If you sell EdTech to American universities, this conversation is required viewing.

Deirdre breaks down exactly what makes her sign a contract — and what kills a deal before it ever gets started. From the moment she lands on a vendor's website to the moment she signs a contract, she walks us through the real buying process inside a private American university — including how budgets actually work, why free trials close deals that sales teams can't, and what happens when a vendor pivots in real time to solve a problem she didn't even know she had.

In this episode:

• Why clarity on your website is your first — and sometimes last — chance to make an impression
• How free trials create the activation moment that closes deals
• The difference between selling what you have and solving what they need
• How procurement actually works at private vs. state institutions
• Why getting on state-approved vendor lists is a market access strategy
• The three-proposal competitive review process and what it means for your pricing

The Insight Lab at Olah Marketing Edge delivers unfiltered buyer intelligence from American educators and decision-makers — so EdTech companies can sell smarter in the U.S. market.

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