in it for me? What does good sound like? Discussion What do I do next?

4. Why are we here? Day 1 Call customer back immediately. Create an action item in IMPACT to call next day (Day 2). Day 2 Call customer. If no contact, create an action item in IMPACT to send an email on Day 3. Day 3 Send a highly customized follow-up email. Create an action item in IMPACT to call on Day 4 Day 4 Call customer at a different time than the previous day. If you do not reach them, leave a message and create an action item in IMPACT to call back on Day 6. Day 5 Do nothing with this particular family Day 6 Call customer one last time. Create an action item in IMPACT to call in 60 days

5. Why are we here? The current conversion rate, across the system, of inquiries to tests is: 64% The current conversion rate of tests to enrolls is: 53% The average sale or revenue per enrollment is: $2,351 The revenue potential of increasing your inquiry tests conversion rate by 10% is: $40,000 I:T conversion X 10%, 10% additional tests X enroll% = 40 additional enrolls X RPE = $94,000

6. What’s in it for me?

7. What does good sound like? What we hear is a lack of: Empathy Connection to emotional needs Benefit (more process focused) Urgency Positioning ourselves against the competition Where/When/How long/How much? Confirming questions

8. What does good sound like? Purpose: Greet the customer and establish a connection, set them at ease and begin to build a relationship. You want to start to establish rapport right from the beginning. Thank the customer for calling, let them know you can and will help, and start to establish your credibility. It is critically important that anyone answering the phone – whether they will take the full inquiry, or just transfer the call, sounds warm, friendly and credible. Do’s:  Answer the phone the same way every time so it becomes habit  Answer the phone in such a way that you are going to be able to take some control of the call  Get the parent and child’s name as soon as possible and use them throughout the call  Let the parent know you are happy they called and you can help  Sound warm and friendly  Make sure you introduce yourself using your name and the name/location of your center  Ask what is going on  Express empathy  Guide the agenda  Position the value of questions Non-negotiables:  Be assumptive: Assume that every person, regardless of how they initially sound, what question they initially ask, or how they react to price, is going to buy from you  Get personal: Get the name of the person you are speaking to, and their child’s name, within the first few minutes of the call and use them throughout  Guide the process: You control the call process, the customer controls the content  Empathize: Listen, don’t just sound empathetic, be empathetic

9. What does good sound like? Purpose: Uncover and agree upon the needs of the customer Do’s:  Use your questioning palette (open ended, closed, double-clicking) to ask empowering questions  Listen for expressed needs  Identify means and ends needs from the four categories of needs (FACT)  Using confirming questions collect “Yes’s,” from your customer  Summarize and confirm needs Non-negotiables:  Guide the process: You control the call process, the customer controls the content  Empathize: Listen, don’t just sound empathetic, be empathetic

10. What does good sound like? Purpose: Inform the customer how we can help and position the value of Sylvan Do’s:  Present features and benefits that meet the needs of the customer using the value first presentation model  State recommendations, linking benefit to needs (build value and invite them in!)  Connect recommendations to emotional needs in particular  Position Sylvan against the competition (“One great thing about Sylvan is…”)  Establish Where/When/How long/How much  Solicit a reaction Non-negotiables:  Drive urgency  Connect to emotional needs  Position Sylvan against the competition: “One great thing about Sylvan is...”

11. What does good sound like? Purpose: Determine understanding and ask to move forward Do’s:  Confirm customer’s understanding  Address customer’s questions and concerns  Use language that drives urgency  Ask for the appointment/sale using assumptive language (Invite them in!)  Align and redirect any customer objections (Hillary) Non-negotiables:  Ask for the sale: On every call try and book the next in-center step (either a test, Welcome Conference/Tour, EDGE program, etc.)  Confidently discuss price: Practice how you present price and present it with confidence

12. What does good sound like? Purpose: Express appreciation and explain next steps Do’s:  Confirm next steps (Who does What by When)  Explore and address additional needs  Thank customer Non-negotiables:  Follow up: Get the necessary information to follow up (email and phone number at a minimum) – then follow up  After the call ask yourself:  Did I sound credible?  Would I have bought from me?

13. What is non-negotiable? Be assumptive Get personal Guide the process Empathize Drive urgency Connect to emotional needs Position Sylvan against the competition Ask for the sale Confidently discuss price Follow up

14. What do I do next? Listen to your calls Coach your staff Hold regular meetings to review calls using the Inquiry Quality Check Form Ask these two questions: – Did I sound credible? – Would I have bought from me? Follow the 6 Day Inquiry Management Process

15. Discussion

16. What’s in it for me?