How Best B-School Profs Sell

I know an aspiring undergrad who's been tootling 'round England cities looking at potential Unis to spend those incredible formative years.

As I went to business school myself, and their course comes under such auspices, I took delight in being canvased for advice.

I clearly recollect from my own deliberations the levers at play. Campus feel, town centre, social scene, bar numbers, pint costs, vibes of the 'union' (ew), digs neighbourhoods, facilities, rep, and certainly not of scant import, the degree itself.

During 'open days' attendance I've been kept abreast of the running scorecard.

Beyond the excitement of the youngster evident, one aspect stands out.

Each institution follows an itinerary. Promoting the best they have to offer, tour thrown in, parent-friendly current students suitably rolled out.

There's a welcome pack, coffee and meet-and-greet. Then all into the swankiest lecture theatre for the top Professor to wax.

This is where the incipient preference got up-ended.

Without naming the places, luminaries arose and by all account spoke impressively on what they taught. The mechanics of the course. How they crafted it. Why its approach, design, modules were so wonderful. All good.

One though took a different tack. 'With two kids of my own...' they began. 'The most important thing is thinking about the job you'll get after. What you can go for, who wants to employ you, how you'll get it, why you'll get it.'

A masterclass. The only one who focused on not just the horizon, but the fundamental underpinning why you'd be there.

All about legacy. No job, no point. And with the spiralling cost of a degree in the country, a big issue for our times.

Everyone had their little feature(s) they deemed unique. Maybe a Lab or a piece of shiny tech, a rockstar lecturer or pet famous alumni.

Only one offered the purpose. Yes, we work to get you hired. And here's how.

Direct relation to how solutions get sold. And useful sanity check for when we get asked to say what we're about.