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,
- 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?