Indian edtech giant Byju is changing its distribution strategy in a major overhaul

Indian edtech giant Byju is changing its distribution strategy in a major overhaul

Byju’s has fundamentally changed its distribution strategy and moved away from a business practice that has been criticized by the edtech giant over the years.

The Bangalore-based startup, India’s most valuable company, said on Monday that its sales force was no longer visiting potential customers at their homes to talk to their parents. Instead, all sellers are now working from the office and are reaching out to parents whose children have expressed a clear interest in signing up for the platform.

The company, which operated its first practice in 2017, made the switch last October, saying the transition brought more accountability and transparency to its staff and was better for both sides of the equation.

The new sales tactic also allows Byju to expand its reach in the country and is already leading to a higher conversion rate, Mrinal Mohit, CEO of Byju’s India Business, said in an interview with TechCrunch.

“Covid has helped raise awareness of the e-learning education category and awareness of the Byju brand. In addition, we now have several products. That’s why we’re moving to the ‘back office’,” he said.

“The sales process now only starts after you have downloaded my app and used it several times and for a long period of time. If you don’t download the app or don’t like our product, we won’t contact you.”

Indian edtech has previously come under fire for its sales tactics, with allegations that some of its employees made misleading comments to parents. Byju’s offers students a variety of learning platforms from free content and classes to blended education at its centers in the South Asian market.

Mohit, who took over as head of India last year, said the redesign brings more transparency to parents and what their providers are telling them.

“I had 120 offices, my downloads came from everywhere, but I could only reach 20% of those users. In inside sales, location is not a barrier. All these conversations are recorded so that we know what the parents are listening to. We have more transparency with parents,” he said.

If a person doesn’t know how to accurately answer parent questions, the startup can gain more experience and relevant people in real time, he said.

(Get on)

Source: La Neta Neta