CASE STUDY — SALES
The Context
The client was a study-abroad consulting firm focused on helping Indian students secure admissions into MBA programs in Canada. They worked with several mid-tier and top universities, helping with shortlisting, SOPs, documentation, and visa guidance.
While lead generation through Instagram ads and referral campaigns was solid (~300 leads/week), the actual conversion from inquiry to application was slow. Their sales team — mostly academic counsellors — was not following structured follow-ups, and many high-quality prospects went cold after the first call.
They approached us to streamline lead handling, improve conversions, and reduce dropout between first inquiry and final application submission.
The Challenge
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No Lead Qualification Process: Every lead was treated the same — regardless of eligibility, budget, or timeline.
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Delayed First Touch: High-intent leads were contacted 2–3 days late, reducing engagement.
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No SOP for Follow-Up: Counsellors used their own style with no shared cadence, script, or playbook.
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Low Application Completion Rate: Many students showed interest, received university options — but never submitted final documents or paid fees.
Our Approach
We created a centralised sales framework for counselling, qualification, and structured follow-ups — combining speed, clarity, and reminders across WhatsApp, email, and calls.
What We Did
1.
Lead Segmentation Framework
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Tagged all incoming leads into four categories: Ready to Apply (90 Days) Research Phase (6–12 months out) Parent-Driven Leads Unqualified/Not Eligible
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Used messaging automation tool (Meera.ai) to handle first-level queries and follow up with mid-funnel leads.
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High-intent leads routed to senior counsellors within 30 minutes.
2.
Counselling Playbook + Call Flow
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Created a 5-stage sales script: Rapport & Background Eligibility Fit (GMAT, IELTS, GPA) Budget & Funding Check University Recommendation (live on call) Application Process & Fee Closure
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Added SOP for objection handling around cost, job placement, post-study visa, and ROI.
3.
Application Completion Funnel
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Built a follow-up funnel (email + WhatsApp + call) for document collection, SOP editing, LOR coordination, and payment reminders.
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Introduced milestone-based nudges: "Only 2 docs left", "Visa slots filling", "Early deadline approaching".
4.
Reporting + Weekly Strategy Calls
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Created counsellor-level dashboards showing: Assigned leads Pipeline status Drop-off reasons Pending applications
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Weekly 45-min strategy calls with counsellors to review pitch quality and objection logs.
Services Provided
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Lead Segmentation & Routing SOP
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Counselling Call Script (MBA Canada)
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Objection Handling Templates
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Follow-Up Sequence: Docs, SOPs, Payments
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Counsellor Dashboard & Weekly Review Process
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CRM Flow Design
Results (In 6 Weeks)
What Worked
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Qualification + instant routing ensured only serious students reached senior counsellors.
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Application funnel worked better with reminder-based nudges, not pressure.
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Shared scripts + call flow gave counsellors a confident and consistent pitch.
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Addressing real student concerns (jobs, visa, ROI) built trust and reduced drop-offs.
Key Takeaways (For Us)
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Study abroad sales are about timing and clarity — not hard selling.
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Counsellors convert more when they’re equipped with scripts + structure, not just training.
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Application drop-offs are fixable — milestone-based follow-ups bring students back in.
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Parents need separate nurturing in MBA decisions — we added a "parent support layer" mid-way through the campaign.
