How to Successfully Sell to Schools: A Complete Guide to Education Procurement
Navigating the Education Procurement Process: Key Insights for Suppliers
The education procurement landscape has evolved significantly in recent years. Schools now operate much like businesses, presenting exciting opportunities for suppliers to enter this growing sector. However, selling to schools is vastly different from traditional B2B or B2C transactions. A deep understanding of procurement processes, key decision-makers, and effective marketing strategies is essential for success in this unique market.
How Schools Procure Goods and Services
When it comes to procuring goods and services, the decision-making process in schools can vary based on the type of school. Understanding how funding is allocated and who has the authority to make purchasing decisions is critical for any supplier looking to engage with educational institutions.
Funding and Decision-Making in Schools
Maintained Schools: These schools receive funding from local authorities, yet spending decisions are made directly by the schools themselves.
Academies: Unlike maintained schools, academies are directly funded by the central government. Academy trusts, which govern these schools, have greater autonomy over purchasing decisions. As of January 2024, 42.7% of primary schools and 81.9% of secondary schools in England are academies.
Academy Trusts: Governed by the Academy Trust Handbook, these trusts must adhere to a competitive procurement process to ensure transparency and fairness in their purchasing decisions.
The Role of Procurement Frameworks in Education
Schools have the option to source goods and services from external suppliers, but they are strongly encouraged to use government-approved supplier frameworks. These frameworks streamline procurement, reducing red tape, saving time, and ensuring value for money.
What is an Education Supplier Framework?
An education supplier framework is a list of suppliers that have passed a rigorous procurement process approved by the Department for Education (DfE). Schools often turn to these frameworks to simplify their purchasing decisions.
The Schools Commercial Team (SCT) is responsible for overseeing and updating these frameworks. They are typically advertised on procurement portals like Find a Tender and Contracts Finder. To be added to these frameworks, suppliers must complete a formal tendering process.
Key Decision-Makers in Schools
Knowing who makes the purchasing decisions in schools is crucial for suppliers. Each school type has different decision-making structures.
Primary Schools: Headteachers typically have the final say in purchasing decisions.
Secondary Schools: The decision-making process here is more complex, with school business managers, department heads, and curriculum leads all playing a role.
Academy Trusts: Decisions in these institutions are made by an executive team, often with a dedicated procurement officer overseeing the process.
Effective Marketing Strategies for Selling to Schools
To succeed in the education sector, suppliers need to craft tailored marketing strategies that resonate with the right audience. Here are key strategies to ensure your efforts are successful:
Demonstrate Value
Education budgets are often tight, so it’s essential that your messaging clearly demonstrates cost-effectiveness and the value your product or service brings to schools. Focus on how your solution can solve specific challenges faced by educational institutions.
Target the Right Decision-Makers
Effective marketing requires targeting the correct decision-makers. Engage with headteachers, school business managers, and procurement officers in academy trusts. Don’t overlook private schools, as they tend to have more financial flexibility and can be an attractive market segment.
Timing Matters
Timing is crucial when marketing to schools. Avoid sending marketing materials during school holidays, as teachers and staff may not be around to engage with them. Teachers are busiest during school hours, so aim to send emails after 3:30 p.m., when they are more likely to be seen. Many purchasing decisions take place during the summer term, so plan your outreach accordingly.
Leverage Social Proof
Collect positive reviews from existing customers and showcase them on your website, Google, and platforms like Trustpilot. Social proof can be a powerful tool in influencing purchasing decisions. Participating in education supplier directories can also help build trust and visibility.
Stay Informed About Education Trends
Keep up-to-date with the latest trends in the education sector by following industry sources like Tes, Schools Week, and Education Technology. Additionally, monitor relevant social media hashtags such as #ukedchat, #sltchat, and #uksbmchat to stay engaged with the community.
Attend Education Sector Trade Shows
Education conferences and trade shows such as the Schools and Academies Show, provide invaluable opportunities for suppliers to engage directly with key decision-makers in the education sector. These events bring together school leaders, business managers, procurement officers, and other stakeholders from a wide range of educational institutions. By attending, suppliers can showcase their products and services in person, which not only helps to build trust but also fosters meaningful relationships with potential clients.
The Schools and Academies Show is one of the largest events of its kind, offering a platform for suppliers to demonstrate their solutions to thousands of educational professionals. This event focuses on the latest innovations, best practices, and government policies within the education sector. For suppliers, it’s an ideal environment to make a lasting impression, engage in face-to-face discussions, and establish their brand as a trusted partner for schools and academies.
Attending these events also provides insights into the latest trends and challenges faced by educational institutions, allowing suppliers to tailor their solutions to better meet the needs of the market. Additionally, it’s a chance to network with other industry experts and build relationships that can lead to valuable business opportunities. Ultimately, participating in education conferences and trade shows like the Schools and Academies Show significantly enhances a supplier's visibility, credibility, and presence within the competitive education procurement landscape.
Conclusion
Selling to schools requires a strategic approach that aligns with the unique procurement processes and decision-making structures in the education sector. By understanding the role of procurement frameworks, targeting the right decision-makers, and employing effective marketing strategies, suppliers can successfully navigate the competitive education procurement landscape and secure business within this vital sector.