How to adopt a science-based selling approach in student recruitment

Education institutions and courses do not sell themselves


Education courses and education institutions do not sell themselves, even when they are the very best, most interesting and innovative available. In order to attract and successfully recruit high quality students from a diverse range of markets, into a wide range of your courses, your education institution and courses must be marketed and sold properly.

Your marketing, student recruitment and admissions teams can have a huge impact on your courses’ overall enrolments and the satisfaction of your future students, parents, agents and sponsors.


Harnessing the knowledge and wisdom gathered from the science of sales for better student recruitment outcomes


The science of sales is a body of knowledge that combines knowledge and wisdom from fields such as psychology, neuroscience and behavioral economics and applies that knowledge to the sales process. If the science of sales is approached from the context, and with the intention of prioritizing the buyer and his or her needs, this approach is commonly referred to as science-based selling.


According to Steven MacDonald, science-based selling is “a sales technique that includes social psychology, neuroscience, and behavioral economics……..(that) is based on tried-and-tested scientific methods to help boost your performance …………in every part of the buying process.”



Sales training in the ethical and appropriate application of science-based selling can greatly enhance your overall institution’s student recruitment performance and its long-term profitability.


The Art of Student Recruitment Sales Training can greatly enhance your student recruitment performance


The prolific American writer Isaac Asimov once said: “The saddest aspect of life right now is that science gathers knowledge faster than society gathers wisdom.”

The Art of Student Recruitment: Sales Training for Professionals involved in Student Recruitment is a course that is designed to impart and deliver the knowledge and wisdom from the science of sales, consumer behaviour and psychology in a manner that is:

  • ethical; and
  • adapted for the student recruitment industry.


By investing in the professional development of your student recruitment and marketing staff, specifically in a course like The Art of Student Recruitment, you can ensure that they will be best placed to deliver the best pitches possible to potential future students, parents, sponsors, agents and other partners.

Investment in the effective training and up-skilling of your workforce is one of the wisest investments that you can make.


This is what some participants of the  Art of Student Recruitment Sales Training Course have to say


In June 2019, Edith Cowan University (ECU) and Edith Cowan College (ECC) invested in a 2-day version of the Art of Student Recruitment course for 20 staff members in their international student recruitment teams.



In the 2-day intensive course, 8 out of the 12 modules of the Art of Student Recruitment course were delivered. This is what some of the ECU and ECC participants had to say after the course:



“The session was really good. It was thought provoking. Generally it is things I knew but didn’t know how important they were in my role as a marketer! The session gave me an idea on how to pull them all together to ensure success in recruitment and conversion!”

Irine Mjombah, Marketing Manager, Edith Cowan College


The training was a good reminder on how the smallest of thing can make a big impact in the results and it was also a good platform of idea generation and experience sharing to learn from each other”.

Mellisa Patrick, Country Manager (Malaysia), Edith Cowan University


“Some excellent tools to implement from this session. Richard really looks at how the whole lifecycle works and the important factors at each stage to maximise success. I also found a nice reminder and different perspective from the application sales psychology for student recruitment. Very well worthwhile session for new and experienced professionals in our field”



“The high point of the training for me, was the (student recruitment) formula and the (Art of) Influence modules. It helps me in managing channel performances as well as B2B customer relationship management. I found as a result of attending this course, I intend to use the formula and implement the influence skills in my personal and professional life.”

Elizabeth Fu, International Account Manager, Edith Cowan University


“Optimal Student Recruitment gave me a wider perspective in the recruitment process thus increased my confidence in my profession and personal endeavours.”

Princess Bonifacio, Country Manager (Philippines), Edith Cowan University


“For me, the high point for the training was mapping (the content) to my current job role. As a result of attending this course, I intend to apply the formula to my planning process. I highly recommend this training to all recruitment teams in the International higher education sector.”

Wilson Msiska, International Account Manager, Edith Cowan University


“Getting out of the office and attending the Optimal Student Recruitment workshop was valuable for team building and big picture thinking.  We all get busy with our day to day tasks.  It is so important to take some time and evaluate what we are doing and what we can be doing better.”

Nathalie Bergon, International Account Coordinator, Edith Cowan University


Do you want to learn more about the ethical application of science-based selling techniques in the context of student recruitment? If your answer is yes, go ahead and register for one of the 9 courses coming to a location near you in the 2nd half of 2019.


Register for The Art of Student Recruitment Sales Training Course


Seats are limited at each venue. So, hurry and confirm your attendance before it is too late!




  • Melbourne: Tuesday 22 October – Thursday 24 October 2019
  • Adelaide: Wednesday 30 October – Friday 01 November 2019
  • Perth: Wednesday 27 November – Friday 29 November 2019
  • Sydney: Wednesday 29 January - Friday 31 January 2020


New Zealand


  • Auckland: Wednesday 13 November – Friday 15 November 2019
  • Wellington: Monday 18 November – Wednesday 20 November 2019



United Kingdom


  • London: Wednesday 04 December – Friday 06 December 2019
  • Birmingham: Tuesday 10 December – Thursday 12 December 2019
  • Manchester: Monday 16 December – Wednesday 18 December 2019


Secure your seat and take the next step in enhancing your performance today!

Comments (29)

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    • Richard     Otilia -  October 9, 2019

      There sure is a great deal scientifically-proven approaches to selling Otilia. The opportunity for education institutions is to start adopting some of these science-based selling approaches to their student recruitment efforts (in an appropriate and ethical manner of course) because the education sector is generally way behind other sectors when it comes to attracting and recruiting sufficient numbers of customers in a scientific manner

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      Hi Janessa. Thanks for bookmarking the website.

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      Though both blogs talk about science-based selling in student recruitment, the emphasis is slightly different in both and that would explain why you were so sure you read the article…but then not quite so sure

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