Admissions may be the lead in terms of attracting and enrolling prospective students, but it is an all-school effort to present value and retain students. 

Challenges are good, they let me know the student is critically thinking. Sometimes, those challenges are too severe to overcome as an admissions professional (family financial situation, academic hardship, etc.). It is not an indictment of your job performance. 

Checking in throughout the admissions visit is crucial, especially to ensure the student is understanding the material and the parents are seeing value. 

It's crucial to create a general value proposition to hook prospective students. I like to present value on a more granular level after a conversation with a student where I can determine their wants and needs. While that's good, I need to develop a more general statement for recruiting purposes.