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.