Is your sales strategy stuck in 2016?

If you’re still selling your edtech product the way you did five or ten years ago, chances are you’re already feeling it:

• Longer sales cycles.
• Tougher questions.
• More schools going quiet after showing early interest.

That’s because the way schools evaluate and buy technology has changed. Dramatically.

What worked in 2016 won’t work in 2026. And if your strategy hasn’t kept up, you’re not just behind the curve you’re losing opportunities.

Here’s what’s changed, why it matters, and what your team can do about it.

What’s changed in the school buying process?

1. Features no longer sell, outcomes do. School leaders aren’t impressed by long lists of features. They want to know:

• Who’s using it?
• What difference did it make?
• How do you know?

Real-world proof, backed up with examples and data, speaks louder than anything else. Case studies and testimonials matter more than technical specs.

2. Trust beats polish. Schools are under pressure. They want suppliers who understand their challenges, not those who turn up with shiny decks and corporate buzzwords.

A relationship-driven approach wins here: be transparent, speak plainly, and show up consistently.

3. Buying is now a team sport. Gone are the days when you only needed to win over the headteacher. Today, you’ll be evaluated by:

• Business managers
• Deputies
• IT leads
• Safeguarding teams
• SEND coordinators
• Teaching staff

. . . and many, many more! If your messaging only speaks to one stakeholder, you’re leaving the others behind and putting your deal at risk.

4. Budgets are tighter, so justification is everything. The phrase isn’t “we can’t afford it.” It’s: “Why does this matter more than the ten other priorities we’re juggling?”

Schools need to understand your value clearly and quickly. Vague benefits don’t work. Clear ROI does.

5. Support is part of the product. Schools aren’t just buying software. They’re buying the setup, training and relationship.

They want to know:

• Will this be easy to roll out?
• Who will help if something goes wrong?
• Will we be left on our own once we’ve paid?

Support can make or break a decision. It’s that simple.

So what are the best-performing edtech companies doing differently?

The companies still growing in this market have adapted in three key ways:

1. They involve more than just sales. Sales doesn’t carry the message alone. Marketing crafts stories schools actually relate to. Product ensures what’s sold reflects what’s delivered. Support feeds in what users need most.

They work together on the narrative.

2. They connect emotionally as well as technically. They don’t just say “we save you time.” They show a SENCO who got five hours a week back. They don’t just say “we improve outcomes.” They show how a trust used their tool to target interventions.

3. They sell clarity, not complexity. No one wants a new burden. Clear, jargon-free explanations with real-life relevance build confidence. They make schools feel:

• “This will work here.”
• “I know what to expect.”
• “This is low-risk.”

What does this mean for your strategy?

Here are five things to review right now:

1. Is your messaging based on features or outcomes?
2. Does it reflect the perspectives of all key stakeholders?
3. Are your case studies specific and recent?
4. Is your sales/support handover seamless?
5. Are you helping buyers justify their decision internally?

If not, now’s the time to fix it. The sector’s moved on. School buyers have, too.

Final thought

Edtech isn’t a product pitch anymore, it’s a partnership pitch.

If your strategy hasn’t changed since 2016, that’s probably why you’re seeing slower cycles and fewer deals.

Adapt, align, rethink what schools actually need from you now, and make sure your whole team is part of that process.