Maximizing Sales to Educational Institutions: Understanding the Purchasing Cycle

There are more than 100,000 education institutions in the United States. From elementary schools to graduate and specialty schools to everything in-between, all of them need printed forms and labels.

But if you want to sell into this market, timing matters. Schools don’t operate on the traditional calendar year. They operate according to the school calendar, so it’s important to understand their purchasing cycles before you start placing calls.

We’ll start with the “beginning” of a school’s purchasing cycle – the end of the previous school year.

1. May – August: Previous Year’s Post-Mortem

During this period, educational institutions assess how the previous academic year went. Based on their analysis, they begin crystallizing their needs for the upcoming year. If you are already a vetted vendor for these schools and districts, this is an important time to be in communication with them, understanding what’s on their minds so you can start putting together ideas for how to help.

2. June – October: Goal Setting

Based on what they learned in their analysis, schools use this period to set goals and objectives for the next academic year. This may include things such as improving organizational efficiency, improving document security, enhancing branding, and promoting school spirit. During this period, you should continue your communication with your target schools, aligning your offerings and communications to reflect their goals.

3. November – February: Information Gathering

Based on the goals set June – October, educational institutions start gathering information about potential suppliers and products necessary to achieve those goals. If you are not already an approved vendor, this is a great time to be reaching out and introducing yourself.

4. February – April: Getting the Research Done

Schools conduct detailed research on products and suppliers to make informed decisions. Print distributors looking to build relationships with schools and universities should be prepared to provide samples, references, and testimonials.

5. May – July: Time to Buy

This is the final stage where schools make their purchasing decisions. As a print distributor, you should ensure that you are top-of-mind during this time. Maintain regular communication, offer ideas, and provide exceptional customer service.

K-12 schools, colleges, and universities can be lucrative markets. But before reaching out, take the time to research the purchasing cycles of your target schools because each can be slightly different. Once you’ve concluded your research, you can align your sales efforts accordingly.