Outreach Isn’t Broken—But Most EdTech Teams Are Doing It Backwards

Trust and timing are everything in higher ed sales

Even if you get the messaging right, higher ed won’t respond if you’re showing up at the wrong time or in the wrong way.

Here’s what most startups get wrong:
They start outreach in January or February—right in the middle of yield season—and expect meetings.

But that’s when your buyers are trying to hit their numbers. They’re not evaluating new platforms or sitting through demos. They’re firefighting.

If you’re not building relationships in Q4, you’re already late.

So what should you do?

1. Lead with value, not the ask. Share content, case studies, or peer insights that help them now.
2. Use timing to your advantage. Acknowledge the pressure they’re under. Adjust your tone and expectations accordingly.
3. Show up consistently. One LinkedIn post in October won’t cut it. Stay present all year.

Trust is built before the demo. And higher ed decisions are made with caution, consensus, and time. If you’re only showing up when you want something, you won’t be part of the conversation when it counts.