This is one area where I think a certification program can help. Pro certification provides the processes and tools to teach more effectively. School certification provides the processes and tools to run the school more effectively. If you have a system for managing initiatives, you have a mechanism for ensuring that what you say matches what you do and that the things that you ask for are backed up by processes that work.
I'm a fan of solution selling. You sell them a solution to their problems instead of selling them a product.