If you’re starting out as an SDR, or moving from a school or college role into commercial EdTech, cold calling can feel like the steepest part of the learning curve. It’s also the skill that opens the most doors. These are the seven things I’d tell anyone making their first calls to schools, trusts and colleges.
- Do two minutes of research, not twenty
You don’t need a full dossier, but you do need something specific. Look up the school’s latest Ofsted outcome, a recent trust announcement, a new head, or a priority in their school improvement plan. One relevant detail shows you’ve done your homework, and it’s the difference between sounding like a sales call and sounding like a useful conversation.
2. Write your opening out on paper, in front of you
The first ten seconds of a cold call matter most, and they’re the hardest to get right when your heart is beating a little faster. Write your opening out word for word and keep it where you can see it. Cover who you are, who you work for, why you’re calling and why it might matter to them.
It doesn’t need to sound scripted. Once you’ve said it a few dozen times it will become natural, but having it in front of you means you won’t freeze, ramble or lose your thread.
Then prepare for the two questions you’ll hear most often from whoever answers:
- “What’s the call regarding?” Have a clear, one-sentence answer ready “I’m calling about a free trial of Y that X has access too”
- “Are they expecting your call?” Don’t lie. But be creative “no not this second but they know I’m getting in touch today”
Write both answers down next to your opening, so they’re ready when you need them.
3. Lead with their problem, not your product
Schools hear plenty of pitches. What stands out is someone who understands the pressure they’re under, whether that’s budgets, staff workload, attendance, SEND provision or recruitment.
Open with the challenge, then explain briefly how you help. If you’ve worked in education yourself, this is your advantage. You already know what keeps a school leader up at night, so use it.
4. Make the ask small and specific
The aim of a cold call isn’t to close a deal. It’s to earn the next step. Ask for a short follow-up call, a ten-minute demo or permission to send one useful resource. A small, clear request is much easier to say yes to than a vague “can I tell you about what we do?”
5. Always leave a voicemail or a message with reception
It’s tempting to hang up when it goes to voicemail or the person isn’t available. Don’t. A short, clear message means your name and reason for calling are in front of them before you try again, and the next call is no longer completely cold.
If you reach reception, leave a message with them instead. Give your name, your company and a one-line reason for the call, and ask them to pass it on. Reception teams are often the most helpful people in the building, and being friendly and brief with them pays off.
Keep any voicemail under 20 seconds, say your number slowly, and mention that you’ll try again at a specific time. Then follow through, as that consistency is what builds credibility.
One last thing: expect rejection, and keep going
Most calls won’t go anywhere, and that’s normal. Every SDR hears more “no” and “not now” than “yes”. Treat each call as practice, note what worked, and keep your energy up for the next one. The people who succeed in this role are rarely the most polished at first, but they are the most consistent.
If you’re making the move from education into EdTech and want to talk it through, I’m always happy to chat.
