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Education Market Sales Mastery
When
Monday, 29 June - Friday, 18 JuneWhere
On-demand Training CoursePrice
£422.25 for BESA members, £497 for non-membersStop selling features. Start selling outcomes.
This focused, self-paced course shows EdTech founders and sales teams how to sell transformation to schools, MATs and education organisations — not just features.
Accelerate your growth with flexible, education-focused business development training designed for founders, commercial leaders, and high-performing teams. Through 16 expertly crafted lessons, you’ll master the art of concept-led selling—purpose-built for the unique dynamics of the EdTech landscape.
This isn’t generic sales training. It’s tailored specifically for those engaging with schools, multi-academy trusts (MATs), and education organisations, helping you move beyond feature-led pitches to deliver strategic, value-driven conversations that truly resonate with education buyers. Backed by over 12 years of frontline EdTech commercial leadership, the course blends proven frameworks with real-world insight—giving you practical tools you can apply immediately. No fluff, no theory-heavy modules—just impactful learning designed to drive results from your very next conversation.
in partnership with
What you’ll leave with:
By the end of Education Market Sales Mastery, you will be able to
Discover with Impact: Run discovery conversations that go beyond surface-level needs to uncover what schools genuinely require, positioning you as a trusted partner from the outset.
Buyer Ownership: Guide buyers to shape their own solution, creating a sense of ownership and investment that naturally builds confidence and momentum in the decision-making process.
Flexible Framework: Adapt the Concept Selling methodology to suit any EdTech sales conversation, giving you a consistent yet flexible approach that works across different audiences and scenarios.
Lead with the Idea: Introduce a powerful concept or idea before mentioning your product, ensuring your conversations are insight-led and focused on value rather than features.
Perfect Alignment: Position your product at exactly the right moment, aligning it seamlessly with buyer needs to make your offering feel like the natural solution.
Close with Confidence: Move beyond stalled conversations and eliminate “we’ll think about it,” replacing hesitation with decisive action and the momentum of “when can we start?”
Is Education Market Sales Mastery right for you?
This course is for EdTech businesses selling into schools, MATs or education organisations who want to move beyond ad-hoc, feature-led selling.
This course is for you if…
- You’re an EdTech founder running your own sales conversations and tired of “great demo, we’ll come back to you”
- You lead or manage a sales team selling into schools or MATs and want a consistent framework everyone uses
- You know your product is genuinely good — but your conversion rate doesn’t reflect that
- You want CPD-accredited proof of your professional development in education sales
This course is NOT for you if…
- You’re looking for generic sales training not specific to education markets
- You want theory without practical application — every lesson comes with frameworks you use immediately
- You haven’t validated product-market fit yet — get there first, then use this course to scale your sales
Format
- Digital CPD certificate
- Self-paced online
- Practical video lessons
- Downloadable action frameworks
- Module quizzes
Time Commitment
~3 hours
Focused, practical content — no padding.
Designed to fit around a busy founder or commercial role. With lifetime access, you revisit any module whenever you need it.
Investment
£422.25
BESA Member exclusive rate – One-time payment
Non-member rate £497
Stella James, CEO, Seventh Sibling
Stella James is the founder of Seventh Sibling, a fractional Chief Revenue Officer consultancy specialising in the education sector. With over 30 years of sales and business development experience, including 12 years working at the heart of the education sector, Stella specialises in helping EdTech companies move beyond feature-led pitching to build the kind of trusted, value-driven relationships that actually win business in schools and trusts.
Stella has built businesses from the ground up, raised private equity investment, and led sales and marketing transformations across the EdTech landscape. She now works as a fractional CRO for a portfolio of EdTech clients, bringing senior commercial leadership to growing businesses without the full-time overhead.
Alongside her consultancy work, Stella has developed a suite of CPD-certified online courses through her B2Education platform, covering everything from concept selling to international reseller strategy. She also hosts B2Education Unpacked — The Education Growth Podcast, which launches in May 2026.
Stella is widely regarded as one of the most experienced voices in EdTech sales, and brings a refreshingly direct, no-nonsense perspective to everything she does.
To ask any questions, please email eventsteam@besa.org.uk.
