Selling to School Districts: Proven EdTech Approaches
Selling to school districts and educators is highly nuanced.
There’s a complex set of dynamics at play.
Not to mention a variety of products and platforms competing for attention.
In this article, we’re going to show you how to stand out. How to speak their language.
So you can avoid spending years banging your head against the wall, wondering what the secret is.
To gain extra insight we interviewed Mitch, the CEO and co-founder of Levered Learning. Levered is an innovative teacher-designed, classroom-tested math instruction system for elementary schools.
We’ve weaved some of his insight into this article. So… enjoy!
Table of Contents
(Video) Mitch Slater on Selling to School District Admins
Why is selling to school districts so hard?
Challenge 1: End Users vs. Decision Makers
There’s a disconnect between the end users (students and teachers) and the decision makers (administrators).
While students and teachers may love a particular tool or solution, they are not the ones making the purchasing decisions.
So you need to demonstrate your value proposition to administrators, while ensuring that the product remains relevant and beneficial to those who will actually use it.
Challenge 2: Building Trust with Decision Makers
Establishing trust with decision makers who prioritize making a positive impact on education is difficult.
Many decision makers have a background in teaching and are driven by the desire to create meaningful change.
They are cautious about introducing any product that may not align with their mission or negatively impact students.
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How To Sell to School District Admins — In 5 Steps
1. Understand Your Target Audience
To effectively sell your EdTech or SaaS product to school districts and educators, it's crucial to understand their needs and pain points.
Step 1 - Identify key decision makers within the educational institution.
Step 2 - Assess their needs based on budget, technology infrastructure, and student demographics.
Step 3 - Conduct comprehensive research on your target market, then customizing your marketing to address their precise difficulties.
But always bear the following in mind…
While different groups of stakeholders, such as teachers and administrators, may share similar concerns, their priorities and perspectives will vary.
For example, a teacher's approach to addressing test scores is going to be different to an administrator.
Teachers believe that test scores may not always accurately reflect a student's abilities or the effectiveness of teaching methods.
So instead of solely focusing on test scores, you may focus on conveying how certain programs or initiatives can benefit both teachers and students in the classroom. Perhaps by saving time and improving educational outcomes.
However when communicating with administrators, the approach is reversed. Instead of discussing the benefits for teachers, the focus is on how a particular program or initiative can positively impact students and produce measurable results.
Understanding the concerns and priorities of different stakeholders means you can more effectively tailor your messaging, to effectively address those concerns and achieve shared goals.
Address Multiple Pain Points
When you go to the doctor's office, they ask you to pinpoint what's wrong by placing an X on a schematic of the body.
It's not uncommon to mark multiple areas, as your ailments are often interconnected.
Think of it like a "constellation of pain points."
The same concept applies to the product you’re building. If you want to make an impact, it’s important to address multiple pain points.
Give people a systems level solution that addresses multiple things at once. That way you’ll REALLY show them a demonstrable improvement.
Get Firsthand Experience
Levered’s CEO gained first-hand experience from teaching in the classroom for 20 years. During that time he created many deep connections.
Here’s what he learned:
Decision-makers and purchasers recognize the authenticity and value of firsthand experience when it comes to product development. Mitch recalls a conversation with an administrator where his knowledge of social-emotional learning (SEL) was put to the test. Instead of throwing out buzzwords, he delved into the framework, discussing aspects like peer collaboration and mentorship. This demonstrated that he genuinely understood the subject matter and wasn't merely regurgitating information from a tweet.
In the field of education, it's crucial to have product development leaders who possess real-world experience.
Not short stints or superficial involvement but individuals who have truly been in the trenches, implementing best practices, experimenting with various curricula and programs, and intimately understanding the dynamics of a classroom.
It's not solely about curriculum design; it's about comprehending the challenges educators face, even beyond pedagogical obstacles.
Assembling a team that comprises individuals who have lived and breathed the same challenges is invaluable. Throughout the iterative process, they will identify opportunities to bridge connections and introduce simple yet transformative features that will directly impact the end-users' experience. You want educators to design educational tools.
To truly understand customer pain points, it's important to immerse yourself in the experiences of those on the frontlines.
Instead of seeking problems from a distance, engage with the boots-on-the-ground practitioners.
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2. Establish a Relationship
Invest in cultivating meaningful connections, especially in the early stages. So you can establish credibility and expand your reach.
The first step is identifying the individuals who have the authority to approve purchases within a school district or educational institution.
This may include superintendents, principals, technology directors, curriculum coordinators, and other administrators. Research their roles and responsibilities so you can tailor your communication efforts accordingly.
Once you’ve identified who you want to talk to, the next step is to find them!
Attend Industry Events
Participating in EdTech conferences and events provides an excellent opportunity for networking with potential clients while staying informed about industry trends.
These gatherings allow you to engage directly with decision-makers from various schools and districts, making it easier for you to showcase your product's benefits.
Pro tip: dinner and drinks are where the real “work” happens. After the official events winds down and people relax a little bit. That is the best time to start building those relationships.
Don’t expect to make a sale on the first touch.
Simply focus on connecting with people and having a good time.
It might not be until the second year at a conference that you meet an administrator and they're like, “hey, I remember you, that's the awesome math program!”
And then you can kind of build on that.
Be wary of the level of friction implementing your solution is going to cause.
For example, asking schools to replace their existing textbooks with your program is a big risk and requires building trust over time.
In contrast, selling a supplemental or enrichment piece with a lower price point involves less friction and is more easily embraced by schools.
The nature of the product determines how much trust building you’ll need to do over time.
💡Interview takeaway: Mitch realized the need to establish that trust for his platform. He found the best way to do that is to “show up” through
Multi-year sponsorships and participation in professional conferences that are really focused on professional networking.
State level associations of administrators and superintendents.
Affinity groups like Association of African American Superintendents and Administrators, California Association of Latino Superintendents and Administrators.
Choose what the best fit is for your company. I.e. what’s MOST aligned with your mission.
Then show up andy support their mission,
Get in there, build those relationships, and then show that impact.
Once you start making an impact with one partner, those folks will start kind of spreading that within that organization, and you can start building regional footholds.
Leverage Social Media Platforms
If you can’t attend events in person, then social media platforms like LinkedIn offer valuable tools for connecting with professionals in the education sector - including those responsible for purchasing decisions at schools and districts across the country.
Use these channels wisely by sharing relevant content that demonstrates thought leadership on topics related to EdTech solutions.
Demonstrate Genuine Interest In Their Needs And Challenges
Listen actively: Pay attention when interacting with educators or administrators during online discussions; ask thoughtful questions that show genuine interest in understanding their needs.
Show empathy: Acknowledge the challenges they face and express a genuine desire to help them overcome these obstacles with your product or service.
Offer valuable insights: Share relevant research, case studies, or testimonials that demonstrate how your solution can address their specific pain points.
Building a relationship over the internet is obviously a lot harder. But don’t use that as an excuse to not try!
3. Use Product-Led Content to Generate Conversations, Leads and Pitches
While having a large number of leads in the pipeline may seem beneficial, the quality of those leads is paramount.
There is no substitute for generating a genuine interest in your company. One where people have a clear understanding of what you do.
Nothing achieves that better than product led content. Especially during a time where administrators are inundated with 1000s of bad cold emails.
Want educators and administrators knocking on your door?
Asking for your help and curious to try your product?
Product led content will “flip the script” and attract prospects to you. So you don’t have to spend your time chasing them down.
What is product led content?
Product-led content revolves around crafting strategic and purposeful materials that revolve not only around the product itself but also around the customers' needs and pain points.
For EdTech companies, it means focusing on creating content that helps students, educators, and institutions address their most significant challenges in the education space.
This content serves as a bridge, showcasing how the company's product offerings can serve as an invaluable solution, ultimately enhancing the learning experience.
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How To Create Product Led EdTech Content
In the realm of educational technology, not every product aims to directly correlate with test score growth. While that may be a significant benchmark for some, it is not essential for success, considering the diverse range of solutions available.
Here are a few ways you can easily create product led content that’ll effectively support your sales efforts…
Measure Impact Through Post-Implementation Surveys
If test score growth is not the primary focus of your product, you can still assess its effectiveness by conducting post-pilot or post-implementation surveys with end users. These surveys can gauge user experiences, time-saving benefits, and student engagement levels. It is crucial to formulate the right questions aligned with your product goals to effectively measure impact.
Combine Quantitative Data with Personal Testimonials
Quantitative data alone may not be sufficient to convey the true value of your product. By pairing the survey results with authentic testimonials from teachers, principals, and superintendents, you can create a compelling narrative. These testimonials provide personal anecdotes and stories that resonate with potential customers, lending credibility to your claims.
Capture Testimonials at Various Levels
As your program and customer base grow, seize opportunities to collect testimonials from different stakeholders. Initially, you may have enthusiastic teachers ready to share their experiences. However, as you expand, aim to include testimonials from principals, superintendents, and other decision-makers. These diverse perspectives strengthen your overall narrative and allow your customers to be the voice behind your success story.
Remember, building trust and credibility are essential when selling to educational institutions.
An educated customer target is invaluable.
By leveraging product-led content that combines both quantitative data and personal testimonials, you can effectively demonstrate the impact and value of your solution.
You can let the voices of your satisfied customers lead the way in telling your story, and watch as your customer base grows and your reputation in the education sector flourishes.
We specialize in product led content at Journey Engine. Find out how you can work with us here.
4. Refine Your Pitch
a. Start with your company story
We’ve been stuck in the trough of disillusionment with edTech for so long.
EdTech was supposed to revolutionize the world 20 years ago. And we’re still waiting for that big pop.
There are A LOT of edTech companies who are all making big promises. Some of them are heavily funded with charismatic founders.
You need to cut through all that noise with a personal story.
Focus on humanizing your story to establish trust with educators.
For example, Mitch at Levered was a teacher in the trenches for 20 years.
So he talks about how confident he was going into his first full-time teaching job, and how by the end of the year, he was beat up and exhausted.
He felt like a failure.
By humanizing that and making himself vulnerable, he’s able to better connect with the audience.
He can make a clear statement like “look, this is why I do this work”.
The why is really important for educators, not just the how.
To establish real trust… tell them you’ve been there and know how hard it is.
And that your mission is to make it easier.
They should feel like you’re looking to partner longterm to make an impact. Not just sell you a license and move onto the next mark.
b. Present data and evidence of the company's impact
Be sure to frame your data in a larger context.
Here’s a framework you can follow:
Show historical data for the particular state. Say the state of California or Washington or wherever you’re having that conversation. Tell them how the whole state did.
Present their own data for that same period of time and see how their data compares to the average of the state.
Pro tip: If it’s worse then you've already softened it a little bit because you’ve shown that everyone is having a hard time.
Pull up data from your partner schools and illustrate what's possible.
Utilize qualitative impact data: Emphasize the measurable impact of your solution. Hard data, such as improved student outcomes reflected in state tests or internal benchmark assessments, can effectively showcase the effectiveness of your product.
Show them where you can take them. And then clearly illustrate how you’re going to pave this path together.
The key message is understanding the problem, offering a solution, and outlining the path to bridge the gap between the current situation and the desired outcome.
c. Share success stories
Share success stories from schools that have already implemented your solution.
These real-life examples will help decision-makers envision how your product could work in their own institutions.
Be sure to include specific metrics such as improved test scores, increased engagement levels, or reduced administrative workload to highlight tangible benefits.
5. Offer Incentives
It’s imperative to be distinctive in the cutthroat world of EdTech by providing incentives. These make your offer more desirable for educational institutions and teachers.
By providing discounts, free trials, or special offers, you can encourage adoption of your product and demonstrate its value firsthand.
Discounts for Volume Purchases
School districts often need to purchase multiple licenses or subscriptions for their staff members.
Offering a discount on volume purchases can be an effective way to persuade decision-makers that your solution is worth investing in.
This strategy not only increases sales but also fosters customer loyalty as schools feel they are getting a better deal with each additional license purchased.
For example, EdWeek recommends negotiating better deals on EdTech products by leveraging bulk purchasing power.
Free Trials or Pilot Programs
A free trial period allows potential customers to test-drive your product before committing financially.
This gives them an opportunity to see how well it integrates into their existing systems and processes while experiencing its benefits first-hand without any risk involved. Consider offering pilot programs where select schools can try out new features or updates before they're released publicly - this not only provides valuable feedback but also creates a sense of exclusivity around your offerings.
Special Offers for Early Adopters
Offer limited-time promotions such as discounted pricing during launch periods or exclusive access to premium features at no extra cost for those who sign up within a specific timeframe.
These types of offers create urgency around adopting your solution and reward those who are willing to take the plunge sooner rather than later.
Partnerships with Educational Organizations
By collaborating with these groups, you can offer exclusive discounts, resources, or training opportunities that are only available through your partnership. This not only adds credibility to your product but also helps establish trust within the education community.
If you’ve followed our guide up to this point you’ve probably secured some new clients and contracts. Congratulations!
In the next section we’re going to show you how to monitor their performance, which will give you even more sales ammunition for future pitches.
6. Monitor Performance
It's really important to always check how well the product is working to make sure it's doing a good job for schools and teachers.
By tracking usage data and gathering customer feedback, you can identify areas for improvement and make necessary adjustments to enhance user experience.
A. Analyze Usage Data
Analyzing usage data provides valuable insights into how your product is being utilized by schools and teachers.
By studying usage data, you can gain insight into which features are the most popular and those that may need further development or optimization.
You can use analytics tools like Google Analytics or specialized EdTech platforms such as Clever to gather this data.
User engagement: Track metrics like time spent on your platform, number of logins per user, and feature utilization rates.
New users: Monitor the growth rate of new users adopting your product over time.
Rates of retention: Determine if customers continue using your solution long-term by measuring churn rates or renewal percentages.
B. Gather Customer Feedback
Gathering feedback from educators who use your product allows you to better understand their needs and preferences while identifying potential pain points in their experience with the software.
There are several ways to collect customer feedback effectively:
Email surveys: Send out regular email surveys asking for input on specific aspects of your product or overall satisfaction levels using tools like SurveyMonkey.
User forums: Create a dedicated forum or community space where users can share their experiences, ask questions, and provide feedback on your product.
Social media monitoring: Keep an eye on social media platforms like Twitter and Facebook for mentions of your brand or product to gauge customer sentiment.
C. Act on Feedback
Once you have gathered usage data and customer feedback, it's essential to act upon these insights. Identify areas that require improvement and develop strategies to address them effectively.
This may involve updating features, offering additional training resources for educators, or refining marketing messages based on user preferences.
Regularly reviewing performance metrics will ensure that your EdTech solution remains relevant and valuable in the ever-evolving educational landscape.
D. Create a dashboard
Creating an administrative dashboard or portal allows decision makers to monitor progress, gather data, and improve communication with teachers.
Providing tools that help decision makers measure the impact of the product strengthens the value proposition and promotes accountability.
Conclusion
Successfully selling to school districts and educators requires a deep understanding of your target audience, building strong relationships, demonstrating value, offering incentives, and monitoring performance.
By following these steps outlined in this post you can increase your chances of success.
Remember, schools want to find ways that can help improve students' results and save money at the same time. Focus on providing real value with your product or service and be patient as building relationships takes time. Monitor the efficacy of your solution to be able to continually advance it.
If you're curious about how product-led content will help you sell more to districts, then today is your lucky day.
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It’ll show you the ROI you can expect to generate from a product-led content campaign. Before you spend any time or money on it.
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