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Byju’s has made a key change in its sales strategy, moving away from the business practices that have drawn huge criticism from edtech over the years.
Bengaluru-headquartered startup India’s Most Valuable, on Monday said sales people will not visit students’ homes to talk to their parents. Instead, the entire sales force now works from the office and reaches almost every parent whose children have expressed interest in enrolling in the platform.
The so-called 4-step approach introduces multiple checks to verify customer interest and permission to purchase a subscription, the startup said. Baiju said it has introduced affordability tests for all potential customers, ensuring that their household income is at least 25,000 Indian rupees ($306) before they can go ahead with the test.
The refund will also be done through a zoom call, the startup said.
In the year The company, which used the earlier practice in 2017, made the change in October last year and said the transition would bring more accountability and transparency to the workforce and be better for both parties.
The new sales method will allow Biju to expand its reach in the country and it is already returning high conversion rates, Mrinal Mohit, CEO of Biju’s India business, said in an interview with TechCrush.
“Covid has helped boost online learning and Baiju’s brand awareness. We also have many products now. “That’s why we’re moving to ‘inside selling,'” he said.
“The sales journey starts only after you download my app and use it many times and for a long time. If you don’t download the app or don’t like our product, we can’t get it.”
EdTech India has been criticized for years for its aggressive sales tactics, with some of its employees making misleading statements to parents and persuading them to buy subscriptions even when they can’t afford it. Baiju offers a variety of learning platforms for students, from free content and classes to hybrid learning at its centers in the South Asian market.
Mohit, who took over as the India head last year, said the reforms are bringing more transparency with parents and what salespeople are telling them.
“I had 120 offices, my downloads were coming from everywhere but I could only reach 20 percent of these users. With inside sales, location is not a barrier. All these calls are recorded, so we know what is being done to the parents. We have more transparency with the parents.
If an individual doesn’t know how to properly answer a parent’s questions, the startup can pull in more experienced and relevant staff in an instant, he said.
Sales is a key part of Baiju’s success. The beginner’s classes operate on a two-teacher model, where lessons are taught via pre-recorded video, on-site or as a live instructor addresses student questions.
The startup’s philosophy was to bring the best education to students from the start and that meant relying on the lessons given by specific teachers as the basis of its offerings. Sales people are responsible for explaining the benefits of this model.
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