p 20,21 business monitor PASSED 11/17/08 2:06 PM Page 21
BUSINESS MONITOR
start? Head teacher, departmental heads, design
Most schools need lots of
and technology teachers, school secretary, bursar
different types of sports kit in
– all could be relevant. Most purchases will have
relatively small quantities
more than one tier of decision-making. In private
schools, as a case, a purchase may be wanted by
a department head, but until the bursar has
allocated funds, nothing will happen. A good start
point would tend to be PE teachers because the
numbers are right. Some schools, especially the
specialist sports academies, offer a very wide
range of choice of sports, which inherently means
“
Finding out when
or if people are available
The opportunities
for selling into
for contact can be a major
a particular course or activity.
schools are varied
barrier and it’s one that
Help them communicate the
products including images for
often stops people in
their own use, a basic leaflet
their tracks when
design and a page(s) on
your website. Offer to
attacking this
bundle products – the
same child could need
market
”
kit for several sports,
the choir, the orchestra and
drama. This will inherently broaden your
lots of different types of kit in relatively small access and involvement in an establishment.
quantities and all of it begging to be printed or The level of technology which schools own is
embroidered. In the nature of growing surprising. The value of kit owned might shock Think positive
adolescents it all needs regular replacement too. you too. However, they use it not as a competitor about total involvement
Making contact with the schools themselves is to your business but to learn practical with a senior school or college. Opportunities for
straightforward as they are all listed on LEA manufacturing industrial techniques. Which again work-based skills training and placements are
websites. Some of the relevant names will be is beneficial to your business. The long-term, often difficult to find but if you build that into
there too although this varies. The school office, standard complaint of the CBI and other business your commitment to a school or college you will
which is first point of contact, may be guarded in organisations that teenagers come out of school further cement a long-term relationship.
giving out names. with no practical, usable skills does not apply Moreover, any needs for new employees with
Any parent of school aged children will have here. Government funding is being put into lots appropriate skills could come from those
seen schools making a point of added value, i.e. of new diplomas where use of printwear contacts.
not just being a GCSE and A level processing technology applies. It is, however, a fact that as Make contact with LEA advisors. They organise
plant. The same should apply to selling in to the technology is constantly updated schools training days which have a high take-up rate,
schools. Make it easy for schools to choose you. struggle to come to terms with the full range of with perhaps 20 schools represented at one site.
There will certainly be a high level of price capabilities. This also offers access to the They are typically twilight sessions which teachers
sensitivity in decision making – parents will be marketplace – if you can help guide teachers go to with enthusiasm because they’re recognised
footing the bill for specialist clothing and schools through operational skills you will be a local hero as vital for updating skills necessary for their
don’t want that as a barrier to children following and win new business. personal development. Clearly if you can become
involved in teaching the teachers from a
commercial standpoint your access to those
schools and your personal relationship with the
individuals is greatly enhanced. Teachers are also
great sharers of information and experience. As
many as 40% of sales opportunities in the sector
can come from referrals, which makes each sales
contact yet more valuable. P&P
Paul Clapham is a marketing consultant with over
25 years’ experience covering a broad range of
business sectors and a full spread of marketing
disciplines. He works with small, medium and
large companies alike to increase their profitability
through marketing. Tel:01453 765432
www.printwearandpromotion.co.uk December 2008 | 21 |
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