11 Powerful Tips to Sell Ed-Tech Products to Schools
Schools & colleges are a challenging target for
even experienced sales superheroes. This happens because of the
complexity of the buying process in school combined with a limited
purchase budget. If you developed a product or solution focused on the
school market, this blog post will help you set up a sales process
specific to the market and close a few good deals. If you are the
developer of the product or solution mainly with technology skills, it
is advised to recruit a marketing/sales co-founder or team member
instead of solely acting on tips gained from articles and books.
Let’s have a look on top 11 tips which accelerate the sales of Ed-tech products:
1. Know your market
is essential to do market study and research before developing and
selling your product. You should know who are the potential buyers as
the market will be scattered with different kinds of customers. In the
case of educational institutions, there will be schools, colleges,
training centers, and universities. If you select the school market
alone, there will be schools under different categories, for example,
government and private. In private also the schools can be divided
according to the syllabus they follow like IB, ICSE, CBSE, etc.
you analyze these different segments in your potential market, take a
total count of customers in each segment and then analyze by geography.
However great your product is, you can not reach the entire market. So
you have to understand the total available market and total addressable
market. You can google for more details and courses on market research.
2. Know your product and solution
is equally important to know your product and solution in depth before
you start selling. Understand the features and functionality of the
solution to prepare brochures and sales pitch. Talk to a few potential
customers to understand the early product-market fit and use the
information to improve your packaging and pitch. You must compare the
product and solution with other providers in the market. This will help
you in setting a competing price along with the right pitch.
3. Make the pitch and process simple
is also essential to make sure the pitch is simple for a school
customer. As you are selling to a school, you should not make the pitch
complicated. The brochures and sales conversation should be as simple as
possible. Also, make your purchase process simple and friendly for a
school customer. Make all pricing and taxes transparent and have
multiple options to accept the payments from the customer.
4. Understand the buyer persona and decision process
will have to analyze the different types of users in school and find
out who purchases your solution. There are teachers, administrators,
principals, management directors, school owners, etc. who all are
involved in the decision to purchase the software. For some products and
solutions, you can skip some of these stakeholders. But for any sale
with good pricing, you will have to navigate through all of them.
Understand the different stakeholders and decision processes in
purchasing your solution by the customer.
5. Find out what timing works best for meetings and sales
is a crucial detail that most of the salespeople miss. The working
schedules of a school is different from other business and the different
stakeholders come to school on different timings and weekdays. So do
your research before starting the sales pitch and improve the approach
with the learning you get from experience.
6. Be prepared to travel (a lot)
to schools requires a lot of face to face meetings especially if the
lead is a cold one. So you will have to travel to meet the customer
multiple times. Some times may be more than ten or twenty face to face
meetings are required before closing a single deal. So be ready to spend
time on the road most of the days.
7. Study and include government grants in your strategy
are different government grants for schools and colleges in almost all
countries. Schools use these grants to purchase hardware and software
solutions. Study about these and maybe you will come across some
strategies to improve your sales numbers.
8. Onboard your first customer fast
not wait for the product or solution to complete the development to
make your first sale. Start talking to potential customers and onboard
your first customer as soon as possible, even if you give a huge
discount. Be transparent to the customer about the stage of maturity of
the solution. Having a real customer using your product or solution will
give a lot of feedback to be used for improving the same.
9. Solve problems of customer
out what problems of your customer, the product or solution is solving
and use the same in your sales pitch. And once the sale is done, make
sure that you provide assistance in training the customer to adopt the
product or solution and solve their problem.
10. Cold calls and follow-ups
follow-up and again follow-up is the secret mantra of successful sales
superstars. Especially with the school market, you have to be doing
constant follow-ups to close a single deal. Practice cold calling and
follow-ups religiously. Use a good CRM tool.
11. Recruit many sales executives and a few rainmakers
your product or solutions reach market fit and sales volume starts
gaining momentum, focus on recruiting more sales executives and build a
motivated team of them which will work as a revenue engine for your
company. Sales executives will follow the sales process as taught them
during training and once the process starts making sales, hire more
sales executives to improve the output of the sales machine. Also do not
forget to hire expert sales leaders commonly termed as rainmakers who
can close big-ticket deals for your solution. They come costly but can
bring big revenue quickly.
is evolving day by day and to help our reseller we offer Multi-school
software, with this seller can rebrand and resell Multi-school in their
geography under your pricing and terms.