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To be partners or not to be _

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To be partners or not to be _ Powered By Docstoc
					    Schools vs agents
           A bridge too far ?
          How to fill the gap !
       What do agents look for
when selecting schools to partner with ?

                Pascal Carré
                 Manager
   Languages & Travel – StudyExperience -
          IDP Education (France) –
               ESS President



    Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
It is all about the right mating !

            Demand // offer




       Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
               Avoid the trap !


• It is not just a question of « gifts » /
  commission




            Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
             Meet the demand
• Is there a need for your product in the agent's
  market ?
• What is the market ? Is there a market for
  your product ?
• What can the school do to meet the demand ?
  Does the school's product need to be adapted
  to this particular market ? (example : Elicos
  course // WHV)


            Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
                    Sex appeal
• If the product does not meet the demand
  – Either the school tries to meet the demand
  – Or the market is not suitable for the product
• If the product meets the demand
  – What are the best practices to help the agent to
    sell the school's product ?


              Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
                   Best practices
• Clear & complete information (detailed Agents manual,
  gross/nett prices…)
  Ask for FELCA’s questionnaire (www.felca.org)
• A « What is new compared to last year ?» document
• An agents' space on the schools' website (FAQ, ready to print
  travel documents, pictures
• A DVD showing the school premises & various
  accommodation types
• A dedicated person of contact within the school for all info
  concerning the school

                 Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
• 5. COURSES
• Course name
• Min course length
• Max students/ class
• Duration of each lesson
• Teacher led lessons / week
• Min age of students
• Language proficiency required
• Do lessons begin on the 1st or 2nd day of the
  programme ?
• Which Certificates/Diplomas are offered ?
• Can students take these exams at the school, if not –
  where ?

               Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
• 7. ACCOMMODATION
• WHAT STYLE OF ACCOMMODATION DOES THE SCHOOL
  OFFER?
• Host family
• School's own residence
• Apartment
• Hotel
• University style residence
• Private/public Hostel
• STYLES OF ROOMS OFFERED IN THE ACCOMMODATION
• Single rooms / Shared room with another student of a
  different nationality / Shared rooms but only if booked with
  someone the student knows / How many is the max.
  number for a shared ?


                Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
• 12. COMMISSION RATES
• Do you have a standard commission for agents on tuition (%) ?
• Do you have a standard commission for agents on accommodation
  (%) ?
• Do you have a standard commission for agents on registration fees
  (%) ?
• Does the School contact students directly, before or after their stay,
  without the agent's prior knowledge? Yes / No
• Does the School pay commission to an agent for a repeat booking
  even if the school handles the repeat booking ? Yes No
• Does the School pay commission if a student lengthens the
  course? Yes / No
• Does the School agree that each party should pay the bank charges
  in his own country ? Yes No



                   Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
  Other good points in FELCA’s schools questionnaire

• Is there free web and Internet access ?
• Nationality breakdown
• Do hosts only take one student per mother tongue unless
  otherwise requested ?
• What is the cost for an extra night ?
• How much information regarding the host family does the school
  provide? Pets ? Profession of the hosts ? Local map ?
• What types of handicapped students can be accepted ?
• Work rights for students ?
• Do you have a standard contract with agents ?
• And many other good points


                 Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
             Other good practices
•  Referring direct enquiries to the agent
•  Incentives : bonus, marketing support, fam trip for staff
•  Visit the agent once a year (not more !)
•  Translation of documents / brochure (fact sheet) in the
   language of the agent
• A clear brochure with info on location, the school itself, the
   courses, the accommodation, programme of activities,
   transport, dates & fees
• Work with national & international agents associations
= Facilitate the agent's job in all possible ways :)

                  Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
               The bad practices
           or what agents do not like
• Work with all agents and in particular their neighbours
• Not consider students as the agents ' clients
(// insurance companies)
• Not consider the agency as the school's final client
• Not pay the agents what is due to them (commission on
   extensions, returnees, etc.)
• Too many visits with no particular reason
• That a school is part of a chain that also has agencies in the
   agent's market and therefore expects the agent to be their
   subagents

                  Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
     What do agents really look for when
      selecting schools to work with ?
• Reliability : capacity to solve problems (preference to deal
  with family owned schools)
• Loyalty
• Innovation (new programmes adapted to the agent's market)
• Clear & detailed information
• Play the real partnership game



                Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
         The Partnership game

If schools play the game, it means more




            Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
                     Love story

• It is all about getting to know & like each other =
  very human process
• It is all about communicating rightly, honestly,
  straightforwardly
• It is all about helping each other building the
  market TOGETHER rather than expecting
  everything from the agent or the school

              Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
• FOOD for THOUGHT

• DEBATE




           Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
 Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM


THANK YOU !
 Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM
   This presentation is downloadable from
       www.langtra.com/presentations




Pascal Carré : pascal@langtra.com
         Brussels – Lille – Versailles – Lyon - Marseille WWW.LANGTRA.COM

				
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