For companies developing products for the education industry, the greatest challenges have been distribution and finding the right person to market your product. To build a strong distribution system, you need to understand the definition of important K-12 channel partners:
- Independent K-12 Sales Reps – Are representatives who sell to a particular geographic region and market only one or two products. They are responsible for building customer relationships and securing customers and retaining them.
- Education Resellers – They represent businesses with a wider geographic region and have multiple sales representatives. Typically, they buy products from publishers and resell it to schools and education institutions.
Marketing to schools has evolved over the years:
- Superintendents remained in their districts for years and were not required to justify their decisions.
- With key people in the district changing jobs frequently, relationships that would earlier develop over the years now have a life span of months.
- Resellers’ relationships with top executive were enough to influence decisions. Today, buying decisions need to accounted and defended.
- The process of decision making has evolved from traditional, relationship-based systems to a more formal and organized approach.
Without knowing how to sell to schools
It will be difficult to market your product
Moreover, getting in touch with key people is essential
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