1. The document discusses different types of customers involved in education technology purchasing decisions, including principals, teachers, management, and parents. 2. It identifies two types of principals - influencers who are actively involved in decision making and non-influencers who are less involved - and provides tips for engaging with each type. 3. Management types include business people, academicians, and those from Christian and corporate schools, each with different priorities and decision making processes that require tailored engagement strategies.

1. CUSTOMER
BEHAVIOUR

2. People involved in decision making
• Principal
• Teachers
• Management
• Parents

3. Principals - Types
1. INFLUENCER 2. NON INFLUENCER
To Do
• Good at Academics & Administration • Need a better presentation
• Involves in all key decision making • Emphasis on benefits of smart class
• Acts as a Mediator • Discuss price
• Can convince the decision maker • Convincing – Important
• Wants recognition • Fix appointments through them
• Wants appreciation • Don’t overlook after meeting with
• Looks for betterment of schools decision maker – Praise him for his help
• Will give references after sign up

4. Non Influencer Principals
TO DO
• Not good at Academics • Give presentation but don’t discuss
• Takes care of Administration & price.
teaching
• Promoted from teacher to principal • Can be a hurdle to meet decision
• Closed minded maker – If you treat him as decision
• Can’t take decisions, consults maker.
management • Ignore them
• In secured person, fear of job security • Maintain good relationship
• Help in giving you school background,
management background
• Information desk – Meet him to know
director’s status.
• Don’t ask him to transfer your
• Not a mediator – Poor communication communication- Handle directly.

5. Management - Types
• Business People
• Academicians
• Christian school
• Corporate school

6. Business People
TO DO
• Interested in Profit and gain. • Presentation need to be short and brief
• Have strong financial background
• Operate other businesses
• Recruit good academicians & • Give presentation to principal also
administrators as principals
• Takes principal advise on smartclass
• Interested in admissions • Discuss advantages of branding through
• Interested in Branding smartclass
• Negotiates hard • Don’t get carried away in pricing
• Decision making too fast or too slow. • Give deadlines for quick decision
• Difficult to get appointment or meet • Track their moments
them

7. Academicians
• Very Loyal and professional • Need to create first impression but
• Basically teacher by profession and don’t create salesmen impression
starts a small school – Big • Emphasis on features of smart class
• They takes care of both school • Spend more time on content
academics & administration
• Concern about price • Talk initially about PSPM then fixed
• Parents – Objections cost.
• Regular follow up required to • Parents presentation may be required
convince. • Every time meet with a strategy
• Decision making- Long time
• Give references
• School visit helps
• Deadlines work only at pre-poning
signing date.

8. Christian school
• Highly educated • Presentation needs to impressive,
• Gate crashing very tough discuss more on features
• Principals are very strict • Need to be punctual
• Don’t trust you in your 1st visit. • Prior appointment must
Regular visits are required to trust • Visit them in visiting hours
you. • Don’t create salesman impression
• Thinks about reputation of school – • No wrong commitments please
adopts quality products
• Not interested in branding • PSPM attracts
• Price Concern
• Negotiation- very less • Maintain price balance
• Decision making – too long • Give Christian school references
• Burs our • Don’t meet correspondent without
• 70% decision making is done by principal permission.
principals • Address them as Father / Brother /
• Correspondent – 10% Sister
• Provincial – 20% • Collect info on society name

9. Corporate Schools
• Business minded • With short presentation talk
• Meeting decision maker is more on benefits
difficult • Convincing mediator is must
• Mediator – to transfer our • Identify the right mediator
communication • In Negotiation with Mediator
• Mediator negotiate first Don’t get carried away assuming
• Decision making – too long a him as a decision maker
process • Follow up must
• Involves board of directors / • Will use competitors name for
partners negotiation but talk about
difference in quality
• Enquire about other advisors
• Take note on no of school
• Enquire about decision makers
availability

10. Points to remember
• Maintain business attire
• Create a need in your first meet
• Don’t create salesman impression
• Always give full presentation
• Make note of society name
• Identify the right decision maker & also advisers to
decision makers
• Don’t get carried away with promises
• Be in touch with the client after signup till handover.
• Take references from clients.