Three reasons not to use the phrase, ‘Saves Teachers Time'
1. It’s a ‘so what?’ phrase that doesn’t really mean anything
Think about it, what does it actually mean to school leaders if you save their teachers time? What are they going to do with this extra time that benefits them or the school?
2. It’s what everyone else is saying
Promising time savings isn’t distinguishing what you offer to what others do.
3. Schools struggle to relate time saving to financial savings
Don’t assume that schools will look at teacher time as a cost and be careful to relate saving time to reducing staff.
What works better?
1. Putting the time saving into context
Think about when teachers are saving the time and what they can do with that time. If your product saves teachers planning and preparation time, think about workload and well-being. If it saves time during lessons, think about the impact on their teaching and pupil outcomes. Ask your customers and quote them.
2. Talking about efficiency and effectiveness
Schools, and particularly academies, are expected to understand and demonstrate value for money. The Education Funding Agency (EFA) defines this as “achieving the best possible educational outcomes through the economic, efficient and effective use of resources.” Using terms like effectiveness and efficiency supports schools to see how your product will support them.
3. Outlining other benefits
Think about how else your product supports schools. Talk to customers and your sales team who will be able to tell you first hand. If possible, quantify the benefits with quotes and statistics.
1. Develop a messaging document
Create a clear messaging document that you can share with your teams to refer to when talking to prospects.
2. Start a quote bank
Create a spreadsheet of the different quotes you’ve collected to act as a quick reference for sales and marketing people. As a minimum include, columns for the quote, the customer’s name, position, school and the date of the quote. To avoid overuse of particular quotes, add when and where they are used as other columns.