School Safety Vendors: Are They Listening or Selling?

When a school community faces tragedy, the days that follow are filled with grief and the urgent need for support. Yet, as many educators know, these moments can also bring a flood of emails and calls from vendors, some offering genuine help, others pushing products with little sensitivity.

How can schools tell the difference between opportunists and true partners?

The Challenge: Opportunistic Outreach

Jill Lemond, a former administrator, recalls the aftermath of a crisis at her school. “I was already receiving likely automated messages from vendors,” she shared. “I’m there, I’m on campus, not certain what has happened… and they’re telling me, ‘If only you’d had my lock, if only you’d had my camera.’ That sort of language is really insulting to schools.”

This kind of outreach can undermine trust and add stress to an already difficult situation. Schools deserve partners who understand that healing comes first, and that empathy matters more than a sales pitch.

What Genuine Partnership Looks Like

Randy Welch, who spent 20 years in education before moving into the safety industry, emphasizes the importance of being a trusted advisor. “You don’t even think, ‘I need to sell something’. Instead, you’re thinking, ‘What can we do to help?’”

Genuine partners:

• Pause outreach after an incident: They recognize the need for space and sensitivity.

• Offer support, not solutions: They reach out with condolences and resources, not product pitches.

• Build relationships before selling: They invest time in understanding your school’s needs and culture.

Setting Expectations with Vendors

Schools can set boundaries and expectations with vendors to ensure respectful engagement. Here are some practical steps:

1. Communicate your values: Let vendors know that your priority after a crisis is supporting students and staff, not evaluating new products.
2. Ask for empathy: If a vendor reaches out insensitively, share your feedback and request more thoughtful communication in the future.
3. Vet for partnership: Look for vendors who ask about your school’s unique context, listen to your concerns, and offer educational resources rather than a hard sell.
4. Ask for proven track record: Vendors are selling to different industries. They may not fully understand the school environment with all its moving parts. Make sure your vendor has real experience with schools like yours. Request referrals and testimonials from schools with similar needs and values.

Red Flags to Watch For 

Not all vendors are created equal. Warning signs of opportunistic outreach include: 

• Automated or generic messages after a tragedy or incident

• Claims that their product is a “silver bullet” for school safety

• Lack of interest in your school’s existing safety plans

• Pressure to make quick decisions or purchases

Building a Network of Trusted Advisors 

Schools should seek out partners who educate, empower, and respect the decision-making process. As Randy Welch noted, “The vendors that I learned the most from were ones that were just giving me, ‘Here’s a plan.’” These are the partners who help schools build safer environments, not just by selling products, but by sharing expertise and supporting long-term goals.

Conclusion

In school safety, technology and products matter, but relationships matter more. By setting clear expectations, recognizing red flags, and seeking out genuine partners, schools can build vendor relationships on trust, empathy, and shared purpose.