Why People Don’t Always Jump at Offers in Student Recruitment

I was chatting to someone at an agency the other day who had put out a great Black Friday offer on their summer programs. He asked me why I thought it didn't work.

The offer went out. It was good - worth £££.
They had some enquiries, issued some quotations. Not nearly as many as they'd expected.

But didn’t close any bookings, he told me.

Despite the offer being worth £££.

Why wasn’t it selling?

Discounts, promotions, and limited-time offers are powerful tools for generating interest and boosting enrolments. That FOMO, that sense of urgency can really help close a booking. But what happens when your carefully crafted promotion doesn't lead to the surge you expected? The truth is, especially in international education, offers alone aren’t enough to guarantee success. Here are 10 reasons why potential students (and their families) might not leap at your promotion, and how you can address them in your student recruitment strategy. And if you’re from a school - the same principles apply with your offers to agents and direct enquiries.

1. Lack of Trust in the Offer

Families may question whether the discount is actually any good, or if there’s a catch. If your normal pricing isn’t clear or transparent, or they don’t know the regular price, and haven’t had time to compare prices, they might think the deal isn’t as good as it seems.

2. The Timing Feels Off

Even the best offer can fall flat if it arrives when students and families aren’t ready to make a decision. For example, they might still be researching or waiting for exam results.

I’m going to add that Black Friday is FULL of ‘deals’. Their inboxes are full of companies shouting at them that they should buy now. In my opinion, it’s a terrible time to launch an offer. Agents - if you want to stand out, why do it at the busiest sales time?
And schools - if you want your agents to promote you, does it have to be when they’re promoting 5 other schools’ offers at the same time, or could you be more strategic about it? Work with them on timing.

3. They’re Overwhelmed by Choices

With so many schools, programs, and agencies offering discounts, families can feel paralysed by the sheer number of options. A discount alone won’t help them choose. Certainly not for such a personal service as education.

4. They Don’t Buy On Price

Price is rarely the main deciding factor in choosing an education provider. Quality, levels, class sizes, branding, social channel influences, programs, location.. These all have an effect. So why start selling on price?

5. The Offer Doesn’t Address Their Needs

If the promotion focuses on cost but doesn’t tackle families’ actual concerns—like safety, accommodation, or academic quality—they might not see its value.

6. They’re Not Motivated by Saving Money

For some families, affordability isn’t their top priority. They’re looking for programs that offer prestige, unique experiences, or long-term benefits, and a discount won’t sway them. In fact it could put them off.

Some people just don’t go to the bargain bucket.

7. The Offer Feels Generic

A one-size-fits-all promotion might fail to resonate with your audience, especially if their motivations vary by region or demographic. Black Friday is a relatively new concept over here in Europe so bear in mind other cultures may not really recognise it and it might be better aligned to something in their culture.

8. Unclear or Complicated Terms

If the promotion has fine print or hoops to jump through (e.g., minimum stays, limited seats, or complex application processes), families may hesitate to commit. 

I’ve said it before.. The easier you make something for someone to buy, the more likely it is they will buy it.

9. The Value Isn't Obvious

If families don’t understand how the promotion improves their experience or outcomes, it won’t feel compelling. Don’t ever forget..you’re selling the ‘sizzle’ not the ‘sausage’. What outcome will you give them? How do they want to feel? How will they benefit in, say, 5 years?

10. Education Isn’t an Impulse Buy

Finally, remember that education is a high-stakes, long-term decision. Unlike a flash sale for a product, families are investing in their future, which means discounts only play a small part in the decision process.

Wrapping Up

Discounts and promotions are great tools, but they’re not magic beans. By understanding these 10 common barriers, you can craft offers that not only attract attention but also genuinely connect with your audience’s needs and aspirations. Student recruitment is about more than just discounts—it’s about building trust, showcasing value, and helping families feel good about their choice. It's not a packet of mints that catch your eye at the till.

If you're looking for expert support with your student recruitment, we’d love to work with you at No Fluff. We partner with schools and agencies worldwide, adapting proven commercial sales techniques to the unique needs of the education sector. No sleaze, no gimmicks—just practical, effective strategies designed to help you fill those seats while maintaining integrity.

Book a meeting here

Nicola Lutz, founder of No Fluff and known as the education sales coach, brings 30 years of hands-on experience in student recruitment. Passionate about connecting students with the right programs, Nicola is a Founding Fellow of the Institute of Sales Professionals, a best-selling author, and an award-winning mentor. She dedicates over 80 hours annually to sales CPD to ensure her expertise is always up to date and tailored to admissions challenges.

In addition to hosting the sell-out No Fluff Fest, Nicola is a Director of StudyTravel and a tireless advocate for the education sector. Her mission? To help you streamline processes, boost enrolments, and achieve your goals with confidence and efficiency.

Let’s make student recruitment simpler, more strategic, and more rewarding—together.