LinkedIn Connection to Contract: Josh's Proven Six-Step EdSales Method (No Paid Ads/Funnels/Cold Calls)
- Alvin Onyemere
- Apr 2
- 5 min read
Introduction
You’ve added education leaders on LinkedIn.You’ve liked posts. You’ve shared content.Maybe you’ve even sent a few DMs.
But you’re still not booking calls—let alone signing contracts.
That’s what I call the LinkedIn illusion—a place where activity feels like progress, but doesn’t actually move the needle for your business. And it’s where so many education companies get stuck.
The truth? Most education companies trying to sell into institutions don’t have a messaging problem… They have a positioning problem.
In this episode of Breaking the Grade, I break down my Connection to Contract system—a proven framework we’ve used with education founders, marketers, and sales leaders to generate 12–20 qualified calls each month without spending a dime on ads. No gimmicks. Just clarity, consistency, and credibility.
And if you’re wondering if this works for you…If you’re an education company trying to earn the attention of decision-makers in schools, districts, or universities—this is exactly where you should start.
The LinkedIn Illusion: Why Activity Isn’t the Same as Progress
You’ve connected with the right people.You’ve liked posts.You’ve even dropped thoughtful comments on threads from decision-makers in K–12 or higher ed.
But your inbox? Quiet.Your calendar? Still waiting for booked calls.
That’s the LinkedIn illusion—and it’s costing education businesses real opportunities.
See, most education companies equate activity with progress. But showing up without strategy is like attending a conference without a booth, pitch, or follow-up plan. You’re present, but you’re invisible.
In education sales, LinkedIn only works if you work it the right way—with structure, consistency, and messaging that aligns with how buyers actually think.
And that’s where the real shift happens: from being just another connection… to becoming the trusted voice they turn to when they’re ready to buy.
The Harsh Truth: LinkedIn Isn’t a Sales Platform—It’s a Trust Platform
If you're logging into LinkedIn thinking, “How do I get this person to book a call?”—you’ve already missed the point.
Education buyers don’t respond to salesy pitches or flashy lead magnets. They respond to people they trust.
And trust isn’t built with clever DMs. It’s built by showing up consistently, speaking their language, and proving—over time—that you understand their world better than anyone else pitching to them.
That’s the difference between connections and contracts.
When you approach LinkedIn as a trust platform, your messaging stops sounding like a pitch—and starts sounding like partnership. That’s where the conversion lives.
The 6 C’s Framework: How to Turn Conversations into Contracts
Here’s the part most education companies skip:
They connect.They post.They hope.
But they don’t follow a system.
Over the last few years, I’ve worked with education businesses of all sizes—from scrappy startups to established players—and the ones that win on LinkedIn all have one thing in common:
They run a repeatable system that turns credibility into contracts.
I call it the 6 C’s Framework, and it’s built specifically for education founders, sales leaders, and marketers.
Here’s a sneak peek:
Clarity: on your ideal client and how you solve their most urgent problem.
Content: that speaks directly to that problem—without sounding like everyone else.
Credibility: built through social proof, case studies, and authority plays.
Consistency: because trust compounds when you show up regularly.
Conversation: listening more than you speak—and making space for real dialogue.
Conversion: how you earn the call and what to do once you’ve got it.
These C’s aren’t tactics. They’re the foundation of a sales process that fits how education buyers actually make decisions.
Want to know how each C works—and how to fix the ones you’re missing?I unpacked the full framework in this week’s episode.
Are You Posting or Positioning? Most Ed Companies Get This Wrong
It’s easy to fall into the trap of thinking that posting on LinkedIn equals progress.
You see others sharing wins, posting carousels, and getting likes—and you assume that’s what you’re supposed to be doing too.
But here’s the kicker: posting is not positioning.
Posting is what you do.Positioning is how you're remembered.
Education buyers aren’t scrolling LinkedIn hoping to find your next flashy post. They’re looking for leaders who understand their pain points, speak their language, and offer real solutions. And that starts with clarity in your positioning—not frequency in your content.
The best-positioned education brands aren’t the loudest. They’re the clearest.
So before you schedule your next “value-packed” post, ask yourself:
Does this speak directly to the decision-maker I want to reach?
Does it reflect the credibility I’ve built?
Does it reinforce the ONE problem I solve better than anyone else?
Because here’s the truth: if your messaging is vague, inconsistent, or overly generic… even the best post won’t convert.
What to Say (And Not Say) in the DMs
This is where most education companies lose the game.
You’ve made the connection. Maybe even exchanged a few comments. Now it’s time to slide into the DMs…
And boom—you drop the ball with a long pitch that screams “vendor.”
Here’s what education buyers don’t want:
A sales script disguised as a “quick intro.”
A calendar link in the first message.
A vague pitch about “exploring synergies.”
What they do want is a human conversation. One that starts with curiosity, not conversion.
A better way to show up in the DMs?
“Hi [First Name], I’ve worked with a few school leaders navigating [insert challenge], and your work at [insert org] stood out to me. If you’re open to it, I’d love to hear more about your priorities this year.”
That’s not just polite—it’s positioning. You’re showing that you understand their world before you ask for anything.
When I message education buyers, I lead with listening. That’s what turns outreach into opportunity.
I walk through the mindset, language, and timing behind high-performing DMs in this week’s episode—and what to avoid if you want to earn trust instead of triggering silence.
Why “Going Viral” is the Wrong Goal for Sales in Education
Look, I get it—everyone wants reach. Everyone wants visibility.
But if you're an education company trying to sell into institutions, going viral is not the goal. In fact, it can be a distraction.
Some of the highest-performing posts I’ve ever written didn’t rack up thousands of likes. But they started conversations with superintendents, CMOs, and decision-makers in education. And those conversations led to contracts.
This is what I tell every founder I work with:
“You don’t need everyone to see you. You just need the right people to notice—and trust—you.”
That’s what we teach inside the EdSales Elevation Experience. We build systems that help you show up consistently, speak directly to pain points, and demonstrate credibility over time.
And here’s the kicker: sometimes, that means your best posts won’t “perform” in the traditional sense. But they’ll convert behind the scenes.
Going viral feels good.Getting booked on 12–20 qualified sales calls a month feels better.
Connection Isn’t the End—It’s the Beginning
Here’s the mistake I see all the time:
An EdTech founder connects with a district leader or higher ed decision-maker on LinkedIn… and that’s where the story ends.
They might like a post. Drop a quick “Thanks for connecting.” And then? Nothing.
No follow-up. No trust-building. No contract.
Connection is not the win. It’s the starting line.
The companies I work with that win on LinkedIn are the ones who understand the slow burn. They know that credibility takes time, and relationships don’t scale without intention.
If you’ve been sitting on a list of “warm” leads that never seem to convert… this is likely your blind spot.
The truth is, getting someone to accept your request is easy. Getting them to see you as a partner? That takes strategy.
And the 6 Cs of Connection to Contract™ give you that blueprint. From clarity and consistency to how you actually follow up in a way that builds momentum—not resistance.
Want to know what happens after the connection—and how to turn it into revenue?
🎧 Listen to the episode now
