EdSales Edge Show
EdSales Edge is the strategy podcast for education founders, consultants, operators, and leaders selling into education.
For years, this show was known as Breaking the Grade, a space to challenge the status quo in education and think differently about how change actually happens. That mission hasn’t changed.
But the work has.
Over time, one thing became clear:
Education founders don’t just need inspiration.
They need clarity.
They need real strategies for selling into schools.
They need predictable ways to generate leads.
And they need to understand how trust is built in a system that doesn’t move fast, and doesn’t give many second chances.
EdSales Edge was rebuilt to match that reality.
Hosted by Josh Chernikoff, a two-time education founder who’s built and exited companies in this space, the show breaks down how selling into education actually works—across B2C, B2B, B2B2C, and B2E—always through the lens of how education institutions really make decisions.
This is not a show about hacks, shortcuts, or quick wins.
Education doesn’t work that way.
On EdSales Edge, you’ll hear:
- Real strategy for selling into education systems
- Conversations with education decision-makers who explain how buying actually happens from the inside
- Stories from founders, CEOs, and operators who’ve built real traction selling into schools—what worked, what didn’t, and what actually moved deals forward
- Teachings from the EdSales Elevation Experience, the system used to help education founders move from unclear and invisible to trusted and in demand
You’ll learn how to:
- Define your Perfect Client
- Pull the right credibility lever
- Move from being hidden… to trusted… to building a real lead engine
Josh is joined by his good friend and mentor, John Gamba—Director of Innovative Programs and Entrepreneur-in-Residence at Penn GSE, and a former education founder who’s led companies through real growth and successful exits. John brings the institutional lens, shaped by years inside districts, universities, and education systems, seeing how decisions get made when the doors are closed and what earns trust over time.
Together, they sit on both sides of the table, the builder side and the system side, so the show stays grounded in reality, not sales theory.
If you sell into education and you’re tired of guessing,
guessing who to talk to,
guessing how decisions get made,
guessing why interest doesn’t convert—
this show is built for you.
EdSales Edge
Clarity. Credibility. Real traction.
If you sell into education, this is where you earn your edge.
EdSales Edge Show
The Better Demo Method To Sell More Education Services & Products
Summary:
Selling to schools and districts is more than just having a good product—it’s about really understanding the specific challenges and needs of the education market. In this episode, Special Guest: John Gamba (Entrepreneur in Residence at the University of Pennsylvania Graduate School of Education) and I talk about how to deliver better sales demos, especially when technical issues or multiple decision-makers are involved. From using Loom videos to keep the conversation going between meetings to handling tough questions from tech experts, we’ll show you how to turn a demo that’s going off track into a win. If you’ve ever struggled with technical problems or pushback during a demo, this episode will give you practical tips to recover and close the deal with confidence.
Key Takeaways:
- The surprising reason why your demos may fall flat—and how a strategic video sent at the right time could change everything.
- A simple technique to handle tough technical questions without derailing your sales momentum.
- Why demos go wrong more often than you think, and the key shifts that can turn a bad pitch into a win.
- The art of sending personalized demo follow-ups that show prospects you're truly listening—learn how to nail this crucial step.
- How to manage those "bad apples" in the room who seem determined to poke holes in your pitch—and flip the situation in your favor.
- This episode is a must-listen for any entrepreneur in the EdTech space looking to sharpen their sales approach and turn potential pitfalls into powerful selling points!
Chapters:
- Introduction to the Episode (00:00:00)
- Guest Introduction (00:01:00)
- The Importance of Demos (00:01:17)
- Guided Conversations in Demos (00:03:29)
- Consultative Selling Approach (00:04:41)
- Benefits Over Features (00:06:01)
- Contextual Selling (00:07:01)
- Using Strategic Plans Effectively (00:07:56)
- Engaging with Prospects (00:10:08)
- Learning from Successful Demos (00:12:29)
- Demo Timing Considerations (00:16:39)
- Using Video for Demos (00:18:56)
- Listening to Client Needs (00:20:08)
- Personal Experiences with Demos (00:22:25)
- Lessons from Demo Failures (00:23:16)
- Understanding Security Concerns (00:24:19)
- Technical Preparedness in Demos (00:25:34)
- Utilizing Feedback Effectively (00:26:44)
- Handling Technical Questions (00:27:42)
- Staying Calm During Challenges (00:28:34)
- Post-Demo Follow-Up (00:29:36)
- Learning from Challenges (00:30:27)
- Importance of Practice (00:31:01)
- Closing Remarks and Community Engagement (00:31:26)
Resources or Links:
- Connect with John Gamba: LinkedIn
- Interested in Growing Your Education Business? Book your FREE Strategy Call with Josh.
