Selling To Schools

[Medallic]

I'm a pharmacist with an idea to sell medical products to schools.

I feel they would take-up my product/service without much convincing but only if I could get through.

I sent out 40 letters to nearby schools but no response. I'm guessing this is due to the very busy schedule of headteachers. I've heard that emails we be more difficult to get the message through.

How can I get through to the schools?

 

[Mr D]

Talk to them.

If you need a face to face then arrange an appointment.

 

[Medallic]

I thought that initially but after doing some reading I heard it's very difficult to book an appointment with headteachers. They're not interested in any sales pitches. I think they get a fair share on a daily basis.

 

[mattk]

Do schools do their own procurement or does it need to go via the local authority?

 

[Medallic]

I think they have autonomy on some purchases as the medical product in question was purchased by a headteacher from a local pharmacy I was working in...

 

[paulears]

You could be crafty - if there is a proven medical advantage to your product, then addressing it to the safeguarding person can work. Of course this is not the correct kind of safeguarding the post holder does, but messages that get to them tends to be always recorded and kept because off what they do, and if this person sees a benefit, they have the ear of the people who might be interested. I've sold radios to a school, via that route and it worked. The other option is via the Governors who can introduce the idea at a meeting - which is always minuted.

 

[Medallic]

That's a good suggestion. I guess it maybe better to go through an influencer first than straight to the decision maker.

 

[ethical PR]

Why are you targeting headteachers in most cases they are not the purchaser for school products. Have you actually called the schools to find out who the potential buyer would be and contact them?

 

[Medallic]

Good point, I will have to find out

 

[fisicx]

Where do schools normally get their supplies? Why would they want to give this up and switch to you?

I asked my sister and she said theirs gets delivered weekly from a wholesaler..

 

[Medallic]

Schools may have a preferred supplier for resources etc but my product isn't something they already buy. It would be a first and if they did want to buy it they would have to resort to a pharmacy as there isn't a normal supplier for the product.

 

[fisicx]

Then maybe your first task will be to make then aware of your product then the benefits. You can then tell them where to get it. Ideally, you would have an arrangement with wholesalers so schools and pharmacies can place orders.

Schools are not just going to buy a random product without good reason. You need a good marketing plan before doing anything else.

 

[Medallic]

That's the most difficult part.. making the school aware of my product!

I know my selling points and have a very good case for it.

 

[Mark T Jones]

In a normal business environment, key questions would be

• Have you identified the right person?
• Does you letter heading give a compelling reason to move on?
• Is there a clear call to action.
• Also, without knowing what you are offering the word 'pharmacist' leads to the question have you addressed any potential concerns they may have?

As it's schools, I'd add to the list Have you identified a budget or edict that your product fits in to?

However, whatever they say to the contrary, schools aren't run as businesses. A few have commerially astute teams at the top, most are run by Headmasters who care deeply about education & student wellbeing, but know less than my Terrier about business or the real world.

It's been 10 years since I dealt with schools, and I've no plans to do so again - some of the terms & structures will have changed, but the principles won't have. Back then it went something like this.

LEAs were the Governing Bodies who schools were supposed to refer to - the specific levels at which they would refer varied from school to school. Some slavishly followed this, refering every single decision, others completely ignored it. One one occassion we received a lease deal printed on A3 paper & signed by the music teacher - who had absolutely no authority to do so.

Broadly, the Head is the ultimate decision-maker but will generally take on a pastoral role, leaving the Bursar to deal with tedious business stuff. The Bursar - in 90% of cases - is an administrator, who will cover their backs by collecting as many quotes as possible. Can you quote HP & lease over 1, 2 , 3, 4, 5, 6, 7 years please? They call it due diligence. Having covered their back with multiple quotes, they will put them in a drawer. Or pass them on to the head - who will put them in a drawer. It might raise it's head at PTA meeting, everyone will look with blind confusion at the miriad of quotes unless, by a stroke of luck, one of the members actually knows what they are talking about. Then they will either cut through the cr@p, or bring in one of their mates.

On the plus side, if you can clearly show that you are meeting a specific edict or budget, you can sell any old rubbish at any price. A few years back, whiteboard vendors had a field day. Longer ago, about 30, the Central Authorities - in their infinite wisdom decided to cap lease rates. A whole raft of dodgy leasing companies emerged to enjoy the totally un-thought-through regulation. They made millions until somebody in Government actually took responsibility and sorted it out 10 years later.

 

[Mr D]

Are schools the best place for the product?
Or could it start in other places then use those to persuade schools its worth having?

Presumably any place with children could be a market?

Us creative people often have tunnel vision about our ideas, focusing on one use rather than big picture. Get other people to help you find potential markets.

 

[Alison Moore]

I would have thought that a lot of schools would prefer to get their medical supplies through their local education authority. It's the sort of thing that if they purchased the wrong items, and a child got more seriously hurt because they didn't have the correct equipment, it would fall badly on the school.

 

[chickenlady]

When I was last teaching a few years ago, pupils had to provide their own medical products. The school had a first aid box (obviously) with gloves etc, but they couldn't give out any kind of medication - even Calpol - or even put a plaster on unless they had permission (usually covered in a permission slip at the start of term). The first aid box was restocked at the local supermarket by the Head First Aider because it was the cheapest place.
Some larger schools have a school nurse - try them. Independent schools may have money - try them. Some Trusts will centralise their purchasing.
School money goes on pupils' learning - you will have to try incredibly hard and have something utterly amazing as most schools are on the breadline. Does your product enhance learning? If not, why would a school want it?

 

[Medallic]

Thank you for the all your advice and tips, it surpassed my expectations.

Is it possible to approach the local learning authority to discuss my product with them? how does the LA work.

Also when schools purchase products/service, how does the payment process work? and what if I'm looking at charging annually, how would repeat payments work? Would I just send an invoice or do schools use standing-orders?

Apologies for the many questions

 

[fisicx]

Is it possible to approach the local learning authority to discuss my product with them? how does the LA work.

Each one will be different. I'd start with the nearest school to where you live.

Also when schools purchase products/service, how does the payment process work? and what if I'm looking at charging annually, how would repeat payments work? Would I just send an invoice or do schools use standing-orders?

Each school will be different. But I doubt they will want to set up a standing order. Most will buy the product and evaluate if it's worth keeping after the first year.

 

[Medallic]

Does anyone have any advice on how to price up a product/service for schools.?

My offer is for a product with a service and I was looking to charge an annual fee which would include both. My product cost is £50 which they will need every year, plus an additional one-off £100 initial cost and the annual service will cost me around £250. Could I turn this into an annual fee and charge this as a flat fee annually without any other costs?

I've heard I could calculate the costs and hours that go in but I don't think that's a feasible method for me. I have seen for e.g. software companies charging 375 every year for a basic software, i don't really think that is indicative of their ongoing costs/hours. Is there a known minimum charge, e.g. people who are invited for give a talk/presentation to school would probably charge no less than 3-400, another e.g First aid training providers can sometimes charge per head which can rack up into thousands for delivering a short course. What should I be charging, I don't want to be extortionate but would like to make the most reasonable profit?

 

[wesaving]

Not wanting to hijack this thread but I have an idea of something educational I cant bring into schools (I remember when we used to have a magician come to each class once a year when I was there - not what I'm planning but like this sort of arrangement). Would be charge for 1 hour class x however many classes. Is this something that schools still do and have a budget for? And would I contact school heads or council for this kind of thing

 

[simon field]

I’d ring the school direct. Councils don’t seem to be doing very much at the moment!

 

[Emre Eldar]

They might miss your email. I suggest to talk to them face to face. First, get the contact information and make appointment with them. It works better because you personally meet them.