LearningRx centers sell one-on-one brain training services. It is important to understand the programs to be able to discuss the company intelligently.
LearningRx Inc sells its franchisees books and materials to do brain training. The names of the books become names of programs
ThinkRx is always at least 12-weeks in duration. I saw this sold as a program in 24-week or even 36-week ThinkRx program chunks.
When a student does a ReadRx program, they are working in both the ThinkRx and ReadRx books and the program is at least 24-weeks long. ReadRx is focused on looking at written (nonsense) words and reading them. In itself it is not a reading comprehension program.
When a student does a MathRx program, they are working in both the ThinkRx and MathRx books and the program is at least 24-weeks long. MathRx is focused on elementary skills such as adding, subtracting, multiplying, fractions, and logic skills.
ReadRx and MathRx are never done as stand-alone programs, but always along with ThinkRx.
As you might guess, the company has a program that includes ThinkRx, ReadRx, and MathRx which it calls Einstein and the program is 36-weeks long.
In recent years, the company has added other programs. LiftOff is like ThinkRx, but directed at younger children. It is also at least a 12-week program.
ComprehendRx is a reading comprehension program that is included
with other programs. If a student knows how to read words on the page,
but doesn't comprehend what is being read, this is the focus of this
program.
BrainSkills is called the "digital product" which you can think of as software games played on the Internet. It is in direct competition with http://lumosity.com, but costs ten or fifteen times as much.
By the by, when you hear about studies being done on LearningRx programs, BrainSkills is being used. One-on-one brain training is incredibly difficult and expensive to do research because it is "customized to each individual student" and is incredibly dependent on the "skills of the trainer." When you hear that LearningRx doesn't have research backing it up, the only exception might be BrainSkills.
Even as I write this and previous posts, various customer, employee, and franchisee complaints come to my mind. Not all complaints are true and not all complaintns are equally true. Please be patient and I'll deal with the complaints in depth once I think we can do it with you having a deeper understanding of the company.
Showing posts with label customers. Show all posts
Showing posts with label customers. Show all posts
Saturday, November 23, 2013
Wednesday, November 20, 2013
An Overview of the LearningRx Sales Process
The LearningRx system places a big priority on all employees being part of the sales process. It is something that everyone in every center is expected to understand. As a customer it is important to understand how this process works if you aren't going to be manipulated.
Conversion Percentage: 70% and above is excellent. This means that if ten people call, seven of them schedule an assessment.
At this time, you will be asked for the "intake form". This form asks you for a lot of information that will be used in the sales process.
Center personnel are told not to give too much information at the assessment because it lowers the percentage of parents who return for the consultation.
Conversion Percentage: 90% (or even 100%) is not uncommon.
You walk into the sales room wanting to know two things above all else.
The center director leads every aspect of this meeting. The colors of the room, the lighting, the configuration of the seating, the aroma are all determined by the center. If something was known to work, it would be done. But once you are in the meeting, the director directs you about how she does consultations. Almost all people follow her lead -- even if just because it is polite to do so.
The center director wants to delay discussion of results and the costs until you are ready to buy. High priced services aren't easy to sell, so there has to be a lot of motivation on your part to want the product. One of the most important aspects of this is emotion.
By having you express your concerns and your fears and your hopes and your dreams for your children, you are bringing your emotions to the surface. This often comes out in the form of tears (or both) -- usually by mom. The saying goes: "When you see mom cry, she's ready to buy."
When the director thinks you are ready, then you will be shown the assessment results and then the costs. And you'll be lead through the signup process which varied a bit from customer to customer even within one center.
At the end of the consultation, you'll be asked to answer a questionnaire. Everything you say in that questionnaire is read by the center director. If you didn't sign up already, this information is quite valuable in getting you to sign up later.
Conversion Percentage:
* 60% and above is excellent
* 50% and above is good
* 30% is frustratingly bad
Turning Phone Calls into Assessments
The goal of marketing is to get the phone to ring. That means you picking up your phone and calling your local LearningRx center. When you call, your goal is to obtain answers to your questions:- What does LearningRx do?
- How does it differ from tutoring?
- How much time does it take?
- How much does it cost?
Conversion Percentage: 70% and above is excellent. This means that if ten people call, seven of them schedule an assessment.
Turning Cognitive Skills Assessments into Consultations
LearningRx does the Woodcock-Johnson III assessments. In actuality, the center does a small percentage of the battery of tests which can be completed in about an hour. This allows a center to schedule assessments in hour increments.
At this time, you will be asked for the "intake form". This form asks you for a lot of information that will be used in the sales process.
Center personnel are told not to give too much information at the assessment because it lowers the percentage of parents who return for the consultation.
Conversion Percentage: 90% (or even 100%) is not uncommon.
The Sales Video
LearningRx corporate has a video they want all prospective parents to watch. Supposedly it is educational, but I have seen and heard the video enough to know that it is not educational. It is intended to get you ready to be willing to pay for brain training. The stories, the music, and the words are all arranged to create confidence and hope in you.
Turning Consultations into a Sign-up
Scoring an assessment, entering it into the software, and printing the results takes between 30 to 60 minutes. However, centers will schedule your consultation on a future date, because they want your curiosity to build.
You walk into the sales room wanting to know two things above all else.
- What were the results of the assessment.
- How much will it cost to fix the problem.
The center director leads every aspect of this meeting. The colors of the room, the lighting, the configuration of the seating, the aroma are all determined by the center. If something was known to work, it would be done. But once you are in the meeting, the director directs you about how she does consultations. Almost all people follow her lead -- even if just because it is polite to do so.
The center director wants to delay discussion of results and the costs until you are ready to buy. High priced services aren't easy to sell, so there has to be a lot of motivation on your part to want the product. One of the most important aspects of this is emotion.
By having you express your concerns and your fears and your hopes and your dreams for your children, you are bringing your emotions to the surface. This often comes out in the form of tears (or both) -- usually by mom. The saying goes: "When you see mom cry, she's ready to buy."
When the director thinks you are ready, then you will be shown the assessment results and then the costs. And you'll be lead through the signup process which varied a bit from customer to customer even within one center.
At the end of the consultation, you'll be asked to answer a questionnaire. Everything you say in that questionnaire is read by the center director. If you didn't sign up already, this information is quite valuable in getting you to sign up later.
Conversion Percentage:
* 60% and above is excellent
* 50% and above is good
* 30% is frustratingly bad
Conclusion
At the end of this process, your child is a student of LearningRx. There is still much you need to know at this point in the process, but these things have to wait for another post.
Subscribe to:
Posts (Atom)