The 4 Types of Higher Education Lead Contacts

Posted by evan wilson on May 21st, 2021

The B2B market is a little different when it comes to higher education. Generally, building leads in higher education means having to understand at least a bit of the distinct culture and framework of higher educational buying habits. With the academic year being split up into different seasons, and with different administrative needs, it pays off quite a bit to understand what you and your team will be working with when pitching to higher education! Understanding culture, and having great tools at your disposal, will help you win over your list of private colleges in Toronto.

According to those in the know, there are four distinct types of higher education lead contacts. The first is known as the “go getter”. These are some of the most influential and powerful key decision-makers at higher education institutions. These will be people who are generally in a leadership position, like the President of the university. Generally, to connect with these “go getters” means knowing how to highlight the ways that your product will help them differentiate themselves positively from other universities, in order to boost their reputation and help attract new students.  

The second type to know in your list of colleges in Ontario are the “teachers”. Also known as the people who work in the marketing department, who work in student affairs, and other people whose opinions will easily flow upwards to the “go getters” who they tend to work with or for. Here, it is important to not only impress the “teachers”, but also to inspire them to want to bring your insights to the “go getters”, so tailor your pitch to them with that in mind.

Next up, are the people known as “the skeptics”. The skeptics are similar to how they sound, in that they are the group of people who will be the hardest to win over with your pitch. They are a group that will have the same jobs as people in the “go getter” group, but will have a completely different outlook on new products, services, or technology. For those who are resistant to change, or skeptical about potential improvements, don’t be to discouraged. If you feel stuck in a loop, try to shift your attention to other groups for your pitching. And with these types, remember that pitching to them means convincing them of the rewards of positive change and upgrades.

Lastly, there is the group referred to as “the guides”. The guides are not really an end stop for pitches but are, like their name suggests, the guides to the people you will be pitching too. These are people who work at front desks, or as student leaders. They help you find the people who will be the final decision-makers on your pitch, such as the “go getters”. For the guides, make sure that you engage in a way that helps you to find your way to the correct key decision-makers for maximum impact.

You may be asking yourself, how can I begin to find all of these different types of people in higher education, and how can I use these tips to tailor my pitch perfectly with this new information? Well, that’s where Scott’s Directories comes in. With our comprehensive list of colleges in Toronto, you can find the background info and contact number of over 17,000 schools, and over 50,000 key contacts. Use the wealth of information afforded to you by a subscription to our list of private colleges in Toronto to help you work out who are the go getters, the teachers, the skeptics, and the guides, and then tailor your pitch to suit each specific group. With the ability to slice and dice data easily within our online portal, you can easily segment your contacts into the different groups, and supply them with exactly the right pitch to suit their needs and interests.