Selling to UK Schools - A useful guide
By Alicia Coad, founder of EdInsight and formerly of BlueCow Education. Last updated September 2026.
Alicia has worked with 100s of edtech companies helping them shape their marketing strategy.
The short answer: Selling to UK schools works best when you know who makes the decision, approach them when budgets are being planned, and give them a reason to trust you before asking them to buy. Heads are busy and heavily approached, so short, relevant, well-timed contact from a supplier they've heard of will beat volume.
Who buys in a school?
It depends on the size of the purchase and the type of school.
Teachers and subject leads often decide on small classroom resources. Usually purchases under £300.
Headteachers and senior leaders decide on larger services and anything that affects the whole school.
School business managers handle budgets, contracts and procurement relating to “non teaching” resources e.g photocopiers, entrance systems, catering
Multi-academy trust (MAT) central teams may make the decision for a whole group of schools, even when the product is used in individual classrooms.
Interestingly our research shows that companies are able to sell to schools both directly through MAT Leaders and also “bottom up” where one Head has purchased a product this has led to sales across the MAT
What type of schools are there?
Maintained schools (run through local authorities) usually follow an April to March financial year.
Academies and MATs usually follow a September to August year, and have their own rules on spending and approval.
Independent schools set their own budgets and decision routes, and often move faster.
The four nations also differ. Scotland, Wales and Northern Ireland have their own curricula, structures and bodies, so a product built for England may not fit without changes. We advise you based on your product which of our audiences would be best for you.
When to approach schools
Budgets are most useful to talk about in the months before a new financial year begins. With most budgets running April to April whilst the sales window may open up in January as people prepare for their spending we do see school purchasing in September when the year starts, if they have a need. Typically the pipeline in September will either by very fast as school leaders want it implemented here and now or slower as they start to research for the year ahead.
Routes that work
Trade shows such as Bett and the Schools & Academies Show can work if you have a clear offer and a plan to follow up. MATPN is also a great way to meet MAT leaders
Email and postal campaigns. Postal campaigns can be very expensive, however due to this Heads receive less of it so it can be impactful. Email campaigns are a cost effective way to reach school leaders. The Education Company specialise in this and I would personally highly recommend them.
Social Media. A lot of school leaders are still on X, and the Edutwitter community is definitely an engaged active community. Increasingly school leaders can be found on Instagram and TikTok too. Whilst direct sales are unlikely from theses platforms it is a great way to build brand awareness.
Referrals and case studies are of utmost importance. The authenticity of a personal recommendation from another Head caries a lot of weight in this sector. If you can collect testimonials and use them on your website they will be very impactful. If you have advocates who are part of regional groups do get them to share your information.
Organised meetings and online showcases, such as those run by EdInsight allow you to reach school leaders cost effectively and are held all year offering an evergreen approach to your marketing rather than waiting for the few big trade shows.
Research and feedback sessions let you learn what leaders want before you sell. See our guide to getting honest feedback from UK headteachers. One to one appointments often result in sales as you have the undivided attention of the school leader on a topic they are interested in.
What headteachers say they want from suppliers
EdInsight has carried out extensive research with school leaders who tell us:
The onboarding time plays as larger part as the product price in the decision making process
Time is so short they want to know if their problem can be solved and if so how
What Headteachers think they are looking for and what they go on to purchase often do not mirror each other.
Common mistakes
Sending the same message to every type of school
Overwhelming the schools by showing each and every feature of a platform
Leading with features rather than the problem you solve
Assuming that if initial follow up has led to silence that the school isn’t interested – it’s often the case that they’ve got other priorities – the pipeline seems to be getting longer for purchases Frequently asked questions
How do I get a meeting with a headteacher?
It is incredibly difficult to get meetings with Headteachers and SLT as they are so busy. That is why companies such as EdInsight exist. We spend our entire time working with school leaders so that we can then pass them on to you.
Should I sell to individual schools or to trusts?
It depends on your product and price. Trusts can mean a bigger deal in one decision, but they can take longer and involve more people. As a general rule of thumb it seems that teaching resource decisions are more likely to be made at a school level, whereas IT infrastructure, furniture etc tends to be at a trust leve
When do schools set their budgets?
Maintained schools plan for an April start and academies for September, however we are seeing a change in the market as the traditional peaks and troughs are flattening out.
How much does it cost to reach UK school leaders?
It varies widely by route. We provide 1-1 meetings for just £150 per Head, or less if it is a group. Our most cost effective solution is our Primary Power Hour enabling you to get feedback and speak to 20 school leaders for just £450.