Free Download — Education Events
Don't Turn Up
And Hope.
Every exhibition season, education technology teams spend thousands on floor space and walk away with a pile of business cards and no pipeline.
This checklist changes that.
Get the Checklist
Walk into your next event with a plan that creates pipeline — not just conversations.
- A simple pre-event plan with targets and meetings
- 4 discovery questions that qualify fast in education
- A follow-up system so leads don't die after the event
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Most education teams don't
lose at events. They
never had a plan to win.
The stand looks great. The team is briefed. The demo is polished. But without a clear goal, the right questions, and a follow-up system, all of that becomes very expensive small talk.
No clear objectiveTurning up to "build brand awareness" is not a plan. You need one specific, measurable goal per event.
Wrong conversationsDemoing to anyone who stops is not qualifying. Most event conversations happen with the wrong people.
The follow-up diesMonday arrives. The team is exhausted. The leads sit in a spreadsheet. The moment is gone.
Features, not conceptsJumping straight to the demo before establishing pain. Schools don't buy features — they buy outcomes.
What's inside
Six sections.
One plan.
Your Goal
Pick one: meetings, demos, pilots, or partnerships. Not all four. Events with a single clear objective outperform events with vague ones every time.
→ "5 qualified discovery calls booked before we leave"
Your Concept
Not your product. The transformation. Fill in the blank: "We help schools go from ___ to ___." That's your opener. That's what you lead with.
→ "From fragmented data to one view of every child"
Discovery Questions
4 questions that qualify fast in education. Not feature questions. Challenge questions that tell you whether this is a conversation worth having.
→ "What's the biggest challenge your MAT is facing this year?"
Buyer Clarity
Who are you actually selling to — and who influences them? Teachers, heads, finance, and procurement all have different concerns. Know who's in the room before you open your mouth.
→ Map your ideal contact type per event before doors open
Meeting Plan
Target list, outreach templates, and meeting types. The best event pipelines are built before the event starts — not on the floor on the day.
→ Pre-booked meetings outperform walk-ups every time
Follow-Up System
Day 0 / Day 2 / Day 7 templates. Most leads die because follow-up is an afterthought. Build the system before you get on the train home.
→ Day 0: personal note. Day 2: value add. Day 7: the ask.
Is this for you?
Right person.
Wrong person.
This is for you
- You're an education technology founder or commercial lead exhibiting at education events
- You've had a busy stand before and wondered why the pipeline didn't follow
- You want qualified conversations, not just footfall
- You're willing to do the prep work before doors open
Not for you if
- You think events are primarily about brand awareness
- You're happy jumping straight to the demo with anyone who stops
- You'll sort the follow-up when you get back to the office
- You want scripts and hacks without changing your approach
I've watched brilliant education teams waste
six-figure budgets on events because
no one had a plan.
I've spent 20+ years in education sales and business development — scaling SaaS businesses, building teams, and helping founders shift from product pitching to concept selling. I've been on enough exhibition floors to know exactly where the pipeline gets lost.
This checklist is what I give every team I work with before they walk through the doors. It takes five minutes to fill in. It changes everything.
Walk in with
a plan.
Free. Five minutes. Works for any education event.
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