Asking Recruits to Commit: Your A-Z Guide
Asking Recruits to Commit: Your A-Z Guide
Our text messaging community asked the questions, we give the answers
* These are questions that came in from college coaches who are a part of our recruiting text message training community. If you aren’t a part of it, and would like to be, text me right now at 661-218-2166 to be added to list. It’s free, and you can opt out at any time.
What if prospects tell us they are waiting on a financial aid decision in order to feel ready to commit?
In an article we did for our Honey Badger Recruiting subscribers (subscribe here if you aren’t getting that ongoing training and want to read the complete article) we highlighted the following steps to take in that situation:
First, have the parents or prospect (I recommend that the parents do it, for the most accuracy) complete the Net Price Calculator (NPC) on your college’s website.
Talk to them about the results, and what it said they would need to pay. For an example, let’s say your NPC told a parent of your recruit that they would be paying $21,000 a year - after grant, aid, and everything else - to come and go to school there, and compete for you.
Getting that number - whether 100% accurate or not - gives you the talking point you need to have the start of a conversation about money that is desperately needed as you start to seriously recruit this next class.
With that number in hand, as your prospect and (especially) his or her parents, “If it’s ends up being around $21,000 a year to come here - give or take $1000 or $2000 dollars - is that an amount you could see investing so they could come here?”
Their possible responses: “Yes”, “No”, or “I’m not sure”. And with that, you’re off and running. Mission accomplished. You have lead them into a conversation about money, college and the idea of coming to your college to compete for you.
What they say after they give you their initial response is going to vary, but that’s the detail that gives you insight on the possibility of them coming. For example, if I heard, “Yes, that’s kind of what we thought it would be, so that’s in line with what we were thinking”, congrats - you have an interested prospect who just confirmed that the first aspect of the decision around money isn’t going to stop them from moving forward. If, on the other hand, you hear, “No way, Coach…we can’t afford that! I was thinking it’d be around $4,000 or $5,000 or something like that.” Is that a prospect that you should invest time into recruiting? It’s your call, but getting them to fall in love your dorms, or love your new locker room, or gel with your team isn’t going to erase the hard-dollar fact that they won’t be able to afford your school.
Is there a good way to head off that conversation earlier in the recruiting process? Or, letting prospects know that a verbal commitment isn’t technically binding without making the commitment feel devalued?
Have that conversation that I described above as early as possible. Way too many coaches wait until too late in the process, fearing that if they talk to a prospect about money it might ‘scare them off’. Nonsense. It’s usually the coach that is scared and uncomfortable, not the prospect…the prospect, and his or her parents, tell us all the time that the details around money for college on your campus is the first thing they want to understand, if possible. Dive in early and get an understanding of what’s important to them, and whether or not coming to your college for what it costs is possible.
When it it comes to the verbal commitment, 99% know that it isn’t binding, so I don’t think you need to voice that in most conversations unless they ask about it. However, if you feel you need to point that out, let them know that if they get a better offer down the line and end up wanting to switch school choice, you’re fine with that. Heck, tell them they can make that decision a year or two into their career there…you aren’t revealing anything that’s a secret (thank you, Transfer Portal) so just let them know that you understand they have choices, and you support them.
What should we do when another competitor sets an earlier deadline, and has already packaged and accepted the recruit? Our process usually takes longer on our campus.
Understand that as we’re talking about timelines and deadlines (keep scrolling down for some good in-depth conversations about that) the ‘deadline’ is the latest that you’re telling them they can commit. They can commit anytime before that, too…make sure they know that.
But working around your college’s slower process is a challenge. The one thing that has worked well in the past (about 40% of the time) is to make the case that ‘if that other coach and college wants you, they should be o.k. with waiting for you to make your decision after you get all your other information and offers together’. Since most coaches aren’t getting this advice I’m giving you, they’ll probably comply (and make the same mistakes we’re talking about here) giving you the ability to wait-out the sloths disguised as your admissions department to work through their process, and get your prospect the information they need to make a decision (and by the way, I can call them sloths because I think sloths are wonderful, cuddly creatures who have nice demeanors and end up doing their job effectively…eventually).
(Also, don’t tell your admissions department I referred to them as sloths, because I was actually talking about some other admissions department, not the one at your college).
What if they tell us that our timeline doesn’t match their timeline, and that they want to wait until after their season to commit?
This is what nearly every coach struggles with, and has to reach a decision no when it comes to how to approach this kind of stand-off.
Ultimately, it comes down to this: Either they are going to control the process, or you are. You get to decide what makes the most sense…there are periodic occasions where it might make sense to give them more time, and allow for them to wait until after an important landmark (like a financial aid decision, after their season is done, etc). More often than not, however, it’s an indicator of mediocre or non-interest on their part.
For a deeper dive into this recruiting conundrum, click here. For an example of what happens when you decide to set the boundaries and maintain control, take a look at this coach’s situation.
What if they give me their verbal commitment, but then de-commit later on because nothing has been signed?
This can happen a lot on the Division III level, where no Letter of Intent is signed, or with walk-on prospects.
Two ideas that I’ve seen work, and advise coaches to use: First, after they commit, ask them to make it official so you can stop recruiting at that position by announcing their decision on social media. In their world, this usually holds just as much importance as signing a LOI. Their followers (and other coaches) see it, and it makes it as official as possible without an actual signed document. Secondly, don’t stop recruiting them! Continue messaging them, writing them, and making the case that your campus and program was the right choice to make. If you do those two things after a recruit gives you a verbal commitment, you will see a sharp drop in a prospect changing their mind.
If we’re dealing with Sophomores or Juniors, should we ask for their commitment if we are pretty sure they aren’t ready to make a final decision?
Yes. You ask when you are ready. It’s important to tell them you want them, you’re ready, and give them the opportunity to verbally commit. Even if you aren’t 100% sure they’ll say yes, that’s o.k…you have shown a level of commitment on your part, and at the same time, you will get their feedback on where they stand. That’s a win-win.
For those younger recruits, it seems like asking for a commitment early turns them off…it makes us seem pushy. How early is too early to ask for a commitment?
When to ask: When you, as the coach, have decided you want them in your program. First day of junior year, or a day before they graduate as seniors, it’s up to you…but you get to decide when that happens. It’s not too early.
If the way you ask seems pushy: Maybe it is. Have you told them why you like them, what the plan is for them there in your program, and told them point blank that you really want them in your program? Those are all positives, and won’t seem pushy. Plus, being earlier and focusing on the positives match our latest research of how kids are making decisions now, and what’s motivating them to do so. Read more here.
But what if we’re a Division II, Division III or NAIA school? Should we wait or delay our deadline so they can explore their Division I options?
No. Act like a Division I: Voice the same kind of timeline, and paint your program as a destination, not a fall-back plan in case nothing else works out. Convey the right attitude, and give them the feeling like you aren’t afraid to walk away.
How do we balance a focus on getting our top recruits to commit, but at the same time build the rest of our roster with the ‘average’ kids that we also need?
This is a tough one to answer without diving into a complete training session on the topic (which some of you have been through if your athletic department has brought us in to conduct our recruiting workshops for coaching staffs). Essentially, you will want to focus on asking your B and C caliber recruits to commit first, followed by your top recruits. For example, if your B and C recruits usually make up 80% of your incoming recruiting class, ask them first (because they’re ready and waiting sooner than your top kids) and fill up that 80% first, and at the same time continue to recruit your top prospects knowing that they will be making their decision later. Once they do, you will have filled up that other 20%, and your class is done.
The big problem in recruiting today are coaches who will only start getting serious about B and C prospect after they completely exhaust their top recruiting list. It rarely works out that you get all of your top kids, and by the time they commit, many of the B’s are gone…leaving you only with the bottom tier recruits to fill-out your recruiting class. No high performing program that I’ve been around has ever told me they build their roster in A, B and C order.
Should we ask them probing questions like “what’s holding you back from committing to our program”?
Yes. It shows interest, tells them this is an important, active process, and gets you information you can strategically use to recruit them into the future. Great probing questions are especially important after they visit campus, either in-person or virtually. Get those questions to ask here.
How do we respond when they say they aren’t ready to commit?
“Help me understand that a little better…what are you still trying to figure out about our campus and my program?”
And after they give you an answer, reply with, “OK, and what else?”
And after they get you that additional information, reply with, “Got it, and what else?”
And keep doing that until they reveal every single aspect of their process, and what hurdles remain when it comes to committing to you.
I’m a coach in a D1 athletic program that doesn’t offer athletic aid, and I’m starting to see athletes I tried to recruit getting featured on my competitor’s social media announcing their NLI commitments. I feel like I’m behind…I’m trying to get kids to apply, and meanwhile they are already committing to other programs. Did I approach this wrong? Should I have send out letters at the start of the signing period asking for their commitment? Is there still time to do that?
Regardless of division level, here’s the general rule we see playing out:
Earlier action is better than waiting. It’s hard to say definitively if you made mistakes or not. But regardless, I think you’re seeing that waiting may denote disinterest on your part in they eyes of a recruit. Overall, I kind of get the feeling that other coaches lead them through the process much more aggressively, and ended up inching you out at the finish line. With your next set of recruits, remember the timeline you see playing out here and work backwards to figure out what you may need to be doing sooner to keep up with that competition.
Is there still time to do that? The only way to know for sure is to send out messaging asking for their commitment. Not only is there nothing wrong with that approach, you’re hurting yourself by not trying.
What if we’re feeling like we’re rushing them and their decision timeline?
Obviously, use your best judgement, but you feeling rushed is different than them not voicing that they’re ready. Those are two different situations.
Outlining, and agreeing to, a timeline for making a decision will end that feeling of being rushed. Here’s how to do it.
How do we ask for a commitment with a prospect who hasn’t been able to visit campus, and may not be able to anytime soon?
You have the ability to stage remote ‘visits’ and campus tours with your smartphone and tablets. Walk around campus, show dorm rooms, tell them about your facilities…make it an abbreviated personal visit, but do it remotely. And as you’re walking around, have conversations with your prospect and make sure to ask questions…make it interactive. We’ve recommended this to clients for several years now when a personal visit to campus isn’t possible for some reason, and we see it working in this situation as well - especially during the COVID crisis.
It’s not a perfect situation, for sure, but everybody is playing pretty much by the same rules, and it may be as good of a solution as a prospect is going to get when it’s impossible to visit campus in person prior to the process ending.
How effective are recruiting timelines?
Very.
But what if they want to wait until their senior season, or after their summer tournaments, or after the state meet to see what other offers they get?
Tell them you wish you could wait, but as you told them before when you outlined your recruiting timeline, you’re going to be done recruiting by then. This is the line in the sand that you have the ability to draw. It’s up to you to decide whether or not to do it. (You know what strategy gets my vote).
Our biggest challenge in asking is doing it in a way that seems honest and fair, and doesn’t paint us as the bad guy. How should we approach that?
First, thanks Carlos for the nice words that came along with that question. I’m really glad what we’re doing is helping you.
If you’ve read everything we’ve posted in this piece so far, I think you get the idea that we don’t want you to come across as the bad guy, either. An alternate strategy you might want to try is to let your prospect lay out the course of action, and define the next steps that feel right to them. Here’s an in-depth article on how to do that.
What do we do when we can’t offer a full scholarship, but our competitor can?
If money is truly the top priority for a prospect you’re competing for, and you can’t offer a full, you will have a hard time getting that commitment.
However, money usually isn’t. It’s a substitute for them not knowing how to choose a program and go through this process…it’s what they’ve been trained to talk about, because they think if they bring up money, you’ll give them more of it.
The balance to this - and really your only strategy - is to spend consistent time, over a long period, proving that you are worth the extra money it’ll cost to be a part of your program and come to your campus. Most coaches don’t want to do that…they’d rather play the role of Oprah (“You get a car! And you get a car! And yes you get a car!”) versus making the case that their program is worth paying for. And, that’s why many coaches that can’t offer full scholarships struggle with this vital part of their job.
Tell your story, explain why it’ll be the best choice, and make your case.
What if when we ask they have specific reasons we aren’t the right fit, or tell us they love the program but want to stay closer to home?
Be thankful that they just saved you weeks or months of contacting them thinking they were still interested, because many recruits decide early on that a coach/program/school isn’t right for them, but like the attention and/or want to use you as a bargaining chip with the coaches/programs/schools that they are interested in, and don’t tell you honestly that they’re feeling like that.
By the way, in our two decades of experience, we find two objections almost impossible to overcome are 1) you don’t have my major at your college, and 2) it’s too close/too far from home. If either of those end up being the reasons they tell you they can’t commit, you can usually believe them.
What if the recruit is all in, but their parents and/or coaches are in their ear and telling them to wait and consider other options?
It happens all the time, which is why we strongly suggest you recruit the parents and the coaches through letters and emails during the process. Usually, once every 3-4 weeks is enough when it comes to an outbound message telling them about aspects of your program and campus.
More work? Yes, it is. But that’s how you change the way the parents and coaches of your recruit view you, and just might change what they whisper into the ear of your prospect.
For a more detailed approach to communicating with those influential parents right from the start, click here.
What if they tell us ‘no’ too late in the recruiting process?
It’s a sign you need to establish an earlier timeline, and ask them to commit earlier in the process.
Most prospects actually know how they feel about you and your college very early in the process. They don’t tell you that, but they tell us. So, one of your core jobs as a recruiter is to uncover that ‘no’ as early as possible so you can move on and deal with an accurate recruiting list.
What if they tell us, “you’re our top choice if we don’t get accepted by ________”.
“Great! So what you’re telling me is that there aren’t any other programs on your list besides the two of us?”
(Assume they say yes to that)
“OK, then what about the idea of making our college your official back-up choice. We’ll get the paperwork/app/etc going here, and if you end up going to that other school, great…but in the meantime, you’ll have something guaranteed here. How does that sound?”
If you’re truly the back-up choice, they should jump on this. If they’re just feeding you a line of b.s., you’ll find out when they delay in moving forward with that idea. And, they’ll see action being taken by you and your school, while they contrast that with the inaction happening at the other school. That begins to weigh on them, and sometimes is what tips that balance in your favor at the end of the process.
What’s the best way to get your top prospects on the board that they’ll get lots of opportunities without promising playing time.
Saying exactly that to them, in your own words, honestly and directly. And let them know that you want to be direct with them and make sure they understand exactly how you determine playing time.
Go the extra mile by telling them what you think of them athletically, what their strengths are, and how you’ll help them get better in certain other areas, and what you’d like to see as your overall plan for them.
Be honest and direct.
Then, ask them if they’re feeling ready to commit so you can get to work with them on getting them ready for their freshman year on your campus.
Is it too much of a bailout on my part to ask, “Let me know when I can start telling people you’re coming to play for us!” Do I need to be more direct?
Coach, you and I have known each other a long time. So you know if you’re asking, you probably know what my answer is going to be. :-)
Be direct, and ask for the commitment if and when you want one.
What’s the best way to build interest and get them closer to committing down the road after we establish good initial communication? I’m starting to see a slowdown in responses…is that a sign they are no longer interested?
After initial communication is established, you need to send outbound communication every six to nine days that tells the story of your college, what it’s like to live and go to school there, your program and why you’re the best option for them. Not simple, not fast, but that’s the most effective way to sway a decision and keep them engaged with reasons to interact with you. This needs to be by email and letter primarily, supplemented by social media, texts and phone calls.
The ‘best way’? Let us work with you as a client. Seriously, we’re good.
My biggest challenge is having the perfect response to, “I’m just not quite ready to commit”. I know I should play the ‘timeline hardball’ approach, but we typically do not.
Yes, you should stick to the deadline and timeline that you’ve established with them.
But as far as a perfect response, one that might lead to an understanding of their timeline they have in mind, try this:
“Walk me through what you’re seeing as what you’d like to see happen next.”
Put it in their hands. More often than not, they don’t have an idea of what should happen next…which might tell you that you have a ways to go when it comes to convincing them that you’re the right fit. But often, they’ll reveal details of their process, which can be incredibly helpful when it comes to crafting a post-ask strategy.
That was exhausting. But they were great questions, coaches! Hope it helped.
