Tips for Success in the Educational Market

Introducing

◌ Sue Smith, SS Consulting - Selling ◌ Neil Thomas, Hainenko Ltd - Products ◌ Martin Shearer – Integra Office – Marketing◌ Nick Oates, Oatik - Solutions

The Basics

◌ Who are the customers?◌ How can you find them?◌ How are educational supplies funded?◌ What is the buying cycle?◌ Why are schools good customers?

The products

◌ What are the key products?◌ What are the important brands? ◌ What are educational packs?◌ How does educational pricing work?

3 schools - profile

◌ 22 suppliers ◌ 2,700 products ◌ Spend = £77 per pupil

Products ValueEOS 6% 25% HP 77%Stationery 44% 24% Pens/pencils (239) 21%Paper 7% 19% A4 80gm 65%Classroom 29% 13%Furniture 2% 11%Exercise Books 2% 4%Other 8% 3% Janitorial, cateringDiaries/Planners 1% 0.4%

Competitors

◌ Who are they?◌ What are their strengths? ◌ What are their weaknesses?◌ How strong is there own label?

Switch selling

◌ How to use “first price” products◌ What is the margin opportunity

Neil

Selling to schools

◌ The decision makers & influencers ◌ Research◌ Getting an appointment◌ What makes schools buy?◌ Key questions

Your offer

◌ Services and solutions ◌ USPs◌ The pitch◌ Quantify benefits

Attention getting products

◌ Product offers ◌ Promotions◌ Specialist & Environmental products

Tenders / contracts

◌ Professionalise the processes◌ Provide reassurance

◌ Quality / Samples / Service stats / Guarantees◌ Building relationships◌ Back up supplier opportunity

Other tips

◌ School security ◌ CRB checks

Integra’s solution

◌ Dealer feedback on 2012 catalogue◌ Changes and plans for 2013◌ How you can support

Thank you