Selling to Schools: Top 3 Paths of Entry

I mean--who doesn't love discussing sales? (That was sarcasm....many of us struggle with this topic.)

Selling contract therapy services to schools can feel like navigating a maze, especially when you’re trying to find the right approach to getting started with these conversations.

As with many things with contracting in different states and regions, selling to schools isn’t a one-size-fits-all method, but understanding the primary sales paths can help you identify what works best for your business and goals.

Here, I'll discuss the three most common sales paths for securing school contracts: the cold call, an RFP/bid process, and word of mouth.

1. The Cold Call or Cold Email:

Cold calling (or cold emailing) can be intimidating (and exhausting), but it’s a tried-and-true method for directly introducing your services to schools. This approach involves proactively reaching out to "decision makers", most often special education directors or equivalent, who may need your services or have listed vacancies they are having a hard time filling.

Note: calls typically have greater response than emails but success rates in emails have reportedly increased over the years.

Benefits:

• Immediate connection: You can directly present your value proposition to decision-makers.

• Personalization: Tailor your pitch to the school’s unique needs and challenges.

• Quick feedback: You’ll often know right away if there’s interest or potential for collaboration.

Tips for Success:

• Research the school or district before making contact. If you see a vacancy listed in the job board, it's best to reach out to the decision maker NOT apply on the HR website (this confuses districts and often feels like a bait and switch)

• Do not pitch right away, simply ask if they're open to contract to avoid wasting either of your time. I usually schedule the pitch for a later date.

• Follow up with an email or letter summarizing your conversation and next steps.

• Keep track of these conversations for future reference and follow-up.

Cold calling requires persistence and a thick skin, as rejection happens and receiving no answer at all is very common . However, it’s an excellent way to build your network and plant seeds for future opportunities. It also remains the leading form of consistent school sales. 

2. The RFP/Bid Process: Responding to Formal Requests

In some states, schools and districts use Requests for Proposals (RFPs) or bids to find and contract therapy providers. These are formal documents that outline the services needed and invite businesses to submit detailed proposals. The process can be competitive but rewarding if you’re well-prepared. 

Don't know if your state uses an RFP or cold call process?  Start with cold call and know you'll be redirected if this is a school that uses RFPs. 

Benefits:

• Clear guidelines: RFPs provide a structured framework for your proposal, making it clear what the school is looking for.

• Level playing field: All providers have the same opportunity to present their qualifications and pricing.

• High-value contracts: Winning a bid can mean securing a longer-term or higher-volume contract IF you are assigned students.

Tips for Success:

• Pay attention to deadlines and submission requirements; missing one detail can disqualify your proposal.  Most RFPs have a very clear deadline.

• Highlight your expertise, track record, and unique approach to meeting the school’s needs. 

• Develop a strong, professional template for your proposals to save time and ensure consistency. (See a sample checklist in my School Contractor Packet.)

• Know that AFTER you win a bid, you typically enter a call sales funnel because schools often don't automatically assign students to you--this simply means they can if they want to because you've been approved.

Participating in RFPs requires time and effort, but for many businesses, it’s a key strategy for growth and credibility. Set yourself up for success by tracking when RFPs are typically due and organizing your materials now. 

3. Word of Mouth: The Power of Relationships

Word of mouth remains one of the most effective sales paths, especially in the education field, where trust and reputation carry significant weight.  When your services are recommended by someone within a school’s network, it provides a level of credibility that’s hard to achieve through other methods. In addition, it allows you to bypass other staffing agencies that are trying to get the school's attention.

Benefits:

• Pre-established trust: Schools are more likely to consider providers endorsed by someone they know and respect.

• Time-effective: Getting a hold of districts can be very time consuming.  This lets you bypass the lack of responses 

• Ongoing opportunities: A strong reputation can lead to a continuous stream of referrals over time.

Tips for Success:

• If you're already contracting, deliver outstanding service to your current clients; happy customers are your best advocates.

• Stay connected with school staff, parents, and other providers who might refer you. 

• Don’t be afraid to post on social media or other platforms that you're accepting contracts--you never know when a friend knows of a school with a need! 

Building word of mouth takes time but pays dividends as your reputation grows within the education community. 

Choosing the Right Path

The best sales path for your business depends on your resources, goals, and the schools you’re targeting. Some businesses find success using a combination of these approaches: cold calling to break into new areas, responding to RFPs for formal opportunities, and cultivating word-of-mouth referrals for ongoing growth.

No matter which path you choose, the key is persistence, adaptability, and a genuine commitment to meeting the needs of the schools and students you serve. By understanding these different sales strategies, you’ll be better equipped to grow your business and make a meaningful impact in education.