Educational sales routes?

[lww]

We are an established manufacturer of children's products with an educational theme - we sell into all types of retail outlet from small independents to larger companies.

Our products would clearly be a great match to schools and other educational establishments, but we have always hit a brick wall in trying to get them sold into schools. It seems that nearly all schools are tied through their LEAs to certain educational suppliers [I'm sure someone will correct me if this is wrong ] - which means they cannot generally buy from "non-approved" suppliers even if they like the products. Teachers love our products, but we just cannot get them selling into educational outlets... apart from the odd large order that sneaks through, we are blocked by the large catalogue suppliers.

Does anyone have any ideas for a route into educational establishments? We have tried approaching 2 of the smaller suppliers - 1 refuses to talk to us (no replies to emails or phone calls), the other said they were very interested but are now silent. We also believe there is a lot of potential abroad - we've sold to Ukraine schools and Nigeria/Ghana would also be very strong markets if we could get into them (and of course any English-speaking schools).

All help and ideas would be very welcome!

 

[ethical PR]

No this isn't true lots of schools operate independently.

Sounds like you need to develop a marketing plan to help you understand how to become an approved supplier and get business from this sector.

 

[lww]

We speak to a lot of teachers and even if they are not tied to LEA suppliers, and most are, they typically tie themselves to an educational (catalogue) supplier. They have no interest in moving outside of these parameters, and say marketing attempts such as emails or mail shots are binned without reading. They get rafts of stuff every day apparently.

So yes I'm asking how to get business from this sector, I don't think writing a marketing plan is going to solve the issue of *how* to get business from the sector.... that's why I'm hoping someone on this forum might have tips or ideas...?

 

[Jeff Nev]

It sounds like you have products that people are interested in, that is a great start.

In the education/ schooling sector money is a complex subject. You have to justify exactly what you are spending it on - Hence this may be why the suppliers you have recently spoken to have been uncommunicative.

If you pitch to a supplier with an angle as though you have worked in very similar organisations you may have a better bet. They need to be comfortable with their investment.

Also keep in mind these kind of sectors are very set in their ways - It is rare that they alter their consumer. This does mean if you are able to push yourself into this area of work you will have a strong consistent flow of business sales.

 

[MOIC]

Approach each LEA that is feasible.

Advertise in educational journals.

Attend exhibitions (if there are any) in this sector.

Network with people in this sector via specific forums, events, etc

It takes time and perseverance.