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.
Related Tags:


Teaching Video Teachers, Try This: Address Student Behavior Issues With Somatic Check-Ins
Through somatic check-ins, educators and students can learn better emotional regulation, and in turn improve classroom management.
Sixth-grade students collaborate in the classroom.
Sixth-grade students collaborate in the classroom.
Allison Shelley/The Verbatim Agency for EDUimages
Teaching Video VIDEO: An Educator Answers FAQs on Teaching Black History
A Black educator answers educators' frequently asked questions around teaching Black history.
Dawnavyn M. James, Jaclyn Borowski & Elizabeth Rich
1 min read
Mathematics Video Teachers, Try This: Gamify Instruction to Reduce Math Anxiety and Improve Test Scores
After this teacher "gamified" her classroom, students responded positively.
Recruitment & Retention Video How Workplace Culture Can Affect Staffing Shortages
A recruiter and a teacher share possible solutions to ongoing teaching shortages in schools.
2 min read