Essay · 8 min read

Selling to Schools Is B(to)S

Earnest Sweat · Medium Free Intermediate

A concrete, worked example of exactly the fix in your short answer: the person who feels the pain (student, teacher) is often not who controls the budget (the school, the district). Useful as a template even outside edtech, anywhere an institution sits between the person in pain and the money.

• The end user and the actual buyer can be entirely different people with different criteria.
• Selling 'through' an institution means designing two pitches: one for the user, one for the budget holder.
• Assuming the user's enthusiasm equals a sale ignores who actually signs the check.