Consultative Selling For Admissions in International Education

Consultative selling in education focuses on empathy, trust, and understanding each family’s unique needs. It’s about supporting decisions, not persuading—building long-term relationships over quick wins. By listening and aligning school strengths with family priorities, admissions teams create meaningful connections that lead to better-fit enrolments and stronger, lasting engagement.

About This Course

Consultative selling in education is about more than enrolment—it’s about empathy, trust, and meaningful connection. This approach centers on understanding each family’s unique needs and guiding them toward informed decisions, rather than persuading them with quick wins. Rather than simply promoting a school’s features, it involves listening deeply to each family's unique motivations, concerns, and aspirations to offer tailored guidance that aligns with their needs. By shifting from transactional interactions to supportive, needs-based conversations, schools position themselves as trusted partners in a family's decision-making process. This approach acknowledges the emotional and personal weight of school choice—especially for international families—and emphasises long-term fit and satisfaction. It fosters meaningful engagement, encourages word-of-mouth referrals, and protects the school’s brand and student wellbeing.

The course is broken down into the following topics:

What is Consultative Selling and Why does it Matter?

Consultative Selling Process and Skills for Success

Consultative Selling: From Match to Commitment

Case Study: Applying the 5-Step Process to an Open Day or School Information Evening

Throughout the course, you’ll have the chance to check your understanding of the key content through knowledge-check questions.

About the Speaker

Sarah Kershaw
Founder of The September Consultancy

Sarah Kershaw is a seasoned marketing strategist with over 28 years of experience, specialising in international student recruitment and school marketing. As founder of The September Consultancy, she works closely with schools to develop tailored marketing strategies that drive measurable recruitment success. Sarah began her career in international events and trade shows, where she developed a sharp focus on commercial outcomes and continuous improvement.

Her transition into the education sector saw her bring a fresh, strategic perspective, transforming admissions processes through innovative digital marketing, enhanced customer care, and effective engagement with feeder schools. At The September Consultancy, Sarah offers a consultative and collaborative approach, mentoring admissions and marketing teams to improve performance and boost international enrolments.

She has partnered with high-profile clients including AISL Harrow, Metropolis Education, the Warwick Schools Foundation, Aster Tuition, and agents across Nigeria and China. Known for her friendly, results-driven style, Sarah combines global insight with practical tools to help schools navigate the complexities of today’s international market. Her passion lies in helping education clients reach their recruitment goals using best-practice methods, data-led strategies, and a deep understanding of cross-cultural communication.