Nelie McNeal, Founder and Managing Partner

“This is the only one left.” 

“Another buyer is very interested.”

“Purchase this car today and we’ll add free all-weather floor mats.”

These are all tactics you might encounter if you buy a car. Salespeople use them to create “artificial scarcity and extreme urgency.” In other words, they play on your FOMO – fear of missing out on a great bargain that has exactly the options you’re considering. If you fall prey to them, you could very well cheat yourself out of a car that truly is a better fit and price.

High pressure sales tactics exist elsewhere, too—and many college admissions offices aren’t afraid to use them. Admissions officers are under tremendous pressure to enroll students so their institution reaches budget goals or raises their ranking. “Apply Early Decision and if you’re admitted, we’ll give you a free, personal parking spot.” “Worried about having a hall bathroom? Select the perfect dorm in your new home!” “Switch from Early Action to Early Decision 2 and you’ll receive a merit scholarship!” And then there’s the weekly (or daily!) email you get: “Andrea, we haven’t heard from you in a while!” “Darren, don’t miss out on our streamlined application with no essay”—and on and on.

If you learn to recognize this pressure for what it is (a college prioritizing self-interest above your needs), you can step back and make a thoughtful, informed decision not only about your application list, but also about the school you eventually choose. 

But how?

At McNeal Sams College Consulting, we recommend that you start with what matters most to YOU. What’s YOUR list of non-negotiables? (And yes, if you applied to Notre Dame this year, you’ll recognize that question.) Find a quiet space and make a list of the academic, extracurricular, social, financial, and geographical components you need. Ask yourself: what has worked best in high school? Is it regular contact with teachers? Lots of options for classes? Sports? The arts? Community involvement? These are just a few of the variables to consider. 

Then do your research. Our CustomCollegePlan software gives you access to the statistics and lists you need, as well as direct links to the school’s website, online application, net price calculator, financial aid information, and the Common Data Set. Get the FACTS, not the sales pitch. Reflect on whether the colleges on your list offer what is best for YOU. Not your neighbor, not your aunt Mabel—you. That way, when the high pressure sales tactics begin, you don’t need the school to tell you what’s best for you, because you already know. 

Obviously, the decision about where to apply or which college to attend is multifaceted, and some factors (such as cost) will matter more than others. In the end, however, YOU’RE the one who will be driving the car, so make sure it’s a great fit. Act in your own best interest. And if a school’s pressure makes you feel anxious, remember: it’s not the only one on out there, no matter how slick its marketing may be.