For UK EdTech Businesses: Selling to Schools With A Genuine Passion for Education

by | 24 Jun 23

In my two decades (give or take) in the EdTech world, I’ve explained to loads of people that I don’t get a thrill from ‘sealing the deal’ when it comes to selling to schools. A bit odd, I know, especially for a business owner. But let me clarify: it’s not that I don’t want sales. I know, running a business does mean sales are pretty important, right? 🤔

My point is: the hair on the back of my neck stands up when someone tells me. “That’s made a difference to my life”. That’s what I love and I realised – a number of years ago – that is the key to unlocking the world of selling in schools.

Of course, solving a problem and offering the right solution is crucial, but what truly matters is having a genuine desire to improve the lives of headteachers, teachers, school staff, and pupils. I reckon this isn’t something you can teach – it’s just got to be in your DNA.

If you’re driven by a passion to support those who help our kids learn, then I guarantee you’ll make a real impact on schools and pupils throughout the UK. And honestly, there’s nothing more rewarding than that. So, to all you SMBs in the UK EdTech space and your sales teams, let’s focus on making a difference – the sales will follow!

The Importance of Genuine Passion for Education in Selling to Schools

Selling to schools in the UK EdTech space is no easy feat. The competition and complexity of the market can be overwhelming, but there’s one thing that sets successful sales teams apart: a genuine passion for education.

In my experience, you can have all the sales skills, knowledge and ability you could ever need, but if you don’t have a strong drive to make a real difference in the lives of those who teach our children, then your sales will ultimately suffer.

Having this passion and dedication to improving education is what allows sales teams to form meaningful relationships with headteachers, teachers and other school staff. When these connections are made, it’s much easier to understand the problems a school is facing and offer up timely meaningful solutions.

Simply put: if you don’t have that inner drive to make an impact in education, your sales won’t be as effective. So, do yourself a favour and focus on making a real difference. It’s the only way to truly succeed in the EdTech space.

Why Referrals are Key to Unlocking the World of Selling in Schools

Referral marketing is one of the surefire ways to unlock the world of selling to schools. You know the saying “people, buy from people” – well this can not be truer than when selling to schools. Headteachers recommending to other headteachers and teachers recommending to other teachers is the most powerful thing that will happen to your EdTech business. Without it – it’s a dead-man-walking type of situation.

How do you get to this? That’s the big question. The answer is – as above – you have to have an innate desire to help schools succeed. And, if you’re a manager, you have to hire people with this desire, over people with ‘sales experience’. The former is much better than the latter. Of course, someone with both is ideal. But, remember, sales techniques can be coached, that deep desire to have an educational impact, can’t.

So, referrals are key to unlocking the world of selling to schools. Ensure you have an ambitious team who are motivated by making a real difference, and your EdTech business will start to see success in no time.

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What Truly Matters When Selling to Schools

When it comes down to it, what truly matters when selling to schools is the same as what matters in most industries: having a real understanding of the customer. Schools want to be sure that you know their problems, and more importantly, that you have solutions to those issues.

It’s also important to remember that schools are busy places, with lots of competing demands on their time. That’s why it pays to keep things simple when selling to schools. You should have a clear value proposition and an easy-to-follow plan for them on how you’ll help them achieve their goals.

Similarly, they need to trust that you’ll be reliable and accessible – so building strong relationships with key contacts is essential. Social Selling can really help here (see below), as it helps you build more meaningful connections with potential customers.

Finally, you mustn’t forget the core purpose of EdTech: to improve the lives of educators and pupils. Schools are looking for solutions that make a real difference in education, so be sure that your offering is up to scratch!

Why Social Selling is the Key to Selling to Schools in the UK

Another big question in EdTech is: how do I scale that?

Building relationships, and making sure we’re selling products that will add value to schools – and pupils – is where we need to be to succeed, right? We’ve covered that. But that takes time, a lot of time!

The answer to this particular problem is: Social Selling. It’s an unbelievably powerful way to scale building relationships with schools, en masse. A good, solid Social Selling methodology is becoming increasingly important as more EdTech SMBs are entering the market. It helps you stand out from your competition. All the while, you’ll be doing this in conjunction with getting to know your customers and prospects on a more social level – therefore, building relationships that lead to meaningful conversations and meetings.

Using social platforms like LinkedIn, Twitter and Facebook can help you communicate directly with school leaders and staff. You can use these platforms to create content that speaks directly to their needs and build connections with individuals who are looking to solve the problems that your solution helps with.

So if you’re looking to succeed in EdTech, make sure social selling is part of your strategy! It’s the key that will unlock those crucial relationships with schools and customers in the UK.

To summarise, selling to schools is an art form with its nuances and rules. But at the end of the day, it’s all about having a genuine passion for education coupled with strong social selling skills that will make you stand out from the crowd. If you focus on these fundamentals, you’ll find success selling to schools in the UK.

There you have it – my two cents on why genuine passion for education is key when selling to schools. Good luck!

Social Selling Training

The only ISP Endorsed Certified Social Selling Programme

Our DLA Ignite Social Selling training and coaching programme helps you get more meetings and more leads with prospects and customers.

Social Selling Certification

The only ISP Endorsed Certified Social Selling Programme with DLA Ignite.