How do I sell to schools?

[Jb22]

Hello everyone,

I'm about to launch my first "people" business - selling (more nutritious, healthier and cheaper)food to/at schools. Nearly everything I can prepare is done, like a website, logistics, etc. Although it's not 'sexy' and I'd have to work at the counter for the first weeks, it's scaleable, has good niche and there is a market for it. The next step would be to look up schools near my area and categorize adresses and types in a document. But what then? I'd have to offer my services to them - but to be honest I'm very unsure about this step. Here are some thoughts about the situation:

- Schools(atleast the public ones where I live) are not profit oriented. They often use equipment or software decades old and are hesitant to change what already works(even if it's not efficient)
- I either call the secretary and try to get to someone who makes descisions OR
- I try to look up the email of the principal/vice principal and mail them
- My goal is to make a short appointment where I can talk face to face to show value and go more indepth
- I could also just show up and ask if they have a minute
- It would be a big commitment for some, even if they are unhappy with their current supplier, as they'd have to drop a long term business partner and trust someone who'd normally attend their school at that age


I'm sure being anxious about it clouds my thoughts, but I have no Idea where and how to start. I watched some videos and read the threads on here, but still no idea how I should go about my inital sales pitch, to get through the door. Any advice or links to resources are appreciated!

 

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[aeden]

Hello everyone,

I'm about to launch my first "people" business - selling (more nutritious, healthier and cheaper)food to/at schools. Nearly everything I can prepare is done, like a website, logistics, etc. Although it's not 'sexy' and I'd have to work at the counter for the first weeks, it's scaleable, has good niche and there is a market for it. The next step would be to look up schools near my area and categorize adresses and types in a document. But what then? I'd have to offer my services to them - but to be honest I'm very unsure about this step. Here are some thoughts about the situation:

- Schools(atleast the public ones where I live) are not profit oriented. They often use equipment or software decades old and are hesitant to change what already works(even if it's not efficient)
- I either call the secretary and try to get to someone who makes descisions OR
- I try to look up the email of the principal/vice principal and mail them
- My goal is to make a short appointment where I can talk face to face to show value and go more indepth
- I could also just show up and ask if they have a minute
- It would be a big commitment for some, even if they are unhappy with their current supplier, as they'd have to drop a long term business partner and trust someone who'd normally attend their school at that age


I'm sure being anxious about it clouds my thoughts, but I have no Idea where and how to start. I watched some videos and read the threads on here, but still no idea how I should go about my inital sales pitch, to get through the door. Any advice or links to resources are appreciated!

I have no idea how the public school system works in Germany. You'll likely have to figure out which government body (local, regional, national) is in charge of budgets for public schools and then determine how their procurement works. I'd wager going directly to a public school will not work.

You may want to consider private schools if there are any near you. They will likely control their own procurement and thus might be more open to hearing about, and potentially buying, solutions to their problems.

Good luck!

 

[becks22]

Maybe try daycares or private preschools first to get your feet wet? Then move onto private schools and then public schools? Public schools at least here in the US have a lot of red tape to get through and most of the decisions are made at the school district level not the individual school level.

 

[Stargazer]

Either you are still at school or have recently left.

I would suggest you approach your current/old school as it is quite easy to do so and meet up with an old teacher of yours. ie Foot-in-the-door

Sounds like you wish to start a school catering business. Not sure that will be easy for you. Large upfront costs would be involved in setting up a facility that passes all regulatory checks.

Is this your idea?

Dan

 

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[Jb22]

Most sellers I have seen have been independent. They use a room / shack on the outside and selll the products directly to the students. I want to sell to the students, not the school. All I'm asking of the administrators is their approval and cooperation. This way I hope to circumvent the slow government approval process.

Graduated a year ago, but the school already has a supplier.
Regulations are surprisingly tame, if you don't use eggs, flour,etc(raw products).

 

[Tourmaline]

Who in the school makes the decision? Who is the gatekeeper? You'll want to target them.

Maybe try daycares or private preschools first to get your feet wet? Then move onto private schools and then public schools? Public schools at least here in the US have a lot of red tape to get through and most of the decisions are made at the school district level not the individual school level.

Great idea!

 

[AubreyJ]

I don't know how schools work outside of the US or outside of Texas to be honest, but I used to own a restaurant and we did a ton of work with schools. In my city, we had to go through a certification process to do any business with schools and it was all regulated by the district - so once you got approval by the district, you were free to work with any school within that district (about 50 schools total). They did this approval process once a year in the summer before the new school year, so if you missed the deadline you were out of luck until the next year.

Again, not sure how it works in Germany or if you have districts like we have here in the states, but starting with a principle and picking their brain on the matter is a great place to start.

 

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[Rabby]

Setting the regulation part aside since I think you'll be able to find documentation about that...

What does a decision maker or influencer in the school you're targeting want?

If they want credibility and prestige and you can give it to them by offering better nutrition for kids, try that angle.

If they want funding for the chess club and you can share 2% of sales with a club of their choice, try that angle.

There are so many ways into a deal when you can figure out what one individual person wants. They can be the decision maker, or someone who exerts a lot of influence on the decision maker. Sometimes it's 2 or 3 people. Sometimes it's an influential administrator over several locations.

Just stay within ethical boundaries and create a deal that makes everyone's day better.