Training: How to Recruit More Students Using Sales Techniques

Training: How to Recruit More Students Using Sales Techniques

When and Where: June 25-26, 2015, Pecs, Hungary

What & For Whom? In today’s competitive environment international marketing & recruitment are becoming more and more important to universities across the globe. The reality, however, is that most universities are doing very little marketing, but a lot of recruiting, which in fact is nothing else but sales! We believe that sales is an appropriate term and proper sales skills are essential for all staff involved in student recruitment. The word “sales” very often conjures up images of car salesmen and evening phone calls from telesales people, but selling education does not even come close to that for various reasons.

Our workshop focused on the marketing and sales skills needed to be successful in helping students make the right decision, such as speed to contact, listening and questioning skills, objection handling and closing. The workshop was attended by university and research institutions staff with the responsibilities in (inter)national marketing & recruitment, marketing and communications, international sales.

We used a mixed approach and included:

  • Lecture-style approach to establish a learning framework
  • Small group exercises – particularly focused on colleagues critiquing telephone technique to identify active listening, selling messages, overcoming objections and empathy;
  • Role play – groups of three to act out communications scenarios to reinforce learning points

The Workshop topics included:

  • Services Marketing and the Marketing Funnel: the Effectiveness of Conversion Strategies
  • Service Quality and Sales
  • Sales Theory: 1st contact, SPIN Sales, Questioning and Listening
  • Sales cycle
  • On and Off-line Leads Generation
  • Foundations of Consultative Selling and How to help Students
  • Lead Management and Recruitment Forecasting
  • Best Practices in Enrolment Management

Learning outcomes were designed for the participants to:

  • Understand the importance of service marketing and service quality in the sales process
  • Understand the various stages of the sales process
  • Understand the importance of speed to contact, of listening, questioning, objection handling and of closing



Pecs University

The University of Pécs, the oldest university in Hungary, was founded in 1367. Today it is one of the largest Institutions of Higher Education in the country and offers a wide spectrum of courses to some 23,000 students in approximately 500 different study programs. The university accommodates a unique range of scientific fields in its 10 faculties/schools:

  • Faculty of Adult Education and Human Resource Development
  • Faculty of Business and Economics
  • Faculty of Engineering and Information Technology
  • Faculty of Health Sciences
  • Faculty of Humanities
  • Illyés Gyula Faculty
  • Faculty of Law
  • Faculty of Music and Visual Arts
  • Medical School
  • Faculty of Sciences

The University of Pécs provides a truly international learning environment. The university has been running degree programs in English for more than 30 years and so has become one of the most internationalized universities in Hungary. We are proud to host more than 2,500 international

students each year – students who come from more than 80 countries across the globe. The university manages more than 50 degree programs and preparatory courses for international students taught in English and German. The University of Pécs is also actively involved in many different mobility programs and has twice received the European Union’s Erasmus Quality Award for its achievements.

The University of Pécs is one of the largest research universities in Hungary. The University functions as a knowledge center for innovation in the South Transdanubian Region. Nearly 2,000 members of our teaching and research staff at our 10 schools participate in research projects, whilst 22 doctoral schools offer PhD and DLA degrees covering a wide spectrum of knowledge.

For further information, please, contact the Center for International Relations at:

More information about the University of Pécs can be found at: