4 Essential Things You Should Be Doing for Your Next Class of Prospects
Every coach talks about wanting to get a jump on 'the next class' of prospects. Whatever that means for you, here's what you need to focus on first:
In a world where coaches at all levels are seemingly in a perpetual mode of playing catch-up, there are some - believe it or not - who flow pretty easily from class to class, prospect to prospect.
The two pronged strategy for achieving this approach?
Organization
Starting early
From an organization standpoint, we recommend Mandy Green’s Busy Coach program, which focuses on proven ways to simplify your day, as well as a basic strategic approach for how to attack recruiting.
From a starting early standpoint, I recommend…well, starting early. Why? Pretty simple, actually:
Prospects are deciding who they’re going to take seriously much, much earlier in the process. Sports culture here in the U.S. tells high school student-athletes that if they’re good, they get contacted and pursued early. That means you need to be in that group of early contactors.
Since higher level Power 4 coaches are usually at the forefront of this trend, they automatically get defined as the priority preferred options. If you’re in this classification as a coach, you know it’s true: You’re perceived as important, you get the attention of most of the high level prospects you try to contact, and you’re perceived as important.
Any coaching reading this who isn’t at that level, but wants to be perceived that way, should probably try to emulate the look and feel in the recruiting process that I just described. If I’m an athlete, it’s almost impossible not to be attracted to that in the process.
Like I said, pretty simple. At least from the philosophical approach that you should take heading into this next class: Formulate an organized approach, contact as early as the rules allow, blur the lines between you and your higher level competition during the process, and establish yourself as a defacto priority as you get into the deeper stretches of the process.
How to do it? That’s the difference between keeping up and falling behind. The four cornerstones of getting off to a solid start revolve around actions completely within your control…it’s just a matter of knowing what to do, and what the prospects say they are looking for as they start the process.
1. Right from the start, as often as possible, develop initial content around what you’re seeing in them, and why you’re feeling like it might be a good fit.
Phone conversations, texting or DM’ing, and certainly any written messaging should be focused on your view of them. Whether you’re a D1 powerhouse or a new coach at a small NAIA school, prospects tell us it’s vital that you explain to them why you saw them and liked them, and how you see them possibly fitting into your program’s plans.
Why? Because it helps justify their reasoning as to why they should engage with you. In some cases, you’re going to be competing with dozens of other programs who are also contacting them early at the start of the process, which means differentiating your program from everyone else.
If I’m a prospect, I need to be able to define they ‘why’ behind the decision to keep you in the group of interested coaches I might want to take a long term approach from. Blind, generalized reach-out emails, texts or letters just aren’t what this generation responds to en mass. Same with the questions you get the chance to ask them. Personalized sounding messaging content is, and it’s easy to do.
2. Explain why you wanted to talk to them early on in the process, and how long your process lasts.
You want to do this because, as we’ve talked about a lot on this site, defining and establishing your timeline is so, so key in the whole context of what we’re talking about when it comes to guiding them through the recruiting process. And, letting them know the general time of year in the future you will probably be wrapping-up your recruiting process is key in how you guide them into a decision (or, revealing that they aren’t actually all that interested in you).
But there’s an important ‘why’ behind it all:
Prospects tell us that when you execute these two steps at the start of the process, the transparency feels right. They feel valued and important to you. And, it gives them justification as to why they should read the next email you send them, answer their phone when they see that it’s you calling, or decide to go ahead and accept your invite to visit campus.
And because most other coaches may not be taking this very important step right at the start, it’s a great way to separate yourself from the competition for the prospect. Explaining why you wanted to talk to them early on in the process, and how long that process lasts, makes them feel like they aren’t just a number (even if they are) or one of 1,000 athletes that may have gotten your email or text message (which is probably true). Creating that emotional justification in their mind is key in getting them locked in on you as a solid option.
3. Focus on what they don’t want, and why you may not be the right fit.
Woah, what???!?
Yeah, I know, it seems counterintuitive. Bring up things that they may see as a possible objection? Early on with a new recruit? Instead of starting to sell them on us right away?
Yes. It’s actually one of the perks of early contact in a lower pressure situation. You have time on your side, so use it. And, since we know they’re probably not ready to hear a bunch of stats, facts and figures about you and your campus, go straight to what we know teenagers know a lot about and are willing to talk about it: What they don’t like about things.”
Ask them what kind of schools, coaches or programs they would view as being the wrong fit for them.
Ask them what they know they don’t want in their next coach.
Ask them about the type of schools they’ve crossed off their list so far, right at the start.
Ask them about what the see as the possible negatives when it comes to how they see your campus, location and program.
The reason you want to do this is threefold:
You let them see that you aren’t overly sensitive to anything they might bring up that you could see as ‘negative’. This is crucial; it’s a huge barrier that many coaches never overcome in their recruiting of athletes, and it results in the prospect feeling like they can’t be honest with you because it could risk your interest in them - or, you’ll be mean to them and criticize them.
You show them that you know you, your program and your campus aren’t perfect. Be o.k. with that…every campus has their pros and cons, and they actually come to some pretty firm initial conclusions early on in the process. Getting them comfortable talking about it with you, and seeing that you’re o.k. with their assessments, is another big advantage to early recruiting conversations focused on the right topics.
You get to redefine and answer those objections right away. Before your competition has the chance to pummel your prospect with negative recruiting against you, engaging with your prospect - and having honest conversations about the objections, and getting them out of the way early - can be a game-changer. Give them the answers to their objections about your negatives before your inconsiderate competitor gives them some answers that may not work in your favor.
4. Slowly ramp up your contact, creating a focus on consistency and regular back and forth contact.
When you start with your next class - and you’re able to start earlier than you have been before - you give yourself the luxury of creating a system of regular communication with your new prospect (especially if you’ve followed the first three steps and created a solid foundation for the recruiting relationship).
One of the priorities we’ve stressed for years in working with our coaching staffs who are clients is consistent contact. Recruits have told us it’s one of the difference makers when it comes to the feeling and perception of who wants them more, and which coaches seem to value them more.
Taking your time, and not ‘selling’ 100% all the time, right from the start, is the most effective way to build an honest, transparent relationship. Focusing on the next step, and getting your prospects engaged in taking those next steps, is what we’ve seen translate into strong recruiting classes that commit earlier year after year.
Here are a few other quick ideas on this topic, if you’re interested.
Your next class of prospects, no matter what age they are or what division level you coach in, have shown us what gets their attention early on in the process. All you have to do is follow their lead!
Need help? We’re always here. Email us at dan@dantudor.com and ask questions or get advice to a hurdle you’re facing in the recruiting process with your younger prospects.