When parents walk through the door of your child care program, they are looking for a 2nd home and a place they can TRUST to take care of their precious little one.  That is why once they come in for a tour, it is crucial that they are provided with a LOVE IT experience that makes them excited and ready to enroll their child before they leave.

Too often, child care businesses miss out on new enrollments by making these 4 mistakes when giving a tour.

1.    Not preparing.

Too many facilities look unkept and dirty. Make sure to  look at your daycare or center with fresh eyes, as if it were your first time walking through the door. Ask yourself these questions? Does It look clean? Does it smell clean? Is the décor bright and inviting? Does your playground look secure and clean? Does the paint look fresh? How is the curb appeal? First impressions really do matter. Parents arriving for a tour need to be impressed before they even walk in the door.

Another way to be prepared is to have a tour packet or folder ready with tons of helpful information. Include your business card, parent handbook or policies, rates, a daily class schedule (get my daily schedules for free here), child enrollment forms, and a family information card for them to fill out. Have everything organized and ready when they arrive. There’s nothing worse than appearing disheveled and unprepared.

2.    Not making a personal connection.

Don’t just pick whoever is available to give the tour. Choose the right person to show your prospective customer around. Ideally, the person who gives the tour should be friendly with a great personality.

 Upon arrival, offer a warm greeting with a smile and try to make an immediate connection.  Give them your name and share a little something about yourself. You may want to tell them how long you have been in the childcare industry, why you love kids, how many children you have, etc. Keep it brief, but sharing a little about yourself will break down any walls ensuring they feel more comfortable and welcome.

You may want to offer a light refreshment or a bottle of water. If they brought their child along, have a small toy they can hold while they walk around or keep and take home.

Get to know them. Ask about their needs and desires. Ask these questions. What goals do you have for your child developmentally? Does your child have any allergies, special needs, or considerations you would like to share with us? What aspects of child care are the most important to you?

Download my free Family Screening Guide for a complete list of screening questions to ask and to access my Family Information Card to give during a tour.

3.    Not asking for the “sell” aka registration!

Too many providers give the tour and then let them leave without asking them to enroll. If you give amazing care, tell them that! Tell them what makes your daycare better than the competitors. Don’t be afraid to “sell” your daycare or center to your prospective customers. If you have any parent testimonials, show them. If you love what you do, communicate that to them. You are doing THEM a disservice if you undersell your program and they go somewhere else receiving lesser quality of child care.

Offer an incentive to enroll before they leave. Consider offering free registration or $20 off weekly for the first 2 months if they enroll before they leave or within 24 hours. You can decide what incentives work best for you.

Try the scarcity technique to close the deal. Mention that you only have limited space and that it is first-come, first-serve. If you have another parent considering enrollment, communicate that. I would not recommend fabricating the truth, but you do want them to know that if they walk away, the spot may not be available the next day. Don’t be pushy, but do be confident!

 4.    Not following up. 

No isn’t always no. It can sometimes mean “not right now”. If the parent does not enroll, use the family information card that the parents filled out upon arrival to follow up with them.  After 2 - 3 days, reach out to the parent by email, phone, or text and ask if they have any questions. I recommend texting something like this… “Hi Mrs. Smith, It’s Dena from ABC Academy. Thank you for visiting the other day. It was a pleasure to meet you and your son, John.  Let me know if you have any questions or if there is anything else I can do for you or your family. Warm wishes!”  Another option is to mail a handwritten card expressing your appreciation for their consideration.

Hopefully, by now, you have “blown their socks off” with your kindness, wealth of knowledge, and love for what you do! Not every parent will be a good fit for your program but show every parent that you truly care and you will have a list of people waiting to enroll.

Conclusion:

Remember that although you may have space available, you are not obligated to accept enrollment if it isn't in your best interest or if you don't feel like their values align with yours. Don’t forget to download my free Family Screening Guide for a complete list of screening questions to ask and to access my Family Information Card to give during a tour.

I would love to hear what you do for your parent tours. Leave a comment below on what has been successful for you!