Page 44 - AASBO EDGE Back to School 2025

VENDOR PROFESSIONAL DEVELOPMENT

BY DON HARRIS
Tips for Vendors Seeking to Sell Products and

Services to Schools
Nicole Rodriguez
In an upbeat session at the AASBO Summer Rodriguez urged vendors to build their brand story in
Conference in Tucson, Nicole Rodriguez told order to win more projects because “school districts
vendors and AASBO members what goes into are judging you and your company.”
creating an impressive brand and how quickly the
message is received. Regarding online images, consider color and
relevance, but details don’t matter. “Stay away from
Drawing on the western theme of the conference, a ton of text,” Rodriguez said.”
Rodriguez said that under the rules of the rodeo
fans in the stands can judge the cowboy’s skills Some vendors don’t understand public sector
on a bull within 8 seconds. contracting, Rodriguez noted. They use the wrong
marketer and a bad designer – too many details.
“How can you judge a professional athletic
competition in eight seconds?” she asked. “Judge Full psychological evaluation occurs in eight seconds
the athlete and the animal. His hand is in the air. or less, and that’s how they are able to judge rodeo
He never holds on for dear life. Does the animal competition. Have a brand so it is clear that you work
look agitated? They’re supposed to look like with school districts, perhaps focusing on employee
they’re enjoying themselves.” benefits.

The same timeline is true when a school district Rodriguez pointed out that Valley Schools works
assesses the brand of a vendor selling products only with school districts. “Their brand is easily
and services the school needs. recognized,” she said.

She suggested that vendors who attended the She recommended having four people with varying
AASBO conference should have spent several views and opinions look at a brand, a website or a
months planning their western brand – what their template. “If one person has a problem with it, that
display would look like at the conference and the means 25% of users are having problems,” Rodriguez
clothes or costumes they would wear to make said. “You need to have review groups or a committee
their products or services stand out. to get feedback about what people are saying about
your brand. Once you choose a theme, that’s it.”
“If you didn’t, you probably lost out to a
competitor who did,” Rodriguez said “I have Regarding products or services to keep students safe,
helped vendors win, to sell their brand story and she recommended using technology. “Use technology
win more projects. And I have worked with school to protect children, don’t use scare tactics. Show
districts to help them with brand management. what goes on the window to make it bulletproof –
how technology works.” Rodriguez said.

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