Have you recently launched a new education product, service or EdTech which you are yearning to start selling to schools? Alternatively, are you an established business looking to expand your list of school clients?
Whatever your status, knowing the right time to email prospective schools with your business proposal can be a guessing game.
Here at Ambleglow, we have a long history of working with schools and working with businesses selling into schools. By reading along we hope to offer you a few insights into how to avoid the spam folder and begin making sales!
Key Tips on the Best Times to Contact Schools via Email
#1 Sales don’t happen over one email
First and foremost, sales don’t happen over one email. At the base of all good sales is a foundation of a strong relationship that’s been built over time.
There’s no doubt about it, spring is a hectic time for schools. Especially as teachers and students begin to prepare for summer examinations. But spring is also the time when schools set and renew their budgets for the year.
Although this is not the time to make sales, this is the perfect time to start sending your first introduction emails and building relationships with prospective clients.
Being tactical and introducing yourself early in an email will put you one foot ahead of your competition. When the time comes to counting stock and making shopping lists, schools will already know of you and your product. This is a long process, but patience is known to yield results!
#2 Not September!
It’s easy to assume that the school year begins in September. Secondary schools welcome in their new year 7s, teachers begin their new timetables, and new equipment is used for the first time!
That’s right, purchasing decisions are not made at the start of the academic year but in August when the school year truly starts!
With exam results out of the way and students out of the building, head of departments are busy doing stock takes and topping up supplies. This is the time old supplies are being disposed of and shopping lists grow in length.
August is the time to pull out the contacts you’ve secured earlier in the year and remind the school of what your business has to offer by sending over an email.
#3 What time of the day exactly?
There is no perfect time of the day to send an email to a school. Teachers are busy people! From planning lessons to teaching classes. Even during their breaks children line up at their doors with questions.
However, emails sent in the morning do tend to have the highest open rates. So, if you are looking for your window of opportunity, sending your emails before the school bell rings (between 8am and 9am) may be your best bet.
#4 Not hearing back?
It’s important to know that the person you send your first email to, may not be the person who ends up negotiating the sale with you.
Schools are bound to certain purchasing processes and they’re not often in control of their budget. This is particularly true of state schools, which are closely monitored by the government.
Not only that, but schools also have long chains of decision makers. This includes School Business Managers, the Senior Leadership Team and the Governors. So unless you are conversing with a small rural Primary School, the Headteacher may not have the final say.
If you have sent an email and have not heard back straight away, be patient. Don’t chase the school business managers to make decisions, if they are interested, they’ll get back to you!
Being hasty and pushy can cost you valuable contacts. Politeness and respect over the school’s busy schedule can get you a long way!
Devise a patient and calculated email strategy
Selling to schools is a long process and behind a decision, there is often a long chain of individuals discussing if the purchase is necessary.
Sending a simple and polite introduction email at the right time when budgets are still fresh in mind can help you build slow and steady relationships which over time can yield sales.
If you want to find out more about the best ways to approach schools with your product, download our FREE guide to Marketing to Schools.This will take you through all you need to know before sending your first email!
