The K-12 Buying Cycle Blog Series: The Shopping Phase (March – July)

After identifying priorities during the Planning and Budgeting Phase, school districts transition to the Shopping Phase. This critical period involves finalizing financial decisions and allocating resources to ensure their initiatives for the upcoming academic year are supported. For sales professionals, this phase offers significant opportunities to engage decision-makers and close deals by aligning solutions with district needs and funding.

What Are Districts Doing in the Shopping Phase?

During this time, districts focus on translating their strategic priorities into actionable plans by managing their budgets and procurement processes. Key activities include:

1. Finalizing Budgets

District leaders confirm funding allocations, ensuring compliance with state and federal guidelines.

2. Allocating Funds to Projects

Resources are distributed to priority areas, such as curriculum updates, technology, staffing, or facilities.

3. Finding and Pricing Solutions

Districts research and evaluate vendors, solutions, and services that address their identified needs, often involving detailed pricing comparisons and assessments of product fit.

K12 Activities in the shopping phase

What Sales Activities Serve K-12 Sales Professionals in This Phase?

To make the most of this phase, sales professionals should focus on activities that deepen engagement and move deals forward. Here are the most productive strategies:

1. Face Time & Product Demonstrations

• Schedule in-person or virtual meetings to showcase your product's features and benefits.

• Provide hands-on experiences that illustrate how your solution meets district needs.

• Record online meetings for review of strategy and messaging efficacy

2. Overcoming Sales Objections

• Address concerns related to cost, implementation, or compatibility.

• Provide testimonials, case studies, or data that build confidence in your solution.

• Pull any additional decision makers into the conversation.

3. Articulate: Where Would You Stand Out in an RFP?

• Clearly communicate how your product or service differentiates itself from competitors.

• Highlight unique benefits that align with the district's specific goals and challenges.

4. Emotional Closing

• Appeal to the emotional impact of your solution, such as improving student outcomes or reducing teacher workloads.

• Emphasize how your offering supports the district's mission and values.

• Ensure an understanding of the delta between the old way and the new way of doing things.

5. Register as a Vendor

• Ensure your company is listed as an approved vendor with the district or state, often this is a prerequisite for participation in procurement processes.

6. Watch for RFPs, Deliver Quotes, Proposals and Contracts

• Monitor district and state procurement websites for Requests for Proposals (RFPs).

• Respond promptly and effectively to opportunities.

• Provide timely and detailed documentation that aligns with district requirements.

• Ensure your proposals are clear, compelling, and competitively priced.

  
  

  

  K12 Sales activities for the shopping season

  
  

Why the Shopping Phase Matters

The Shopping Phase is a pivotal time in the K-12 buying cycle, where decisions turn into commitments. By engaging proactively during this phase, you can:

• Establish credibility and trust as a vendor of choice.

• Position your product as a top solution for funded priorities.

• Close deals and secure contracts before the Purchasing Phase begins.

By focusing on these strategies, education focused sales professionals can maximize their impact during the Shopping Phase. Stay tuned for our next blog post, where we’ll explore the Procurement Phase (July 1 – September/October) and how to ensure successful deal closures.