First , Kingdom Marketing requires that we drive word of mouth through :
• Experiences : People share experiences with others , a good word for a good experience and a bad word for a bad experience . You can be sure that prospective parents will ask current parents about their experiences .
• Quality : Repeated success , producing graduates that excel in college and life , will tell your story .
• Satisfaction : A satisfied parent is a positive parent . You should measure stakeholder satisfaction on an annual basis .
• Trust : Parents trust their friends ; so , if current parents trust the school , that will drive word of mouth with their friends .
• Service : How you treat parents is critical to driving word of mouth . Solomon spoke of “ the little foxes that spoil the vines ” ( Song of Sol . 2:15 ). How we return phone calls , answer emails , conduct personal meetings , and greet in the carline tells the story and drives word of mouth .
• Loyalty : Parent loyalty equals brand loyalty , which is built upon experiences , quality , satisfaction , trust , and service that will grow over time .
• Stories : The stories you tell help drive word of mouth . Jerry Twombly said , “ If you ’ re not putting out stories , you basically don ’ t exist .” Most schools are not putting out their stories . “ Telling the story ” is strategic .
Second , this question must be answered : “ Are you providing a good service at a good value ?” Kingdom Marketing involves critical customer service principles such as :
• Elevator Speech : Every Kingdom educator must develop an elevator speech that affirms and explains the who , what , and why of a school ’ s vision , mission , core values , and expected student outcomes .
• The Gold : Remember that parents have the gold . The customer is not always right , but they are still the customer . You must know what your parents and students want and need . Listen to them . Thank them . Gratitude is memorable . Your goal is for every parent to walk away happy , satisfied , or heard .
• Listen : Be a genuine listener . Listen to their words , tone , and body language . Do not make assumptions and do seek clarifications .
• Needs : Identify and anticipate needs . Nothing impresses parents more than seeing someone go beyond the call of duty . If you meet their expectations , you have a customer for life .
• Friendliness : Be friendly . It starts with a smile . Everyone loves to feel appreciated . A warm greeting is the first thing they should see or hear . Learn their names . Express an attitude of gratitude .
• Expectations : Help parents understand your expectations . No surprises should be your goal . Define your expectations . It doesn ’ t matter if you have the best system known to man if they don ’ t understand it .
• Apologize : Know how to apologize . Deal with problems immediately . Let them know what you have done . We should value complaints because it gives us an opportunity to improve . Be able to say , “ I ’ m sorry .”
• Feedback : Encourage and welcome suggestions for improvement . Provide ways to invite constructive criticism , comments , and suggestions . Be sure to act upon feedback .
• Satisfactory : Van Eure , Angus Barn Restaurant owner , said , “ An exceptional experience gets talked about by 7-10 people . An unhappy experience gets talked about by 17-20 people . A satisfactory experience gets talked about by no one . It ’ s just average .”
• Communicate : Being able to articulate what you can do is essential . We must tell the story well and often . Concerns must be addressed .
• Temperance : You must always control the situation , even negative ones . As leaders , we must be a calming presence .
• Positivity : Focus on what you can do to help others by being proactive and optimistic .
• Empathetic : Seek to understand and share the feelings of others . Ask yourself , “ How would I feel in their position ? How would I like to be treated ?”
• Perception : See every opportunity as a chance to change perception .
• Humor : Develop a sense of humor . It makes a potentially stressful interaction more enjoyable .
Third , Kingdom Marketing will be successful if we practice these sound leadership principles :
• Time : We must covet our time . Time is precious , so we must pray , plan , prioritize , and play . Cultivate an accountability group that will be honest with you .
49