Essentials Magazine Essentials Spring 2018 | Page 18

EDchannel Distribution
How to leverage ESAs
to maximize your ROI
The bottom line is that you need
to understand your target states and
really take the time to do a deep
dive on what types of agencies are
in place, and what the politics are
relative to your solution. It will vary
greatly based on the focus of your
solution, so you need to find out
whether your target state’s ESA has
programs that support hardware, soft-
ware, special education solutions, etc.
This should be a mandatory compo-
nent of the territory plans your sales
reps develop.
From a company level you should
develop resources to support these
ESA programs. Be perceived as a
partner that can help make the pro-
grams more successful, helping them
provide value added services to their
Be perceived as a partner that can help make the programs
more successful, helping them provide value-added services
to their constituent districts.
constituent districts. This should
make them more likely to want to
work with you. Here are two simple
tried and true methods that work
over and over:
Lunch and Learns Really do Work
ESAs always want to be able to
provide the latest and greatest info to
their districts, so if you offer to cover
cost of a lunch at a regional meet-
ing they will often let you conduct
a presentation. If that presentation
has more of a focus on how to solve a
common problem, versus just being a
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18 essentials | spring 2018
product pitch, they may even let you
come back each semester.
Train the Trainer
Simple but powerful. If an ESA
has a professional development focus
it can save you tons of money. Deliv-
ering professional development on
your product is perhaps one of the
lowest margins in revenue gener-
ation. When you add in your costs
for staff that can cover the nation by
flying everywhere and not generat-
ing new revenue, it can be daunting
emotionally and costly. When you