Stop Using The Admissions Lobby Form!

We have received numerous questions lately through our social media channels and website and people have asked us in one form or another "We have used an intake form for years and years at our school. We've always done it. We've heard some talk that that may not be the best thing to do anymore. Can you share your expertise?"

We are happy to do that. I used to be Mr. Intake Form. "You know, this is how we've always done things and of course we need to give them an intake form. It's going to seem professional and going to seem like we're serious." This is not a joke. This is serious. However, here at The Art of Admissions, we test everything. We are constantly A/B split testing admissions training processes, admissions scripts, admissions coaching services just like we do in marketing. So with the many people that we've worked with through the years, initially we'll ask them "why do you still use an intake form?" And they'll say, "Oh, because that's how we've always done things." Which is of course, the worst answer anyone can give.

Is it still effective? We all know that in admissions, things change constantly. So, of course with me being Mr. Intake Form, I tested this out. After months and months of testing, we found that this "Lobby Form" was actually hurting the chances of inspiration and enrollment.  Why was that?  Because where are the places in your life that you have to fill out an intake form?   I'll give you a moment to reflect on that.

Maybe the dentist right before you're going to get four root canals perhaps, or the doctor just before you're going to get your appendix out and maybe your tonsils as well, or maybe a kidney or two. Or maybe even the DMV? And of course...YOUR COLLEGE! 

That doesn't uplift people. And what's an automatic reaction and response that people have on an intake form? Its, "Oh my God. Paperwork." Practically no one likes to do paperwork and now you're scrunching them there in your lobby for 10 to 15 minutes filling this form out.

We want to uplift a person's emotional state and every single moving part in your admissions process should uplift a person's emotional state. We highly suggest you look at every moving part from the moment a person parks their car as a unique experience designed to uplift their emotional state. If it's not, get rid of it. I don't care if you've been doing it for a hundred years, get rid of it now.

In addition, the front desk and the lobby area, wherever they're filling that form out, is a dangerous place. That's the most dangerous place in a school. What can happen there?   Someone could be crying, maybe there was some kind of drama that went on, maybe someone quits, someone gets terminated and goes out screaming or some stranger walks in off the street and creates a problem. Anything can happen and you cant control that environment. We want to leave them in the lobby the shortest amount of time possible and shift them from the lobby to our admissions office as soon as possible.

And in the interim, what should they experience in the lobby? You should have maybe a big screen TV that has a loop of graduate testimonials of why they chose your school, what they're doing now, and how happy they are. Tons of social proof. Employer testimonials showing why employees prefer the graduates at your school. Maybe even a viewbook of graduation, fun events, classes and so forth. That's what needs to be in the lobby and that's what's going to uplift their emotional state.

What?  You say you already have a few of those things?    How can they take all that in when their head is down and they are concentrating on filling out this horrendous form on a bad clipboard, using a bad pen and on a piece of low cost copy paper?

Don't rely on "But this is how we've always done it" as a justification. You need to be intentional and reflect upon what that is. If its not going to uplift their emotional state, then GET RID OF IT! Remember, EMOTION MAKES THE MOTION! How can your school work to create a more uplifting environment for your explorers and prospects? 

The Art of Admissions

The Art of Admissions, The Art of Admissions University and The Appointment Experts works with career schools throughout the world connecting more students to exceptional schools. Through quantum admissions training, admissions coaching services and personal development coaching, we help your school achieve extraordinary results.

Remember:

The Definition of INSANITY: Do same thing, expect different results. The Definition of SANITY: Learn new perspectives, get different results!

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