Selling to Schools Conference

13 July 2021

BESA is pleased to be working alongside The Education Company once again to deliver the Selling to Schools Conference.


10:45am - 4:35pm


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Various ticket prices

BESA is pleased to be working alongside The Education Company once again to deliver the Selling to Schools Conference.


This event has now passed. Register now for 2022 here.

The all-new Selling to Schools Conference has been re-imagined from the ground up. The conference comprises a series of short but impactful presentations, each providing a wealth of practical advice. Each session will be accompanied by a series of checklists and templates for you to take away and use in your business.

The Agenda

10:45: Welcome

10:50 - 11:35: Understanding your product
Julia Garvey and Sean Gardner
Do you really know how schools will use your product and the problems they want it to solve? This session will provide you with a roadmap to unpack the real and perceived problems your product solves, giving you the knowledge and insights you need to start building a messaging framework that sells.

11:45 - 12:30: Recruiting great salespeople
Jae Jackson-Loverbridge
From writing job adverts that attract the right candidates (and importantly repel the bad ones) to building interview checklists that work, this session will provide you with the templates and process to maximise the chances of making your next hire a success.

12:30 - 13:00 - Lunch break

13:00 - 13:40: Measure (and incentivising) what matters - a master class for sales managers
Sarah Haythornthwaite
Are you measuring and incentivising the right things? This session will run through the “what, why and how” of measuring sales team performance.

13:55 - 14:40: Remote selling – from telephone to teams and beyond
Zoe Kirkby & Nick Stringer
Teams and Zoom are here to stay, we have collated tips and advice from the best in the field!

14:50 - 15:35: The sales toolkit - the gifts and tools you MUST give your salespeople 
Steve Baines, Stuart Abrahams
This session will provide you with a list of must-haves for your sales team!

15:45 - 16:30: Six psychology models every salesperson must know – and how you can teach them
Jack Woodley, Allan Smith
From Fogg to Ikea – the science of behaviour is a serious business. This session will introduce you to the very best of behavioural science and will empower and engage your salespeople to sell more intelligently and effectively.

16:30 - 16:35: Closing remarks

Featuring international insights from Steve Whitley - Founder, EdTech Consulting

Conference Organisers

Jason Gould – Managing Director of the Education Company

Jason co-founded the Education Company, an organisation that has been supporting education suppliers for over 30 years. Jason and his team have worked with BESA to design the Selling to Schools event. The Education Company provides data management, marketing, CRM and website solutions for many of the UK's leading education suppliers. They have been supporting BESA members for over 30 years and have worked with BESA on many high-profile insight projects and training events.




Julia Garvey - Deputy Director General at BESA and experienced Marketing Director

An experienced Marketing Director, prior to taking up her post with BESA, Julia worked for a variety of education publishers and EdTech suppliers.





Conference Speakers

Steve Whitley – International Sales Consultant
Steve has spent 30 + years working in EdTech. Initially spending 9 years working within a local education authority, before moving onto commercial organisations selling products into the education sector. For over 28 years, Steve has worked in and managed sales, marketing and development teams within the EdTech sector.

Zoe Kirkby - UK Business Development Manger at YPO
Zoe is the UK business Development Manager at YPO having previously worked for Pearson and Nexus. Zoe has practical experience with all sales channels into education.

Sean Gardner – Entrepreneur & Business Owner
Sean is a seasoned sales, marketing and commercial exec with experience of nine start-up businesses, five of which he founded.

Jae Jackson-Loveridge – Recruiter and owner of FixedFeePlacements
Jae runs and owns FixedFeePlacements and is the proud author of the Little Black Book for Recruitment.

Sarah Haythornthwaite - Marketing Director at Renaissance Learning
Sarah is the Marketing Director at Renaissance Learning having previously spent 7 years as Sales & Marketing Director at GL Education. Sarah brings a wealth of experience and analytical skill to the subject of motivating and measuring sales performance.

Nick Stringer Telemarketing Company Owner
Nick runs Elite telemarketing, a company helping business sell their products and services to schools and MATs.

Steve Baines - Experienced Sales Director and co-founder of Wisdom Partnership
Steve Baines is an experienced sales manager and sales practitioner. Steve has worked for a number of education companies, including Pearson and GroupCall, before co-founding the Wisdom Partnership.

Allan Smith


As a virtual delegate, you will also receive a copy of the session recordings after the event.


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