
I have never considered myself a good salesperson. Selling Girl Scout cookies
door-to-door when I was a child was a traumatic experience that has carried over
into adulthood. So I went into education--no peddling of goods, no hawking of
wares, no schlepping of items to convince folks to purchase. Educators do not
need to “push” education—after all, to teach is to touch the future, to mold
children’s lives, to impact humanity in positive and infinite ways—who can argue
with that? Being a teacher is safe—right? Wrong! Over the past decade I have
come to realize through experiences directly related to selling educational
resources, that we in the education profession do sell something—ourselves, our
ideas, our philosophies—and it gets manifested through the way we teach and
learn. Sometimes the need to “sell” is in the policy arena when public schools
are constantly labeled “failing” by the media, by politicians, and others. We
must constantly remind everyone that teaching is based on social research and we
are not producing widgets. Each child is unique and teaching effectively
encompasses a high degree of skills, talents, knowledge, and heart. Sometimes
the need to “sell” is to find adequate funds to innovate. As public dollars
become scarcer, educators must turn to more and more
fundraising to accomplish their jobs. Unfortunately, grant writing is a way
of life for educators. In fact, David Warlick asks “Why has education in America,
become institutionalized begging?” Good question for the politicians and law
makers to ponder.
So when you are innovating effectively in the classroom with a particular set
of beliefs, tools, and personnel that are not in the budget basics and worried
that once the money is gone, everyone will move on the “next big thing” that
gets funded, how do you “sell” your initiative so that funding continues and
others not aware of your initiative understand its value and purpose? Sometimes
we must go outside of our profession for possible solutions. One place to start
is with Seth Godin. Seth Godin
is not an educator but a marketing guru. I started reading his blog several
months ago and he always has thoughtful, progressive, insight into the impact of
human nature as it applies to the business of buying and selling. A worthy piece
of advice is to create a story that resonates.
“Every person in the market has a worldview when it comes to what you're
selling. It might be, "I don't care about that," or it might be, "all big
companies are evil" or it might be, "I love new stuff." When your story aligns
with my worldview, we have something to discuss. When it doesn't, you're likely
to be invisible.”
So the tricky part becomes how to align your initiative with the worldview
and take on the competitive
advantage. What is the truth you believe in? What assumptions do you have?
How do you see the world? The really hard part then is to accept that others may
not have the same worldview as you—and begin to figure out how to tell your
story so that you are visible. Are you doing what people say they care
about? Are you connected to the community? Do you have access to
hard-to-replicate talent? Do you have hard-earned skills? How will technology
enable you and your colleagues to help your story resonate and maintain an
advantage?