When teleselling English courses, there are clear demographic differences among customers, so the approach needs to be tailored to the needs and characteristics of each group. Below is how to categorize and approach different customer groups.
English course customer files
1. Parents (with young children or teenagers)
Features:
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- Concerned about their children's English learning, with the goal of preparing for the future (studying abroad, taking international certification exams).
- Often look for centers with clear, effective teaching methods and high-quality teachers.
Approach:
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- Sharing effective learning methods for children, with a clear roadmap to help them develop their English skills from basic to advanced levels.
- Provide learning programs tailored to each age group and learning needs (TOEFL, IELTS, basic communication, etc.).
- Offer online courses or free trial classes to reassure parents about the quality of education.
2. Young students (under 25 years old)
Features:
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- The main target audience is students, people just starting their careers, or those who need to learn English to improve their career opportunities or study abroad.
- Often accessed through online channels, dynamic and open.
Approach:
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- Offering flexible courses with schedules that fit your busy life.
- Offer short courses and free trial programs to create an experience.
- Emphasize career opportunities and study abroad after mastering English.
- Follow-up care via Zalo, social media
3. Adults (25-45 years old)
Features:
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- This is for people working in companies who want to improve their English for work, career advancement, communication in an international environment, or certification exams.
- They tend to study diligently and want to see clear results.
Approach:
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- Build trust through evidence of success, certifications, and reputable courses.
- Offer specialized courses tailored to specific jobs, such as conversational English and specialized English.
- Provide information about flexible classes or online courses that save time.
- Emphasize a clear learning path, achievable goals, and career development.
4. High-income group (Entrepreneurs, senior managers)
Features:
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- There is a need to learn English to maintain foreign relations, communicate internationally, or to demonstrate professionalism at work.
- Often concerned with teaching quality and advanced curricula.
Approach:
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- Offer personalized, in-depth courses with experienced instructors, or VIP learning programs.
- Offer fast-track, flexible courses that help them achieve results quickly and fit their busy schedules.
- Focus on practical benefits at work, such as improving international communication skills and developing a network of relationships.
See also: Handling customer rejections in telesales.
Telesales script for English courses
1. Call completely new customers (Cold data)
Staff:
Hello, I'm calling from [Center Name]. We currently offer a free English proficiency test and personalized learning plan consultation. Are you interested in improving your English for work or communication purposes?
Customer feedback:
- If the customer is interested: "Yes, I'd like to schedule a free check-up at a time that's most convenient for me."
- If the customer is busy: "No problem, I can send the information via Zalo/Facebook for you to review beforehand."
- If the customer declines: "Yes, if you have any needs in the future, we are always ready to assist you."
2. Call customers who have left their information but have not yet registered (Warm lead)
Staff:
Hello, I'm [Name] calling from [Center Name]. You previously expressed interest in our English courses. I was wondering if you've been able to arrange your schedule to attend yet?
Customer feedback:
- If the customer says they don't have time: "Yes, we have many flexible time slots from morning to evening. Would you prefer online or offline learning?"
- If the customer says the tuition is too high: "Yes, we currently have a [XX%] discount program this month. May I send you the details for your reference?"
- If the customer says they are considering another center: "Yes, we can offer you a free trial session so you can experience it first. Would you like to join?"
3. Call parents who want to find English courses for their children
Staff:
Hello, I'm calling from [Center Name]. We currently offer English courses that help children pronounce correctly, communicate confidently, and score high on exams. I was wondering if your child has studied English anywhere yet?
Customer feedback:
- If parents say their child is studying elsewhere: "Yes, we can offer a free trial lesson so you can compare the quality."
- If parents haven't decided yet: "Yes, we have personalized programs tailored to your child's level. I can send you the information for your reference."
4. Call customers who have studied but have stopped
Staff:
Hello, I'm [Name] from [Center Name]. You previously took a course with us. Are you planning to continue studying to improve your skills? The center is currently offering a special promotion [promotion details] for returning students.
Customer feedback:
- If the customer says they are busy: "Yes, we have a one-on-one online learning program, which is very convenient and time-saving. Can I send you the information via Zalo?"
- If the customer says they lack motivation to study: "Yes, we offer special tutoring courses to help you stay motivated and progress faster. Would you like to try it?"
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