Public sector purchasing, oftentimes referred to as public procurement, is the acquisition of resources for public needs. This purchasing can happen on a federal or state level, such as the Department of Defense buying IT systems for their complex systems, or a state contracting with a debris service company after a major storm sweeps through the area.
Public procurement can range from buying computers, iPads, and desks for schools to equipment like beds, ventilators, and masks for public healthcare systems. It also includes infrastructure, such as construction on public buildings or commercial playground equipment for schools and parks.
Selling into schools and parks is called the SLED market (State, Local, Education). These needs are mostly recurring, but can also be one-off purchases, such as building and constructing a playground for a new school or renovating one in a public park. Here are a few key strategies, as well as tips and tricks to consider if you’re selling into the SLED market.
Understand the Buyer’s Dilemmas and Challenges
Like any industry, the very first step is to get to know the audience and their needs. You can’t market your product or service if you don’t know where they currently stand or what they’re coming from. Within the school and park market, it can be difficult to fully know what these industries are facing and how you can help solve problems for them.
A common dilemma is budget cuts. Schools face smaller budgets year after year. Additionally, unfilled staff vacancies can leave teachers, assistants, and other professionals juggling multiple roles. Another major challenge for many schools is a gap in technology. Updating and replacing classrooms with newer technology can be very costly, especially as technology continuously advances.
Parks face similar predicaments, as well as a misunderstood value of keeping parks well-maintained. Inconsistent funding can also be an issue, particularly when grants run out or government shutdowns occur. Knowing the school or parks’ dilemmas will help position yourself and your proposal to best match their current needs.
Respond and Position Your Offering
Most schools and parks will send out an RFP, or request for proposal, when a need arises. Again, this could be a recurring need, such as cleanup services for the park throughout the year or a one-time purchase such as playground equipment. In either situation, it’s in your best interest to respond in a way that will frame you as a solution to a specific, urgent need.
Although you can’t directly solve the school or parks’ numerous challenges, your offering will stand out against the competition if you prove value. Including case studies is a great way to show the impact of your opportunity directly. Be sure to show relevant data and statistics as well to support and back up your proposal.
If requested, propose a pilot program. This can be a great way for a school or park to test and validate your offerings within their environment. There’s less risk involved with a pilot program compared to a legally binding contract. These types of programs can work well for school educators and facilitators to try out new complex systems firsthand, such as technology upgrades or cybersecurity services for protecting a school’s network. A pilot program proposition can be much easier to win, and can potentially lead to larger initiatives for the future.
Find New Opportunities
Of course, you can’t wait around for the right RFP to land on your desk if you want to sell to schools and parks continuously. It’s important to seek out opportunities regularly. You can start with online platforms such as SAM.gov, the official site for U.S. federal contract opportunities and awards. BidNet Direct is another resource that can connect businesses with local, state, and federal bids. There are also specialized marketplaces if your offering is within a niche industry, such as education-specific.
Another way to find new opportunities is to be in touch with local councils and districts. While each state and many major cities have their own procurement websites, being in touch with local officials can put you ahead. Identify officials who are decision-makers within your field of work. Set up a meeting to introduce yourself and show them the value of your offerings. While they won’t likely have a bid for you right now, this can help keep you top of mind when an RFP does surface.
Attending industry events, tradeshows, and local meetings is another way to learn more about your buyer’s pain points, while also showcasing your offering. You never know who else may be at the event, so be ready to highlight your product or service, and have plenty of business cards on hand. A good first impression could lead to a profitable return on investment in the future.
Final Tips and Takeaways
Selling into schools and parks isn’t going to be a walk in the park. There are plenty of players involved, each of whom has their own priorities and preferences. That said, being an accountable, reliable, and trustworthy seller can pay off. Be persistent and show off your product or service to the right people. Focus on your value and what you can offer, as opposed to the deal or price. And know that every meet-and-greet with a local official can result in a favorable future deal.
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