Cold calling might have been a staple of sales strategies in the past, but in today’s international education industry, it’s generally not considered good practice, potentially damaging your school’s reputation and partnerships. Here’s some more insights into why cold calling isn’t the way to go, and how to make connections in a more effective way. 

Low success rates for cold calling in education

Industry statistics reveal that cold calling has a success rate of less than 2%. In international education, where trust and relationship-building are paramount, unsolicited calls to education agents or partners can feel intrusive and unprofessional. Education professionals are busy managing student placements, visa processes, and partner relationships—they often don’t have time for unexpected sales pitches.

Why cold calling backfires for schools

Here are some reasons why it’s best to avoid cold-calling:

Reputation damage: Your school’s brand is built on trust and professionalism. Cold calls can make your institution appear desperate or out of touch with modern business practices.

Cultural sensitivity: International education involves working across cultures where communication preferences vary significantly. What works in one market may be offensive in another.

Regulatory concerns: Many countries have strict regulations about unsolicited communications, particularly in education where data protection is crucial.

What actually works: Alternatives to cold calling

Smart schools are shifting toward relationship-based approaches, including:

Targeted outreach: Research potential partners thoroughly before reaching out. Reference their recent achievements or specific market challenges.

Value-first content: Share industry insights, updates, or student success stories that genuinely help agents do their jobs better and put your school at the forefront of their mind.

Platform presence: Engage meaningfully on professional platforms like Schools & Agents where agents are already active and seeking connections.

Cold calling can erode trust before you’ve even had a chance to build it. Instead, focus on creating connections that respect your potential partners’ time and expertise. Ready to build stronger agent partnerships? Contact Schools & Agents today to learn about our customisable membership options for schools.

Written by Stephanie Clark