Episode Overview
This episode explores what makes selling into education fundamentally different from other sectors. Steve Whitley shares four decades of experience across EdTech, international education markets, and consultancy, offering practical insight into long sales cycles, trust-based selling, exhibitions, MAT buying structures, and the financial realities facing schools.

The conversation focuses on how education businesses can grow sustainably while staying grounded in the realities schools face today. Steve also explains why empathy matters more than traditional sales tactics in education and why understanding the end user is critical.

 

00:01:00 – Steve’s journey into education and EdTech
00:04:20 – Why education sales are different
00:09:55 – Managing long sales cycles in schools
00:12:05 – Are exhibitions and BETT worth it?
00:19:40 – How to spend a small marketing budget
00:23:40 – Email marketing and database strategy
00:27:50 – How MATs are changing school buying
00:31:10 – Why the student is still the real end user
00:32:10 – The pressures schools are facing right now
00:35:05 – Final reflections on supporting schools

 

All About Steve:
Steve Whitley: A Seasoned Technology Leader
With over 40 years of experience in the EdTech industry, Steve has a deep-rooted understanding of the global education technology landscape. Starting his career in a local education authority, he transitioned to commercial roles, where he successfully sold technology products to governments, schools and institutions worldwide.

As a key leader in a prominent EdTech company for over 26 years, Steve oversaw worldwide sales, marketing, and development teams. The company's innovative STEM education products are used by K-12 students across the globe.

EdTech Consulting: Tailored Solutions for Success
Leveraging his extensive experience, Steve founded EdTech Consulting. The company offers a range of services designed to help technology companies thrive and grow, including:
• Go to market strategy development 
• Executive mentoring and support
• Sales and marketing training 
• Project management
https://edtechconsulting.co.uk

Volunteering

Discovery Educational Trust
Discovery Educational Trust is a Multi Academy Trust, based in South Essex and currently comprising five schools. 

As vice-chair of trustees, Steve is actively involved in all aspects of governance of the schools in the trust. In addition to being vice-chair of the main trust board, he also sits on the Audit & Risk and Finance & Resources committees and is the chair the Human Resources committee.
https://www.discoveryeducationaltrust.co.uk

Education Research & Development Institute (ERDI)
Based in Chicago USA, ERDI work to create a rich and meaningful forum for education leaders and solution providers to collaboratively discuss, design, and shape the products and services, that support K-12 education. 
As an expert network volunteer, Steve participates in ERDI events where he offers guidance, support, and mentorship to solution providers seeking to understand and launch into new international markets.
https://www.erdius.org

AI in Education
Steve is a member of the EdTech panel, guiding and supporting AI In Educations mission to ensure that every learner and educator in every school and college, is ready for an AI-powered future - one that nurtures not just knowledge and skills, but well-being, agency, creativity and lifelong adaptability.
https://www.ai-in-education.co.uk

Website: https://edtechconsulting.co.uk
LinkedIn: https://www.linkedin.com/in/stevenwhitley

Episode Overview This episode explores what makes selling into education fundamentally different from other sectors. Steve Whitley shares four decades of experience across EdTech, international education markets, and consultancy, offering practical insight into long sales cycles, trust-based selling, exhibitions, MAT buying structures, and the financial realities facing schools.
The conversation focuses on how education businesses can grow sustainably while staying grounded in the realities schools face today. Steve also explains why empathy matters more than traditional sales tactics in education and why understanding the end user is critical.
&nbsp;
00:01:00 &ndash; Steve&rsquo;s journey into education and EdTech 00:04:20 &ndash; Why education sales are different 00:09:55 &ndash; Managing long sales cycles in schools 00:12:05 &ndash; Are exhibitions and BETT worth it? 00:19:40 &ndash; How to spend a small marketing budget 00:23:40 &ndash; Email marketing and database strategy 00:27:50 &ndash; How MATs are changing school buying 00:31:10 &ndash; Why the student is still the real end user 00:32:10 &ndash; The pressures schools are facing right now 00:35:05 &ndash; Final reflections on supporting schools
&nbsp;
All About Steve: Steve Whitley: A Seasoned Technology Leader With over 40 years of experience in the EdTech industry, Steve has a deep-rooted understanding of the global education technology landscape. Starting his career in a local education authority, he transitioned to commercial roles, where he successfully sold technology products to governments, schools and institutions worldwide. As a key leader in a prominent EdTech company for over 26 years, Steve oversaw worldwide sales, marketing, and development teams. The company's innovative STEM education products are used by K-12 students across the globe. EdTech Consulting: Tailored Solutions for Success Leveraging his extensive experience, Steve founded EdTech Consulting. The company offers a range of services designed to help technology companies thrive and grow, including: &bull; Go to market strategy development &bull; Executive mentoring and support &bull; Sales and marketing training &bull; Project management <a href="https://edtechconsulting.co.uk/">https://edtechconsulting.co.uk</a> Volunteering Discovery Educational Trust Discovery Educational Trust is a Multi Academy Trust, based in South Essex and currently comprising five schools. As vice-chair of trustees, Steve is actively involved in all aspects of governance of the schools in the trust. In addition to being vice-chair of the main trust board, he also sits on the Audit &amp; Risk and Finance &amp; Resources committees and is the chair the Human Resources committee. <a href="https://www.discoveryeducationaltrust.co.uk/">https://www.discoveryeducationaltrust.co.uk</a> Education Research &amp; Development Institute (ERDI) Based in Chicago USA, ERDI work to create a rich and meaningful forum for education leaders and solution providers to collaboratively discuss, design, and shape the products and services, that support K-12 education. As an expert network volunteer, Steve participates in ERDI events where he offers guidance, support, and mentorship to solution providers seeking to understand and launch into new international markets. <a href="https://www.erdius.org/">https://www.erdius.org</a> AI in Education Steve is a member of the EdTech panel, guiding and supporting AI In Educations mission to ensure that every learner and educator in every school and college, is ready for an AI-powered future - one that nurtures not just knowledge and skills, but well-being, agency, creativity and lifelong adaptability. <a href="https://www.ai-in-education.co.uk/">https://www.ai-in-education.co.uk</a> Website: <a href="https://edtechconsulting.co.uk/">https://edtechconsulting.co.uk</a> LinkedIn: <a href="https://www.linkedin.com/in/stevenwhitley">https://www.linkedin.com/in/stevenwhitley</a>

The Education Business Podcast is for educational consultants, small education-based business owners, Edtech providers and workshop leaders focused on providing education services to schools, as well as for teachers transitioning to freelancing with an entrepreneurial business idea. Growing and scaling a business that provides a service to schools and education requires a different skillset and inside knowledge to many other entrepreneurial ventures. In this podcast Claire Riley, CEO of Classroom Secrets and host of The Teachers' Podcast, shares what it takes to market and pitch your services to this sector. Find out exactly what headteachers and teachers are looking for, and why building a personal brand matters in your marketing and how you can grow your education business.

The Education Business Podcast is for educational consultants, small education-based business owners, Edtech providers and workshop leaders focused on providing education services to schools, as well as for teachers transitioning to freelancing with an entrepreneurial business idea. Growing and scaling a business that provides a service to schools and education requires a different skillset and inside knowledge to many other entrepreneurial ventures. In this podcast Claire Riley, CEO of Classroom Secrets and host of The Teachers' Podcast, shares what it takes to market and pitch your services to this sector. Find out exactly what headteachers and teachers are looking for, and why building a personal brand matters in your marketing and how you can grow your education business.

The Education Business Podcast

Building a business in education can feel overwhelming—but you don’t have to do it alone.

Hosted by Claire Riley, founder of Classroom Secrets and passionate advocate for helping educators turn their expertise into thriving businesses, this podcast brings you honest conversations, practical strategies, and the behind-the-scenes lessons from those already making an impact in the education space.

Each episode dives into the realities of running and growing an education business—from building sustainable income streams and navigating challenges, to embracing innovation and scaling with purpose. You’ll hear inspiring stories from fellow entrepreneurs, expert insights, and Claire’s own experiences of successes and setbacks along the way.

Whether you’re an aspiring edupreneur just starting out or a seasoned business owner looking for fresh perspective, this podcast will give you the tools, clarity, and encouragement you need to grow with confidence.

Tune in weekly to discover how to make your education business thrive while staying true to your mission of making a difference.

Building a business in education can feel overwhelming&mdash;but you don&rsquo;t have to do it alone.
Hosted by Claire Riley, founder of Classroom Secrets and passionate advocate for helping educators turn their expertise into thriving businesses, this podcast brings you honest conversations, practical strategies, and the behind-the-scenes lessons from those already making an impact in the education space.
Each episode dives into the realities of running and growing an education business&mdash;from building sustainable income streams and navigating challenges, to embracing innovation and scaling with purpose. You&rsquo;ll hear inspiring stories from fellow entrepreneurs, expert insights, and Claire&rsquo;s own experiences of successes and setbacks along the way.
Whether you&rsquo;re an aspiring edupreneur just starting out or a seasoned business owner looking for fresh perspective, this podcast will give you the tools, clarity, and encouragement you need to grow with confidence.
Tune in weekly to discover how to make your education business thrive while staying true to your mission of making a difference.