Make sure you have the right business model to attract the right customers.

Our third session of the LaunchPad Bootcamp program provided an overview of various sales models, highlighting benefits and best use examples – direct v indirect, B2B v B2C v B2B2C, lighthouse approach. It also covered typical purchasing models used in education and legal frameworks for creating sales contracts.

Key takeaways

Understand your customer and product market fit. The first step is to understand your clients and how to sell. Start off by identifying a target market and recognising how your product can help them. Creating value can be stemmed from an understanding of your market and product. It is important to build out your service model to create value for them.

Some things to note:

• Your sales process will evolve over time.
• Additional services that build more value. It is a journey of discovery.
• Respond to changes in the sector and adapt your process.
• Make sure to keep checking and updating what the customer needs.

What is unique about a sales approach in the education sector? 

A traditional sales approach will not be effective in education. In the Australian EdTech sector, you must build trust and awareness with the client. Whether this is a teacher, learner or institution, it is important to establish a relationship.

There are many unique characteristics of a strong value proposition in the education sector. The education sector has an especially long customer lifetime value. Take your time to think about your unique situation by understanding the customer to inform your sales approach.

Especially in the Australian EdTech ecosystem, often you will encounter long purchasing cycles and buying conversations for years, especially with larger partners.

Finding the right sales model.

Focus on a product market fit to create value, rather than a traditional sales tactic. Customers need to believe in and support a value proposition.

Consider some specific sales models; B2B or B2C or B2B2C or lighthouse. Each model has its own unique strengths.

Flexibility is also important in your sales model to include all potential customers. Recognise when your model requires adjustment within the sector.

Negotiating and networking for sales in education.

Sales conversations change with different clients. Larger organisations have slower decision making processes. This better suits the establishment of a long-term relationship. Networking and sales with these larger partners is key to growth because of their economies of scale.

First impressions are important. Especially in the tight-knit education space, creating strong and engaging connections with your peers is imperative. Also, make sure to maintain a balance of being informative to your prospective sales without becoming a pest

Important considerations of a sales contract.

Privacy and protection are especially important in the education sector. K-12 has permanent issues around privacy and student protection. Confidentiality thresholds are a key consideration, users value privacy and protection of their data. 

In the Tertiary sector, working within the bureaucracy of a HE legal team can be a tedious process. Consider how rigid you want your sales contract to be and how that will impact your attractiveness in the market. 

Don’t prevent your business from thriving because of strict contracts. Consider manual renewal vs automated renewal of contracts, and negotiating discounts into longer contracts with your bigger partners.

Speakers

Cleo Westhorpe
Co-Founder | The Inclusive School

Cleo is an accomplished and highly regarded secondary school teacher, inclusive education leader, geographer and mentor in the world of education. Equal parts educator and entrepreneur, Cleo loves working with students, teachers and principals to foster inclusive classrooms and schools where all voices are heard, amplified and embraced.

Cleo is one of the co-founders of Pivot Professional Learning, providing best practice data, reporting and professional learning solutions that harness the power of student, teacher and principal feedback to drive actionable insights. Pivot’s platform supports ongoing professional learning for educators and provides an avenue for all students to co-design effective learning environments. Pivot is proudly female-founded and led.

Cleo is also co-founder of The Inclusive School, a consultancy co-designing schools and systems where all learners feel included, diversity in learning is celebrated, and families and educators are equipped with the inspiration and resources to support students achieve success and satisfaction in their learning.

Claudia Reiners
Head of Strategy | Candlefox

As Head of Strategy at Candlefox, Claudia helps formulate, facilitate and communicate Candlefox’s strategic initiatives and future goals. Working with the Executive Leadership Team, Claudia helps facilitate alignment across the business in terms of strategic direction and monitors key developments in the education & edutech sectors to drive future growth.

Craig Simon
Founder | ZOMO Consulting

Craig Simon founded ZOMO Consulting to provide services to EdTech start-ups, scale ups, and established businesses.Craig has had extensive experience working with the K-12 sector. He has worked recently with a number of K-12 EdTech start-ups as well as established EdTech companies in sales, marketing, product development, and financial functions. Beginning as a teacher, he has remained in the education sector for over 30 years, primarily focusing on the application of technology in learning.