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SMART ANSWERS By Karen E. Klein Other Ways to Sniff Out Clients Schools don't like admitting to a drug problem, which makes it hard for this owner of a dope-detecting dog to get work. These tips might help
A: Most salespeople have to get past gatekeepers to reach those making the decisons and sell their products, so you should be able to find time-honored strategies for doing that in many of the books that offer advice and hints to sales reps. But schools are unique among target markets -- not only because they are closed for many days each year, but because they typically answer to a higher authority, be it the local school board, state authorities, or even the federal government. This is especially true when the issue concerns security policies, where local school districts may have very little control. You may have better success with private schools that are governed by boards of directors, though many of them are small and cash-strapped. All administrators and parents, however, are interested in making sure that students are taught in a safe and drug-free environments. So begin the process by narrowing down your target audience, says Steve Rapier, vice-president of Artime Group, an advertising and marketing firm based in Pasadena, Calif. "Rather than include every educational institution in your area, set up some criteria for schools that are most likely to use your services. You might look at how many students attend the school, whether they have an on-campus security department, where the school is located, what are the local crime stats, and what type of school it is -- private, public, high school, etc.," he says. The higher the rate for drug use and crime, the more likely schools will see a need for your service. "Take the information on crime and use it to educate your target market about how your product or service addresses the problem," advises Ken Keller, president of Star Business Consulting. "A series of mailings to administrators, presentations to the PTA, local school boards, and articles in the local paper will position your firm as an expert in this area." Keller adds that you could also establish expertise by addressing local, regional, or national conferences of school administrators. MR. BELL'S INVENTION. Keller recommends calling schools to get the names of those who, with any luck, will be making the decision to hire you (it may not be the principal, as you assume), but he also advises waiting until classes are over for the day. Says Keller: "Things are usually a bit more relaxed at that time, and people tend to be more helpful." Use the telephone to make contact instead of doing in-person cold calls, Rapier recommends. "You'll be able to make 5 to 10 calls in an hour, compared to one or two cold calls in person. Reserve the personal call for a lead you've prequalified on the phone," he says. If you have a Web site, consider using "key-word buys" offered by paid-search outfit Overture.com. "Start by using their tool to gauge how many searches were done during the previous month with search phrases you are considering," Rapier says. "Check the pricing per click on the phrases that have generated a relatively high number of searches. The first five positions will usually land you on the first page of a search." If the current bids are over your budget, consider opting for a ranking on the following pages. You'll only pay for clicks." Don't forget to use "channels" for your service, such as the local police, civic organizations, or school boards, any of which may be able to put you in touch with the right people or act as advocates for your service. "This is not a here-I-am-buy-my-service kind of business," adds Keller. "It is a relationship-and-referral sale, and business will take time to build. Once you are considered a partner and a problem-solver, the easier it will become," Keller says. Another avenue to consider is publicity. Between the public affection for dogs and the novel idea of using trained animals in schools, your company has a strong "story angle," says Jessica Hatchigan, author of How to Be Your Own Publicist. "And, there is an element of controversy here," she adds, "and controversy is a media magnet." THE STRAIGHT TRUTH. Develop your side of the story -- that trained sniffer dogs are a safe and positive deterrent to drugs and the violence so often associated with them -- and pitch that line to the local media to counter those "bad impressions" school administrators fear, Hatchigan recommends, who also urges obtaining testimonials from schools already using the service. "Are there stories of kids who were helped when drugs were detected by a dog? Are there stories of kids developing friendly relationships with the dogs? Are there any humorous (in a positive way) stories related to the dogs? You can mention these in pitching your story to the media," she says. Make sure the school has no objections, then invite reporters in to do a story. If possible, create a special event to clinch media interest. Get some appealing photos taken of your dogs and include them in your media and marketing giveaways. If your dogs don't wear uniforms, Hatchigan says, consider getting them something like a comfortable "jacket" that might feature the school colors or mascot, along with your business logo. "Dogs in uniform are endearing, whereas plainclothes drug dogs might be a bit intimidating," she notes. "Develop a cute concept for the uniform and you can mitigate the hard-edged image a drug dog might present." Have a question about your business? Ask our small-business experts. Send us an e-mail at smartanswers@businessweek.com, or write to Smart Answers, BW Online, 45th Floor, 1221 Avenue of the Americas, New York, NY 10020. Please include your real name and phone number in case we need more information; only your initials and city will be printed. Because of the volume of mail, we won't be able to respond to all questions personally.  Karen E. Klein is a Los Angeles-based writer who specializes in covering covered entrepreneurship and small-business issues. Get BusinessWeek directly on your desktop with our RSS feeds.  Add BusinessWeek news to your Web site with our headline feed. Click to buy an e-print or reprint of a BusinessWeek or BusinessWeek Online story or video. To subscribe online to BusinessWeek magazine, please click here. Learn more, go to the BusinessWeekOnline home page  | | JULY |
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