Sales & Marketing Video

Selling to K-12 Principals Without Alienating District Leaders

By Sean Cavanagh — April 1, 2019 2:12

For many education companies, winning over a school principal is a critically important strategy for securing business in school districts. If a principal tests a product and becomes its champion, it can pave a vendor’s path to a districtwide contract. But there are challenges with that strategy. Many central-office administrators are wary of companies working with individual principals, fearing it will sow confusion and lead to a disjointed educational or tech-based strategy. In this video, we’ll show how K-12 companies can work with principals and build support for their products in districts without angering top administrators.

Sean Cavanagh is the managing editor of EdWeek Market Brief.
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