EdTech Sales Jobs: Counsellor, BDE and Relationship Manager Roles Explained

EdTech sales roles, usually titled academic counsellor, business development executive (BDE), admissions counsellor or relationship manager, involve talking to students or parents who have shown interest in a course, understanding what they need, and helping them enrol. Most of the work happens on phone and video calls, with leads supplied by the company's marketing. These roles hire many freshers and pay is usually a fixed salary plus incentives linked to enrolments. They can be a good start in sales, but the experience varies a lot by employer, so it pays to ask the right questions first.

What the day looks like

You get a list of leads: people who filled a form, attended a free class or downloaded something. You call them, ask about their goals and situation, explain the course, handle questions about fees, schedule and outcomes, and follow up until they enrol or say no. You log everything in a CRM. Later in the day there may be team reviews of numbers. Evening and weekend calling is common because that is when students and working professionals are free.

Relationship manager titles sometimes mean the same job. Sometimes they mean looking after learners who have already enrolled, handling renewals or upsells. Read the listing.

How targets and incentives usually work

Expect a monthly enrolment or revenue target, and incentives when you cross a threshold. Before accepting, ask:

• What is the fixed monthly salary, separate from incentives?
• What is the target in the first month, and is there a ramp-up period?
• How are incentives calculated, and when are they paid?
• Are incentives reversed if a learner asks for a refund later?
• What are the working days and hours, including weekends?
• How many leads will I get, and who provides them?
• What happens if I miss target for a month or two?

Treat a vague answer to the last question as information. Our guide on sales targets and incentives for freshers goes into this in more detail, and CTC vs in-hand helps you separate fixed pay from the headline number.

Selling education honestly

This deserves its own section because it affects both the learners and your own reputation. Education is a big decision for families, sometimes funded by loans. Pressure tactics can produce a sale this month and a refund request, complaint or bad review the next.

Some lines to hold, whatever the script says: do not promise placements, salaries or outcomes the company has not committed to in writing. Do not push a loan or EMI on someone who has not understood the total cost. Do not invent deadlines. If the course is not right for someone, saying so builds trust that comes back through referrals. If an employer pushes you to cross these lines, that is a good reason to leave.

What interviews check

Expect a role-play where the interviewer is a hesitant student or parent. They want to see whether you ask about the person's situation before pitching, listen, handle the fee objection calmly, and agree on a clear next step. Communication in English and at least one Indian language is usually valued, depending on the market the team serves. Bring an example of convincing someone, recovering from a "no", or working to a target, even from college.

Where it can lead

Good counsellors move to team lead, then sales manager. Others move into inside sales at software companies, customer success, or admissions and partnerships roles. The skill of having a useful, honest conversation with someone who is unsure transfers well. See our guide on inside sales roles for one common next step.

On CareerCola, search "counsellor", "business development executive" or "relationship manager" on the jobs page, or browse the sales and education categories.