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This qualitative study examined 13 Tennessee teacher preparation program leaders’ perceptions of the challenges to recruiting and enrolling teacher candidates of color into their respective programs. Findings indicate that a significant challenge to addressing the teacher shortage and lack of diversity within the Tennessee teacher workforce occurs during the recruitment process. Participants consistently described the challenge of “selling” prospective candidates on the teaching profession, the institution and program, and a particular program pathway. Program leaders articulated a need to convince prospective students that the teaching profession is a viable one for them, that their institution and program can support them, and that the specific pathways offered by the program will best suit their needs.