In an industry where everyone seems to be shouting louder and longer, perhaps it’s time we talked about talking less. After 20+ years of selling and crafting messages for the education sector, I’ve noticed a concerning trend: we’re drowning our potential customers in words, features, and promises – yet wondering why our conversion rates aren’t improving.

The paradox of over-communication in education sales

We might not like it, but while we’re busy crafting elaborate sales presentations and multi-page proposals, our education sector decision-makers are probably checking their emails about an urgent safeguarding matter or reviewing their stretched budgets. The very people we’re trying to reach are being pulled in countless directions, yet we continue to demand more of their attention rather than less.

Research from the National Association of Head Teachers suggests that 84% of school leaders report workload as a serious concern. We’re not just competing for budget – we’re competing for cognitive bandwidth!

What many edtech companies might not also realise is that verbose sales approaches will actually signal several unintended messages:

• A lack of confidence in your core value proposition
• Insufficient understanding of the education sector’s time constraints
• An inability to prioritise what truly matters to schools

When a school leader asks about your solution, they’re not settling in for a lengthy presentation – they’re making a quick assessment of whether you can solve their problem. Your job is to understand that and give them what they need. So instead of expanding your pitch, try this proven framework:

The Three-Strike Framework for Impactful Communication

1. The Problem Strike (10 seconds) Articulate the specific challenge you’re addressing. For example: “We help schools reduce assessment workload by 40%.”
2. The Impact Strike (20 seconds) Quantify the benefit in terms that matter to schools: “This gives teachers back 2 hours per week to focus on personalised student support.”
3. The Proof Strike (30 seconds) Offer immediate credibility: “15 Multi-Academy Trusts implemented this last term, with 94% reporting improved teacher satisfaction.”

Here’s what most sales training misses about brevity in education sales, but there are some excellent benefits to keeping your sales message short and to-the-point:

1. Decision Amplification: When you present fewer points, each point carries more weight. Three compelling benefits will always outperform ten mediocre ones.
2. The Confidence Factor: Brief communication often correlates with higher trust levels. School leaders interpret conciseness as a sign of expertise and understanding.
3. The Follow-up Advantage: Shorter initial communications create more natural openings for meaningful follow-up conversations.

Beyond the Feature List: A New Approach to edtech Sales That School Leaders Actually Want

So, if you want to genuinely revolutionise your sales approach, here are three, easy practical implementation steps:

1. Audit your current sales materials:

• Time how long it takes to deliver your pitch
• Count how many features you’re presenting
• Identify your three strongest proof points

2. Create a “one-breath pitch”: If you can’t deliver your core value proposition in one breath, it’s too long.

3. Test and measure:

• Track engagement levels with different message lengths
• Monitor response rates to brief versus detailed communications
• Gather feedback from education professionals about your communication style

As the edtech sector becomes increasingly crowded, the ability to communicate with precision will become a key differentiator. The companies that will thrive are those that respect their customers’ time enough to get to the point quickly.

Remember: Your potential customers aren’t looking for a company that can talk the most about their solution – they’re looking for a company that understands their challenges and can solve them efficiently.

Right now, attention is perhaps our scarcest resource, so the ability to communicate with impact and brevity isn’t just a nice-to-have – it’s a competitive advantage. The next time you’re tempted to add “just one more thing” to your pitch, ask yourself: Will this additional information help secure the sale, or am I just adding to the noise?

The most powerful sales conversations in education aren’t the longest – they’re the ones that respect the listener enough to stick to what matters most.