When I was in the corporate world, it was common for one of the top sales people to make the most of anyone in the organization. Sometimes, the heavy hitters, festooned with gray hair an a rolodex full of “friends” made more than the CEO. The reason is simple; without sales, the organization fails. Without good margins on those sales, a slow death occurs. Any organization needs good people to get tasks done. Every organization needs the best sales people.
So, why is it that higher education uses recent graduates who are paid very little to recruit new students; students who will not just pay the fall semester bill but may be with you for seven additional semesters? It seems as though the paradigm lacks something.
And, while we’re on this topic, if it has been shown that Mom is a primary influencer in the college decision, why aren’t there more mom-aged women working in direct contact with prospective students and their moms (and dads)?
I say send counselors out on the road less and hire on mom-aged professionals with solid sales experience who can seal the deal with the student and their family on the campus visit. And pay them like they are responsible for your entire revenue stream. Because … well … they are.