Selling to the education sector can be challenging, rewarding, and impactful. However, it also comes with its own set of unique objections that you need to overcome as a sales coach or a salesperson. In this article, we will explore some of the most common objections when selling to the education sector, and how you can address them effectively.
One of the most common objections when selling to the education sector is the lack of budget or funding. Many schools, colleges, and universities operate on tight budgets and have to prioritize their spending. Therefore, you need to demonstrate the value and the return on investment of your solution, and how it can help them achieve their goals and solve their problems. You also need to be flexible and creative with your pricing and payment options, and offer discounts, grants, or free trials if possible.
I've found that when selling to the education sector, some common objections often revolve around budget constraints, lengthy decision-making processes, and concerns about the implementation of new technologies. Education professionals typically have limited budgets and need to justify any expenses, which can make them cautious about making purchasing decisions. Additionally, the education sector can have bureaucratic processes that slow down decision-making. Lastly, there can be resistance to change, especially when it comes to integrating new tools or technologies into existing systems. Addressing these objections often requires clear communication, demonstrating the value of your offering, and providing support for a smooth transition.
Budgets definitely tight in schools but too often saw enthusiasm to commit a good amount for a training day delivered by someone recommended by ‘a trusted circle’?!
When selling to the education sector, you'll frequently encounter objections related to tight budgets, resistance to change, and concerns about data privacy and integration with existing systems. To navigate these challenges successfully, emphasize the long-term benefits, offer comprehensive training and support, and provide evidence of your product's positive impact. Addressing these objections with clear solutions and a focus on the sector's unique needs can turn them into opportunities for success, making your sales efforts in the education sector both rewarding and impactful.
Prepare for your meetings by researching if there is any government funding available to support the area that you are serving. If you can show up with some solutions to address that budget concern, you have the opportunity to be the hero of the day. For example, in the K12 space there are ESSER Covid relief funds that can be used for expenses related to COVID-19 prevention and/or activities that support students’ social-emotional well-being and academics.
There is a very high level of tuition dependency at many colleges/universities. If there is a product or service that can help enroll, retain and graduate more students, that is something I want to learn more about. I concur also with others who have noted limited personnel who are available to support those products and services.
Another common objection when selling to the education sector is the complexity and length of the decision-making process. Unlike other industries, the education sector often involves multiple stakeholders, such as administrators, teachers, students, parents, and boards, who have different needs, opinions, and influences. Therefore, you need to identify and engage with all the relevant decision-makers and influencers, and understand their roles, motivations, and pain points. You also need to provide them with relevant and compelling information, testimonials, and case studies, and follow up with them regularly until they reach a consensus.
In my experience, it is beneficial if the sales team knows the institutional priorities. Many universities post their strategic plans online - that is a great resource to consult to see if the product and service aligns with the vision and mission of the school.
In my experience, navigating the education sector's decision-making process can be challenging. To succeed, focus on building relationships with all stakeholders. Understand their needs, provide compelling information, and maintain consistent follow-ups. Patience and persistence are key. Remember, every interaction matters in building trust and consensus.
Investing time in identifying all potential stakeholders for your product or service is a prudent step. Remember to consider those not immediately present, such as IT Managers and Data Protection Officers. Compile a list of answers to frequently asked questions, providing it to customers post-presentation for reference. Given that email is the primary mode of internal communication in schools, expecting your prospective client to individually email each decision-maker can impede the sales process. While gathering stakeholders in an online meeting might seem like a solution, the reality of overbooked schedules and unforeseen commitments often undermines this approach. 'Empathy' is my top tip for success.
A third common objection when selling to the education sector is the compliance and regulations that govern the industry. The education sector has to adhere to various standards, policies, and laws, such as accreditation, curriculum, privacy, security, and accessibility. Therefore, you need to show that your solution is compliant and compatible with the regulations and requirements of the education sector, and that it can help them meet or exceed their expectations. You also need to provide them with clear and detailed documentation, certification, and support, and address any concerns or questions they may have.
Compatibility Issues: Educators may raise concerns about your solution's compatibility with their existing systems or infrastructure. Address this objection by clearly explaining the compatibility of your product with common platforms or technologies used in the education sector. Provide technical documentation, and integration guides, or offer personalized support to ensure a smooth integration process. If necessary, consider developing partnerships or integrations with popular education technology platforms to enhance compatibility.
Providing comprehensive documentation, certifications, and robust support further solidify Cepsa's commitment to meeting educational expectations. By proactively addressing concerns and showcasing alignment with sector-specific regulations, Cepsa positions itself as a reliable partner for educational institutions seeking energy solutions.
A fourth common objection when selling to the education sector is the resistance to change that some educators or institutions may have. The education sector is often seen as traditional, conservative, and slow to adopt new technologies or methods. Therefore, you need to overcome the fear of change and the status quo bias that some decision-makers or users may have, and show them how your solution can improve their outcomes, efficiency, and satisfaction. You also need to provide them with adequate training, guidance, and feedback, and help them overcome any technical or operational challenges.
Reluctance to change often signals a lack of know-how rather than resistance. Adding more tools to an already strained budget without utilisation isn't the answer. UK schools expect setup fees with new software, not as an extra 'tax', but for essential professional services that ensure a smooth start. Schools need quick, focused training to integrate platforms into their daily routine, not lengthy manuals or courses. Once underway, ongoing support from account managers is crucial to help them recognise and build on their progress.
If your product might give them a competitive edge (the education sector also competes with each other, how many students enroll, how many graduate, how many get jobs corresponding to the education after graduating, reputation etc.) be sure to underline it and paint a clear picture what the future might look like with the solution and without it.
A fifth common objection when selling to the education sector is the competition and differentiation that you may face from other providers or solutions. The education sector is a crowded and competitive market, with many options and alternatives available for the customers. Therefore, you need to stand out from the crowd and highlight your unique value proposition and competitive advantage. You also need to conduct a thorough market research and analysis, and understand your target audience, their needs, their preferences, and their buying criteria.
From the college side of the desk, I can tell you that almost two decades of listening to sales pitches led me to conclude there were two types of organizations - the ones just trying to make a sale and the ones who actually understood my challenges and had a product designed to meet them, not something just modified for the education industry. Guess who got my business? The ones who knew what they were talking about, what I was experiencing, and who had a solution that met my needs. It's that simple. If you haven't spent time in higher education you better study up hard and really know your stuff - you will earn trust more quickly and likely earn more sales.
As I have conversed over the past two decades with educators and education decision-makers, there is often a "replacement mentality" that is exercised when practitioners are looking for a 'new' solution. The confirmation bias - that a 'new' solution must look similar to the previous solution - can oftentimes be a barrier to actually arriving at an actual solution to the pains or obstacles they face. Helping the stakeholder to realize "if you always do, what you've always done, then you'll always get, what you've always gotten" is difficult - especially in an industry, like education, that is steeped in traditional methodologies. Real data, outcomes and results are necessary to show the buyer that your product is distinct - and better.
Tim is right. If my team of Consultants do not dig deep into the goals and ambitions of the student, we are not doing our jobs. Objections are mostly built out of fear of the unknown. Fear = False Evidence Appearing Real. If we can assure the student that our goal is to help them meet their goals, everything else will fall into place and they will forget about our competitors. Simple as that.
In my experience, it’s also so hard for outstanding marketing professionals to be accepted as the experts by secondary education leaders! I never saw any designers et al trying to do the leaders’ jobs tho’!!!
Lack of Time: Educators are often overwhelmed with their workload and may feel they don't have time to implement or learn a new product. Address this objection by demonstrating how your solution saves time or streamlines existing processes. Provide training and support resources to make implementation and onboarding as smooth as possible. Emphasize the long-term time-saving benefits and the potential positive impact on student outcomes. Take the time to understand the educators' concerns and tailor your responses accordingly. By addressing objections directly, highlighting the benefits, and providing personalized support, you can increase your chances of successfully selling in the educator sector.
There's a lack of understanding of areas outside of core teaching, especially in schools. I work in the area of marketing and communications and school leaders have very little experience buying support and training here. They're also very busy and have many other demands on their time. That means they might not see the value of investment, try to do things very quickly or look for short term fixes such as a 'rebranding'. It's also very difficult to communicate with them so content marketing and building a strong reputation is vital.