Baltimore Checkbook: Getting to 'yes': How Landover ed tech firm 2U won over its first universities

Monday, April 4, 2016

Getting to 'yes': How Landover ed tech firm 2U won over its first universities

It’s a question any business selling any product wages an eternal battle with — how do you get a potential customer to say “yes”? — but it gets even thornier when that potential customer is slow to change, even after 200 years, and your industry is starting off in largely untested waters. That was a challenge for Landover-based education technology company 2U Inc. (NASDAQ: TWOU) when it started knocking on the ivy-covered doors of its early clients, such as the University of Southern California…