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K-12 – Understand the Market for Teleprospecting Success

Continuing my series on the Education Industry, there are clear differences between the Higher Education and K-12 markets. These differences should be used to tailor your teleprospecting lead generation approach. The following points will help you to penetrate the K-12 market by connecting both literally & figuratively with decision makers:

  • Public Schools / K-12 tend to be very risk adverse. Reducing risk can be even more important than price. Because of this, showcasing offers that minimize risk are particularly important,
    • Guarantees
    • Try & Buy
    • Extended Warranties
  • Relationships are equally important in the K-12 market, as in the Higher Ed market. Face-to-face appointment setting promotes relationship building.
  • Industry surveys have shown that the K-12 decision-makers prefer phone contact over email and mail, supporting the importance of using teleprospecting within this market.

Once you’ve connected, here are some key questions for decision-makers:

  • What grants have you applied for that may accelerate some of your IT priorities?
  • What IT decisions are you making that need to deliver payback within your fiscal year budget?
  • Are you centralized or decentralized? Who else is involved in purchasing decisions? Do you have your own budget?