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How to build trust and boost sales with international schools
Selling educational products to international schools isn’t just about showcasing features. It’s about building trust and reducing perceived risks.
International schools are more likely to invest in solutions they feel confident about. We’ve run many campaigns for clients to the International school sector and this is a distillation of the various lessons we learned along the way.
Selling to UK state schools vs. International Schools
The principles of marketing to schools remains the same, no matter where in the world they are.
The pressures, pain points, and ambitions are reflected similarly in every classroom, staff meeting, and executive body in every country.
But before planning out any campaign it’s worth understanding the operational differences between a state funded UK school and a privately funded International School.
UK State Schools:
- Funded by the government with tight budgets.
- Decisions hinge on government funds and budget allocations.
- Procurement is formal, often involving competitive bidding and tendering.
International Schools:
- Privately funded with flexible budgets.
- Decision-making is more autonomous and quicker.
- Higher budgets, especially in premium schools, allow for innovative investments.
UK State Schools:
- Higher levels of centralised decision making involving local education authorities or MAT leadership.
- Slow processes with multiple approval layers and adherence to public procurement rules.
International Schools:
- Decentralised, with significant autonomy for school heads or boards.
- Faster and more flexible decisions with less bureaucratic oversight.
UK State Schools:
- Follow the National Curriculum and Department for Education guidelines.
- Resources must align with UK standards and Ofsted criteria.
International Schools:
- Diverse curricula (IB, British, American, etc.).
- Products must be versatile to cater to various educational frameworks.
UK State Schools:
- Predominantly English-speaking with a homogeneous culture.
- Straightforward marketing and support focusing on UK needs.
International Schools:
- Multicultural and multilingual environments requiring tailored marketing and support.
- Consider cultural sensitivities and language differences in communications.
UK State Schools:
- Limited professional development due to budget constraints.
- Cost-effective training solutions focusing on existing resources.
International Schools:
- Prioritise continuous professional development with sufficient budget for extensive training programs.
- More extensive and tailored training and support packages emphasising long-term partnerships.
Each of these elements brings challenges and nuance to any sales and marketing approach.
Build trust and show evidence that your product works
Cracking the international school market demands understanding cultural differences, fostering relationships, aligning with local standards, and providing ongoing support.
This seems so obvious, of course.
But many education companies lead with features and services, rather than benefits and evidence.
You’ve got to feel like the clear choice.
The best way to do that is by showing proof.
Case studies aren’t a ‘nice to have’ for international schools – they’re mandatory.
And they need to go beyond generic “It’s great!” testimonials. Be specific. Show numbers. Show outcomes. Show real photos of teachers using your product in schools like theirs (ditch the stock photos – no one believes them).
Why are they important?
Because an international school teacher can’t pop down the road to another local school who uses your product to see it in action.
So build credibility by displaying detailed case studies and testimonials from international school teachers, highlighting specific success metrics.
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Consider offering a “Customer Connect” service to support conversions at the bottom of the funnel.
If a similar school to your prospect has used your solution and seen improvements, let your prospect hear about it directly from them.
This could be through a reference or even a direct conversation.
Motivate your best customers to participate in your “Customer Connect” service by rewarding them with VIP treatment, special status, or exclusive product benefits.
This turns your best customers into one of your best marketing voices.
Assure your International school prospects of ongoing support
Schools don’t just buy a “product”. They also buy the support experience that comes with it.
If they think you’ll disappear after the sale, they’ll hesitate. That hesitation? It’s deadly for deals.
So, show them how you’ll support them. Not vaguely. Specifically.
- What happens after they sign the contract?
- Are they left to figure it out alone?
- Will you walk them through setup, train their staff, and check in regularly?
Figuring out how to do this when your customer base is spread all over the globe is tough. So finding a local reliable training partner is often a great way to offer much needed on site support.
If on the ground training isn’t possible then demonstrate your commitment to ongoing assistance by explaining how you’ll help with setup, provide Zoom style training sessions, host virtual Q&As, and offer a robust online help section on your website.
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Many International Schools are in the enviable position of having flexibility with their spending power, so consider offering a premium onboarding service for a fee.
Include such things as a dedicated account manager, one-on-one training, priority support, and bi-annual site visits etc.
Knowing they’ll have a reliable partner who understands their unique needs can make a significant difference in their decision-making process.
Align your product or service with international educator's goals
International schools are juggling a lot. Multiple languages. Diverse student needs. Different curricula. They’re not looking for cookie-cutter solutions.
So why not create a dedicated international schools hub on your website or on a sub-domain?
e.g. junipereducation.org/international-schools
Highlight how your product can adapt to meet different needs or how it’s been customised for different international settings before.
By marketing in a way that enhances your credibility and demonstrates your stability, schools will feel more confident in trying or buying your product.
They’re more likely to invest if they see you’re committed to helping them succeed in their specific context.
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Overwhelm them with what we call “trust signals,” which collectively give your prospects positive feelings about your reliability, viability, and credibility.
These signals lower the risk that investing in your product could lead to failure.
International Schools live and die by their reputation so be mindful of how you help them see success with your product.
Remember, schools often make purchasing decisions through committees and hierarchies. They are essentially choosing whatever is easiest to defend.
This isn’t just about marketing your product. It’s about marketing yourself as a partner who’s invested in their success.
What are the best channels to reach International school teachers?
The multi-channel approach to International Schools
When we think of a multi-channel approach it’s not just e.g. using Instagram and Youtube and Email.
It’s about the addressing a ‘shared pain point’ across the conversion funnel – how to show value that resonates with the right audience at the right time and how to then move that audience from interest to decision.
And often that combines digital outreach, in-person engagement, and strong follow-up.
Get the message right
Teachers tend to respond well to content that offers valuable insights rather than a straight sales pitch.
Going from “Hello” to “Would you like a demo call?” with nothing in between is a sure fire way to turn 🔥 warm🔥 prospects ❄️ cold ❄️
For example, we’ve seen LinkedIn content focusing on thought leadership content being effective for reaching decision-makers in international schools.
Creating and sharing articles, white papers, or short videos that address common challenges international schools face – such as managing hybrid learning or the ethical use of AI – helps build awareness and trust.
Use one of your senior team’s Linkedin profiles to create and distribute content – this type of stuff coming from a real person’s account is generally better than from your corporate page.
Are events a good way to reach International Schools?
Yes, investing in in-person events can amplify that initial awareness, especially for International Schools. Hosting a workshop or booth at an international education conference, like GESS Dubai or ECIS, allows potential customers to see your product in action and ask questions directly.
Hosting live demos and inviting International School educators to participate in mini-training sessions could led to significant engagement and conversions post-event.
Following up and maintaining momentum
A key piece is follow-up: continuing to engage with interested leads through a mix of webinars, newsletters, and one-on-one conversations.
For instance, scheduling a webinar that digs deeper into the product’s features a week or two after the event keeps your solution fresh in their minds.
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We recommend UK companies that want to sell to the International School market become members of International School support organisations such as COBIS (Council Of British International Schools).
Members get a lot of benefits, plus access to their successful webinar program for their supporting associate members. There’s a cost attached to being a member, but it’s well worth it.
By combining these elements, you’re able to build awareness, provide hands-on experience, and reinforce the message over time, which works exceptionally well for building trust and driving adoption in the international education sector.
Is email still a good way to reach International School teachers?
Email is still one of the most powerful ways to reach international school teachers.
But how to get their emails in the first place?
Social media, Social Ads, and PPC marketing is a good way to target potential customers. The end point of these activities can be to obtain an email address (don’t worry if the teacher gives you their school or personal email) by providing something of value, such as a good lead magnet.
But we’ve also found success specifically with International Schools using highly regarded services such as ISC Research, who manage a very robust and comprehensive database of international school teachers.
You’ve got their email, now what?
Having the right data is only the start. The hard work begins afterwards.
- Segment properly – blasting a whole school’s email list hoping for a “bite” is pointless.
- A “segment” doesn’t mean only Academic Directors! Consider building awareness of your service with people who don’t get approached as often e.g. Lab Assistants if you’re a science product.
- Don’t send cold messages about your product – offer value such as inviting a segment of your audience to a webinar that supports their professional development.
- Keep the emails simple but stand out! – it will take quite a few emails to start getting traction. If 44% of (UK) headteachers receive over 50 emails every day, it’s probably pretty similar for International Principles too. So carefully consider how YOU can stand out.
What are the most frequent mistakes companies make when attempting to reach International Schools?
One of the biggest marketing mistakes companies make when reaching out to schools is focusing too heavily on the product features rather than the specific needs and goals of the school.
And that’s the case for any school anywhere.
One way to tell if you fall into this trap is looking through your website and social media and seeing how many times you use “we” instead of “you”.
If you put your own story before your customers, it creates a poor impression to your prospects. Like the rest of us, they are only interested in hearing about how you can make their life better.
Focusing on the steak, not the sizzle
Schools have distinct challenges.
They’re looking for solutions that fit seamlessly into their existing frameworks and directly address their goals, like improving student outcomes or reducing administrative burden.
A product-focused pitch or demo can come across as disconnected if it doesn’t show a clear understanding of these needs.
At the agency when we do our discovery process with a new client one of the main things we do is interview their customers.
Seeing marketing through the lens of a customer is game changing. It helps us identify what we call a “shared pain point” which helps us find “a big beautiful promise” (otherwise know as the value proposition).
Another common misstep is not doing enough to build relationships and trust. Schools can to be cautious with new vendors. And rightly so!
Companies that rush to sell or product demo without taking time to foster trust and demonstrate value often miss out.
It’s like meeting someone on a blind date and asking them to marry you before the first course has arrived.
Selling to international schools is about more than making a pitch. It’s about showing them you’re worth trusting. Because when they trust you, they don’t just buy – they stick with you.
Now go make it happen.
