In this episode of Build Momentum, Sarah and Katie will be diving into sending marketing emails and making phone calls to superintendents and district leaders and figuring out what strategies are working and what don't.
Some Questions Sarah Asks:
In This Episode, You Will Learn:
Quotes:
“Some of them, I actually might want to [respond to], but they came in at the same time that I needed to respond to someone else and were just a low priority for the moment. And for that reason, I totally expect people to follow up with me.”
“I hesitate to say name-dropping [is effective] because then I could see somebody really latching on to that and going overboard. But if somebody genuinely is like, ‘Hey, I know so and so….’ I also notice if their message is personal, but with the volume of people they're trying to sell to they don't have time to make it personal. But if you really want my attention, you will."
“Relationships matter. Something identifiable, whether that's a salesperson you've worked with at a different school and you bring them to your new school because you know them, or it’s a relationship of trust because you've shown me a product that has helped my life.”
Stay in touch with Sarah Williamson:
Free Case Study Guide
SWPR GROUP Website
LinkedIn
Stay in touch with Chad Bolser:
LinkedIn
About "The Secret to Transformational Leadership," which Sarah co-authored with Dr. Quintin Shepherd:
Transformational Leadership Secret website
Purchase the print or ebook
In this episode of Build Momentum, Sarah and Katie will be diving into sending marketing emails and making phone calls to superintendents and district leaders and figuring out what strategies are working and what don't.
Some Questions Sarah Asks:
In This Episode, You Will Learn:
Quotes:
“Some of them, I actually might want to [respond to], but they came in at the same time that I needed to respond to someone else and were just a low priority for the moment. And for that reason, I totally expect people to follow up with me.”
“I hesitate to say name-dropping [is effective] because then I could see somebody really latching on to that and going overboard. But if somebody genuinely is like, ‘Hey, I know so and so….’ I also notice if their message is personal, but with the volume of people they're trying to sell to they don't have time to make it personal. But if you really want my attention, you will."
“Relationships matter. Something identifiable, whether that's a salesperson you've worked with at a different school and you bring them to your new school because you know them, or it’s a relationship of trust because you've shown me a product that has helped my life.”
Stay in touch with Sarah Williamson:
Free Case Study Guide
SWPR GROUP Website
LinkedIn
Stay in touch with Chad Bolser:
LinkedIn
About "The Secret to Transformational Leadership," which Sarah co-authored with Dr. Quintin Shepherd:
Transformational Leadership Secret website
Purchase the print or ebook
Hello, and welcome to Build Momentum, a show where we explore thought leadership and education. I'm Sarah Williamson, the founder of SWPR Group.
Katie Lash:And I'm Katie Lash, the director of the East Central Educational Service Center.
Sarah Williamson:Together, we explore how to leverage key partners, your constituencies, and the media to authentically impact your organizations and the leaders who champion them. We can't wait to get started. So let's dive into today's show. Katie, hello, welcome back to episode two. Today, we're going to talk about marketing emails. So good to be here with you today, Katie.
Katie Lash:So good to be back. Had a lot of fun last time, It was so much fun. Lots of positive comments so excited about the first episode in our new show. So to kick it off this episode, we're going to talk about one of your favorite subjects, we seem to talk about it every time we get together, ad nauseam. Its marketing emails, The Good, the Bad, the Ugly. So first, whenever we get together, we're talking about superintendent conferences, ASU-GSB, whether it's the tassa, wherever we are, we're talking with superintendents, we're talking with chief academic officers, administrators, and you all seem to have the same thing in common. You're inundated by emails from education vendors, Ed Tech, and otherwise, pretty much every vendor out there is sending emails, would that be accurate? Absolutely accurate. I actually think this is the topic when we didn't even know what another apple, this is the topic that like randomly came up. And then we talked for like, literally a couple of hours about this, so. That's pretty much I think was so true. So it's kind of a daily life problem for leaders in your position, just sifting through the barrage of what's coming in, and then distilling that down very out what you would want to save if you save any of those emails, and if you implement anything if you actually respond to them. So we want to dig in today and figure out what's working, what doesn't work. And just really, let's just talk about it. Okay. Yeah, I hope people listen to this. And then they give us their feedback. Two of the things we didn't think about, so,
Sarah Williamson:Yes, although we definitely prefer to give feedback than receive feedback. That's right.
Katie Lash:That's right. We just like to give unsolicited feedback. I am certainly not in ed tech. And so interestingly, I think some of these strategies are like, well, people do on purpose. Like they're told to do these things. And then I'm like, Yeah, but that doesn't work. Like oh,
Sarah Williamson:So why they need here this?
Katie Lash:Yeah, that's gonna be interesting. So I mean, maybe again, maybe I'm wrong here. But I can just tell you what it feels like in my inbox, or the way that it learns when I read it. So my authentic truth here
Sarah Williamson:I love your authentic truth. And it's something that is not talked about, there's tons of marketing sessions on how to email superintendents and district leaders, but firsthand, hearing how that feels. And that oh, that resonates with you, I think is so valuable. So first of all, let's talk about your personal email situation. How does this impact you on a day to day basis? Just give us a glimpse into your daily life with emails?
Katie Lash:Yeah, I probably should have just for fun. I should have looked through how many I got just earlier today. I don't have that concrete data. But I don't know, I actively spend probably 15 minutes a day, just deleting, which sounds so silly, but it is just to be able to get to the volume of emails that actually got like, you know, need a response. Right. And so it's not for lack of like, some of the companies I do. In fact, I am curious about I mean, there's probably no perfect answer here. There's a real truth. But like, some of them, I'm actually might want to, but they came in at the same time that I needed to respond to someone else that was just like low priority for the moment. And so obviously, again, for that reason, totally expect people to follow up with me, like, I expect that I ignored it first time, you probably should follow up. But then it's like, that's I think the moment that probably really determines the what I do next. It's not like the first email or the second email is like how the follow up occurs. I'm not offended as you can tell. But I'm just saying that's the moment that I decide if it's going to go anywhere else. And so really, it's just volume. And honestly, I feel like this is an interesting perspective. I sit in between, I'm at the Educational Service Center. So I'm often the person communicating with superintendents, but like, so I am one of them. Like, I am one of the people sending emails that like may or may not annoy people, so I'm trying to be really cognizant of it. And so my team and I always talk about this all the time, I don't think I have a perfect answer. Because on one hand, people will say to me things like, Oh, I didn't see that email. I missed it. On the other hand, I'm like, Well, if I send it to you twice, I'm gonna have everybody complaining too because they're gonna say why did you just send another one? So I tried to be empathetic with that fact too. But my strategy right or wrong has been I feel like I've really kept a close hold on, like when I send an email, like there's something very important that you need to read in there. And like, I've done that enough times that people trust me now, like, if Katie's gonna go out of her way to send one, it's probably something I should pay attention to.
Sarah Williamson:You're providing value to them in some way.
Katie Lash:Yes. But I do like I do notice. And my colleagues and I, again, we'll talk about this, I probably needed to send reminders, or I probably needed to, if I put it out there in front of the more often more people would catch on. And so maybe I'm not hitting the whole market. But I say all that just to say, I'm trying to be empathetic, but I'm also on the receiving end of these things. And I'm like, listen, I will genuinely say that if somebody if I was emailing them as much as I get from other people, like, I wouldn't listen to me either. So I try. I try to do. So yeah, volume is a problem. And it's no one's fault. It's that there weren't literally inundated.
Sarah Williamson:Mm hmm.
Katie Lash:Every company is doing it. I don't know that there's a better idea. But think of how many companies are out there. And they all send one. And most of them don't send one they send 10. Yeah. Then where are you? You're stuck with like, what about what your teacher actually needs? Yeah. You can't find the email? Because it's[inaudible] No, Where is that? it's buried under all these Ed tech vendor emails? I know. Okay, so tell me some of the worst experiences you've ever had. What are some of those? The terrible terrible nightmarish that you just remember? Because they were so terrible. Yeah. When and what made them so bad? So probably, I don't even want to say it's the worst. But it's probably singularly the thing that like, triggers me most, it happens too often. And I know that I'm an anomaly. I know this. That's what we've talked about in the first episode, like service centers are a hidden gem, lots of people don't really even understand us. So again, trying to respect the fact that people don't understand us, I get all the time because I'm on paper, I'm a superintendent. So I get an email that's like, how do your students need XYZ? Does your district need XYZ? And I am like you for sure, use Mail Merge, and just found my name somewhere, like you don't even know who you're selling to right now. And so it doesn't even matter what the product is at that point. Because I'm like, and I know, again, the volume of people that they have to communicate with, you can't personalize every single thing. But Facts are facts mix turns me off. So yeah, I'm done. And I'm probably the gatekeeper to like a lot of other people have other contacts that you just messed up, because now you made me mad. That happens all the time. And so that's probably I would say, like one of the worst only because of the frequency that people mess that up. The other thing that I would say we were actually just talking about this today, before I left my office is value the follow up again, like I said earlier, but I expect to in fact for people to follow up. But sometimes it's like, I sent you an email at 10am. But have you read it yet?. Are you ready to make a decision at 2pm. And
Sarah Williamson:Why? Does that happen?
Katie Lash:Completely. Again, I was talking to a buddy earlier, like she said that somebody actually like genuinely got upset with her because she admitted that she hadn't read the email when they called her on the phone. And they like expected that she had prepped for this phone call that she didn't know what's coming. She was like, oh, so anyway, she was just kind of laughing about that. The other funny thing, she's kind of an anomaly of the situation of former school district, she really only had discretion over like a smaller student population. But people would call her oh, this comes up for me too people would call her because she was associated with a very large district. And so as soon as the conversation was starting to be like, oh, you know, I only have the purchasing discretion over X number of kids. She said people like get rude. And like, just like, which again, I know that they're calling and thinking they're gonna make a big sale. But she said, people just got mean when they realize like, Oh, you're not what I thought you were.
Sarah Williamson:I'm out. Oh my goodness!
Katie Lash:I won't on admit it is what I'm
Sarah Williamson:Call me crazy that that was that's real. Okay.
Katie Lash:No, that's absolutely real. Gosh, what was it Sarah, there's something I even the other day, I messaged you. I feel like I screenshot
Sarah Williamson:I'll tell you one that you've shared with me before.
Katie Lash:Yeah, there was something else that I screenshotted. But probably other than the fact that like, again, probably people are coached through this, send the email call for follow up something. But seems like a decent strategy. Somebody's probably been told to do that. But the frequency of phone calls, like holy moly, it has become a thing in which like, some of the people who are the most aggressive, it's like on purpose, we screen them now. Like, instead of, oh, I need to get back to them or oh, I'll talk to them next time. You called me a week later, two weeks later, I'll probably pick up the next time be like, Oh, I'm so sorry. I ignored you. But then when people get too aggressive, I'm like, no, no, you're not going to do that. We're not gonna like, again, probably a strategy. If you're really really persistent. It's probably a strategy. But that's it.
Sarah Williamson:It rubs you the wrong way?
Katie Lash:Oh yeah, like gives me the opposite vibe. The more that they pester, the more I'm going to actively go away.
Sarah Williamson:What do you think is a reasonable number to pester, if they haven't heard back from you?
Katie Lash:Reasonable number? I don't know. I think it's hard to be finite. I think like time matters a little bit too. Like, it's not the number of pestering like, yeah, they followed between, just like the space in between, yeah, it's like, if I didn't call you back before the end of the day, and then you call again, and then I didn't call you back the end of the day, and then you call again, like, now it's like, okay, no, again, like the girl the email of Did you read my email earlier? No, no, I didn't. So I think that's the number of them like we have this one guy who, I'm honestly not very interested in the product, but I'll answer the phone because he's always very kind. And he's just like, just checking in to see if your circumstances change. Think of me when you need me. And, you know, I probably will think of them when I need him, it's probably going to work for Yeah, let's just start right now. So it doesn't matter the number he doesn't make me mad.
Sarah Williamson:All right. Okay. So it sounds like the way that these emails could reach you more effectively is space time respecting you personalizing making sure they know who they're talking to. Is there anything else they could do more? A little bit more?
Katie Lash:No, I definitely noticed. I mean, I'm sure that everyone else has said, I definitely noticed when it's to me, like they know something about me. Like it's not like a does your district need? Or like, no, it's definitely like, I know that your service center, I know that you're in Indiana, I wondered if I mean, another thing, truth is name dropping does work. If they tell me they know somebody that I know.
Sarah Williamson:Oh, that's a good tip.
Katie Lash:It does work. But again, there's one vendor right now that he named drops, like everybody he's ever met ever. And then I'm like, okay, okay, I've learned this from a friend he named dropped me saying that, like, we were friends. No, no, he's called me on the phone once, like, we're not friends. And so, anyway, that is probably again, I think it can go over. I hesitate saying name dropping, because then I could see somebody really latching on to that and going like overboard. But if somebody genuinely is like, Hey, I know so and so. And I noticed if it's personal, but again, the volume of people they're trying to sell to they don't have time to make it personal. But if you really want my attention, you will.
Sarah Williamson:Exactly take the time, take the time. So what about phone calls? I know, it sounds like phone calls can be pretty much I would say majority of the time, they're pretty negative if they're unsolicited. But I want to get your opinion on that.
Katie Lash:So that's again, I find this could be a whole like
Sarah Williamson:So interesting. dissertation, this whole topic. I would love to I always ask
Katie Lash:But it matters to him if there's brand people their opinions on this, because I find it fascinating. But that guy said he actually kind of likes people to cold call him. recognition, right? So he likes to be cold, called about Microsoft's new features, or he likes to be cold called like, but I'm totally making that up. I don't even know if that's whatever. But he likes if he's familiar with it, and it applies to his life. He actually likes that, which you said. And he also said the personality of the person matters, which obviously, I think is probably obvious, but I mean, it's probably I would hope that that's a thing that all companies are thinking about is their phone manner, your phone presence. But anyway, I'm not necessarily the fan of a phone call. Oh, one of my buddies here. She said this. She gets irked when people will say do you have 15 minutes for a phone call? Like in the email before like, actually like informing her of the phone call?
Sarah Williamson:Oh, interesting. I've done that before.
Katie Lash:But not telling her what it what it is. I do have time for phone call. I don't know why. But maybe,
Sarah Williamson:Maybe maybe I've done it. I feel like I have. I have. And that's good. That's good to hear. So we got to be careful on that making sure you're telling them why. Obviously, they're going to try to sell to you.
Katie Lash:Oh, yes, they are. I would help they I mean, if I answer respond, I'm probably expecting to get sold to like I'm ready for like, what are you gonna sell me? So I value the people doing their job. Sometimes I'll tell them that too. I'm just like, Oh, I know. You're just doing your job, but gotta calm down.
Sarah Williamson:I got some feedback. But I have some feedback.
Katie Lash:Yeah, so the phone call thing that I think that people are a little bit all over the board on that. That's also a funny thing we experienced at the service center. Because I mean, we do have services that in fact, I want people to know about so I kind of sort of like I'm sharing that information, but like, I'm not selling you anything. I don't necessarily care if you take me up on it. I just don't want you to say you didn't know, right? So I'm not a vendor, but I sound like it when I'm on the phone. So I'll be emailing back and forth with the superintendent. And you know, once we have like three or four emails going, I'm like, we just need to talk this through because this is getting confusing. So I'll pick up the phone and call them like literally, we've just been emailing. This happened the other day. This is a very practical example. Called the school and say hey, this is Katie Lash. I'm from the east central service center. I'm emailing was so and so as we speak, and I'm getting confused. And I just wondered if I could talk to him. Well, then she was like, What's your name again? Let me see if he's available. And I'm like, Okay, I'm totally getting screened, because I do that to be able to. But so, then, so I guess again, I can empathize. I think sometimes with a company's going like, Yeah, I know what they're doing to me. But I am not at all trying to sell something. One more thing on phone calls, and then I'll calm down. Another thing on phone calls is when this happens a lot too Sarah I think it'll surprise you people will call and like, act like we are the best of friends to my secretary, like, Hey, is Katie there just wondering how she's doing. I hadn't talked to her in a while, like, so my secretaries, like oh, that's Wow, she must feel that person. I've never met that person in my life, like, and so wow, it works I guess.
Sarah Williamson:Clever? Yes,
Katie Lash:It works. But then when I get on the phone, then all of a sudden, it's the sales pitch. And because then yeah, my secretary, or for me, it's mostly my business manager. She's like, are you expecting so and so like, don't know what you're talking about? Like? Well, they know, you. No, they don't. No, they don't.
Sarah Williamson:No, they don't? Oh, my gosh.
Katie Lash:So again, probably effective, truthfully, because it does get past my secretary.
Sarah Williamson:I mean, these are actually good tips for being sneaky. So we're helping you out
Katie Lash:People have that reputation but you want to get through maybe works.
Sarah Williamson:Try that. Try that. Apparently it does work. Are you looking to build brand awareness and expand your impact as an organization. But maybe you're struggling to find the ROI with your general marketing and PR efforts, it could be time to try something a little different. At SWPR Group, we approach every organization through the lens of how you can help them add the most value to the conversations that are happening in education today, for one of our clients, the Institute for Education innovation, this led to the launch of soups choice, an award that we co created to build incredible brand awareness and his firmly established organization as an industry leader driving impact, growth and awareness on every level. For Ed mentum. This meant the launch of thought leadership panels at education conferences, and a new webinar series featuring influencers and partners that are making a difference in education. What will your success story be? Let me know when you're ready to get started. Reach out at Sarah with an H at SWPR-group.com[sarah@swpr-group.com]. We look forward to hearing from you. Okay, so what are some descriptions or phrases? We've talked about this before, that you absolutely detest that rubs you the wrong way that you think just are not effective, that a lot of vendors actually think are effective. I know what you're gonna say. But you say it, tell me. Oh, my gosh, You're cracking me up. I know, I
Katie Lash:Yeah, this one is like a pet peeve. I totally get why, by the way that I get why people use this one. It's just everyone uses it. So it's like completely worn out and is the like, Oh, we don't sell to schools where their partner or where they're like, we work with, like, I don't even know, partners, the most common word, but there's other words that they often like slip in there. That's like, you know, we're here as your teammate or something. Right? Again, I get it. I get what you're saying. But like, maybe once we have an established relationship, I feel that way. But like, right, we're not that right now. Like, I don't know. Very yet. We're not there yet. We're just dating. Like, we're not boyfriend girlfriend yet. Like, we're just getting to know one another. So think that that's so smart. I think vendors who use that word anyway, that's a pet peeve of mine. Again, not because it's a bad idea. It's just so worn out like, no, no, you're trying to sell me something. And let's just acknowledge that that's true. And that's okay. That's okay. Yes, that's what we're doing here. We're here to sell stuff. And we know, and I'm here to maybe buy something. And that's okay. often think that they're unique in the offering that they provide and the use of the word, whereas it's good and helpful to know that almost everyone uses that word. So let's think of I've actually shared that with you before. Like, it's another word. not I'm not making this up. Like I could go to my emails right now and search the word partner or teammate or, or whatever. And I could find multiple of all of those right now. And so, I don't know, I don't know what the better word is, but there's got to be one
Sarah Williamson:I know or just don't pretend like you said, just be clear. You know, we know what we're doing here. And like you said, also to give credit to there are times when you are partners with your vendor where they're amazing. They're amazing partners. You want to do case studies with them. We write the case studies for these partners.
Katie Lash:Yes,
Sarah Williamson:They are true partners for these clients and there's no doubting that.
Katie Lash:Yes,
Sarah Williamson:but in the sales process, slow your roll on the we're so close. We're so close to you, like just take it down a notch.
Katie Lash:Yeah, actually, like, I would be likely to come up like use the word partner if I felt strongly about a product that I was using and like I I want to get you in front of my superintendents, or I want to get you like, I might come up with that word. And so you know, we've been partners on some things lately, like, don't come in as explaining to me how you're already that. I don't know. It's so fascinating to me how frequently that occurs. But yeah, it once once we're, we've been working together for a few years. Yeah. Any other words or thoughts, things to avoid?
Sarah Williamson:I mean, I guess this probably in the same question as the one about like, know who the person is like, when you say, Does your district need x? Or, I mean, I guess I could be a service district. It's not that that's probably not a good example. It's like, clearly they're talking about a very specific situation that just does not even occur in the service center. So probably doesn't apply. And I guess I say that, I bring that up again, to say, I think that's true in some of the districts I serve, like, some of the language or words used, maybe something just for people to be aware of, some of the words used, maybe apply to a big district, and I have a lot of really small districts. So like that will get people's attention to like, in a negative way. They'll be like, could you connect me with your director of elementary education? And my superintendents are like, this is you don't know who you're talking to, like, it's me, and my elementary principal and my high school principal. Like, again, you don't know who you're selling to, like, those types of things. I think, again, nothing wrong, because there's plenty districts who do have that, and I totally just made that one up. But you get what I'm saying? Yeah, I think that could be those phrases like that, that just don't apply to the person is like, really quickly going to get a good Delete. Yeah, that makes sense. Okay, well, what can people do? So obviously, they need to reach district leaders, people need to sell their products, the sales reps are charged with making sales. What's a better way to reach them? And what are some of those good examples of emails that you've actually have there been good emails? Has there ever been an email where you were like, wow, I'm interested.
Katie Lash:Yeah. Well, this is not specifically an email. I don't even know that this is like, probably not the advised strategy. But I even called Sarah the other day and told her this because it caught my attention. It was actually like an ad that was on like, some social media, maybe even like LinkedIn. But this ad came through, it was like a resource guide type of thing. And it was, like, very much like the need I have in the MO is the perfect storm, which again, had to tell people to articulate this exactly. But it was something I had been looking for. They phrased it like, exactly like how it was going to solve my problem, like, Hey, are you and I don't want to be too specific. Because we're not going to like name anybody. But like, Hey, do you have you know, that's another thing don't like say, do you need teachers? Yes, we do. We all need teachers like that is not a real question. But so whatever it was, they just described exactly the problem of my day, and how they could help me. And by golly, I bought it on the spot. Like, it totally got me. And I realized, I guess in that moment that like, tell me the problem that you solved, let me determine if that wasn't the problem of my day. And if I can, like, access your material right then and see if I like it like that, that is a win, like, and so that's, I guess, yeah, as I'm thinking about this, like, sometimes it's like, you don't know what they sell until you talk to him for a long time, and maybe a strategy, but like, I didn't have a half an hour to give you to figure out what it is. And I'm not gonna go that far. So anyway, this one the other day, you read an email and gave that person that didn't come any money, right? Then write them on it, and they can upsell me like crazy. And But first, I'm gonna evaluate, you know what I bought so far, but that one they were spot on. Again,
Sarah Williamson:Let's be clear also, it was a very reasonably priced item. It was not very big expenditure.
Katie Lash:Yes.
Sarah Williamson:Just for Katie's district leaders listening.
Katie Lash:Yes, it was. It was very surprised. But you know what, though? Like, I know, their strategy is that they have a much more expensive opportunity later. I know that going in, but I'm like, ready for it. Like I know that that's gonna happen if I like it. I'm gonna get hooked. But I'm okay with that. Yeah, and like, that's a good strategy. So anyway, that would be one that totally works again, the personal stuff, I will when it is something that like this happened the other day, too. This is totally wasn't mailmerge but I got me to open it because was that they were excited to see Indiana and I was like, What are you excited about here? We'll open it up fire attention immediately is probably available just every state into that email. But I don't know something about it felt different. I guess in full disclosure, I didn't reply to them. But it did make me open it
Sarah Williamson:You know what else you told me that works. For example, you said use words that are in funding programs and use those words but out saying we know you need ESSER funds or whatever. Use the description Yes, of the funds within the email so that you know exactly what they're going to do. They're going to write the grant for you.
Katie Lash:Oh, yes, yeah. Yes. Yes, I'm so glad you reminded me of that. Because that one is a definite turn off in like the era of ESSER, like, we're still in the room ESSER don't get me wrong, but like when it was just coming out and everybody wanted to get rid of it, everything said we qualified for ESSER. I'm like most things, not everything. But most things qualify for ESSER don't like put that as your tagline. Because everyone just emailed me that same thing today. And most of you do, like, so that one wasn't sitting well with me. So I think when we brought that up is, but if somebody used some words, and this is not an ESSER thing, but I think of it like the Title programs, like, specifically title three comes to my mind. Like when, instead of saying, like, we qualified for Title Three, but like, if you're, you know, our product has been shown to be very effective with English language learners. And if you say a lot of these things, family engagement, and it serves as an instructional material, guess what they need to name all those things? And their grant. And you know, I say it's title three, they know that, and they're gonna be like, Oh, you just checked all those boxes. I'm gonna have to type my grant later, like,
Sarah Williamson:Heck ya.
Katie Lash:What we're gonna do. Yeah,
Sarah Williamson:I know. That's so smart. That's so smart. Very smart. Okay, so anything else to add to that? Or I have one, one more question for you.
Katie Lash:No, that was I'm so glad you said that, though. Because if I was like, personally working with someone like a company with my no experience of sales, that wouldn't be the number one thing like, I would want to sit down with somebody and say, let's look at title one. Let's look at title two. So it's not ESSER. Not what ESSERs there's not the title ESSER, because can you even say what that is? No, you can't you just put it in there. Because everyone else is talking about ESSER. Yes, but let's dive into like qualified expenses and named those. If I can sit down with somebody and do that. Oh, my gosh, Sarah
Sarah Williamson:Well, I think you got your side gig. Watch out. The calls are gonna come in. Just wait. Okay, so clearly, emails are tricky. They're tricky. They're hard to get right. But you can get them right. Yeah, you just have to be super smart about it. And don't inundate don't overwhelm. That's kind of what I'm getting personalized them do all the things that you need to do to get it right.
Katie Lash:Yeah, that's right.
Sarah Williamson:Yeah. But beyond emails, what is the best way people can connect with district leaders to actually build connections and sell products? What do you think is the most effective way? If there is one?
Katie Lash:Yeah, I mean, truthfully, I don't think I'm saying like, any thing, top secret here, but like, relationship matters. And it's hard. Like, are y'all I mean, if I can think of myself in this, how do I get a relationship? I gotta email them, or I gotta call them to, like, meet them first, like, how do I? Yes, but like, relationships matter. Something identifiable, whether that's the salesperson, you've worked with them at a different school, and you bring them to your new school because you know, them, or like, and it's really a sense of trust, because I guess those are almost interchangeably in my head, right? It's like, it is a relationship of trust, because you've shown me a product, like it has helped my life. You didn't bait and switch. Because I guess if you I might know you from before. And then when I use your product, I realized it wasn't that great. And then now I don't trust you. Anyway, no, I mean, I think that relationship and trust is interchangeable. Yeah. Like, we know exactly what we're buying and what we're using it for, like, so obviously, we're even I met Sarah, like, there are companies that will help connect superintendents to tech companies. Like I think another thing that has often works for me, again, not even just in my role of service center, I'm trying to tell people what I do. But also like when I go to things, I'm noticing a lot more companies are leading the professional development, or companies are leading, like writing the op ed or like, I mean, I guess again, Sarah, you guys do that for people, so I shouldn't. But what I noticed about that, is when it's done, well, I leave totally sold to and I don't even know I was sold to
Sarah Williamson:oh my gosh, thank you for saying that. I just got done having conversation about this. It's what we preach every day. And it's so good to hear from you that you don't have to have a client. You don't have to have a vendor on a panel to make an impact. In fact, if there's only district leaders on a panel and another influencer or someone who's moderating a conversation, you're gonna have a lot more impact. If the company comes up, then if a company member is sitting on that panel, do you agree?
Katie Lash:Absolutely agree. I guess that's You said that much more artfully? If I guess what I'm trying to say is when it's flashy, and selling it to me, then I'm being sold to and again, maybe that's okay. But like I said, again, it's kind of like the guy who keeps calling me and saying, you know, I'm here for you when I need you. Like he is selling, but he just I know what he does. I know that when I'm ready. Like I know who to call. I'm familiar. There's relationship there. And then the same way like a panel or an article, like when I read that, and I'm like, You know what, when I have this need, I'm going to call these people but not because they're like, so will you sign tomorrow. Sign this via email. Feeling like, it's until I'm sure that that's the slow game.
Sarah Williamson:That's so what you summarize his thought leadership. And that's everything that that's what this podcast is all about. And it's everything that we do in PR, it's building that thought leadership platform where it's[inaudible] articles, it's panels, it's award submissions, and it's bringing district leaders into the fold without directly selling to them, you're bringing them into conversations, that you're having it at conferences, and you're bringing them into conversations that you're submitting to editorial about timely events that are going on getting their opinions, even if they're not clients, I think that's very much worth it.
Katie Lash:Maybe more. Honestly, yes, they're gonna feel like their voice is heard. Like, they're gonna feel like, Oh, I really love to, I mean, this is not a strategy for everyone. But like, this is about leadership. There are companies, you know, that like, it is not a show it is genuine of like, if we made this feature change, would you like that type of question?
Sarah Williamson:Oh Yeah, focus group kind of thing.
Katie Lash:Yes. But then it's not just like, you know, it wasn't just a empty question. It was like, then they act like this, they can meet my need here. And so that always impresses me. And truthfully, probably a lot of companies could do that. And they just, maybe, I mean, I've been sorting it with somebody the other day, I really like what they're doing a lot. And I was like, could you just like, have a specific need case or, you know, use case? They're like, Nope, that's not in our scope. I was like, Okay, bye. And that's okay. I respect that. I completely like if folks want to stay right in their scope. But if it is something that they could get, I'm no coder or anything. But if it was like, something that was doable, I think that that just speaks volumes, guess what, then I'm gonna go tell every superintendent that I have, that they're really accommodating that day, and that totally works. But again, I guess that's probably at the core, more of like, the relationship side of this is what you're saying. op eds, thought leadership, gathering feedback panels. And that leads to the tail, not what the email said.
Sarah Williamson:Yes. Right. And it also cultivates goodwill, and showcases those happy clients in front of new audiences, and bigger audiences. So thank you for saying that. That is, it's very cathartic for me to hear.
Katie Lash:You're welcome. I really didn't find that. Like, I'm glad that that worked for you.
Sarah Williamson:Well it did, thanks. Katie, okay, we didn't solve the world's problems. But I think we distill down some tips, some strategies, if you want to be slimy and sneaky, she gave you some good ones.
Katie Lash:If somebody wants it to work just like, you know, maybe leave later, not what the outcome you wanted, but it worked.
Sarah Williamson:But it worked. Also some good tips, and we want to hear from you listeners about what works for you what hasn't worked? And if any of these strategies work moving forward, so keep us in the loop.
Katie Lash:Yes, I'm so glad. Yes. You know, this is thing I love to talk about. No, I've told you this. My husband is now in the like, sales role. And so we brainstorm about this. And so he'll tell me, he's like, Yeah, you know, like, sometimes like, that is like a notable strategy. But I often wonder, like, is part of the reason that it's not a notable strategy is because everyone's using the same strategy. So it just like, now we are losing it, like, does this whole category of what we're talking about today? Does it have to evolve rapidly? Like with the times, maybe it does, maybe, maybe what is true today? It's not true.
Sarah Williamson:Oh, I definitely think that's absolutely accurate.
Katie Lash:So we have to re re record this in like six months and see if we feel differently.
Sarah Williamson:I think that's great plan. I love it. Okay, everyone will stop droning on and giving feedback. We look forward to your feedback now. So let us know what you think of the show where you think of our tips, and we'll talk with you soon. Thanks so much, Katie. Appreciate it.
Katie Lash:Thanks, Sarah.
Sarah Williamson:If you're looking for more of this thought leadership, good news for your organization, you're in the right place. Visit us at SWPR- group.com To learn more about how we work with education organizations and their leaders, superintendents and influencers to increase your impact. Again, that's SWPR-group.com. Thanks for tuning in today and we will see you next time on Build Momentum.