Independent schools face a moment of truth. With shrinking markets, shifting demographics, and increasingly discerning families, enrollment leaders are working harder than ever — often with tools, processes, and assumptions built for a buyer who no longer exists. This session offers a strategic and reflective space to ask the tough questions: Who is our admissions process really designed for? What is each step accomplishing? Are our hoops helping us select mission-fit students—or unintentionally creating barriers for the very families we hope to attract and retain? Grounded in a modern sales mindset and supported by examples from schools who have embraced change, this session helps enrollment leaders reframe admissions as a relational, revenue-driving journey that honors tradition, yet also evolves to meet the needs of today’s prospects. Explore how your admissions process shapes perception, influences enrollment outcomes, and—when optimized—serves as a powerful tool for strategic planning and institutional sustainability. Participants will be able to: *Audit their admissions processes using a framework that clarifies the purpose of each step *Align admissions requirements with strategic goals to support fit, retention, and access without unnecessary friction. *Adopt a sales-informed mindset to better understand the psychology of today’s parents *Leverage the admissions team’s insights to inform broader institutional strategy. *Redefine the admissions journey as a partnership, not a transaction—building processes that foster belonging, reinforce value, and support right-fit families. *Balance tradition with innovation, preserving what matters most while creating space for modern, data-informed improvements that drive enrollment and retention.