Why Education Companies Struggle with Sales—and How to Fix It

Most education companies begin with a powerful mission. Whether it’s improving literacy, supporting teachers, or building innovative technology, their purpose is clear: help students succeed. But when it comes time to scale, many of these same companies stumble. The reason usually isn’t the product or the mission, it is the sales function.

As someone who has spent over two decades leading K–12 sales teams, I’ve seen the same challenges appear again and again. The good news? They’re fixable.

1. Mission and Sales Aren’t Aligned

Education leaders are often passionate about their mission but uncomfortable with sales. They hire former educators who understand the classroom but may not have the tools, processes, or confidence to sell effectively. The result is teams who care deeply but struggle to connect passion with performance.

The Fix: Bridge the gap. Provide reps and leaders with the language, structure, and coaching that ties their mission to measurable outcomes. Sales doesn’t have to feel “pushy” when it’s rooted in helping schools succeed.

2. Lack of Process and Systems

Many companies treat sales like an art form instead of a discipline. Without a clear Ideal Customer Profile (ICP), documented sales process, or a CRM configured to support it, reps are left to figure things out on their own. The pipeline becomes messy, forecasting unreliable, and leaders frustrated.

The Fix: Build repeatable systems. Define ICPs, create playbooks, and align Salesforce (or your CRM) to your process. When systems are clear, leaders can coach, reps can execute, and the business can forecast with confidence.

3. Leadership Gaps

Even with great products and passionate people, growth stalls without strong leadership. Too often, education companies underinvest in coaching sales leaders or promoting them without proper training. Leaders inherit teams but lack the tools to set vision, drive accountability, and develop their people.

The Fix: Invest in leaders. A great sales leader is a multiplier. With coaching, clear metrics, and the right support, they can transform an average team into a high-performing one.

4. Balancing Mission with Market Realities

Finally, education companies sometimes resist the idea that they’re businesses. They hesitate to set ambitious revenue goals, enforce accountability, or make tough decisions about structure and compensation. This tension holds back growth and, ultimately, impact.

The Fix: Remember: scaling sales means scaling mission. Every dollar earned represents more students reached, more teachers supported, and more schools improved. Aligning business discipline with mission ensures long-term sustainability.

The Road Ahead

Sales in education doesn’t have to feel like a struggle. With the right strategy, systems, and coaching, companies can build teams that are both mission-driven and market-ready.

That’s why I started EdRoads—to give education companies the roadmap they need to grow sales sustainably, empower their people, and make a greater impact on students and schools.

👉 Want to explore how to strengthen your sales team? Contact me here.