Connecting with schools as an education business

After nearly 20 years in the game, we like to think we know a thing or two about building connections with schools! For education businesses like ourselves, meaningful relationships with schools and teachers are everything, but they aren’t always easy to come by.

Schools are constantly approached by organisations offering resources, subscriptions, training and services, and often businesses fall into the trap of creating ever splashier marketing, and more aggressive sales tactics in an effort to compete. But we’ve seen it time and time again in our interactions with head teachers: schools want to be supported, not sold to.

Moving from sales to support

Teachers and school leaders are time-poor and outcome-driven. They are looking for solutions that genuinely improve teaching and learning, align with curriculum expectations, and respect their professional expertise. Businesses that lead with understanding of the realities of school life, and who show a genuine desire to help change outcomes for children and young people, are far more likely to build trust.

The worst approach you can possibly take with a school is to go in with a slick sales pitch demonstrating why your product or service is the best on the market for the money, that will solve every problem a school has – even if you believe that to be the case! Instead, businesses should adopt an enquiry approach; finding out what the school’s priorities are, where they are looking to invest time and money, and what problems they are trying to solve. Then and only then is it time to present your offer as a potential solution. And if you’re not sure it is the right solution – walk away! Schools do not appreciate having their time wasted, and neither should you!

In our work supporting other education businesses and arts organisations with developing their connections with schools, we have seen the following blueprint for success:

• They demonstrate full understanding of classroom realities – ideally by the person doing their outreach having once themselves been a teacher.
• They can show how their offer is research-informed – reassuring schools that they’re not being sold a snake oil solution.
• Their offer supports teacher confidence and professional development – rather than dumping them with a package that they need to work out themselves.
• They provide flexible, tailored approaches rather than one-size-fits-all packages – recognising that all schools are different, all teachers are different, and crucially all children are different.
• They show a genuine desire to learn from schools, and to develop long-term relationships rather than just selling them a product and moving on.

Building credibility with schools

Schools increasingly look for partners with proven expertise. Organisations that can demonstrate experience working alongside teachers, understanding curriculum requirements, and supporting implementation stand out. Independent, research-led guidance is particularly valued, because it helps schools make informed decisions without feeling pressured toward a single product or approach.
This is why consultancy, research, and professional engagement strategies are becoming central to successful school-facing businesses. Rather than relying solely on marketing campaigns, successful businesses invest in listening to teachers, testing ideas, and shaping their offers around real needs.

At Music Education Solutions, we work with organisations that want to connect with schools in a meaningful, credible, and sustainable way. Our business support services are designed to help education companies build relationships based on expertise and support rather than sales. Our team combines national and international music education expertise with real-world school experience, and an unrivalled understanding of the UK music education sector, allowing us to help businesses shape offers that genuinely support teachers. And an offer that is genuinely supportive, is an offer that sells itself!

If your education business wants to connect more effectively with schools and teachers, get in touch with us today to discuss your needs, including:

• Advertising and exhibiting opportunities – enabling businesses to promote services directly to teachers and schools through trusted channels and professional networks
• Research and development – providing access to experienced researchers who can help test ideas, evaluate impact, and ensure products align with real classroom needs
• Consultancy – strategic and operational guidance covering marketing, sales strategy, product development, funding, and long-term growth.