A Course to the Top

The Top-down and Bottom-up Sales Approach

Reaching the 3.5 million educators in the United States is no easy task. These teachers and administrators are based in elementary schools, middle schools and high schools in rural towns, busy suburbs and large cities. Districts with multiple schools may do centralized buying for some products like furnishings. Even for classroom education tools, it’s a complicated and complex web of buyers and specifiers. Sometimes it’s the individual teacher; other times it’s the principal or school secretary. In some instances it’s the school administration of an entire city making the buying decision for which workbooks to use for, say, third grade language arts.