Position: Admission Counsellor

Department: Admissions / Sales

Reports To: Admissions Manager / Admission Head

Location: Across India

Role PurposeThe Admission Counsellor is responsible for guiding a prospective student all the way from the first point of contact to the day they walk into a classroom. This includes counselling, follow-up, conversion, and fee closure. The role also expects the counsellor to actively contribute to lead generation and campus branding efforts, not just work leads handed to them.

It is a target-driven, activity-heavy role that calls for discipline in daily calling, meetings, and follow-up, along with genuine care for helping students choose the right program.

Key Responsibilities• Take ownership of the complete admission journey for every lead assigned, from first contact through to classroom allotment.

- Counsel prospective students and parents on academic programs, fee structures, and the admission process, helping them find the right program fit.
- Meet daily, weekly, and monthly calling and meeting activity standards (see Activity Standards & KPIs below).
- Keep accurate, up-to-date records of every lead, call, meeting, and follow-up in the CRM.
- Generate referrals from enrolled and counselled families as an additional source of leads.
- Actively participate in lead generation and branding activities for the campus, including outreach drives, promotional events, school and community tie-ups, and local marketing initiatives.
- Attend and support marketing and outreach walk-in events and field engagement meetings as scheduled.
- Track and report First Response Time (FRT) on new leads, making sure every lead is contacted within the defined SLA window.
- Coordinate with the Marketing team on lead quality feedback and with the Academics/Operations team to ensure smooth fee closure and classroom or batch allotment post conversion.




- Ensure full fee collection as per the defined payment terms before final enrolment is confirmed.
- Flag at-risk conversions and collection delays to the reporting manager in good time.

Lead LifecycleEvery lead is expected to move through the following stages in order:

1. Calling: first outreach to the lead.

2. Probing / Profiling: understanding the student's background, needs, and intent.

3. Setting up a walk-in to the campus.

4. Counselling: guiding the student and family through the right program fit.

5. Closure: admission form filled and admission fee collected.

6. First instalment paid.

7. Class allotted.

Activity Standards & KPIsActivity / KPI

Standard / Target

Review Cadence

Outbound calls (dials)

About 120 dials per day

Daily

Leads/prospects engaged per day (please confirm if this means daily connects, active leads worked, or total database size)

About 150 per day (average)

Daily

Talk time on calls (please confirm the intended term)

Minimum 2 hours per day

Daily

Face-to-face meetings / walk-in engagements attended (non-marketing)

Minimum 4 per day

Daily

First Response Time (FRT) on recent leads

As per defined SLA, for example, within 30 minutes of lead assignment

Per lead / Daily

Referrals generated

As per monthly target

Monthly

Enrolment/conversion target

As per assigned target

Monthly, rolling up to Quarterly, rolling up to Annual

Fee collection closure

100% of committed fee per enrolment, as per defined payment terms

Monthly





Target Structure• Monthly targets are set for calls, meetings, conversions, referrals, and collections.

- Monthly targets roll up into quarterly targets.
- Quarterly targets roll up into the annual target.
- Performance against each of these is reviewed with the reporting manager regularly.

Language & Location RequirementThe candidate should be comfortable speaking (and, where relevant, writing) the regional language of the state where they are posted, in addition to English and/or Hindi, so they can counsel local students and parents effectively. The specific regional language required will be confirmed once the branch or territory for this role is finalised, for example, Marathi in Maharashtra, Kannada in Karnataka, Tamil in Tamil Nadu, Telugu in Andhra Pradesh or Telangana, Bengali in West Bengal, or Gujarati in Gujarat.

Required Qualifications & Skills• Graduate in any discipline; a background in education, sales, or counselling is preferred.

- Prior experience in admissions counselling, inside sales, or telesales is an advantage.
- Hands-on experience working with ERP and CRM systems for lead management, pipeline tracking, and reporting.
- Strong communication, persuasion, and relationship-building skills.
- Comfortable with high-volume outbound calling and daily field or walk-in engagement.
- Proficiency in the locally required regional language (see above), plus English/Hindi.
- A target-driven mindset with the discipline to sustain daily activity standards.

Key Result Areas (Summary)• Lead-to-enrolment conversion rate

- Daily activity compliance (dials, leads engaged, talk time, face-to-face meetings)
- First Response Time adherence
- Referral generation
- Contribution to lead generation and branding activities
- Fee collection closure rate
- Monthly, quarterly, and yearly target achievement

📌 Admissions Counsellor (Mumbai)
🏢 GEMS Education India
📍 Mumbai