A Course to the Top

New Markets to Tap

Even when it comes to traditional face-to-face sales models like which reps handle which catalogs, School Specialty has seen benefits from its expansion.

Today, not only does the company mail 40 million catalogs a year, 600 salespeople represent the various brands. And, says Vander Zanden, “These sales elements are blended differently in different parts of the country. Our key accounts division in Atlanta visits our large districts and tells them about all our different offers — not just our traditional line. Just like in the print catalogs, we’re starting to cross-promote the brands.