How Edtech Companies Can Make It through the Product Negotiation Phase
Negotiating can be one of the toughest phases to go through on your way to edtech product acceptance.
Microsoft refers to negotiating as one of the “complete functional and behavioral qualities that, when fully realized, can help lead to professional success.” And that’s why it’s taught as an education competence.
When you’re marketing your edtech product, your company can make it through the product negotiation phase with these steps:
School districts move slowly through the adoption process. They like first to determine the efficacy of an edtech product and see what results in student achievement it can bring about. That alone can take time.
The IT department will review your edtech product. Employees in this department are often spread thin. Taking time to look at your product requirements and make recommendations can add delays to the negotiations. If you, however, can provide the IT department with a list of technology requirements, you may be able to shorten the process.
The next step is to convene with district administrators to see if they are willing to adopt your edtech product district-wide. A unanimous decision will catapult you to the next step. If only one or two schools are interested, they may choose to pilot your product for the district.
In the end, successful negotiation comes about when everyone at the table walks away with a benefit. The stakeholders, including you, may have to concede some of the boons for which they had been hoping, but each should feel satisfied that at least one of their primary goals have been met.
Personalize the purchase process
School districts can’t afford to purchase more than they need, but they are willing to pay for what they use. If you can sell your edtech product on a per user or per device plan, you may find yourself one step closer to the end of the product negotiation phase. For example, software companies have found that perpetual licensing no longer appeals to consumers.
Instead, be willing to explore creative solutions that can be scaled over time. If the entire district won’t or can’t adopt your product, perhaps it makes sense for one school at a time to buy in.
School districts base their business on relationships. Communicate regularly and well with district leaders, and you may find yourself experiencing professional success and making it through the negotiation phase quicker than some of your competitors.