How to sell to schools

I was pondering with the team a few days ago, as I often do, about how I might go about selling a product I had if it was something that could be used in the NHS. Quite honestly, I don't have a clue. I wouldn't know how purchasing decisions are made in hospitals, by whom, and what budget they might have to spend. I don't know if I need to be an approved supplier and I don't know what the best way to contact people in the NHS is.

It doesn't really matter, as I have nothing of value to the NHS (perhaps other than my battered runners feet after my passing as some sort of experimental tool).

This thought did, however, serve as a reminder that many organisations would have a similar thought about selling to schools. To me, it seems easy, since it's all I've known for over 25 years. And the good news is that it is quite easy (if you've got something of value to sell).

So, let me walk you through some simple things you need to know.

How do schools make purchasing decisions?

1. Schools are, largely, autonomous. They can make purchasing decisions at individual level and decide what they need to make their school effective. There are caveats to this (some schools are part of Multi Academy Trusts where services are provided as part of the 'deal', others are locked into Local Authority SLA's for things like catering, HR and IT)
2. Within schools, budgets are passed down to department heads and responsibility holders to purchase what they need. By and large, if it comes out of their own budget, they do not need any further approval.
3. Spend over a certain level (this differs from school to school but think ￡10,000 plus) requires Governing Board approval. In many cases, there will be an expectation to seek quotes from 3 suppliers. Schools DO NOT simply choose the cheapest. In fact, during my 10+ years of Governance across 3 different schools, I am yet to see an occasion where we have gone with the cheapest supplier

The biggest challenge in schools is actually not the purchasing process. It is getting your voice heard. Put yourself in the shoes of a teacher for a moment.

8am Arrive at school / grab a coffee / tidy classroom / prepare for day

8.45am Start of school day

Lunchtime Duty / Sick children / Parent phone calls / Eat(?)

3.30pm End of day / Mark work / Plan for next day

5pm Home / Mark homework / grunt at family

Where in the day do teachers and decision makers have time to engage with your comms and marketing campaigns?

Well, that's all in the secret sauce, but let me assure you they do. By understanding your desired outcomes, this will help to determine your marketing strategy. Email campaigns, postal campaigns, social media, SEO and PPC, exhibitions... they all play a crucial role in the education marketing mix.

Contacting the right person, with the right comms, at the right time, is what separates the standout campaigns.

Can we help?

The team here at Buzz Education have years of strategic and creative experience. Contact them, or myself, and pick our brains on anything education related.

"A former teacher, middle leader and Head of Year in Secondary Schools, I left teaching in 2006 to start Buzz Education, an organisation dedicated to helping education suppliers sell great products and services into the education sector. We've supported small start ups, established organisations and some of the world's biggest brands to amplify their voice in the sector. Want to pick my brains? Book a free 30 minute meeting with me at Calendly.