Just Say NO to the Spray and Pray Method of Selling

Ted Kalomiris on October 18, 2023

When I was in high school, speech club and theater were my extracurricular passions and a critical distraction from all the pains of my high school years. Lessons learned in these spaces were incredibly helpful to me later in life and in my career.

Mr. Kimball, my speech and theater teacher, taught key lessons of active listening as a means to get the audience invested into my often warbled message. Mr. Kimball’s “Diction! Diction! Diction!” still reverberates through my mind as I speak, even today. 

This period of time was when I started to think about listening as the most powerful form of communication in my selling process. However, even as I still maintain this value, I am often tempted to fall into the trap of Spray and Pray Selling, where I need to get the same message out to as many people as possible. For sales leaders, the need to track metrics around the number of touches seems common. Frankly, I do not know what anyone ever saw from encouraging voluminous calls and emails as a method for measuring sales performance. The best business development representative I ever knew would consistently set the most appointments but would have the lowest call numbers. Perhaps it’s just harder to measure quality over quantity, which is no excuse for failing to try.

Rather than attempting to Spray and Pray, consider the following: 

  1. Network

With the advent of technologies like hi5, we can start to prospect more efficiently and successfully. In fact, networking is the fastest way to grow a meaningful pipeline, designed to convert more deals and reinforce your word of mouth branding (your personal brand especially) much more effectively. By increasing relationships within your intended field of business, you will be able to capture the attention of those who are eager and ready to work with you rather than falling in the background as noise.

  1. Attend Conferences

Getting in front of your target audience sometimes requires stepping outside of your comfortable WFH environment and making some moves. By attending conferences where high impact stakeholders will be, you are more likely to grow relationships that will be mutually beneficial. By being intentional about which conferences you plan to attend, you will be able to better leverage this time to grow connections and make new contacts. To find a list of possible conferences within EdTech, follow EdSurge and make plans to attend. 

  1. Deliver Content that is Valuable to Prospective Clients

Lastly, think about the ways you engage and deliver information that adds value to your prospective clients. When I started this From One Founder to Another series, I was eager to offer information that would give peers and those coming into the field insight on how to build a successful business. I was also interested in further developing my personal list of contacts through lead generation. After six months of these bi-monthly articles, I have heard great feedback from colleagues as well as prospects that it “is encouraging to know that someone gets it.” By adding value, you capture a more sincere audience and can focus on building what you do best. 

In the EdTech sector, where the needs and challenges of educational institutions vary widely, a personalized and relationship-based approach is often the most effective way to prospect for new clients. Networking allows you to understand, address, and adapt to the specific needs of educators and institutions, ultimately increasing your chances of success in this competitive industry.

From one founder to another,
Ted

Retention is Public School’s Top Priority

Ted Kalomiris on September 26, 2023

One of the lessons I learned from an important sales leader early in my career was that retaining a client is a much easier task than gaining a new one. It was my responsibility to find new clients and then keep them satisfied enough to keep my net-new pipeline producing positive revenue results.  

Watching school districts continuously struggle with this nationwide problem of teacher shortages isn’t hard to understand on the surface. Teachers have been underpaid, overworked, and ultimately responsible for doing the work some parents should be doing. This has simply been accepted in our society…until now.

Now, we watch as school districts are paying out incentivizing (but dangerous) signing bonuses to attract talented and qualified teachers into their ranks. We are watching the growth of technology offer live classroom instruction by virtual teachers. In addition, many district leaders are heading for greener pastures or retiring outright. While education is no stranger to innovating through challenges with patience and grace, this time around we have not a singular crisis, but one with a myriad of distractions for district administrators. Community infighting, continuous struggles in the classroom, and an ongoing recovery from COVID (not to mention new threats of school closures) have landed squarely on the education professional’s desk with no time to spare to solve the problems. 

Some solutions for retaining talent and rebuilding public school systems include: 

Professional Development

For decades, a professional career as a teacher has been seen as an admirable professional path for women and men alike. According to the National Center of Educational Statistics, public school teachers have a higher educational attainment in 2022-21 than a decade earlier in 2011-12. Specifically, 51% of school teachers hold a master’s degree as their highest degree. To continue to engage and retain teachers, it is critical to invest in ongoing professional development opportunities to help them grow in their careers. 

Another possibility is providing mentorship programs for new teachers to ease their transition into the profession and grow their capabilities as a professional. Entering a career in any field is difficult. However, pairing tenured teachers with incoming teachers helps to ease the adjustment period and ensure that new teachers stay involved and optimistic about their future.

Diversity and Inclusion

Creating a classroom of today requires intentionality and strategic leadership from the top. Research by the Learning Policy Institute revealed that all students benefit from 

having teachers of color. When taught by teachers of color, students of color have better academic performance, improved graduation rates, and are more likely to attend college.

EdWeek shared that in the 2015-16 school year, over 80 percent of teachers were white and less than 7 percent were Black, according to federal data. Meanwhile, the white student population has steadily declined since 2000—from 61 percent to 44 percent in 2017—while the Hispanic student population rose by 50 percent since 1997 and the Asian student population by 46 percent. Black students comprise about 15 percent of all K-12 students—although they increasingly attend schools with at least 75 percent non-white enrollment, as do Hispanic and American Indian students: 58, 60, and 30 percent, respectively, according to the National Center for Education Statistics.”


Growing efforts to attract and retain teachers with an emphasis on diversity and inclusion are linked to positive academic, social-emotional, and behavioral student outcomes. These results are partly driven by mindsets and practices aligned to “culturally responsive teaching.”

Competitive Compensation

Money, money, money! We’ve heard it said before that teachers do not enter the field to make a lot of money. However, we have taken one’s personal calling to teach as a way to cut costs and pay educators the bare minimum. Gone are the days where we – as a body of educators, administrators, and education consultants – will ignore the fact that educators should be making more than a living wage. Policy changes, federal investments, and COVID relief monies have sweetened the deal to better compensate teachers for their time, expertise, and work as an educator. 

If you want to attract and retain teachers, competitive compensation is low hanging fruit in the realm of establishing a solid core of educators. By offering competitive salaries and benefits packages to attract and retain high-quality teachers, you will prevent turnover amongst your staff and ensure a more stable school environment. 

Overcoming the teacher retention crisis is a long-term goal that requires continuous commitment and evolution from districts, policymakers, and the greater community. By tailoring strategies to the specific needs and challenges of one’s district, you will increase the opportunity for success. Afterall, education is not “one-size fits all.”.  

From one founder to another, 

Ted

Supercharge Your EdTech Pipeline: The Role of the Client in Selling Tech-Enabled Tools

Ted Kalomiris on July 25, 2023

As a consultant with 20+ years of experience in the rapidly evolving field of educational technology (EdTech), I have come to recognize the crucial role that schools and districts play in the successful adoption and implementation of innovative EdTech solutions. In this article, we will explore how schools and districts act as key stakeholders in selling EdTech and the significance of their involvement in shaping the future of education.

referrals – word from wooden blocks with letters, spreading referral viral marketing concept, random letters around, white background

EdTech companies often focus on creating cutting-edge products and features to cater to the evolving needs of educational institutions. While technological advancements are vital, understanding the customers’ perspective is equally essential. Over the years, I have realized that the best EdTech solutions are those that address the specific pain points and challenges faced by schools and districts.


One significant advantage of involving schools and districts in the selling process is the ability to offer customized and tailored solutions. Rather than presenting a one-size-fits-all approach, engaging with customers allows tech founders to gain valuable insights into the unique requirements of each institution. This knowledge empowers EdTech companies to modify their offerings, ensuring a seamless fit with existing educational frameworks and curriculum. ‘Know thy customer’ is sage-old wisdom. Leverage existing relationships with past and current clients by making clients feel special. Write them a card on their birthday, take them to lunch, or ask them for a referral. These warm leads will help to secure future prospects and better establish your current relationships.

Involve Schools in the Decision-Making Process
When schools and districts actively participate in the decision-making process and subsequently advocate for an EdTech product, it lends immense credibility to the solution. Positive feedback and endorsements from educational institutions create a sense of trust and reliability, which can significantly influence other institutions’ purchasing decisions. This validation plays a crucial role in selling EdTech products, especially in a competitive market.

No EdTech solution is perfect from the outset. Engaging with customers, particularly educators and administrators, allows tech founders to receive real-time feedback on product performance and usability. This invaluable information aids in identifying areas of improvement and refining the product to better align with the needs of the end-users. By involving schools and districts, EdTech companies can create solutions that continuously evolve, ensuring their relevance and effectiveness in the long run.

Customer Experience Concept. Soft focus of Happy Client standing at the Wall, Smiling while using Smartphone. Surrounded by Positive Review in Speech Bubble and Social Network icons

In the process of selling EdTech, acknowledge and address the challenges and resistance that may arise from educational institutions. Resistance to change and unfamiliar technology is not uncommon in the education sector. However, by fostering open communication and providing extensive training and support, tech companies can help schools and districts embrace the transformative power of EdTech.

Final Thoughts

To sum it up, schools and districts play an indispensable role in the selling of EdTech solutions. As a founder and consultant, I have witnessed firsthand the positive impact of involving customers in the development, customization, and implementation of educational technology. By understanding the customer’s perspective, offering tailored solutions, and valuing customer feedback, EdTech entities can create products that drive positive change and revolutionize the way we educate future generations. Together, we can empower education and pave the way for a brighter future.

From one founder to another, 

Ted

The Power of Relationship Building: How Strong Sales Teams Drive Success

Ted Kalomiris on July 11, 2023

In the rapidly evolving landscape of education technology (EdTech), strong sales teams play a pivotal role in driving success. While product knowledge and persuasive techniques are crucial, the real key to unlocking success lies in their ability to build strong relationships. In this article, we will explore the connection between strong sales teams and their relationship building skills within EdTech.

Creating a Basic Sales Plan 

According to Malcolm Gladwell, it takes 10,000 hours of practice before mastery occurs. But when salespeople dive in, having a plan to work is critical for their learning to simply begin. This is especially true in EdTech SaaS where complexities and long sales cycles create the opportunity for mistakes. The urgency to move the sales responsibilities on to someone else while founders place an emphasis on product, development and operations is valid and understood. But creating the environment for sales success doesn’t just involve finding the right person, it involves finding the person who can execute a plan. The biggest mistake I have seen companies make is hiring salespeople before this sales plan is created. 

Where to begin??? Start with replacing “self-starter” in your job description with “motivated learner.” The whole notion of “self-starter” in job descriptions is a great sign that mistakes are going to be made. You as a hiring manager do not want an expensive “self-starter.” EdTech startups succeed when they find motivated learners that will continue to improve and build relationships, especially in verticals with extremely long sales cycles and procurement hurdles.

Create a simple sales plan in the early days. This should be something the sales team can get organized around, and execute in rhythm. When a KPI-driven process is adhered to, measurable data happens. Sales happen.

Building Trust and Credibility

Whenever educators and EdTech buyers referred to me as a vendor, I took it as a personal challenge to change their impression of me.  In the competitive EdTech market, establishing trust and credibility with potential clients is essential. Strong sales teams excel in forging meaningful relationships that foster trust. By investing time and effort in understanding the unique needs of educational institutions, they demonstrate a genuine commitment to addressing those needs effectively. This understanding allows sales representatives to tailor their product pitches and recommendations accordingly, reinforcing their credibility and making a compelling case for their solutions.

Strong sales teams understand that education stakeholders, such as administrators, teachers, and IT personnel, require reassurance about the reliability and efficacy of EdTech solutions. By actively building relationships, sales representatives can provide testimonials, case studies, and references from satisfied clients who have achieved positive outcomes using their products. Relationships can be fostered through general networking at conferences and by providing helpful content to potential clients. These testimonials serve as social proof, establishing the sales team’s reputation and increasing the likelihood of successful sales conversions.

Facilitating Collaboration and Problem-Solving

EdTech thrives on collaboration and problem-solving, and strong sales teams recognize the importance of fostering these skills within educational institutions. By building relationships, sales representatives can act as partners rather than just vendors. They engage in open dialogues with decision-makers, seeking to understand the unique challenges faced by schools and districts.

Through this collaborative approach, sales teams can provide valuable insights and guidance, showcasing how their EdTech solutions can address specific pain points. By actively involving educators and administrators in the decision-making process, sales representatives empower them to take ownership of the solution, enhancing its effectiveness and increasing the chances of successful implementation.

Monitoring Continuous Support and Customer Success 

The relationship between strong sales teams and educational institutions extends beyond the initial purchase. Successful EdTech implementation requires ongoing support and guidance, and sales representatives play a vital role in ensuring customer success.

By maintaining strong relationships with clients, sales teams can provide post-sales support, training, and resources tailored to meet evolving needs. This continuous engagement enhances customer satisfaction, fosters loyalty, and contributes to positive word-of-mouth referrals within the EdTech community.

Final Thoughts

In the dynamic world of EdTech, strong sales teams equipped with exceptional relationship building skills can propel success. By establishing trust, fostering collaboration, and providing ongoing support, these teams create lasting partnerships that result in improved education outcomes and increased adoption of EdTech solutions across the United States.

From one founder to another, 

Ted