Localising Your Sales Approach: Connecting with Nigerian Customers in EdTech
EdTech is on the rise in Nigeria, where the growing demand for accessible and quality education intersects with increased digital penetration. Yet, succeeding in this market requires more than an innovative product; it demands a deep understanding of the unique cultural, social, and economic factors shaping educational decisions. From my experiences at Twinkl and TopSet, I’ve learned that tailoring your sales approach to meet local realities is key to gaining traction in Nigeria’s dynamic and diverse EdTech ecosystem.
Why Localisation Matters in EdTech Sales
Nigeria is not a monolith. With over 250 ethnic groups, varying socio-economic levels, and diverse education systems, a one-size-fits-all sales strategy won’t resonate. While working at TopSet, I saw how critical it was to adapt our approach to the needs of individual learners. Supporting language learners, for example, required a mix of cultural sensitivity and consistent motivation, as learners often faced unique challenges tied to their backgrounds.
Similarly, at Twinkl, the success of our curriculum materials depended on their alignment with local syllabuses and teaching practices. By collaborating with educators, we ensured our resources were not only relevant but also practical for Nigerian classrooms. This localisation was instrumental in gaining trust and driving adoption.
Strategies for Localising Sales in Nigeria
1. Understand the Customer’s Pain Points
The first step to localising your sales strategy is understanding the unique challenges your customers face. In Nigeria, educators often grapple with large class sizes, limited resources, and inconsistent access to power and internet. Parents, on the other hand, may prioritize affordability and outcomes when evaluating EdTech solutions.
At TopSet, we found that speaking directly to these pain points—such as the need for affordable, offline-compatible learning tools—helped build trust with customers. By addressing their concerns upfront, we positioned ourselves as partners in their success rather than just service providers.
2. Speak the Language of the Customer
Nigeria’s linguistic diversity presents a unique challenge—and opportunity—for EdTech startups. While English is the official language, many customers are more comfortable communicating in their local dialects. Using culturally relevant analogies or incorporating local terms into your marketing materials can make your pitch more relatable.
At Twinkl, we tailored our training materials to align with the local curriculum while ensuring they were accessible to educators from different regions. For example, we incorporated references to Nigerian holidays, historical events, and cultural practices to make the content feel more relevant.
3. Leverage Local Networks
Local networks such as Parent-Teacher Associations (PTAs), community groups, and education-focused NGOs are invaluable for connecting with Nigerian customers. These networks provide access to key decision-makers, whether they are parents deciding on supplemental education tools or school administrators evaluating digital resources.
During my time at TopSet, partnering with schools and educators proved essential. These partnerships not only provided us with direct feedback but also helped us reach a broader audience through word-of-mouth recommendations.
4. Offer Flexible Payment Options
Nigeria’s economic realities necessitate flexible pricing models. Offering subscription plans, pay-as-you-go options, or freemium models can make your product more accessible to a wider audience. At TopSet, affordability was a significant selling point, as many customers preferred smaller, incremental payments over lump sums.
5. Build Trust through Local Success Stories
Trust is the foundation of any successful sales strategy, especially in a market like Nigeria, where skepticism toward new products is common. Highlighting local success stories can reassure potential customers of your product’s value. For instance, sharing testimonials from Nigerian schools that benefited from Twinkl’s resources or showcasing individual learners’ progress with TopSet can inspire confidence and drive sales.
The Role of Digital Channels in Localised Sales
With over 108 million internet users in Nigeria (Statista, 2023), digital channels play a crucial role in localised sales strategies. Social media platforms like Facebook, Instagram, and WhatsApp are widely used by parents, teachers, and school administrators. Creating tailored content—such as webinars, tutorial videos, and success stories—on these platforms can help you connect with your audience.
During my time at Twinkl, we leveraged online communities to engage with teachers, providing them with free sample resources and conducting virtual training sessions. This not only increased adoption but also positioned us as a trusted partner in education.
Adapting to Regional Differences
Regional disparities in infrastructure and education quality mean that what works in Lagos may not be as effective in Kano or Enugu. For example, rural areas may have limited internet access, making offline-compatible solutions a priority. Meanwhile, urban schools may be more open to fully digital solutions, provided they align with their specific curriculum needs.
Tailoring your approach to these regional differences can make all the difference. At TopSet, we found that offering downloadable content for offline use helped us reach learners in less connected areas, while our digital tools resonated well in cities.
Data-Driven Insights for Localising Sales
- Nigeria has over 62,000 public primary schools and 14,000 secondary schools, offering vast potential for EdTech sales.
- 52% of mobile internet users in Nigeria rely on their smartphones, making mobile-first solutions critical for reaching your audience.
- Over 60% of Nigerians live in rural areas, underscoring the need for offline-compatible products and flexible delivery models.
Call to Action
For EdTech startups entering the Nigerian market, localisation is not optional—it’s essential. By understanding your customer’s unique challenges, leveraging local networks, and tailoring your approach to regional differences, you can build trust and drive adoption.
If you’re an EdTech entrepreneur, ask yourself:
- Are my products culturally relevant and aligned with local needs?
- Am I engaging with customers in a way that resonates with their values and realities?
- How can I leverage digital and offline channels to expand my reach?
The EdTech opportunity in Nigeria is immense, but it requires a thoughtful, localised approach to unlock. Start small, listen to your customers, and adapt your strategy as you learn. By doing so, you’ll not only grow your business but also contribute to transforming education across the country