Selling to Schools. Education Industry Days February 20, 2014. Introduction. Session Summary. This session will help participants understand the ins and outs of selling into the K-12 Education market. The session will be oriented toward:
Education Industry Days
February 20, 2014
Focused on building sales, marketing, and leadership teams for Education and Technology companies over 17 years.
We act as a trusted advisor for the US Education market to help our clients build an effective sales and hiring strategy to penetrate the market.
In order to understand how to sell into the K-12 Education market, we must first understand why the market exists.
How do I know I am receiving the best education?
How do I know my children are being adequately educated?
How do I know if my teachers are teaching in the best way for their students?
To successfully sell into the education space, we have to ensure that these questions are being answered!
Taught by 3.3M elementary and secondary teachers
Federal Purchase for all (or some) States, Districts, and Schools by Federal Department of Education
State Purchase for all Districts and Schools by State Department of Education
District-wide (a conglomerate of 2 or more schools within a region) by a superintendent, chief technology officer, chief curriculum officer, school board
Individual School purchase by a principal, head of curriculum, PD coach
Individual classroom purchase by a teacher
When considering building a sales team, your:
all factor into the sales model and the sales team structure you will need to be successful.
* You can build a hybrid sales model.
One or more individuals who travel to their customers to sell.
Typically, field sales representatives will work out of a home office and live within their assigned territory.
Inside team: responsible for smaller deals, lead generation of large deals to the field team, and account management.
Field team: works closely with an inside sales representative on larger, more complex deals which require face-to-face consultation
A collection of individual and organizational performance indicators which allow you to break down what (and how many) sales activities are necessary to meet your yearly revenue goals.
Based on your annual financial goal, you can determine what activities (phone calls, meetings, proposals) must be performed to meet your goals.
Your company’s ability to build and leverage customer relationships.
Your company’s ability to articulate your value proposition in terms of student, teacher, or school success.
Usually your product’s champion will be a respected teacher/administrator who will motivate others to buy into your product’s use
Once you sell, use your product’s champion (either a teacher or a higher-level official), for testimonial evidence to help you sell.
ROI is vastly different in the Education space in comparison to other industries.
In fact, using ROI terminology may turn off your K-12 Customer.
Your ability to articulate your value proposition (why your customer should chose your product) in terms of student, teacher, or school success is fundamental to close a sale.
There is a growing trend that funding (both at federal and state level) is used for specific initiatives in school.
Know what funding your customer has, what it must be used for, and align your product to the funding.
Experience selling into K-12 (rather than HiEd or other markets)
Experience selling similar deal sizes to yours
Experience selling within a similar sales cycle to yours
Key contacts and decision makers which are the same as yours
Knowledge of funding opportunities
Knowledge of key initiatives within schools in his/her territory
A solution selling approach vs. feature sales approach
For(target K-12 customer),who has (customer need), (product name) is a (market category)that (one key benefit) that can cause (student/administrator/educator outcome).
Lisa Sacchetti, CEO
The Renaissance Network, Inc.
Sales Team Expansion Specialists for Education and Technology