Selling Education

What if the reason your admissions team isn't converting has nothing to do with their skills, and everything to do with the story they're telling themselves about sales? In this episode, Nicola Lutz sits down with Ruth Hughes, founder of Curious Human, coaching psychologist, and former Director of Marketing and Admissions at a leading UK independent school, to explore the concept of the sales self...

Getting a "no" feels like a physical injury. Neuroscience proves it. Functional MRI studies show that social rejection activates the same regions of the brain as physical pain. And once you understand that, a lot of behaviour in education sales starts to make perfect sense. The softened sign-offs. The extra brochure instead of a direct question. The meeting that ends with "I'll send you some infor...

Most schools think turning up is enough. Book the meeting, open the deck, present the school. Job done. But according to Basia Salamon, one of Poland's leading education agents and founder of boutique consultancy Excellence in Education, that approach is losing schools agents before the conversation has even really started. With over 15 years of experience advising families on international school...

You've definitely written this in an email: “If you have any questions, please don’t hesitate to call.” It sounds polite. Professional. Safe. But in student recruitment, it’s often where the conversation stalls. It gives no clear next step, no reason to act. Leaving families to not move forward, and instead drift away. Nicola Lutz, from No Fluff, unpacks why this common sign-off is...

In this episode of Selling Education, I’m joined by career confidence expert Zena Everett to talk about something most admissions and recruitment teams feel but rarely unpack properly, the “crazy busy” trap. We dig into why capable people end up overwhelmed, how imposter syndrome shows up in our sector, and why focusing on the work that actually moves the needle matters far more than just staying...

In this episode of Selling Education , I sit down with Ian Aird, CEO of English Australia and one of the most commercially astute leaders in the ELICOS sector. With 25 years across teaching, admissions, marketing, operations and executive leadership, Ian has lived the full sales journey. We dig into the uncomfortable but essential truth that many education teams are presenting, not selling and tha...

I’m joined by   Brendan Schneider , founder of   SchneiderB Media , and one of the few people in school marketing who’s actually done the job. Admissions, marketing, leadership, budgets, boards, pressure. He’s been there. We talk about: Why many schools are still stuck in outdated marketing habits What inbound marketing really looks like in a school context Why SEO is being ignored, and...

In this solo episode of   Selling Education , I tackle a question that makes many schools uncomfortable, but cannot be avoided any longer. What happens in admissions teams that would never be acceptable in a well-run business? I break down the everyday practices in schools that would raise serious red flags elsewhere, from expecting revenue outcomes while avoiding the word sales, to measuring...

In todays episode we have the one and only Julie Holmes. Discover how independent schools and admissions teams can use AI to increase enrolments. Julie Holmes, serial inventor, tech developer, and #1 rated No Fluff Fest speaker, shares practical strategies to personalise admissions, connect with families faster, and convert more enquiries into confirmed places. With over 20 years in enterprise tec...

What really drives student bookings in today’s market? In this episode, Umang Gandecha, Executive Director at Londonist Global and one of the Hurun UK Under-35s, shares proven strategies for agents and educators to boost enrolments. From creating urgency without pressure to building trust with Gen Z and their parents, Umang explains how to engage families, deliver standout service, and keep studen...

Kevin McNally is a seasoned figure in international language education with over 25 years of industry experience. As Owner and Director of Torquay International School (operating as International House Torquay), he brings both strategic insight and ground‑level leadership to his role. He assumed the presidency of IALC (International Association of Language Centres) in April 2023, but Kevin’s journ...

If you’ve ever worried about sounding too ‘salesy’ when talking to parents, agents, or even your Head this episode is for you. Lee Warren joins Nicola Lutz to talk about how to become more persuasive, more memorable, and more trusted... without turning into a walking pitch deck. Drawing on his career in sales and stage magic, Lee shares simple techniques that work whether you're presenting to a ro...

What do people really buy when they choose a school? It isn’t your facilities list, it’s the afters. In this episode, international bestselling author and Britain’s Sales Trainer of the Year, Andy Bounds, joins Nicola to share how to stop flinging “jelly” at families, simplify your message, and use his ABC formula: Afters, Build Certainty, Close. Expect practical stories, ready-to-use scripts, and...

Why Your Admissions Process Stalls and What to Do Instead Are you (or your team) holding back because you don’t want to be "too salesy"? This episode flips the script. Nicola explains why positioning yourself as the guide - not the hero - is the shift your recruitment process needs. You'll learn 5 practical, non-pushy ways to lead enquiries to the right decision without discounting, chasing, or cr...