You're not alone on this one, Jessica. It can be frustrating when you know the multiple benefits your school has to offer and yet the student stops listening after hearing tuition. And while waiting to discuss tuition during the visit could mean the chance to showcase your school, it might also give the student the impression that you're hiding something. Not an impression you're trying to make, I'm sure. The next time you get this question on the phone, try the following approach. Tell the student the cost and then ask, "is that what you expected?" Now, wait for the response. Your student is likely to answer in 1 of 3 ways (yes, it's what I expected; it's less than I thought or whoa...that's a lot of money). If they respond with the latter, simply ask "compared to what?". If they say a community college or state school, then you can talk with them about the differences your school offers. If they say they don't have that much money, you can help them with options, too. Does that help?