What Happens In Schools

In this solo episode of Selling Education, I tackle a question that makes many schools uncomfortable, but cannot be avoided any longer.

What happens in admissions teams that would never be acceptable in a well-run business?

I break down the everyday practices in schools that would raise serious red flags elsewhere, from expecting revenue outcomes while avoiding the word sales, to measuring admin activity instead of conversion, shaming follow-up, treating every enquiry the same, and expecting results without proper training, structure, or recognition.

Admissions teams are stretched, well-intentioned, and deeply committed. The issue is that we have never properly named, prioritised, or professionalised the work of converting enquiries into enrolments, even though it is complex, high-value, and emotionally demanding.

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