Byju’s has changed its sales strategy significantly, abandoning a practice that has drawn criticism for the edtech behemoth over the years.
The Bengaluru-based firm said that it would no longer allow its sales representatives to make home visits to parents of enrolled children. Instead, the whole sales team now operates out of the office and only contacts people online whose children have expressed a strong interest in joining the platform.
The so-called 4-tier technique adds a number of tests to determine whether buyers have the desire and approval to buy a subscription. According to Byju’s, all prospective clients must pass an affordability test to show that their family’s annual income is at least 25,000 Indian rupees before they can proceed with the purchase.
The company, which had its early practice in place in 2017, made the switch in October of the previous year and said that it was beneficial for all parties involved since it increased employee accountability and transparency.
According to Mrinal Mohit, the CEO of Byju’s India company, the new sales strategy is already generating a greater conversion rate and allowing Byju’s to increase its presence in the nation.
The Indian edtech industry has come under fire for its aggressive sales tactics over the years amid claims that some of its employees misled parents and convinced them to subscribe to a service when they couldn’t afford it.
At its centers throughout the South Asian market, Byju’s provides students with a variety of learning platforms, including free content and classes, and hybrid lessons. Additionally, it links parents who require a loan with banks and non-banking financial institutions.
According to Mohit, who has been with Byju’s since its inception and assumed the role of India CEO last year, the revamp is bringing more openness with the parents and what its sales representatives are telling them.
Byju’s prosperity mostly depends on its sales. The startup’s programs follow a two-teacher approach where the lessons are given via pre-recorded videos, and the questions are answered by an on-site or live teacher.
