Understanding the K-12 Buying Cycle

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Organize.

Happy July, everyone! With the fireworks now behind us, it’s time to welcome a new fiscal year for most U.S. schools and districts. Are your sales and marketing teams prepared to make the next 12 months your most successful yet?

Last month I wrote about how you can take advantage of the slower summer months to assist your efforts during your peak selling period. Today I’d like you to take a more holistic look at the entire K-12 buying cycle.

The Ongoing Cycle of K-12 Purchase Decisions

The K-12 buying cycle moves in strongly identifiable waves. To maximize your success, you should be organizing your sales and marketing strategy around these stages.

While everyone thinks first about the school year’s on/off nature, multiple factors influence the buying cycle. These include the annual release of state and federal grant money, limited windows for administrators to make final purchase decisions, and “spend down

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