How training institutions can tap into parents' enrollment needs

The core underlying logic of judgment is not to conduct household registration style questioning, but to quietly complete information collection and multi-dimensional cross validation in the process of empathy communication and demand mining. At the same time, two core concepts are strictly distinguished: payment ability is "whether one can pay", and payment willingness is "whether one wants to pay". The two are completely independent and cannot be confused. 80% of the inefficient negotiations among frontline consultants stem from mistaking "wealthy parents" for "willing parents" or giving up on "high willingness parents without money", ultimately wasting time and missing out on orders.

1、 Accurate determination of payment ability: 3 steps to lock in parents' payment limit

The core of determining payment ability is to obtain the most authentic consumer behavior data with the lowest communication cost, rather than relying on subjective assumptions from a single dimension such as clothing and speech. The order of judgment strictly follows the sequence of "pre screening → face-to-face detail verification → ultimate confirmation of scheme exploration", from far to near, from shallow to deep, without causing parents' resentment throughout the process, and can make parents feel that you are professional and understand them.

1). Pre screening: Prior to contact/initial communication, 80% of ineffective customers are screened out first

This step can complete the basic portrait construction without meeting in person, helping you save 90% of ineffective communication time. The core focus is on the four most accurate judgment indicators:

A. History of Educational Consumption in the Past (Core and Accurate Basis for Judgment)

A person's past consumption behavior is the most accurate predictor of future consumption behavior, without a doubt. Never directly ask 'How much did you spend on enrolling in a course before?' Instead, use empathetic questioning and smooth embedded communication:

Have you ever given your child similar tutoring before? Has the child adapted? Has it achieved the desired effect

Following the topic naturally: "Did you report it as a one-on-one or a class? How long did it last? What was the feedback from the child

【 Judgment criteria 】:

High payment ability: Parents have explicitly stated that they have previously enrolled in a 100000 yuan full-time daycare program, long-term one-on-one tutoring, or that their children are currently taking high priced courses such as equestrian, golf, international study tours, and high-end art education, and are not price sensitive to courses priced at 10000 yuan;

Medium payment ability: Parents have a stable habit of enrolling in classes, have enrolled in specialized tutoring for 30000 to 50000 yuan, or have taken synchronous classes in multiple subjects, can accept courses at a moderate price, and have a continuous investment in education;

Low paying ability: The child has never enrolled in extracurricular tutoring or has only enrolled in large classes worth thousands of yuan, and repeatedly mentions that "previous enrollment was ineffective and felt it was not worth it", making them extremely sensitive to prices.

B. Channel source label (zero cost pre screening)

The channel directly determines the baseline payment ability of parents, and stratification can be done without communication:

High payment ability baseline: Referrals to high customer single old students, private/key public school parent committee groups, precise outreach to high-end communities, and parents who actively search for precise keywords such as "high school entrance examination full day care/high school entrance examination sprint/further education planning";

Baseline of payment ability: public school communities, local parent-child accounts, and parents of regular referrals for old students;

Low payment ability baseline: 9.9 yuan for traffic generating classes, short videos with widespread traffic, and parents who receive free gifts through street promotion.

C. Basic Information Side Writing (Silent Hard Indicator Verification)

The whole process takes "customizing plans for children" as the starting point, without checking household registration, naturally obtaining core information:

Residence and commuting: "Is it convenient for your family to come here? Which community do you live in?" directly corresponds to the housing price of the community and whether it is a school district house, which is a hard indicator for judging family assets; By the way, may I ask 'Are you driving here or taking public transportation?' to assist in verifying the consumption level.

Occupation and Family Structure: "Do you usually take care of your child throughout the entire process? Do you work full-time to take care of your child, or do you also have to work on a regular basis?" "Does the father of the child pay more attention to their studies? Which industry does he work in

【 Judgment criteria 】:

Families who can take care of their children full-time generally have stable high-income support; Business owners, mid-level and above professionals within the system, executives, doctors/lawyers/teachers, and other professionals have much higher paying abilities than ordinary salaried workers; Simultaneously confirm who is the core decision-maker for children's education.

Children attending schools: Parents of private international schools and key public schools generally have a higher baseline payment ability than ordinary public schools. This is only used as an auxiliary verification and does not draw conclusions from a single dimension.

2). Face to face detail verification: Complete the portrait to avoid subjective misjudgment

The easiest pitfall for novice consultants to fall into: relying on clothing brands to judge payment ability, ultimately either missing out on hidden high net worth clients or wasting time on clients who are just trying to get fat. What really won't deceive people is the consumption habits and cognition in the details:

A. External details reveal implicit consumption hierarchy

Whether clothes that cannot be seen through are big brands depends on the texture of accessories, personal items, and casual mention of consumption habits. For example, the details of the phones, watches, and accessories used by parents, as well as the consumption levels of vacations and parent-child activities mentioned casually when discussing weekend arrangements, are far more indicative of real payment ability than just a piece of clothing.

A classic case on the front line: A father wearing ordinary clothes and carrying a vegetable market bag, with newly turned yellow soil on his shoes from the construction site, just arrived from the construction site and finally signed a one-on-one three subject contract for 68000 yuan - the core judgment is that he put down everything in his hands and rushed over to consult for his child as soon as possible, indicating that his child's education is of high priority in his heart. Either he doesn't report it, or if he reports it, he will do everything he can to solve the problem.

B. Prioritize money and time in communication

Parents with high payment capabilities always prioritize their children's time efficiency and the certainty of outcomes over the cost of the course. One question can accurately test:

Parent, may I ask if you are more concerned about the unit price of a lesson when choosing tutoring for your child, or if you are more concerned about whether you can help your child achieve their goals in the shortest possible time without wasting their golden exam preparation period

【 Judgment criteria 】:

High payment capability: Immediately respond with "effectiveness and time are definitely the most important, children's time cannot be wasted", without worrying about the price of a single lesson, only focusing on whether the solution can solve the problem;

Low payment ability: The first reaction is "it can't be too expensive, it still depends on the cost-effectiveness", repeatedly asking about the price per class, how many class hours can be given, and whether there are any discounts.

3). Solution exploration: Ultimate verification, directly locking in the real payment limit

After collecting the previous information, using a gradient scheme for final testing, parents' real reactions are always more honest than language.

Core operation: Do not give the lowest configuration plan first, give priority to the middle and high configuration plans, and observe the first reaction of parents:

Confirmation of high payment ability: Parents are fully concerned about whether this plan can help their children get into the target school, how to match the teaching staff, and how to ensure the effectiveness, without worrying about the total price. They may even ask if there is a more comprehensive full day care plan that can ensure the results;

Confirmation of payment ability: Parents will acknowledge the content of the plan and ask for the total price, but will not be concerned about the price per class. They will only ask if there is a simplified version of the plan that is more suitable for their child's situation, and can accept customized plans at a moderate price;

Confirmation of Low Payment Ability: Parents' first reaction is to calculate the price for a single lesson, immediately saying 'too expensive', repeatedly requesting to reduce the lesson hours and total price, only accepting the lowest basic plan, and even only wanting to sign up for a few trial classes first.