BESA x GEST: 3-Week International Sales Course: Asia Focus

Events

When

Tuesday, 5 May - Tuesday, 19 May

Where

Online

Price

£995 for BESA members, £1,995 for Non-members

A live, practical course for education suppliers selling into the international schools market, across key Asian markets (HK/China, Singapore, Malaysia, Thailand, Vietnam).

Delivered by the British Educational Suppliers Association and Global Education Strategy Team, the programme will run weekly on 5th, 12th, 19th May 2026 with 90–120 minute live sessions, interactive Q&A seminars, drop-in clinics later in the week, templates and sales tools, and real-world assignments.

What you’ll have by the end of the course:

A prioritised Asia go-to-market plan (markets, school types, channels, next steps)
Know exactly where to focus in Asia (Hong Kong/China, Singapore, Malaysia, Thailand, Vietnam) and why
A clear, Asia-relevant Ideal Customer Profile and targeting strategy (so you know which schools to pursue first)
Outreach and messaging that’s specific, credible, and culturally appropriate (email + LinkedIn + warm intros)
A practical pre / during / post travel plan to convert meetings into pipeline and momentum
AI-supported workflows to speed up research, personalisation and follow-up (without sounding like AI)

Use the BESA member promo code:

BESAPRICE

to reduce the price from £1,995 to £995

SECURE YOUR PLACE

PLUS: The first 5 companies also get an extra 1-hour 1:1 with GEST: A pre-course strategy session to set priorities and build a personalised action plan before Week 1.

What’s included?

3 live content sessions on Zoom (90–120 mins each).
Weekly Q&A clinics.
All recordings for 6 months.
Practical templates, tools & assignments.
Expert guest speakers from the Asia market.
A 1-hour 1:1 strategy consultation with GEST to tailor the plan to your business (value: £250)

Programme:

Week 1 – Understanding the Schools Market in Asia

In week 1, you’ll get clear on where to focus, who to sell to, and how this market really works, so you stop spreading effort across Asia and start targeting the right schools with confidence. We’ll break down the differences between Asia and the UK/Europe/Middle East, compare key markets (Hong Kong, Singapore, Thailand, Vietnam, Malaysia, Indonesia), and map school types, fee ranges, buying structures and decision-makers.

Outcome: You’ll leave with an Asia-specific Ideal Customer Profile and a prioritised go-to-market plan you can execute immediately.

Theme: Where to focus, who to sell to, and how this market really works

Session Objectives:

Understand how Asia differs from the UK, Europe, and the Middle East
Understanding different Asian markets
Identify which schools to prioritise
Avoid “spray and pray” conversations

Core Topics:

Asia market overview
School types and structures
Who buys in Asia
Buying behaviour

Week 2 – Outreach, Messaging & Having the Right Conversations

Week 2 is about improving response rates and turning outreach into real conversations, without generic pitches. You’ll learn what messaging lands in Asia (outcomes over features, proof over promises, “schools like yours” positioning), how to run effective outreach across email/LinkedIn/warm introductions, and how to use AI to research faster, personalise better, and follow up consistently.

Outcome: a repeatable outreach and conversation framework that creates stronger opportunities.

Theme: How to engage and speak with schools to create better opportunities

Objectives:

Make outreach relevant and culturally appropriate
Increase response rates from Asia school leaders and decision makers
Prepare participants to have useful conversations, not generic pitches

What’s covered:

Messaging for Asia
Effective outreach
Using AI (ChatGPT) for speed & relevance
Research schools quickly
Personalise outreach
Draft follow-up messages
Booking meetings ahead of travel
Partner/Distributor models
Associations and affiliates
Group level
MoE

Week 3 – Events & Travel: Maximising Your Time in Asia

Week 3 turns meetings and event conversations into pipeline. You’ll build a simple system for planning ahead (who to prioritise, what success looks like, and how to book meetings), running better in-person conversations (asking stronger questions, building trust quickly, cultural considerations), and following up within 48 hours with a clear nurture plan.

Outcome: a 30–60–90 day post-trip plan that keeps momentum and moves deals forward.

Theme: How to turn conversations into real opportunities