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Why Bigger Isn't Always Better

By: Jerry Rosenbusch

1/1/2009

Small Might Be Beautiful

How about going after smaller districts? Districts with enrollments under 5,000 or even under 2,000 students are typically far less bureaucratic and political. These districts and their schools may have one decision maker who has responsibility over multiple grade levels, subject areas, and budgets-- empowering him or her to combine budgets and purchase your products or services far more quickly.

Smaller districts might be especially attractive if you are trying to get a new product out into the market. A threeyear sales cycle in Chicago, even if it does represent a multi-million dollar purchase, may not be as strategic as a $100,000 sale that gets your product in the school and actually implemented! As hard as it may be to acquire new customers, it's even more difficult to go back to an existing customer and sell them more of something they don't use at all, which can be the case with the larger districts. And, in this data-driven age, it's easier to sell a solution if you've got user data to back up your product claims.

So take a look at your market targets, and see if you aren't thinking too big for your own success.


Jerry Rosenbusch is the publisher of Education Channel Partner and president of 7th Wave Consulting, which helps education companies implement results-oriented sales programs that generate yearly increases in revenue.