Although the Canadian public education system may seem like a difficult market to penetrate for B2B sellers, some strategies can help make sales successful. This article provides tips on how to identify and target potential buyers, build relationships with key decision-makers, and overcome common obstacles. With careful planning and execution, B2B sellers can confidently sell their products and services to primary schools in Canada.
1. Know your audience
The first step in selling B2B to Canadian public schools is to understand your target market. What are the needs and wants of public-school administrators? What type of products or services would they be interested in? How can you make your products or services stand out from the competition?
2. Do your research
Before approaching any potential customers, it is important to do your research and know as much as possible about the Canadian public school system. What are the purchasing procedures? Who makes the decisions about what products or services to buy? What are the budget restrictions? A list of high schools in Canada can help prepare you for what your pitch needs to include.
3. Build relationships
Relationships are key in the world of B2B sales. When selling to primary schools in Canada, it is important to build relationships with administrators and decision-makers. Attend trade shows and conferences, join professional organizations, and get involved in the community.
4. Understand the purchasing process
The purchasing process for Canadian public schools can be complex, so it is important to understand all of the steps involved. Who needs to be involved in the decision-making process? What type of approval is required? What is the timeline for making a purchase? Knowing who the key decision makers are and how to contact them is vital to making meaningful connections and making the sale. A list of schools in Toronto can give you insight into each individual sales process.
5. Offer a competitive price
Price is always a consideration when schools are making purchasing decisions. Be sure to offer a competitive price for your products or services. Consider discounts for volume purchases and be prepared to negotiate on price if necessary. Schools and school boards often have limited budgets so making sure your price is reasonable for the industry is important.
6. Provide quality products or services
Public schools have a responsibility to provide their students with quality education, so any products or services you sell must meet high standards. Be sure to only offer products or services that you would be proud to use yourself. The education sector can be very competitive so make sure that your product or service is top quality to help clinch the sale.
7. Offer excellent customer service
Customer service is essential when selling B2B, no matter what industry you are in. Be responsive to your customers’ needs and concerns and go above and beyond to exceed their expectations. School administrators work on limited timelines which means they’re always going to be looking for responsive partners.
8. Be patient
Selling B2B can be a long process, so it is important to be patient and not give up too easily. It may take months or even years to land a major contract, so stay focused on your goals and continue working hard. It’s important to keep the school sales cycle in mind when making pitches and sales. Schools work on a very consistent and particular cycle and unless you’re offering something truly game-changing it’s unlikely that your pitch will get much traction outside of that cycle.
9. Stand out from Your Competitors
When selling B2B to Canadian public schools, it is important to make your products and services stand out from the competition. One way to do this is by offering a competitive price. However, price is not the only factor that schools consider when making purchasing decisions. Schools also look for quality products and services, as well as excellent customer service.
10. Be Familiar with the Provincial Market
One common obstacle that B2B sellers face is a lack of familiarity with the provincial markets. Each Canadian province has its own education system, so it is important to do your research and understand the market you are selling into. Consider attending provincial trade shows or conferences or joining provincial professional organizations. This will give you a better understanding of the needs of your target market and help you build relationships with key decision-makers.
11. Keep Your Product or Service Current
It is also important to keep your product or service up to date with the latest trends and technologies. Schools are always looking for ways to improve the quality of education they provide, so make sure your products or services can meet those needs.
If you’re looking to make sales from a list of primary schools in Canada, you must understand who your audience is, what they want, and how they buy. Use Scott’s Directories as a resource for quality data that will help you build relationships with decision-makers in the education sector. Our directories are updated annually and provide detailed information on school board contacts, purchasing policies, and more.
Be patient and keep building those relationships—the sale may not happen overnight, but when it does, you’ll be glad you took the time to do things the right way. Get access to the Scott’s Directories list of primary schools in Toronto to get access to the information you need to build successful sales pitches for schools.