School Sales Make the Grade

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 should they 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.

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