Whether you’re dealing with students, schools or coaching centres, selling edtech products in India can be tough, especially if you’re not backed by a big brand like Byju’s or Unacademy. But it’s not impossible — not if you have the right tools, skills and a clear education sales strategy.
If you’re a salesperson working in an edtech company, you might be asking yourself:
With such a large and diverse audience, lead generation for edtech is a real challenge. Schools and colleges today want simple, effective solutions. In the past, textbooks were the go-to resource — structured, reliable and easy to follow. But as textbooks fade out, educators now face the overwhelming shift toward digital tools, apps and learning systems.
And that’s not the only challenge.
Salespeople often struggle with:
These challenges are real, but solvable. And that’s what this article is here to help with.
As the world adapted to lockdowns and social distancing, edtech products moved from the background to the spotlight. But like any sales function, this space also follows a defined path.
Like in any industry, there’s a defined sales process that most edtech companies follow — and understanding this is key if you want to improve conversions and speed up your sales cycle. Here’s what a typical edtech sales process looks like:
Find schools, colleges, educators and coaching institutes that would benefit from your solution. Whether you’re pitching an ERP, LMS or skill-based course, identifying the right audience is the first step.
This is where your education sales strategy begins to take shape — by understanding who you’re selling to and what their key pain points are.
Understand their goals, timeline and most importantly — their budget. For example, some schools may not have a tech budget, while others are actively looking for digital tools.
Ask the right questions early to qualify high-intent leads and avoid wasting time. This is also where you can start shaping your ROI pitch for education, helping decision-makers see value before they see cost.
This is where it gets real.
Your edtech demo script should be focused on outcomes, not features. Show how your product solves their specific problems. If they’re struggling with parent-teacher communication, highlight that module. If they care about attendance, lead with automation.
This is your moment to show relevance.
Expect pushback — it’s a given in this industry.
Common objections in edtech sales include:
This is where great objection handling in edtech sales makes the difference. Address concerns clearly and circle back to the long-term impact.
Once objections are addressed and budgets aligned, it’s time to close.
But don’t stop there — onboarding is where many edtech sales fall apart.
If you want your product to stick, make sure the handover to the customer success team is smooth. Use automation, support calls and follow-ups to ensure adoption.
Related read: CRM for colleges and universities
Even if your product is great and your pitch is polished, you’ll still face objections. That’s part of the job, especially in edtech, where schools and colleges are often cautious about change.
Here are some of the most common objections you’ll hear, and how to respond in a way that builds trust instead of resistance.
This is a polite way of saying “we’re not looking.” But it doesn’t always mean they’re happy with what they have.
What to say:
“That’s great. Out of curiosity, what do you like about your current system, and what’s still a struggle?”
Use this moment to listen, not pitch. Once they open up about what’s lacking, that’s your entry point.
This is one of the most common edtech sales challenges — resistance from end users. But it’s often based on assumptions, not experience.
What to say:
“Absolutely, and we’ve seen the same concern at other schools too. That’s why we offer hands-on onboarding and in-person or recorded training to make it easy.”
Follow it up with a simple example of another teacher who resisted but now uses it daily.
This objection is often more about perceived value than actual cost.
What to say:
“I understand. Just to check — if budget weren’t a factor, does the solution solve your actual problem?”
If they say yes, you have a foot in the door. That’s when your ROI pitch for education comes in. Share the cost breakdown over months or students — and show the time or money saved.
This is about fear of change, not just your product.
What to say:
“That’s fair. In fact, many of our best customers said the same thing during their first call.”
Then share a short success story. This is one of the best ways to build confidence when you’re pitching edtech software to traditional institutions.
Now that you know what objections to expect and how to respond, it’s time to craft your message. A good edtech sales pitch not only answers questions but sparks interest, builds trust and drives the conversation forward.
Every lead is different — and so is every pitch. A school principal, a student, and a coaching centre owner will all respond to different things. That’s why one generic script won’t work for every conversation.
Below are eight effective sales pitch examples for edtech that are tailored for real-world situations. Each one addresses a specific type of lead, objection or selling style. Use these as-is, or tweak them to fit your product and audience.
Hi {Mary}, I am {Rizul} on this side.
I am calling from {Akash} Institute.
First of all, my heartiest congratulations on completing your high school with 90% marks in the science stream, I saw your post on Linkedin. Hence I am calling you
Well, I can see that you would definitely benefit from our service, do you like me to give a detailed explanation
Perfect, so our institute collaborates with students who like to get a course in which all the subjects are taught by our experts.
Are you interested in getting a free trial or demo from our side?
We would love to have you on our list of accomplished members which includes x,y and z benefits.
That’s great, we will connect again to discuss things further. I will email you all the details you need to know for right now.
Let me know if you get stuck anywhere, would be happy to help you.
Thank you for your time, have a great day aheadAny student who has just completed his/her higher education and wants to get admitted in special streams like IIT/NEET, etc.
Through this pitch, students will be encouraged and it becomes easy for them to make decisions as a good brand name will automatically attract students to their course.
Hi, am I talking to Mary?
Okay, hi Mary, I am Rizul calling from Unacademy.
Can we talk for some time?
Great!, as I got to know you are preparing for government exams, especially in Banking.
Can I ask you one thing?
Why do you want to go for a government job when you have your degree in B.Tech, you can easily get an IT job and make a career in it!
Okay great, well we are here for you. If you are interested, can I give you a brief introduction to our course?
Amazing, so do you have any prior knowledge in this field?
Well, that’s great, we conduct regular classes for every subject, which are scheduled in a week. And on weekends, we conduct tests to let you know where you are standing now and how and in which subject you need improvement.
Our course is valid for a lifetime until you get your desired job.
It would be great if we had you on our course, also you can pay in easy instalments.
Okay, I will share all the details on WhatsApp soon and then you can decide.
Thank you.
Have a great day ahead.The target audience for this sales pitch for Edtech would be:
This script is well-suited for the audience who wants to pursue government jobs and for aspirants who want to make a career in the public sector.
It would create enthusiasm among the aspirants and help them gain more clear and concise knowledge to attract your prospects and then turn them into your students.
Hey Mary, how are you?
Good, I got to know that we both are from Punjab, so should I speak in Punjabi or English?
Okay, that’s amazing that you have now settled in Pune.
Can I know what you do there?
Ohh, cool, so you are pursuing your MBA in Finance.
Well, through our research, we found out that you are looking for some courses which are involved in financial skills.
So you want to learn them and get first-hand experience before your college ends.
That’s lovely, for your kind information, we provide such courses at a very minimal rate and our experts are updating the course this year to help students learn better in a short time.
Do you want me to give a detailed explanation about our course?
Okay, so I will email you about the course details, also, if you enroll within this week, you will get a discounted offer of 25% off on the occasion of rakhi.
Great, I will be looking forward to hearing from you.
Thank you.The target audience for this pitch would be:
This pitch would be well suited for an audience like students who are pursuing their degree and want to learn and upskill themselves according to their needs.
Students will get attracted when they are comfortable in completing their degree side by side and also learn new skills which are required in the job. Therefore, this pitch will make them interested in enrolling in your course.
Related read: CRM for schools
Hey Mary, How have you been?
I am Rizul from Edtech company. I had a word with James, who is your friend and my colleague.
He told me that you are looking for a course to upskill yourself with digital marketing skills.
As our company itself is a digital marketing-based company, along with the jobs, we also provide training to the desired candidates who want to learn and gain first-hand experience in this field.
Therefore, we are the best for you to help yourself learn the new skills and trends which will help you throughout the roadmap.
We have a team of experts who update themselves regularly and also help our students learning outcome.
Also, once the training is completed, we provide job opportunities in our company itself so that there is no need to go outside and search for jobs.
Sure, I will be sending you all the details in your email.
Let me know if you have any doubts.
Thank you for your time.The target audience for this would be:
The audience would be those who want to learn and upskill themselves in digital marketing courses but you can use it for other courses as well.
This pitch is clear and concise about a particular course, hence making your prospects not confused but comfortable and attracting them towards your course, fulfilling their requirements.
Hey Mary! How are you doing?
Great, I am doing good too.
Actually, I saw your profile on LinkedIn and then I got to know that you are looking for a course to develop soft skills.
May I know what is the reason behind it, what are the challenges you are facing?
Oh okay, so you are an underconfident person and lacking in communication skills. That’s why you are not able to clear any interviews in the past 6 months.
Would you like me to introduce our soft skills course?
Great, so basically we have courses from basic to advanced, according to the needs of a candidate.
Also, we provide practical training by conducting mock interviews so that students can learn and assume what would be the actual situation.
And we also groom the personality of a candidate, including everything.
Can I give you more details?
Sure, I will send everything on WhatsApp in some time.
Thank you for your time.The target audience for this pitch would be:
This pitch is highly recommended to salespeople who want to sell their soft skills course. This course can help to develop their personality and get ready for jobs.
This pitch holds the pain points of your prospects and hence you can easily attract them by providing a proper solution to their problem.
Hi Mary, I am Rizul.
I am calling from a Telecrm company which is popular in publishing different articles on sales, education and many more.
I saw a post of yours on LinkedIn wherein you were asking about sales tips and tricks.
Well, our company not only provides a published article but also provides training on how to sell like a pro.
Along with this, we also provide learning materials with hands-on practice to give you real experience.
Would you like to know more about this offer?
Okay great, so basically we provide our members a 3-month training wherein you will be learning about selling techniques, helping you build your brand and sell like an expert.
Oh, that’s great. You have knowledge but you need to practise it on a daily basis and we will help you with that.
I will provide you with the course fee structure and other necessary details via email.
Till then, if you have any questions, feel free to ask me.
Thank you.The target audience for this pitch would be:
The audience would be those who can benefit from your course along with practical experience; therefore, reach out to people who are actively looking for such courses and certifications and attract them with your products/services.
If you provide a solution along with other benefits, a prospect will be attracted to your service; hence, focus on offering beneficial services to them.
Also read: Admission management software
Hey Mary! How are you today?
Oh great, I am good too.
Well, I wanted to connect with you today because our sales team is providing some amazing offers for content writers like you.
As you are a content writer, I would like to inform you that the current technologies you are using have been out of use in the market.
Our sales professionals has now started reaching out to people involved in writing, helping them understand and use new technologies which make writing easier.
Would you like to hear more about this offer?
Okay great, so this is a 3 week program wherein they will be proving every detail related to how you can write better and efficiently and sell your writing like a pro.
I will give you the rest of the details via email if you are comfortable, you can go through it.
Thank you for your time, feel free to contact me in any case.The target audience for this pitch would be:
As it is basically about learning online different skill sets, including content writing, therefore, reach out to more content writers through different platforms.
This pitch will help salespeople understand more and build trust between prospects and them. Hence, tell them about their problem, which they might not be aware of and later provide a solution to them for the same problem.
Hey Mary! How are you doing?
I am calling from the Telecrm company. Well, I have just called you to inform you that our company has just launched a feature of “how to work as a freelancer?” in just 5 workshops.
I wanted you to know first because I got to know that you have mentioned this feature in passing.
Therefore, this will help you learn to do freelancing and help you grow in your field,
We will be sharing some quick tips and methods which will help you build your personal brand and also help you get clients with the right pitch.
I hope you find something meaningful in this.
That’s amazing, would you like to know more about this feature?
Okay, I will send you more details about how you can join this course and get yourself freedom.
Thank you for your time.
Have a great day ahead.The target audience for this pitch would be:
The audience who wants to learn freelancing in their field is the perfect pitch for the salespeople to use. Target the people who are more into online business and want to work as freelancing.
Easing everyone’s business and helping them build a personal brand will create curiosity among them and will attract more prospects. This pitch will make them keen to know more about developing their business.
Every prospect you speak to is different — some are excited but need reassurance, others are sceptical and need proof. That’s why a good sales pitch isn’t just about talking, it’s about listening, adapting and using the right pitch at the right time.
Whether you’re selling to a school principal, a coaching centre owner or a student preparing for exams, the right pitch can mean the difference between a no and a yes.
And that’s where Telecrm comes in.
With Telecrm, edtech sales teams can:
So instead of guessing what to say and when, you always know what’s working and where to improve.
If you’re serious about scaling your edtech sales and want a CRM for education, that’s built for high-volume follow-ups, remote teams and rapid growth — Book a demo of Telecrm and see how it’s exactly the software you need.
© Copyright 2025 Telecrm.in - All Rights Reserved • Privacy Policy • T&C
© Copyright 2025 Telecrm.in - All Rights Reserved • Privacy Policy • T&C