Why Schools Don't Want To Talk To You (Or Hear About Your EdTech Product)

You may be frustrated: you are working a lot with school administrators and teachers.

And what happens?

None. cricket.

What is wrong? You have a great product. You are supposed to solve all sorts of issues that you are sure your school has.

Still, no one is interested in you or your product.

Remember when you are angry about something, miserable, and accidentally meet your neighbor.

He probably said, "How are you?"

And you answered "Good, thank you".

This has all been done before.

School administrators and teachers obviously have big problems, but they don't talk to you about it.

why not?

Because they don't trust you.

In other words, think about it. You are not going to confess to someone you don't know about your problem because you don't know enough about you or your situation.

His advice will not help.

Similarly, teachers don't show you about their burning fever so they don't show you understand what they are experiencing.

In addition, there is a clear motivation.

If they take the time to talk to you about their challenge, you will try to sell something to them.

How do you avoid that objection, especially when dozens of other Edtech companies are trying to attract their attention?

I know the prospect better than me. Understand their problems as if they had the same problem. Make it clearer than they can.

You don't even have to talk about solutions. Please explain their problem in great detail. They can't help but think "Yes! I understand what I am experiencing!"

Then—and only then—you build enough confidence that they listen to your advice.

If you are not sure where to start, do the following:

Create a buyer persona for each person in your target market [teacher, principal, parent, etc.].

These buyer personas are ideal customers. Please explain in detail:

• Who are these people
• Demographics [age, income level, etc.]
• Attitudes and how they like communication
• What are their goals
• Their biggest challenge
• How can these problems be solved?
• Quotes from real people
• The most common objection when purchasing a product
• Marketing message
• Elevator pitch

If you do this exercise, your customers will know better than you.

Then she talks with you all day.