The Do’s and Don’ts of Reaching Out to University Decision Makers

Reaching out to college decision-makers is crucial to any marketing or sales strategy targeting higher education institutions. Whether selling products, offering services, or forging partnerships, connecting with the right administrators is key to success. However, engaging with university leaders requires finesse. There are clear dos and don’ts to ensure your outreach efforts are well-received and yield positive results.

In this article, we will break down the key dos and don’ts of contacting university decision-makers, ensuring that your communications are effective, respectful, and targeted.

Do

Research and Understand the Decision-Maker’s Role

Before you contact a college decision-maker, take the time to research their role and understand their responsibilities. Universities are large, complex institutions with multiple departments, each responsible for different aspects of the academic and administrative experience. Knowing who to target is essential for your outreach success.

By understanding their role, you can personalize your outreach, making your message more relevant and impactful.

Be Clear and Concise in Your Communication

Decision-makers at colleges and universities are busy, so when you reach out, make sure your message is clear and concise. Avoid long-winded emails that may overwhelm the recipient. Instead, focus on the most important details, what you offer, how it benefits them, and why they should take action.

Your subject line should grab their attention immediately and entice them to open the email. The body of the message should be to the point, highlighting key points in short paragraphs or bullet points. Include a call to action (CTA) that outlines the following steps, such as scheduling a call or setting up a demo.

Respect Their Time

College decision-makers have packed schedules and often juggle multiple responsibilities. Be respectful of their time by keeping your communication focused and to the point. If you ask for a meeting or phone call, suggest a time frame that works for them and make scheduling easy.

Offer flexibility, such as using a scheduling tool to let them pick a time that works best for them. Also, be mindful of the timing of your outreach—avoid reaching out during peak times such as the beginning of the semester, commencement or around holidays when they may be swamped.

 Follow Up, But Don’t Overwhelm

Persistence is key when reaching out to college decision-makers, but finding the right balance is essential. A polite follow-up is appropriate if you don’t hear back from your initial email. However, avoid bombarding them with multiple emails or phone calls in a short period.

Give them time to respond, and if you don’t hear back after a follow-up or two, consider other forms of outreach, such as connecting on LinkedIn or sending relevant resources like case studies, whitepapers, or invitations to webinars.

The goal is to stay top of mind without overwhelming them or coming across as desperate.

Focus on the Value You Provide

When reaching out to a college decision-maker, it is essential to focus on the value your product or service brings to their institution. Universities constantly seek ways to improve operations, enhance student experiences, and optimize resources. By positioning your offering as a solution to their specific challenges, you demonstrate that you understand their pain points and have something of value to offer.

Be clear about how your solution can benefit them, such as saving time, reducing costs, improving efficiency, or enhancing student engagement. Use specific examples, case studies, or testimonials that showcase how similar institutions have benefited from your offering.

Don’t:

Use a Hard Sell Approach

While it’s important to highlight your solution’s value, it’s equally important not to come across as too pushy or sales-driven. College decision-makers are often inundated with sales pitches and hard-sell tactics, which can be off-putting. Instead, focus on building a relationship based on trust and understanding.

Instead of pressuring the decision-maker to buy or commit to something immediately, offer them valuable information or a consultation. Make it clear that you are there to help them solve a problem, not just to sell a product. A softer, consultative approach is much more likely to result in a positive response and a meaningful relationship.

Be Vague or Overly Complicated

While you should be brief, your message should also be specific. Being too vague or abstract in your outreach will not capture the decision-maker’s attention. Avoid generic phrases like “we can help improve your institution” or “our solution is great for universities.” Instead, be specific about how your offering addresses their specific needs.

For example, instead of saying, “We help universities manage data,” say something like, “We offer a data management solution that allows universities to track student performance and improve retention rates.”

The more specific and clear your messaging is, the more likely the decision-maker will engage with your outreach.

Be Too Impersonal in Your Follow-Ups

If you’ve already sent a follow-up email, avoid sending the same message again. Instead, use the follow-up as an opportunity to add more value. Perhaps share a relevant blog post, offer a free resource, or offer additional insights that may resonate with the decision-maker’s needs. Constantly personalize your follow-ups based on their interests or previous interactions, showing that you’re not just sending a generic reminder.

Send Generic Emails

One of the biggest mistakes you can make when contacting college decision-makers is sending a generic, one-size-fits-all email. University administrators are busy professionals who likely receive dozens or even hundreds of emails daily. A generic email with no personalization will not stand out and will likely be ignored.

Take the time to craft a tailored message for each decision-maker. Personalizing your outreach, mentioning their specific role, and addressing their unique needs can go a long way in building rapport and increasing the likelihood of a response. Referencing the university or department you are targeting shows that you’ve done your homework and are genuinely interested in their specific challenges and needs.

Overstep Boundaries

While persistence is important, it’s equally important to respect the boundaries of college decision-makers. Avoid being overly aggressive or pushy with your outreach. If they indicate that they are not interested or ask to be removed from your list, be respectful and honor their request immediately.

It’s crucial to understand that building a relationship takes time. Not every outreach will result in a sale or partnership, but treating the decision-makers with respect and professionalism will ensure you maintain a positive reputation in the higher education sector.

Master the Art of Outreach

Reaching out to college decision-makers requires a delicate balance of persistence, personalization, and professionalism. Following the dos and don’ts outlined in this article can increase your chances of engaging with the right people, building meaningful relationships, and ultimately achieving your goals.

A thoughtful and well-researched outreach strategy is key to success in the higher education market. Keep your communications clear, concise, and focused on providing value, and you’ll be on the path to building strong, long-lasting connections with college administrators.