Selling To Schools Efficiently
With all the innovated technology in today’s world, schools systems can get overwhelmed with all the options. Information technology is an essential in classrooms all across school districts throughout the country. The importance of information technology will only keep increasing because it has a direct impact on student’s performances. In 2017, the total expenditure for public elementary and secondary schools for in the United States is $619 billion or $12,281 per student.
First off, who is your target?
Getting to know your target audience is the first and most essential step in selling product to schools. In order to efficiently market your business, you must understand that selling to K-12 school systems differentiates from normal marketing to companies such as retail or manufacturing.
Some key things to investigate when understanding your target audience:
- Procurement produces & schedules
- RFP and bidding processes
- Certification (credential) requirements
- Volatility of school budgets
So, who makes the decision?
One thing to keep in mind is that within the K-12 school systems, there is not just one person who makes all the decisions. Schools have various titles that partake in decisions regarding technology.
Some of these titles include
- Assistant Superintendents
- IT staff
- Curriculum Directors
Therefore, it is essential to gather information about the chain of command and find out who has the more influence on these decisions. After identifying whom has the most influence in the decision-making process, they become your primary buyer. Therefore, your primary buyer is the person whom you want to sell and pitch your sales.
There are many companies out there that are also targeting the K-12 school systems, so what makes yours stand out? Although schools have spending budgets, they are still in search of the most modern and best technology for their students and staff. Build your company with experienced individuals whom will invent new mobility solutions, data protection and security.
Educate yourself on:
- New potential solutions to education-related problems
- Management software
- Learning tools (such as gaming stimulation)
Make It Personal
Not all schools are alike. The school district you went to might be completely different then the school district that your college roommate attended. Some things to consider when selling your product to a school:
- Prioritization of technology
- Where/ whom they tend to purchase their tech/apps
When trying to distinction between different school systems, one efficient way to start is by looking at one school or one district at a time.