Starting 5th May 2026
3-WEEK INTERNATIONAL EDUCATION SUPPLIER SALES COURSE (ASIA FOCUS)
Get a prioritised Asia go-to-market plan for international schools, without wasting months on the wrong markets, channels, or outreach.
In just 3 weeks.
An online, practical course for educational suppliers selling into (or preparing to sell into) the international schools market, across key Asian markets (Hong Kong/China, Singapore, Malaysia, Thailand, Vietnam).
Starting 5th May 2026, delivered live via Zoom (recordings available) by the British Educational Suppliers Association and Global Education Strategy Team.
Places will be limited to keep the sessions
personal & interactive.
Before we tell you all about the course, let's make sure you're a good fit.
This course is for you if...
You’re an educational supplier and you’re selling into Asia - or planning to.
You’re unsure where to focus, so your efforts are spread across too many markets or school types.
You’re getting interest but conversations don’t convert (multiple stakeholders, long cycles, unclear next steps).
Your outreach lacks targeting, so results feel hit-and-miss.
You want to be better prepared for Asia travel / trade missions so meetings turn into pipeline (not just contacts).
If that's you...
You're in the right place
Let's face it, if you keep approaching Asia (and international) sales with an unfocused plan, the cost isn’t just “slow growth”, it’s months of wasted outreach, missed introductions, and travel/event spend that doesn’t convert. You’ll keep having polite conversations that go nowhere, chasing the wrong stakeholders, and relying on generic messaging in a market where trust, reputation and relevance matter. This course gives you a clear plan, the right conversations, and an execution framework, so your next 3–6 months produce measurable progress, not more guesswork.
What you’ll have by the end of
THE COURSE
A prioritised Asia go-to-market plan (markets, school types, channels, next steps)
Know exactly where to focus in Asia (Hong Kong/China, Singapore, Malaysia, Thailand, Vietnam) and why
A clear, Asia-relevant Ideal Customer Profile and targeting strategy (so you know which schools to pursue first)
Outreach and messaging that’s specific, credible, and culturally appropriate (email + LinkedIn + warm intros)
A practical pre / during / post travel plan to convert meetings into pipeline and momentum
AI-supported workflows to speed up research, personalisation and follow-up (without sounding like AI)
WHAT'S INCLUDED?
3 live content sessions on Zoom (90–120 mins) across 5th/12th/19th May 2026, starting at 9am BST
Weekly Q&A / drop-in clinic so you can apply the content to your pipeline
Recordings of every session (catch up any time)
Practical templates, tools and assignments to build your plan as you go
Expert guest speakers from the Asia market.
A 1-hour 1:1 strategy consultation with GEST to tailor the plan to your business.
BESA member rate available (from £995)
Week 1 - Understanding the Schools Market in Asia
In week 1, you'll get clear on where to focus, who to sell to, and how this market really works, so you stop spreading effort across Asia and start targeting the right schools with confidence. We’ll break down the differences between Asia and the UK/Europe/Middle East, compare key markets (Hong Kong, Singapore, Thailand, Vietnam, Malaysia, Indonesia), and map school types, fee ranges, buying structures and decision-makers.
OUTCOME: You’ll leave with an Asia-specific Ideal Customer Profile and a prioritised go-to-market plan you can execute immediately.
💡Theme: Where to focus, who to sell to, and how this market really works
🎯 Session Objectives:
Understand how Asia differs from the UK, Europe, and the Middle East
Understanding different Asian markets
Identify which schools to prioritise
Avoid “spray and pray” conversations
📖 Core Topics:
Asia market overview
School types and structures
Who buys in Asia
Buying behaviour
🎤 Guest Speaker: Sami Yosef, Head of Global Research at ISC Research
To build a strong go-to-market plan for Asia, you first need to understand the landscape properly.
Sami Yosef brings expert insight from ISC Research, the leading data and intelligence provider for the world’s international schools market. In this session, he’ll share key trends, market dynamics, and practical context on the international schools landscape across Asia, helping you better understand where the opportunities are, how markets differ, and what that means for your strategy.
Week 2 - Outreach, Messaging & Having the Right Conversations
Week 2 is about improving response rates and turning outreach into real conversations, without generic pitches. You’ll learn what messaging lands in Asia (outcomes over features, proof over promises, “schools like yours” positioning), how to run effective outreach across email/LinkedIn/warm introductions, and how to use AI to research faster, personalise better, and follow up consistently.
OUTCOME: a repeatable outreach and conversation framework that creates stronger opportunities.
💡Theme:
How to engage and speak with schools to create better opportunities
🎯 Objectives:
Make outreach relevant and culturally appropriate
Increase response rates from Asia school leaders and decision makers
Prepare participants to have useful conversations, not generic pitches
📖What’s covered:
Messaging for Asia
Effective outreach
Using AI (ChatGPT) for speed & relevance
Research schools quickly
Personalise outreach
Draft follow-up messages
Booking meetings ahead of travel
Partner/Distributor models
Associations and affiliates
Group level
MoE
🎤 Guest Speaker 1: Pierre De Mirman, Global Managing Director at Pacific Prime
What does successful expansion into international schools actually look like in practice?
Pierre De Mirman will share practical lessons from Pacific Prime’s growth into 400 international schools, with a strong focus on Asia. This session is designed to go beyond theory, giving you real-world insight into what helped, what didn’t, and what other suppliers can learn from that experience when entering or growing in the region.
🎤 Guest Speaker 2: John Gwyn Jones MBE, CEO of the Federation of British International Schools in Asia
(FOBISIA)
Selling to schools more effectively starts with understanding schools more deeply.
John Gwyn Jones MBE brings decades of experience as a principal and in developing schools across Asia, alongside his role as CEO of FOBISIA. His perspective will help you better understand the priorities, pressures, and realities facing school leaders, so you can approach conversations, relationships, and commercial opportunities with greater relevance and credibility.
Week 3 - Events & Travel: Maximising Your Time in Asia
Week 3 turns meetings and event conversations into pipeline. You’ll build a simple system for planning ahead (who to prioritise, what success looks like, and how to book meetings), running better in-person conversations (asking stronger questions, building trust quickly, cultural considerations), and following up within 48 hours with a clear nurture plan.
Outcome: a 30–60–90 day post-trip plan that keeps momentum and moves deals forward.
💡 Theme: How to turn conversations into real opportunities
🎯 Objectives:
Help suppliers stand out online and in person
Build confidence in face-to-face conversations
Ensure strong follow-up and momentum post-trip
📖 Core Topics:
Preparing for your trip
In-country conversations
Cultural considerations in Asia
After the mission
🎤 Guest Panel:
Samantha Marsh, Head of Events, BESA
Claire Cook, Senior Commercial Leader, Bett Global
Megan Winslade, Membership Engagement Executive, COBIS
In Week 3, we’ll bring together a panel of sector experts to explore how events, partnerships, and professional networks can support international growth.
This discussion will focus on the practical side of making these opportunities count - from building the right relationships and having stronger conversations, to approaching follow-up more strategically and turning visibility into real commercial momentum.
hear from industry leaders
Why you should get involved...
Andrew Hortor
GESS Dubai
“Expanding into a new market holds fantastic opportunities for those companies who do it correctly. GEST have brought together an incredible variety of stakeholders from all areas of the sector ready to share their experience to help suppliers be as prepared as possible.”
Jess King
Ubuntu Education
"Where else can you go to learn the nuances of international education sales directly from those who've successfully navigated it. This course is a rare, practical gateway into a complex and high-impact market."
OUR GUEST SPEAKERS
A speaker line-up shaped by those who know the international schools market inside out.
Sami Yosef
Head of Global Research,
ISC Research
Samantha Marsh
Head of Events, The British Educational Suppliers Asscociation (BESA)
John Gwyn Jones MBE
CEO of the Federation of British International Schools in Asia
(FOBISIA)
Claire Cook
Senior Commercial Leader,
Bett Global
Megan Winslade
Membership Engagement Executive, COBIS
Pierre De Mirman
Global Managing Director,
Pacific Prime
WHO ARE BESA?
The Voice of UK Educational Suppliers
For almost a century, BESA have been supporting schools and their members by representing, championing and developing the UK education suppliers’ sector. Today, they help and advise educational suppliers of every size, from recent start-ups to multi-national groups.
Everything they do is designed to build the reputation and impact of the UK educational suppliers industry. Today that’s a £multi-billion sector that spans diverse classroom products, from stationery to software. Their members make up over 80% of the total market spend.
With the Department of Business and Trade (DBT), BESA take over 100 companies to important export markets every year
BESA run the EdTech Exchange, Europe’s largest network of EdTech founders as well as the LendED EdTech lending initiate
Plus, they founded what is now the Bett Show in 1985, the Education Show in 1991, GESS Dubai in 2007 and the Education World Forum in 2011
MEET THE FOUNDER & CEO of GEST
Danny Yeow
Danny has over 17 years experience in EdTech and education supplier sales. Having covered and managed international sales teams, Danny now manages Global Education Strategy Team Ltd (GEST).
Danny has a global network and has managed and delivered sales opportunities for prestigious schools alongside the team at GEST around the world. He has also implemented EdTech solutions suites across multi-national school groups, secured large enterprise strategic partnerships and been involved in government-level procurement.
TRUSTED BY
EDUCATIONAL SUPPLIERS TO DELIVER
International Growth
Will Jordan
"PS Financials were a market-leading presence in the UK, but had minimal international presence. Danny brought the expertise of the international education sector we needed, putting together and delivering a strategy in line with our budget and sales ambitions.
Danny is a great guy who I would highly recommend."
Glen Hyde
"Danny led our strategic push into the international market across all of IRIS Education Group. His skill-set and knowledge of which products best suited particular markets allowed us to spend our time, money and effort in markets that would see best ROI. Not only would I recommend Danny, I hope we will work together again soon."
Sarbani Bose
"Working with GEST has been a game-changer for us at EI Square as we launched Deesha into the international schools market. They've helped us grow at a pace that suited our capacity, supported deals in completely new markets, and—most importantly—guided me through the sales process with real clarity and care. As someone who doesn’t come from a sales background, their approach made everything feel manageable and strategic."
FAQs
Answers to all your most frequently asked questions
Who is the course for?
This course is designed for educational suppliers (products or services) looking to expand into, or grow within, the international schools market in Asia. It’s ideal for founders, sales leads, partnerships, international growth, and commercial team members.
What time are the live sessions?
The programme will run weekly at 9am BST on 5th, 12th, 19th May 2026 with 90–120 minute live sessions on those days, and interactive Q&A seminars/drop-in clinics held later each week. If you can’t attend live, you’ll receive the recordings so you won’t miss the content.
How long will I have access to the recordings?
All sessions are recorded, and you’ll have access to the recordings for 6 months after the course ends. Live Q&A and implementation support happens during the 3-week cohort - recordings are there to reinforce, not replace, action. To get the best results, we recommend attending live where possible and completing the practical exercises between sessions.
What’s the format? Can I attend remotely?
Yes, the course is hosted live on Zoom with opportunities for Q&A, and all sessions are recorded. You can join from anywhere, and recordings will be shared so you can catch up at your convenience.
Is there homework or implementation work between sessions?
The course is designed to be practical, not overwhelming. Each week includes short exercises and templates so you can apply what you learn to your own pipeline (e.g., refining your ICP, improving outreach, and building your travel/event follow-up plan). You’ll also have live Q&A/ drop-in clinics later each week to troubleshoot and adapt the work to your business.
What results can I realistically expect in 3 weeks?
We can’t promise specific sales outcomes in 3 weeks, results depend on your starting point and how quickly you implement. What we do commit to, is that you’ll leave with a clear, prioritised plan and the tools to execute it. To get the most from the course, we strongly recommend attending the live sessions, using the Q&A to troubleshoot your real opportunities, completing the practical exercises between weeks, and bringing your exact goals and context to your 1-hour 1:1 strategy call with GEST.
Will I get templates, frameworks, or downloadable resources?
Yes. You’ll receive practical templates, tools and assignments throughout the course, built specifically for educational suppliers selling into international schools in Asia. These are designed to help you move faster on market focus, outreach, and follow-up, rather than starting from scratch.
Will there be Q&A, and can I submit questions in advance
The aim of the sessions is to be interactive throughout, however there are also scheduled Q&A seminars/drop-in clinics each week. You can submit questions in advance so we can shape the sessions around real scenarios, common objections, and the challenges suppliers are facing right now in Asia.
What’s the refund/cancellation policy?
All sales are final and we do not offer refunds. Please review the course details carefully before enrolling. If you can’t attend live, recordings are provided so you won’t miss the content.
What if the course isn’t the right fit for me?
If, after reading all of the content on this page, you’re unsure if the course is right for you, email [email protected] before enrolling, and we’ll help you decide quickly. If you tell us your product/service and target markets, we’ll advise whether this cohort is a good fit.
Do you offer team discounts?
Yes, discounted rates are available for teams of 3+ people from the same organisation. Email [email protected] and we’ll share options.
Is this course open to non-BESA members?
Yes. The course is open to both BESA members and non-members. Member pricing applies to current BESA members - please make sure to use the BESA member discount code.
READY TO take your international education business to the
next level?
Places are limited to keep the sessions
personal and interactive.
Here's what you get:
3 live content sessions on Zoom (90–120 mins each).
Weekly Q&A clinics.
All recordings for 6 months.
Practical templates, tools & assignments.
Expert guest speakers from the Asia market.
A 1-hour 1:1 strategy consultation with GEST to tailor the plan to your business (value: £250).
Non-BESA member price: £1,995
BESA member price £995
BESA member? Use your discount code at checkout to apply the member rate.
