How to Sort the Purchasers, Users, and Influencers in K-12

12/10/2021
The K12 Marketplace
How to Sort the Purchasers, Users, and Influencers in K-12

How to Sort the Purchasers, Users, and Influencers in K-12

How is it possible to market products or services to a K-12 school district when almost anyone is potential purchaser?

Is it even worth taking the time to sort the purchasers, users, and influencers with a school email list you’ve curated?

When looking at the K-12 educational system today, it is important to see how the people in those three roles impact the transaction. [[1]]

Who Are the Decision-Makers at a School?

When you want to contact the decision-makers at a specific school, you’d want to speak with the person at the top of the hierarchy. That’s why it’s an effective marketing strategy to curate a principal email list for each location. [[2]]

If you want to talk to the entire school district, a superintendent email list is a better option to curate. [[3]]

Principals are often authorized to spend with a set limit each month or quarter. Although the amount is different for everyone, this administrative position has some authority in virtually every district to manage the school’s budget.

Teachers are also purchasers, but they are often required to pay from their own accounts to acquire things.

Who Are the Influencers at a School?

The influencers in the K-12 environment fall into three different categories: teachers, administrative support, and parents.

Teachers tell their principals or superintendents about what they need. These conversations often involve specific product or service recommendations.

Administrative support personnel, such as a coordinator or a director, would research the different options identified as helpful to discover the one with the most value for the school.

Principals can also become influencers if enough of them make the same purchase. Their activities involve the school district, creating a new sales opportunity to explore.

Parents influence the purchasing decisions by expecting accountability for the money spent on their kids. These conversations might happen at board meetings, by email, or through contact with their child’s teacher. [[4]]

That’s why it is sometimes more effective to reach out with a school email list based on the parents or teachers first. It's often easier to secure a purchase order when you can win them over to what you offer.

Who Are the Users in the K-12 Environment?

In most situations, the users within the K-12 environment are the students and teachers. If you work with middle or high schools, there could be coaches, athletic directors, referees, and clubs included in this group. [[5]]

When your product targets the high-level administrators, your primary users might be superintendents, principals, and vice-principals.

The focus must be on the value your products or services provide. Once you can demonstrate this trait, you’ll have the attention of the people who can spread a good word and generate more contracts or sales.

It isn’t easy to find the right people at a school when you get lead information through an effective K-12 email list. By recognizing who the purchasers, influencers, and users are in that conversation, it’s much easier to tailor your message to their needs.

K12 Data is the Simple Choice to create effective education email lists:  https://k12-data.com/



[[1]] https://medium.com/@ForwardAdvisors/who-makes-buy-decisions-in-school-districts-and-how-are-these-decisions-made-570a8a8d03b

[[2]] https://www.wallacefoundation.org/knowledge-center/pages/key-responsibilities-the-school-principal-as-leader.aspx

[[3]] http://stand.org/washington/blog/2012/04/19/what-does-school-superintendent-do

[[4]] https://www.responsiveclassroom.org/what-research-says-about-parent-involvement/

[[5]] https://www.freedomforuminstitute.org/about/faq/can-public-school-facilities-be-used-by-outside-community-groups-during-nonschool-hours/

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