Services centered around educational achievement operate in a space that is very personal and emotionally driven. Parents and students experience real frustration and challenges related to a child's learning. Connecting benefits of eQ's offerings to these emotional triggers helped to articulate the value to prospective clients.
When purchasing decision involves multiple family members - student + parent(s) - it is particularly important to build trust and develop a familiar relationship. These tend to be long sales cycles, with multiple touchpoints before the "fish or cut bait." Demonstrating real value up front, and is particualrly important closing deals with long term clients.