How To Sell To Schools
A step-by-step guide to getting your business into UK schools.
How to sell to schools (quick answer)
Start here
The quickest way to build trust and get found by schools.
- Join the National Register of Education Suppliers
- Display the Education Supplier Badge
- Add proof (a testimonial or short case study)
On this page
- Choose your path
- Step-by-step guide for new suppliers
- Already working with schools? Tips for established suppliers
- Frequently asked questions
- What schools look for in suppliers
- Email templates for schools, academies and MATs
- Getting found in education
- Tenders, frameworks and school buying routes
- Pricing, quotes and making it easy to say yes
- Reviews, proof and trust signals (schools recognise)
Choose your path
Pick the option that best fits where you are right now.
Get started
(new to schools)
Best for: You’re new to selling to schools and want a simple plan to get started.
- Get listed on the National Register of Education Suppliers
- Make your offer clear for schools (what you do + who it helps)
- Add one piece of proof (testimonial or mini case study)
- Use the Education Supplier Badge to build trust quickly
Start with step-by-step guide
Local supplier
(working with a few schools)
Best for: You’ve done some school work already. Now it’s time to grow.
- Ask 2–3 schools for a short testimonial and add it to your profile
- Tighten your “areas covered” and response times (schools love reliability)
- Add 1 strong case study (problem → solution → outcome)
- Display the Education Supplier Badge
Win more school work
Regional supplier
(more experienced)
Best for: You cover a county/region and want steady, repeatable growth.
- Build a simple outreach routine (e.g. 20–50 schools per month)
- Create proof by school type (primary/secondary/SEN/MAT)
- Use your National Register listing to support credibility across your region
- Attend regional trade shows and conferences to meet school budget holders
Expand your reach
Well-established supplier (experienced/national)
Best for: You’re already well-established and want bigger opportunities and wider reach.
- Build a MAT-friendly offer
- Strengthen trust signals (education supplier badge, reviews, awards)
- Stay visible in education channels year-round (not just when you need leads)
- Attend national trade shows and conferences
- Share expert content to lead your field
Grow your market share
Step-by-step guide to selling to schools (for new suppliers)
New to selling to schools? Start here.
If you’ve already worked with schools, use Choose your path to jump to the section that fits you.
Step 1
Get listed where schools can find you
Schools often start by searching online for suppliers they can trust. Get your business listed on the National Register of Education Suppliers so you show up in the right place.
Quick tip:
Add your main service, location/coverage, and best contact email first.
Step 2
Make your offer clear for schools
Keep your wording simple: what you do, who it helps, and what a school gets at the end. If a busy school can’t understand it quickly, they’ll move on.
Quick tip:
Step 3
Build trust fast with the Education Supplier Badge
Trust matters in education. Display the Education Supplier Badge on your website, email signature and proposals so schools can see you’re serious about working with the sector and open to ratings and reviews.
Quick tip:
Step 4
Add proof (even if it’s small to start)
You don’t need a huge portfolio. Start with one testimonial when you have one, a short case study, or start with a few photos that show what you can deliver. Proof reduces risk for schools.
Quick tip:
Step 5
Work out who to contact (school buying roles)
Contact the right person in the school (e.g. the Headteacher, School Business Leader or Site Manager) so your message reaches the right place and you don’t get passed around.
Quick tip:
Add your main service, location/coverage, and best contact email first.
Step 6
Send a helpful first message (not a hard sell)
Keep it short, friendly, and focused on the school’s needs. Offer a quick call or a simple quote, and make it easy to reply.
Quick tip:
End with one clear question (e.g. “Is this something you handle?”).
Step 7
Stay visible in the right education channels
Most suppliers win school work because schools have seen them more than once. Keep showing up through your listing on the, your website, and education marketing channels.
Quick tip:
Pick one channel to focus on for 30 days rather than trying everything.
Step 8
Follow up and make the next step easy
Schools are busy. A polite follow-up is often what turns interest into a yes. Keep your next step simple: a call, a quick quote, or a date to review options.
Quick tip:
Follow up once a week for 2–3 weeks, then switch to a lighter monthly check-in.
Ready to get found by schools?
Start by joining the National Register of Education Suppliers and add the Education Supplier Badge to your website and emails.
View packages & pricing
Step 1
Get listed where schools can find you
Get visible where schools are already looking and make sure you look credible as an education supplier. Start by adding your business to the National Register of Education Suppliers, then display the Education Supplier Badge so schools can trust you at a glance.
What to do
- Add your business to the National Register of Education Suppliers (so schools can find you when they search)
- Write a clear “what we do for schools” summary (plain English, no jargon)
- List your key services / keywords / tags (the exact things a school would search for)
- Add your coverage area (local / regional / UK-wide)
- Upload a logo and 1–3 strong images (make it feel real and professional)
- Add credibility even if you’re new to schools (e.g. relevant experience, accreditations, insurance, DBS where relevant, or non-school case studies that show results)
- Get and display the Education Supplier Badge (website + email signature)
- Make it easy to contact you (best email + phone, and when you reply)
Quick checklist
- Listing create on the National Register of Education Suppliers at www.incensu.co.uk
- Clear “what we do for schools” summary added
- Key services listed ( use school-friendly wording)
- Coverage area included (local / regional / UK-wide)
- Logo uploaded (good quality) + 1–3 good images
- Credibility added (experience, accreditations, insurance, DBS where relevant)
- Education Supplier Badge displayed (website + email signature)
- Best contact details included (email, phone, contact form)
Ready to get found by schools?
Get listed on the National Register of Education Suppliers.
View packages & pricing
Step 2
Make your offer clear for schools
Schools are busy, so your offer needs to be easy to understand at a glance. Keep it simple: what you do for schools, what’s included, what it costs (or how pricing works), and the next step.
What to do
- Start with a one-line summary of what you provide for schools (plain English)
- Say who it’s for (e.g. primary, secondary, MATs, site teams, office teams)
- List what’s included (3–6 bullets of the main deliverables)
- Explain how pricing works (a starting price, typical range, or “we’ll quote based on X”)
- Make the next step obvious (book a call / email for a quote / request a brochure)
- Answer the first questions schools will ask (lead time, minimum order, installation, training, support)
- Use school-friendly wording (avoid jargon and acronyms where possible)
- Add a simple “why schools choose us” line (reliability, experience, outcomes, service levels)
Quick checklist
- Clear one-line summary added
- Who it’s for is stated
- What’s included is listed (3–6 bullets)
- Pricing is explained (“from” or “typical range”)
- Next step is obvious (call/email/quote)
- Practical details (lead time, delivery, support)
- Wording is simple and school-friendly
- Contact details are easy to spot
Step 3
Start with trust (the Education Supplier Badge)
Schools want to feel confident they’re choosing a supplier who understands education. The Education Supplier Badge is a quick, simple trust signal you can add to your website and emails to help you stand out quickly.
- Add it to your homepage & contact page
- Add it to your email signature
- Use it on quotes and proposals
Step 4
Add proof (even if it's small to start)
You don’t need loads of school customers to look credible. Start with one or two simple proof points that show you’re reliable and deliver what you say you will.
What to do
- Add proof you already have (non-school testimonials, reviews, photos, results, before/after)
- Show credibility if you’re new to schools (relevant experience, qualifications, accreditations, insurance, DBS where relevant)
- Create a mini case study (3–5 lines: problem → what you did → result — school or non-school)
- Use photos/screenshots that show what you deliver (where appropriate)
- Be specific (numbers, time saved, outcomes — anything concrete)
- Make it easy to trust you (clear process, response times, what happens after an enquiry)
- Get your first school testimonial quickly (deliver one small job/pilot, then ask for a 1–2 sentence quote)
- Add proof where schools will see it (your listing on the National Register of Education Suppliers, website, and proposals)
Quick checklist
- 1 mini case study written (3–5 lines)
- Proof is specific (not vague)
- Photos/screenshots added (if relevant)
- Credibility / Accreditations / Qualifications
- Proof added to your listing and website
- Proof included in quotes/proposals
- At least 1 testimonial added when ready
Want schools to trust you faster?
Get listed on the National Register and start building your profile.
Step 5
Work out who to contact
The Headteacher is sometimes the right first contact, but not always — simply because they’re so busy. In many schools, other roles handle budgets day-to-day or strongly influence what gets bought. If a school is part of a MAT (Multi-Academy Trust), it means a group of academies are run together — and if you reach the right trust contact, one conversation can sometimes lead to opportunities across multiple schools, making your outreach more efficient and often more profitable.
What to do
- Start with the best-fit role for what you sell (not just “Headteacher” by default), for example:
- School Business Leader / SBM (budgets, purchasing, operations)
- Office Manager / school office team (routes enquiries, knows who owns what)
- Site Manager / Estates (premises, facilities, maintenance)
- IT Lead / Network Manager (software, devices, networks)
- Subject Lead / SENCO / Pastoral Lead (often key influencers for learning, wellbeing and support services)
- Trust Operations / Finance (MAT) (when buying is centralised across multiple schools)
- Remember: influencers matter — many staff can recommend suppliers to the budget holder
- Check if the school is part of a MAT and whether buying looks school-led or trust-led (it varies)
- Use the school/MAT website to find the right contact route (sometimes it’s a named person, sometimes a central email)
- If you’re unsure, call the school office and ask who deals with supplier enquiries for your category
- Keep a shortlist of 2–3 roles to try so you don’t get stuck if the first person doesn’t get back to you
- Track who you contacted and when so you can follow up politely and avoid duplicating messages
Quick checklist
- Picked a best-fit first contact role
- Checked whether the school is part of a MAT
- Found the right contact route - name/role
- Message tailored to the role
- Kept it short (clear reason + one question)
- Shortlist of 2–3 backup roles ready
- Tracking in place for follow-up
Step 6
Send a helpful first message (not a hard sell)
Your first message doesn’t need to be perfect — it just needs to be clear and easy to reply to. Keep it short, be helpful, and ask one simple question.
What to do
- Write a subject line that says what you do (so it’s not ignored)
- Open with one line that shows relevance (who you are + why you’re emailing)
- Lead with their challenge and your outcome (keep it solution-focused, not feature-focused)
- Use plain English and avoid long paragraphs
- Include one clear benefit (time saved, less hassle, better outcomes, reliability)
- Add one proof point (experience, accreditation, insurance, a quick example)
- Make the next step easy (call, quick quote, send info)
- Ask one clear question (so they can reply quickly)
- Keep it human and polite (no pressure, no “just following up” in email one)
Quick checklist
- Subject line is clear and specific (not salesy)
- First line explains why you’re emailing
- Message is solution/outcome focused
- Email is short (ideally under ~120 words)
- One clear benefit included
- One proof point included
- One clear question included (easy to reply to)
- Next step is simple (call / quote / send info)
- Signature includes website, national register url, education supplier badge
Want ready-to-use school email templates?
Discover how to write highly effective subject lines and access 30+ downloadable email templates.
Step 7
Stay visible in the right education channels
Most suppliers win school work because schools have seen them more than once. Pick one or two channels you can stick to, and focus on being consistently visible rather than trying everything at once.
What to do
- Choose 1–2 channels you can do consistently (consistency beats intensity)
- Keep your National Register listing up to date (it’s an “always on” visibility channel)
- Use your website as a simple home base (clear offer + proof + contact details)
- Show up where education suppliers already pay attention (events, networks, education media)
- Share helpful content (tips, checklists, short case studies — keep it practical)
- When you post about your work with schools, tag Incensu to broaden your reach across our education networks and get in front of more relevant people
- Repeat what works (schools need to see you more than once)
- Build a simple 12‑month education marketing plan so you keep showing up throughout the academic year (term-by-term beats last‑minute posting)
- Track what brings enquiries (so you don’t waste time)
Quick checklist
- Picked 1–2 visibility channels to focus on this month
- Listing/profile is complete and up to date
- Website has clear offer + proof + contact details
- Simple content plan in place (even 1 post per week)
- One repeatable action scheduled (e.g. weekly outreach / monthly event)
- 12‑month education marketing plan started (term-by-term actions)
- Tracking in place (enquiries + where they came from)
Need help creating an effective education marketing plan?
Take the mini course and build a simple 12‑month plan you can follow throughout the academic year.
Step 8
Follow up and make the next step easy
Schools are busy, so “no reply” usually means “not now” — not “never”. A simple, polite follow‑up process helps you stay on their radar without being pushy.
What to do
- Plan your follow‑ups before you send the first email (so you don’t leave it too long)
- Follow up 2–3 times before you move on (most replies come after a follow‑up)
- Space it out (e.g. 3–5 working days between touches)
- Keep each follow‑up shorter than the last
- Add a small extra value each time (one tip, a short case study line, a useful link, a checklist)
- Keep the ask simple (one clear question, easy yes/no)
- Offer the “wrong person” escape route (“Who’s best to speak to?”)
- Know when to pause (if they say not now, thank them and check back the following term)
- Track your touches (date, channel, outcome, next step)
Quick checklist
- Follow‑up plan set (touches + spacing)
- Follow‑ups are short and polite
- Each follow‑up adds a small piece of value
- One clear question included each time
- A “who’s best to speak to?” line included
- Stop/pause rule decided (no vs not now)
- Tracking in place (touches + outcomes)
Quick recap
3-part process
- Be findable: Get listed on the National Register of Education Suppliers (Incensu) and make sure your details are up to date
- Build trust: Add proof (testimonials / case studies / accreditations / insurance) and display your Education Supplier Badge
- Make it easy to say yes: Clear offer + simple first message + polite follow-up plan
Quick check
- National Register listing complete (services, locations, contact details)
- Education Supplier Badge added to website/email/social (where relevant)
- Proof added (testimonial/case study/accreditations/insurance)
- Offer is clear in plain English (who it’s for + what’s included)
- First message template ready (short + solution-focused)
- Follow‑up plan set (2–3 touches + adequate spacing)
- Tracking in place (who you've contacted / when / next action)
Next steps
If you want a simple way to get started, begin by getting listed where schools can find you — then build trust with proof and keep your outreach consistent.
- Get listed on the National Register of Education Suppliers (Incensu)
- Add your Education Supplier Badge + proof (testimonials, case studies, accreditations)
- Send a short first message and follow up politely
Already working with schools?
If you’re already supplying schools, the next step is building consistency and credibility at scale. Start by making sure your listing on the National Register of Education Suppliers (Incensu) clearly shows your best proof (case studies, testimonials, accreditations and awards). Then use the Education Supplier Badge across your marketing so schools recognise and trust you faster. From there, choose the right mix of channels to grow your market share and win higher-value contracts.
Pro Tip: Use the Education Supplier Badge to build trust faster.
Display the Badge on your website, emails, social posts, adverts and event materials so schools recognise you as a trusted education supplier.
You’ve supplied a few schools (or you’re entering education) — now build credibility that wins repeat work
At this stage, the goal isn’t just “more leads” — it’s helping schools feel confident choosing you. The fastest way to do that is to make your credibility obvious wherever they find you: your National Register profile, your website, your emails, and your social content.
What to focus on
- Keep your National Register profile (Incensu) up to date so schools can quickly check who you are, what you do, and why you’re trusted
- Tighten your “school-ready” offer (exactly what you do, who it’s for, what’s included, and the next step)
- Create a school-specific landing page on your website (don’t send schools to a generic homepage) with: offer, proof, accreditations, and a clear next step
- Turn your work into proof (2–3 short case studies + 3–5 testimonials you can reuse everywhere)
- Make your accreditations visible (don’t hide them) — schools want to see recognised standards for higher-cost products/services
- If relevant, highlight education-specific credibility such as BESA membership
- Use your Education Supplier Badge everywhere (website, email signature, proposals and socials) so schools recognise you as a trusted education supplier who is transparent and open to ratings and reviews from the education sector
- Match your message to the right decision-maker (school vs MAT; operations/finance vs curriculum/pastoral)
- Plan for school logistics if relevant (holiday working, minimising disruption, risk assessments, working safely around pupils)
Quick checklist
- National Register profile updated (clear offer + proof + contact details)
- School-specific landing page live (clear offer + proof + contact route)
- 2–3 case studies written (outcome-focused) using the 9-point plan - Added to listing
- 3–5 testimonials ready to reuse, school and role included and added to listing
- Accreditations/awards displayed clearly (easy to find)
- Education Supplier Badge added to website + email signature
- Badge included on proposals / quotes / social posts (consistent trust signal)
Growth-stage supplier
To grow regionally, focus on one area at a time and build visibility schools will see repeatedly across the term.
Pro Tip: Use the Education Supplier Badge to build trust faster.
Display the Badge on your website, emails, social posts, adverts and event materials so schools recognise you as a trusted education supplier.
You’re ready to expand regionally — build market share with a repeatable multi-channel plan
Regional growth comes from doing the basics brilliantly, then adding the right channels around them. Schools and trusts need to see you more than once — so your aim is a repeatable plan that combines visibility (being seen), credibility (being trusted), and outreach (starting conversations).
What to focus on
- Choose your focus region(s) (one region to deepen, or one neighbouring region to enter — keep it tight)
- Research competitors in those regions so you understand who schools already use and how you’ll position yourself
- Get specific about who you’re targeting (school types/phases and the roles most likely to buy what you sell)
- Use local proof to open doors (case studies and reviews from nearby schools are especially persuasive)
- Be proactive with reviews in your target areas (headteachers and school business leaders carry weight with peers)
- Build a MAT target list in your chosen regions (one relationship can unlock multiple schools)
- Use education media with genuine school readership (e.g. Education Business) to support awareness in your target areas
- Run targeted email and postal campaigns via education specialists (e.g. SchoolsMailing, Sprint Education, Buzz Education, More Than Words)
- Attend regional conferences, network groups, trade shows and events to meet school leaders, budget holders and influencers face-to-face
- Build recognition with your Education Supplier Badge — use it on socials, in email campaigns, and in any education magazine advertising so schools see the same trust signal repeatedly
- Use Incensu member discounts on recommended advertising / exhibiting / sponsorship to stretch your education marketing budget further
Quick checklist
- Focus region(s) chosen (clear and realistic)
- Competitor research done for those regions
- Target school types + buying roles defined
- Local proof ready (case studies/testimonials)
- Review request process running for set areas
- MAT target list created for chosen regions
- 12 month Education Marketing Plan created
- Email/postal campaign partner chosen
- Events selected for relationship-building
- Badge included in email campaign
- Badge used consistently on socials
Well-established supplier
If you’re already established, the goal is to look low-risk at scale — strong proof, clear compliance, and a consistent presence in the right education channels.
Pro Tip: Use the Education Supplier Badge to build trust faster.
Display the Badge on your website, emails, social posts, adverts and event materials so schools recognise you as a trusted education supplier.
You’re well-established — win higher-value contracts with trust signals, frameworks and a stronger marketing mix
As contract values rise, schools and trusts look for more reassurance: recognised accreditations, stronger proof, clearer compliance, and easier procurement routes. This is where a broader education marketing mix pays off — and where frameworks (where appropriate), awards, events and sector visibility can significantly increase conversion.
What to focus on
- Start with a highly compelling listing on the National Register of Education Suppliers (Incensu) that clearly shows your standing in the UK education sector — outcomes-led proof, visible accreditations, strong reviews, and a clear next step for schools and trusts
- Strengthen your “trust signals” for higher-cost buying: accreditations, policies, compliance, case studies, and outcomes (not just features)
- Use education accreditations where relevant (such as BESA membership) to reduce perceived risk
- Consider frameworks for higher-value contracts (where appropriate), for example CPC, YPO, and Crown Commercial Service (government frameworks)
- Build a trust/MAT-friendly pack (one-page overview + outcomes-led case studies + accreditations + implementation approach + service levels)
- Use education media and campaigns to stay visible year-round (magazine advertising with genuine distribution/readership + targeted email/postal campaigns)
- Choose events based on delegate quality and buying roles, including: Bett (edtech), EB Live, Schools & Academies Show, MATPN events, ISBL conferences, NAHT conferences
- Apply for credible education awards to reinforce authority and visibility (e.g. Bett Awards, Education Resources Awards (ERA), Education Business Awards, BESA Awards, Education Today Awards)
- Use the Education Supplier Badge + reviews as your “trust proof” at scale: include the badge on exhibition stands/materials, in adverts, and in campaigns — and reuse your strongest reviews everywhere
- Assign a dedicated owner for keeping your listing on the National Register of Education Suppliers consistently updated with proof and review requests to put your business at the top of the search results
- Use Incensu member discounts on education magazine advertising and exhibiting/sponsorship to reduce costs (often saving thousands across the year)
Quick checklist
- National Register listing positioned as a sector-leading profile with strong reviews
- Outcomes-led proof pack ready (case studies + testimonials + impact)
- Accreditations/compliance clearly displayed (easy to find)
- Framework strategy decided (if relevant to your contract values)
- Trust/MAT-friendly info pack ready (PDF or web page)
- Multi-channel Education Marketing Plan set for the academic year
- Events calendar chosen based on delegate fit/ROI
- Awards shortlist created (and deadlines noted)
- Education Supplier Badge displayed on exhibition stand / printed materials (where relevant)
- Strongest reviews pulled from your supplier listing and reused in all marketing materials
- Rating/reviews included in email campaigns and follow-ups (short proof lines)
- Dedicated manager for National Register listing + review requests
- Incensu member discounts used to save money on education marketing budget
Frequently asked questions about selling to schools
Quick answers to common questions suppliers ask about selling to UK schools, academies and Multi-Academy Trusts (MATs).
How do I sell to schools in the UK?
Focus on being findable, trusted, and easy to buy from. Make your offer clear for schools, build proof (case studies, testimonials, accreditations), contact the right person, and follow up politely.
How do schools buy products and services?
Most school purchasing is practical: they compare options, check credibility, and choose a supplier who feels low-risk and easy to work with. Higher-value buying may require multiple quotes, approvals, or a formal procurement route.
How do I become a school supplier?
Start by creating a school-ready offer, proof, and the right compliance signals for your category. A listing on the National Register of Education Suppliers (Incensu) can help schools find you and quickly check trust signals.
How do I sell to academies and Multi-Academy Trusts (MATs)?
Academies may buy at school level or via the trust. Check whether buying is school-led or trust-led, then tailor your message to the right roles (often operations/finance for trust-wide decisions).
Who is the decision maker in a school for purchasing?
It depends on what you sell. Common roles include School Business Leader/SBM (budgets/operations), site/estates (premises), IT lead/network manager (technology), and senior leaders for higher-value teaching-and-learning decisions.
How do I find the right contact at a school?
Start with the school website (contact page, staff list, policies pages). If it’s unclear, call the school office and ask who handles supplier enquiries for your category.
How do I contact schools for business without being pushy?
Keep it short and helpful. Lead with the school’s likely challenge and the outcome you deliver, include one proof point, and ask one clear question.
How do I email schools for business?
Use a clear subject line, a short first paragraph, one benefit, one proof point, and one simple next step (quote/call/info). Avoid long paragraphs and jargon.
What are the best subject lines for emailing schools?
Use plain-English subjects that say what you do and who it’s for. Specific beats clever, for example: “Playground resurfacing quote for [School Name]” or “CPD training option for [School Name]”.
How often should I follow up with schools?
A simple 2–3 follow-up sequence is normal. Space it out by a few working days, keep each follow-up shorter than the last, and add a small extra value each time.
Why don’t schools reply to emails?
Usually it’s workload, timing, or you’ve emailed the wrong person. Make the reply easy (one clear question) and use a polite follow-up plan.
Can I email schools under GDPR in the UK?
You need to be careful and respectful. Keep outreach relevant and targeted, use appropriate contact details, and make it easy for schools to opt out. If you’re unsure, get advice specific to your situation.
How do I avoid spam when emailing schools?
Avoid mass blasting. Use targeted lists, keep emails short, use a real signature, and focus on relevance and outcomes. Consistent, helpful messaging performs better than high volume.
Do I need to bid for tenders to sell to schools?
Not always. Many suppliers win work through relationships, referrals, directories, and direct outreach—especially for lower-value or repeat purchases. Tenders are more common for higher-value or trust-wide contracts.
How do I find school tenders and education tenders in the UK?
Check local authority and MAT procurement pages, tender portals, and tender alerts. If tenders are part of your strategy, build a repeatable process for monitoring opportunities and preparing bids.
What is a framework in school procurement?
A framework is a pre-approved buying route that can make procurement easier for schools and trusts, especially for higher-value contracts. Suppliers often explore routes such as CPC, YPO, and Crown Commercial Service.
How do I get on a school framework or approved supplier list?
Each framework or approved list has its own requirements and application process. Start by strengthening your proof and compliance basics, then choose routes that match your category and contract size. In the meantime, make it easy for schools to assess you by keeping a transparent listing on the National Register of Education Suppliers (Incensu), including clear proof and being open to ratings and reviews so schools can make an informed decision.
What do schools look for in suppliers?
Schools want clarity and low risk: a clear offer, proof you can deliver, strong service levels, and the right compliance signals for your category. Make it easy for them to understand the next step — and use trust signals such as the Education Supplier Badge alongside testimonials, case studies and accreditations.
Do accreditations and awards help when selling to schools?
They can be a strong trust signal—especially for higher-cost products, services, and contracts. If you have recognised industry certification or education accreditions (for example BESA if appropriate), make them visible and explain what they mean in plain English.
When is the best time to contact schools?
Term time is usually best, and avoid the busiest moments (start/end of the school day). Timing also depends on what you sell—some categories align with budget planning cycles and holiday works.
What schools look for in suppliers
When schools choose a supplier, they’re looking to reduce risk and make a confident decision quickly — so your job is to show the right proof and trust signals clearly (especially on your website and in your listing on the National Register of Education Suppliers).
What matters most
- Clear offer and next step (what you do, who it’s for, what happens next)
- Proof (case studies, testimonials, reviews—ideally from schools)
- Accreditations and awards (education-relevant where possible, explained in plain English)
- Compliance basics (insurance, risk assessments, safeguarding where relevant, policies as needed)
- Reliability (response times, delivery, after-sales support, service levels)
- Value for money (not always lowest price—confidence in outcomes and service)
- Ease of procurement (quotes, POs, invoicing, and frameworks for higher-value contracts where relevant)
How to demonstrate it quickly
Use this across your National Register listing and website.
- Clear one-line summary (who you help + outcome)
- Specific services list (matches what schools search for)
- Locations served stated clearly
- Education Supplier Badge displayed
- 2–3 strong testimonials visible
- 1–2 short case studies (problem → solution → result)
- Accreditations/awards listed with plain-English meaning
- Compliance basics signposted (docs ready if asked)
- Clear next step (quote / call / demo / site visit)
- Best listing reviews used in marketing materials
What schools want to see
- A clear offer (what you do, who it’s for, what’s included)
- Proof you can deliver (testimonials, reviews, case studies)
- Reliability (response times, delivery, after-sales support)
- Clear pricing approach and an easy next step (quote/call/demo)
- Professionalism and transparency (clear contact details, clear process)
- The right compliance signals for your category
Trust signals for higher-cost buying
- Recognised education accreditations (e.g. BESA membership)
- Strong outcomes-led case studies (impact, savings, reduced workload, improved outcomes)
- Reviews/ratings from schools and trusts (reused consistently across marketing)
- Awards and shortlists that schools recognise (e.g. Bett Awards, ERA, Education Business Awards)
- Framework routes for higher-value contracts (e.g. CPC, YPO, Crown Commercial Service)
- Clear implementation plan and service levels (what happens after “yes”)
Make it easy to say yes
- Clear headline: what you do for schools + what outcomes do you deliver
- Proof near the top: 2–3 testimonials + 1 short case study
- Trust signals visible: Education Supplier Badge + key accreditations/awards
- Low-friction next step: quote / call / demo (with a clear contact route)
- Compliance signposted: insurance/RAMS/safeguarding approach available if needed
Common documents schools may ask for
- Public liability insurance (and employer’s liability if applicable)
- Risk assessments and method statements (RAMS)
- Safeguarding policy/statement (where relevant)
- DBS checks (where relevant to your work)
- Health & safety policy (where relevant)
- Data protection / GDPR statement (especially for software/services)
- Cyber security information (where relevant)
- Sustainability / environmental policy (where relevant)
- Equality, diversity and inclusion statement (where relevant)
- References or case studies from similar schools/trusts
Email templates for schools, academies and MATs
Copy, paste and tailor these short emails to your offer — each one ends with a simple question to help you reach the right person quickly.
Email template (School Business Leader / SBM)
Best for: budgets, operations, facilities, day-to-day buying of products and services
[Name]
[Phone] | [Website]
[Education Supplier Badge / Incensu listing link]
Email template (MAT / trust operations)
Best for: trust-wide buying, standardising across multiple schools
[Phone] | [Website]
[Education Supplier Badge / Incensu listing link]
Email template (Headteacher / senior leader)
Best for: teaching & learning impact, wellbeing, outcomes, higher-value decisions
Subject: Supporting [priority] at [School Name]
[Phone] | [Website]
Follow-up template (short + polite)
Best for: getting a reply without being pushy
[Phone] | [Website]
[Education Supplier Badge / Incensu listing link]
Want more copy-and-paste templates?
Access 30+ ready-to-use emails tailored for schools, academies and MATs.
Getting found in education
Choose a small mix of channels you can stick to throughout the academic year — consistency is what keeps you visible to schools, academies and MATs.
Where schools find suppliers
- Your listing on the National Register of Education Suppliers (Incensu) (your always-on visibility)
- Your school-specific website page (clear offer + proof + next step)
- SEO content that answers real questions suppliers search (guides, FAQs, category pages)
- Education magazines with genuine school readership (for example Education Business)
- Targeted email and postal campaigns run by education specialists (e.g. SchoolsMailing, Sprint Education, Buzz Education, More Than Words)
- Conferences, trade shows and events to meet school leaders and budget holders face-to-face (e.g. Bett, EB Live, Schools & Academies Show, MATPN events, ISBL conference, NAHT conference)
- Social content that’s useful to schools (and tag Incensu where relevant to broaden reach)
Quick checklist
- Chosen 1–2 primary channels to focus on (not everything at once)
- National Register listing updated (offer + proof + locations + next step)
- Education Supplier Badge used consistently (website, email signature, socials)
- Proof reused across channels (best reviews + 1–2 case studies)
- 12 month education marketing plan in place (what you’ll do each term)
- Tracking in place (enquiries + where they came from)
Need a simple plan you can follow all year?
Build a 12‑month education marketing plan that keeps you visible throughout the academic year.
Tenders, frameworks and school buying routes
Not every supplier needs tenders to get started, but for higher-value contracts it matters.
What to know
- When tenders matter vs when they don’t
- Where opportunities appear (MAT/LAs, portals, alerts)
- Frameworks overview (CPC, YPO, CCS)
- “Approved supplier lists” reality check
Quick actions
- Decide if tenders/frameworks are relevant to your contract size
- Pick 2 days a week to check opportunities, save relevant ones + note the deadline
- Get your proof + compliance pack ready to send to schools
- Keep your Register listing transparent (proof + reviews + badge)
Key takeaway: You don’t need tenders to get started — but being “bid-ready” (proof, policies and a clear offer) helps you win bigger opportunities faster.
Pricing, quotes and making it easy to buy
Schools don’t want a complicated sales process — they want clarity, reassurance and an easy next step.
What to include in a school-friendly quote
- Clear itemised pricing (incl/excl VAT stated)
- What’s included / what’s optional
- Delivery/lead times
- Installation/training (if relevant)
- Safeguarding / DBS policy (if relevant)
- Insurance, accreditations, compliance notes
- Payment terms + how POs work (simple explanation)
- Named contact + next step
Quick checklist (before you send a quote)
- One-page summary ready
- Proof attached (1 case study + 1–2 reviews)
- Education Supplier Badge included
- Dates/timelines confirmed
- Next step is a simple yes/no question
Key takeaway: Schools don’t choose on price alone — they choose suppliers who feel trusted, reliable and easy to work with.
Reviews, proof and trust signals (schools recognise)
Schools need to feel confident you’re trusted and easy to work with — start with your Register listing and Education Supplier Badge, then back it up with proof.
Start with trust signals schools can check
- Your listing on the National Register of Education Suppliers (Incensu) (clear, complete, school-focused)
- Education Supplier Badge (use it everywhere schools might check you)
- School reviews (short, specific, credible)
- Case studies (what you did + outcome)
- Accreditations and compliance (only what’s relevant to your category)
- Policies and reassurance (safeguarding / GDPR / H&S where relevant)
- Clear contact details and business information (so schools can verify you quickly)
Quick checklist (before you send a quote)
- Listing on the National Register of Education Suppliers complete
- Badge added to website + email signature + socials
- 3 short reviews ready to reuse (website, proposals, emails)
- 1 simple case study ready to share (a link or a one‑page PDF)
- Key policies easy to find on your website (where relevant to your category)
- Messaging consistent across your website + Register listing
Pro tip: Don’t let your Education Supplier Badge and reviews live in one place — reuse them on your website, emails, socials, proposals, adverts and event materials so schools see the same trust signals wherever they find you.
Quick recap
If you keep these basics consistent, you’ll stand out quickly with schools, academies and MATs.
3-part process
- Be findable: get listed where schools look (and keep your listing up to date)
- Build trust: use your Education Supplier Badge and back it up with proof
- Make it easy: clear offer, clear pricing, and a simple next step
Quick check
- National Register listing complete (services, locations, contact details)
- Education Supplier Badge added to website/email/social (where relevant)
- Proof added (testimonial/case study/accreditations/insurance)
- Offer is clear in plain English (who it’s for + what’s included)
- First message template ready (short + solution-focused)
- Follow‑up plan set (2–3 touches + adequate spacing)
- Tracking in place (who you've contacted / when / next action)
Ready to start selling to schools
- Get found by schools, academies and MATs
- Build credibility with trusted education signals
- Make it easy for schools to contact you
Start here
The quickest way to build trust and get found by schools.
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