Why won’t they buy my amazing product?

Because you have built it for yourself, not for your customer’s needs!

As a product creator in the Edtech world, you may be eager to jump right into the development phase and bring your ideas to life. However, skipping the discovery phase can lead to serious problems down the line. In this post, we’ll explore why the discovery phase is so important and how it can help you create commercial products that truly meet the needs of schools and MATs.

The discovery phase is all about understanding whom you are building the solution for and understanding their needs and not wants. It involves conducting research, gathering insights, and validating assumptions to ensure that you are on the right track. Skipping this phase means that you are creating a product based on assumptions (even if you have been in the role) rather than actual data, which can lead to costly mistakes.

One of the main benefits of the discovery phase is that it helps you get under the skin of your target customer. This includes understanding their pain points, needs, and desires. By gathering this information, you can create a product that meets and solves their needs. This can lead to higher customer satisfaction and increased loyalty over time.

Additionally, the discovery phase can help you identify opportunities for innovation. By exploring the Education market and gathering insights, you may discover a gap that your product can fill. This can lead to a unique product that stands out from competitors and has the potential to generate significant revenue.

Furthermore, the discovery phase can help you save time and money in the long run. By identifying potential issues early on in the process, you can avoid costly mistakes down the line. For example, if you discover that there is little demand for your product, you can pivot early on before investing significant resources into development.

To conclude, the discovery phase is a crucial part of product creation that should not be skipped. By conducting research, gathering insights, and validating assumptions, you can create a product that truly meets the needs of schools and MATs. The discovery phase can also help you identify opportunities for innovation, save time and money, and avoid costly mistakes. By prioritizing the discovery phase, you can set your product up for success and positively impact your customers and your bottom line.

When it comes to selling to the education sector, using discounting as a strategy to close a sale may seem tempting. However, this approach may not be a good approach. Here’s why you should steer clear of discounting tactics and focus on building value instead.

1. It diminishes your perceived value

Offering discounts can inadvertently devalue your product or service in the eyes of potential buyers. The education sector places great emphasis on quality and long-term benefits. Instead of slashing prices, highlight the distinct advantages and tangible outcomes your offering brings to the table.

2. It seriously affects profit margins

Discounting erodes profit margins, which can have a significant impact on your business’s sustainability. In the long run, maintaining healthy margins allows for continuous innovation and the delivery of exceptional customer experiences. Focus on showcasing the unique value your product or service offers, rather than lowering prices.

3. It establishes unhealthy precedents

If you rely on discounting to close deals, you risk setting a precedent that can be difficult to break in the future. The education sector is a close-knit community, and word travels fast. Instead, aim to position your offering as a premium solution, tailored to meet the specific needs of schools or educational institutions.

4. Long-term relationships are better than short-term gains

Selling to the education sector requires a long-term mindset. Building strong relationships based on trust, credibility, and a genuine understanding of their challenges and goals is key. By focusing on the value your product provides and fostering partnerships, you’ll establish a foundation for sustained success.

So instead of discounting, aim to differentiate through quality and service. By emphasizing value, maintaining healthy profit margins, and building long-term relationships, you can position your product as a premium solution while meeting the unique needs of schools and educational institutions.

Success lies in creating meaningful connections and delivering exceptional experiences that transcend price.

This month sees us publish our 40th #FinnemoreFireside chat and this time we’re delighted to welcome Jim Knight, The Rt Hon Lord Knight of Weymouth on for a Q&A session.

Jim Knight works in education, digital technology and as a legislator. As a UK government minister and MP, Jim’s portfolios included rural affairs, schools, digital and employment.  He was a member of Gordon Brown’s Cabinet 2009-2010, before joining the Lords after the 2010 General Election.

Jim is a director of Suklaa Ltd, providing advisory services to UK and international clients working in technology for education and learning, international schooling, and teacher engagement. He’s also currently chair of the board for E-ACT, is on the Nord Anglia Education Advisory Board, on the Global Advisory Council for BETT, and was appointed Chair of the Board at COBIS in November 2022.

In this Q&A Nick and Jim discuss amongst other things:

• Where Jim’s passion for education comes from and why he has dedicated so much of his working career to education.
• The disconnect between the education and labour market, and the need for a school system which truly meets the needs of learners, communities and employers.
• Why focusing on academic performance and grades doesn’t work for many, and how other core skills are more important than literacy and numeracy.
• Is edtech behind the curve compared to industry: what happened to real future-gazing?
• The fact that leadership on the use of edtech is no longer there (a role previously played by Becta) and something is required to fill the gap.
• Using trends and AI to promote insights and the associated challenges that come with sharing and interrogating data?
• The three big challenges that Jim would like to see edtech help solve

We’d love to hear your feedback and comments below. Enjoy!

As a sales professional, you may think that if you have a great product, it will sell itself. However, when it comes to selling to schools, this is simply not the case. While having a high-quality product is important, there are other factors that play a crucial role in successfully selling to schools.

Firstly, it’s important to understand that schools have a unique buying process. Unlike other businesses, schools often have to follow strict purchasing procedures that involve multiple stakeholders. This means that even if a teacher, leader or member of the business team is interested in your product, they may not be able to make a decision on their own. In some cases, they may need to get approval from their head/principal, trust or governors.

Secondly, schools have limited budgets. With so many demands on their resources, schools need to prioritize where they allocate their funds. This means that even if your product is valuable and has the potential to improve student outcomes, schools may not have the budget to invest in it. This is where it becomes crucial to demonstrate the ROI of your product, and how it can help schools achieve their goals.

Thirdly, selling to schools requires building relationships. Schools are often hesitant to work with suppliers that they don’t know or trust. This means that building relationships with key decision-makers is essential to successfully sell to schools. This involves more than just attending conferences and networking events, you need to provide valuable content and resources, build community, and stay in touch with potential customers over time.

Finally, it’s important to understand the needs of schools and tailor your messaging accordingly. For example, schools are often looking for solutions that can help them meet their unique challenges, such as improving student engagement or reducing teacher workload. By understanding these needs, you can tailor your messaging and demonstrate how your product can help schools achieve their goals.

So, while having a great product is important, it’s not enough when selling to schools. To be successful, you need to understand the unique buying process, demonstrate the ROI of your product, build relationships, and tailor your messaging to the needs of schools. Do this well to increase your chances of success.