4 Ways EdTech Vendors Can Build Deeper Connections with Their Clients and Play the Long Game ( So You Don't Have to Hire Me)

There’s an old adage that says, "A sale is made in a moment, but a relationship takes time." When it comes to working with school districts, many EdTech vendors get caught up in the rush of closing deals, securing contracts, and moving on to the next opportunity. But what if I told you that the real growth lies in building lasting, meaningful relationships that go far beyond the deal? Here are four ways EdTech vendors can connect deeper with their clients, creating partnerships that span decades, not just fiscal years.

1. Get Involved in the School Community

The most impactful EdTech vendors don’t just sell products—they become active participants in the communities they serve. It's not enough to attend a few conferences or hold a meeting now and then. True engagement means showing up in ways that matter to the schools. Volunteer your time, make donations to school fundraisers, and help with identifying and applying for grants. Schools often have limited resources, and your involvement can speak volumes. This not only helps with strengthening your reputation but also builds trust, showing that you care about the community and are invested in its long-term success.

2. Ask the Right Questions

It’s easy to fall into the trap of providing solutions based on your product or service offering. But here’s the truth: if you want to build a true partnership, you need to understand the challenges your clients face. That requires asking the right probing questions—not the standard "What are you looking for?" but deeper, more insightful questions that help you understand their goals, their obstacles, and their vision for the future. The more you know about their needs, the better you can position your product as a true solution rather than just a transactional tool. This is where building friendships comes into play. By genuinely caring about their success, you’re able to anticipate needs and provide tailored, long-term support.

3. Play the Long Game

One-time sales are nice, but lasting partnerships are invaluable. In an industry where educational needs are constantly evolving, building a relationship that extends 15 or even 20 years can be the ultimate goal. The key to playing the long game is focusing on building trust and delivering value consistently, even when there’s no immediate reward. Offer continuous support, provide ongoing training, and be there when things go wrong. People remember the vendor who shows up not just when the contract is signed, but when the dust settles and things need fixing. By being present through thick and thin, you position yourself as a trusted advisor and partner—someone who is invested in their success long-term, not just in their next purchase.

4. Build True Friendships

In business, it’s easy to treat interactions as transactions, but the best relationships are built on mutual respect and genuine connection. The best EdTech vendors are those who take the time to understand the people behind the districts and schools they work with. These are the vendors who check in, not just about the next project or product, but to genuinely ask how things are going. They remember birthdays, celebrate wins, and offer support in tough times. Building friendships with clients—not just professional relationships—creates bonds that last and creates a network of advocates for your business. It’s not always about the bottom line. Sometimes it’s about being human.

Hayley Spira-Bauer Rita Ferrandino Brett Roer Sara White Hall Ash Kaluarachchi Emily Cook Emily Green RTM Business Group Tiffany Law Elizabeth Hickey Orme Fil Santiago James O'Boyle Gary Vaynerchuk Eric Savitsky Vince LaForgia Kathy Scott Dana Grau Megan Lokuta Christiana Orlove ??Dora Palfi