Why Most Education Companies Struggle to Sell into K-12 Schools and Institutions (And an Expert in HigherEd Explains How to Fix It)
- Alvin Onyemere
- Mar 27
- 3 min read
Selling to Schools or Universities? It’s Not What You Think.
A while back, I worked with an EdTech founder who was dead set on breaking into a top-tier university. They had everything lined up:
✅ A solid product.
✅ Connections at the institution.
✅ Even meetings with decision-makers.
They walked into the process thinking, “One good demo and we’re in.”
Months later? Crickets. No signed contract. No momentum. Just a handful of “great meeting you” emails, and a sense of spinning their wheels.
So what happened?
They assumed their product would sell itself.
They didn’t understand the system.They thought value alone would move the needle.They didn’t realize they were pitching without positioning—and that’s a recipe for wasted time.
Whether you’re trying to work with a university like Tecnológico de Monterrey or a K–12 district in the U.S., success isn’t about having the flashiest demo.
It’s about understanding how institutions make decisions—and aligning your message to fit their world.
💡 In education sales, you don’t close deals by pitching harder. You close by aligning smarter.
1️⃣ Institutions Don’t Buy Tech—They Buy Trust
When I sat down with Michael Fung, Executive Director at the Institute for the Future of Education, he hit the nail on the head:
“Institutions aren’t buying features—they’re buying alignment. If you don’t understand their governance or process, you’re just noise.”
Here’s what most EdTech companies miss: They think their problem is product quality—when in reality, it’s messaging clarity.
I’ve worked with dozens of companies who pitched great solutions to the wrong people… or worse, pitched to the right people in a way that didn’t resonate.
That’s when I tell them: “You’re chasing ghosts.” You’re spending months following up with people who either don’t have buying power or don’t see value because your positioning missed the mark.
🎯 Want to stop chasing? Start aligning. That’s when doors open.
2️⃣ “But I Sell to K–12…” This Still Applies to You
Yes, Michael comes from higher ed—but if you’re selling to school districts, these lessons are just as relevant.
Districts, superintendents, procurement teams—just like universities—operate with layers of approvals, slow-moving budgets, and a risk-averse mindset.
The #1 mistake I see? Companies pitching solutions before understanding how those institutions work.
You wouldn’t pitch a reading tool to a math teacher. So why are you pitching a district-wide tech platform without knowing who owns the problem?
If you can’t answer:
❓ “Who’s the decision-maker?”
❓ “What’s their process?”
❓ “How do I fit into their ecosystem?”
You’re not ready to sell.
3️⃣ Business Cards ≠ Contracts (Let’s Be Honest)
I’ve been to more education conferences than I can count. And I’ve seen founders high-fiving over stacks of business cards like they just won the lottery.
Here’s the truth: Business cards don’t pay the bills.
In our last episode on conferences, I broke it down: “Business cards aren’t contracts. They’re just paper until you follow up with value.”
You can have 100 contacts and still close zero deals if:
🚫 You’re not credible.
🚫 Your message doesn’t land.
🚫 They don’t see how you solve their actual problem.
💡 Stop chasing volume. Start pursuing value. Build real relationships that lead to real results.
4️⃣ Global or Local—You Need to Speak Their Language
Michael shared something I wish more companies understood—opportunity isn’t limited to U.S. districts.
Places like Latin America, Africa, Southeast Asia are hungry for innovation—but only if you show up with relevance.
You can’t pitch in Mexico like you pitch in Missouri. Policies, culture, decision-making—they’re different.
If you walk into a global market assuming your U.S. sales script will work, you’ll lose before you start.
The same applies to domestic markets. Selling into New York City schools? That’s different from a rural Texas district.
🎯 Lesson? Speak their language, understand their world, and adapt your approach. That’s how you win—anywhere.
Final Thoughts: Want Traction? Stop Selling. Start Positioning and Listening.
You don’t need to push harder—you need to position smarter.
✅ Know your ideal client.
✅ Understand their decision process.
✅ Align your offer to their world.
💥 Education institutions don’t buy from aggressive sellers. They buy from listeners, problem solvers, and partners.
🎧 Listen to the full episode with Michael Fung and learn how to create momentum that leads to real business.
👉 Apple
👉 Spotify
