More Tips for K-12 Selling
The internet is full of tips for k-12 marketing that will help companies develop the perfect marketing strategy. However, there are quite a few things that companies often need to avoid as well.
While automated email messages sent in mass quantities can get your message to hundreds of people at the same time, this approach can send the wrong message as well. It sends a message that the company does not care about educators. It tells the recipient that they are one of the hundreds of people receiving this message when the sender does not even use their name. Certain parts of emails can be copied and pasted, or promotional emails can be sent the mass email way, but don’t forget to get a little personal too. These emails are well received by educators.
Another couple of important points related to email. All of our lists at K12 Data are delivered presorted by Last Name. This ensures that if you are sending a large quantity of emails at the same time the deployment will be spread out more than it would be if it was just sorted by Institution Name or Zip Code. We also include the Prefix, First, and Last Names on our lists so definitely use them.
Rolling into a sales call with your eyes peeled for dollars to make your monthly sales goal might not be the best idea. It’s guaranteed that the administrator you are presenting to has been pitched before you showed up and is used to the motions. Ask questions and get a sense of where the pressure points are. Does the school have a reading problem on their standards-based scores? Do they have a group of students that need a new product to help re-engage them. Schools are known for spending a lot of money on products every year, but this does not mean that they should be seen as prey. Instead, get to know them, come armed with some questions, and then wait to unveil the prescription that helps them do what they do, better. You can trust that you will form lasting business relationships as well as get them to max their allotted budget on your line.
To do this, don’t approach educators with a plethora of graphs and figures to convince them to buy your product. This is a generalized answer that is obviously used for every school, and every school is different. They all have their own unique challenges.
Instead, use the same data but with a different approach. Inform educators that products like yours were effective in a specific situation, and then state why. This gives them a scenario in which they might be able to use your product, and it opens a conversation for why they may, or may not, need it. For example, they might not need that particular product, but they might need another one that you have available for sale.
Another key problem that k-12 marketing companies might have is being so excited about what they have to offer, they don’t listen to educators. Instead, they tend to interrupt, push their product, and not really listen to educators when they speak. This leads to a pointless meeting that results in no sales, and in the educator turning to someone else.
Instead, k-12 marketing needs to focus on listening to educators when they speak. When you listen to them, they will tell you their problems, how they want to solve them and how you can help. Send out a survey and give away prizes drwn from completed entries. Create a "grant" competition and send to all of the schools you are targeting. The winner gets a free product or implementation in which the results could be quantified in a manner that arms you with great testimonials followed by sales.
Selling to educators involves more than just having a cool product or the latest technology. Instead, k-12 marketing plans also need to focus on truly getting to know the customer, proper listening skills, and ensuring that clients feel like the company knows them as people, not just another dollar sign.