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Apr10Written by:Nathan Greeno
4/10/2010 8:04 AM  There is much written today about value propositions. The concept has been around for some time within the corporate vocabulary and is now moving into the halls of higher education administration. The interesting thing about it to me is that no matter how good your value proposition might be, no one will speak with you unless you first listen to the point of pain.
All organizations, including higher education institutions, suffer from chronic pain. Executive level leaders can't sleep at night. Mid level managers are confused at multiple priorities. Strategic plans seem like futuristic dreams far from reality.
I am constantly reminded that the first role of Education Strategy and of my relationships with others is that of a listener. It is in listening, not speaking that I can see the flags for help. All too often external consultants and service organizations just plow forward and preach the good news of the great value they have to offer. However, if that value does not address a point of pain, the relationship will often go dry and eventually silent.
Value has to be in the eye of the beholder, not the eye of the deliverer of that value. The reason that I share this in my blog today is because the translation of this principle applies to enrollment management as well.
You might feel that your institution is the greatest thing since sliced bread. But once again, if the value is not understood and perceived by the prospect, it will fall on deaf ears. Retention has the same principle. Students are retained when the value continues to be placed in front of them in a way that it addresses their greatest point of pain. That is one of the reasons for the great success of not only online learning (because it is convenient) but also of a curricular structure that builds a learning community (because of our great need for connection and relationship).
My mother used to say the classic statement "You have two ears and one mouth for a reason." Perhaps that principle remains true throughout life. Listen to your target prospects. They will tell you exactly their point of pain and what keeps them up at night. Then see if the value you have to offer really can address the situation at hand. That will go a long way to strengthening your relationships and building trust.
I'm happy to say that Education Strategy to this day continues relationships with its current and former partners reaching back over fifteen years now. Our goal is to Listen to the points of pain, develop clear objectives in partnership, measure its success and ultimately provide a value proposition that creates a win/win.
NathanCopyright ©2010 Nathan Greeno Tags: |