School’s in, and if
you do the math, you’ll add up the sales potential found throughout
your state.
There are many
opportunities to sell to individuals in the academic arena. Let’s
start with elementary schools.
Whether you have
children, associate with neighbors or relatives with children, or
have some type of connection with local elementary schools, you have
access to many employees who are gift basket buyers.
School is a place
where professionals mentor tomorrow’s leaders and work passionately
within a creative environment. Since making gift baskets is a
creative endeavor, the product draws a natural parallel to
education.
How many workers can
be identified in your local school? Administrators, teachers, office
staff, counselors, custodians, security guards, cafeteria staff and
the PTA make up the lion’s share of potential customers.
I know that they are a
willing group of buyers because these groups buy my baskets, and I’m
sure that conditions in your local school are similar to mine.
Staff members have
rigid schedules. They plan lessons, serve meals, counsel students,
organize activities and provide other support.
It’s a lot of work
that leaves the staff with little time for personal chores. School
ends in mid afternoon, but grading papers and other assignments
continue long after students are dismissed.
Who has time to shop for
gifts, and why is it necessary when your gift baskets accommodate their
busy lifestyles?
One way to inform the
staff about your baskets is to schedule an informal meeting with the
principal, teacher or counselor.
Bring a gift basket,
and present it to the person while expressing your appreciation for
his or her efforts. Suggest that the contents be shared with
colleagues.
Another way to bring
attention to your baskets is to show your products at a PTA event or
marketplace activity held during school hours. Many schools organize
these events so that the staff can shop during their lunch break or
when school closes.
I’ve used both of
these marketing opportunities with great success. Staff member order
from me whenever a colleague celebrates a birthday, gives birth,
gets married or when someone is at home recuperating. No other
person with a gift basket business saw the sales potential, so I got
all the business.
The local board of
education is another place where staff members buy gift baskets.
I know that they buy
because the same fast pace occurs in every educational office.
Getting in the building is easy. I asked my elementary school
contact for the name of someone at the board of education who would
be interested in seeing my gift baskets.
I called that person for an
appointment to discuss the district’s fundraising plans, and I
brought a one-pound box of elegantly-wrapped toffee for her to share
with colleagues. Because of this sweet gesture, I was allowed to
distribute business cards and flyers throughout the building.
Everyone went wild
over the toffee, and during the school year, I received as many gift
basket orders as I did for single boxes of toffee, which I delivered
in white cub bags lined with colored tissue paper.
There are also high
schools, charter schools, day care centers and universities with
plenty of staff members waiting to buy your gift baskets. Use the
same tactic to get your foot in the door as was done to find a board
of education employee -- ask someone for a contact name.
Find an angle, and get the sale. What are you waiting for -- June?
