Indian edtech giant Byju’s makes significant changes to its sales strategy

Byju’s has made a major shift in its sales approach, abandoning a method of doing business that has drawn criticism from the edtech behemoth for quite some time.

The most valued Indian startup, based in Bengaluru, said on Monday that its sales staff will no longer make personal visits to students’ homes to try to drum up business from the parents. Instead, all of the sales staff now stays inside and contacts the parents of kids who have already showed interest in signing up for the service.

The company, which started using the method in 2017, completed the switch in October of last year, citing improved outcomes for all parties as a result of more responsibility and openness in the workplace.

In an interview with TechCrunch, Mrinal Mohit, CEO of Byju’s India division, revealed that the company’s conversion rate has increased thanks to the new sales strategy.

“The Covid aided in raising both the online education learning category and Byju’s brand profile. In addition, we have expanded our product line. Because of this, he said, “we are switching to inside sales.”

After installing my software and using it for extended amounts of time, I will consider the sales process to have begun. We will not communicate with you if you don’t use the app or find value in our service.

Some employees of Indian edtech companies have been accused, throughout the years, of using pushy sales tactics and giving parents false information. In its centres across the South Asian market, Byju’s provides students with a variety of learning platforms, from free content and courses to hybrid lectures.

Mohit, who took over as head of operations in India last year, claims that the new design improves communication between the company and its customers’ parents.

My download is global, however I could only contact 20% of those people across 120 offices. Unlike traditional sales methods, inside sales may be conducted regardless of where the customer is physically located. The parents are being pitched to in full knowledge, since all calls are recorded. There is “more openness” with parents, he added.

He said that if an employee at the firm doesn’t know the answer to a parent’s inquiry, the company may instantly bring in someone who does.

Byju’s success relies heavily on their sales efforts. The startup’s programmes use a two-teacher format, with recorded sessions supplemented by in-person or live instruction for student queries.

The company’s founding principle has always been to provide students with access to the greatest education possible, which necessitated an early commitment to the teachings of certain individuals. It is the responsibility of the sales staff to outline the advantages of this model.