May 1 is mere days away. Has your school been "commoditized" — or reduced to selling mainly on price — in yield conversations this Spring? It's time to shift prospective family questions (and your answers) from "What percent and how many..." and get behind the emotions of what they are really asking. Regardless of rankings, financial aid packaging, and majors offered, students still tell us their reason for choosing a school: "I visited campus and it felt right." It's emotional. Enrollment officers need to understand the various emotions behind purchasing decisions and engage accordingly. Hope this short article from the Atlanta Business Chronicle inspires.