Cerys Keneally - Brand Shoot - Bristol

Selling to Schools and Nurseries: 3 Essential Strategies for Children’s Activity Providers

Introduction from Cerys Keneally

As a children’s activity provider, expanding your reach and selling your services to schools and nurseries can significantly boost your business. However, it’s crucial to understand how to effectively package your services, price them appropriately, and engage with key decision makers to maximise your chances of success. In this blog, we will explore three essential strategies that will help you navigate the process of selling to schools and nurseries to achieve better results.  These are strategies that my Approaching Schools Academy members have described as ‘game-changing’ in helping them sell much longer contracts to schools and nurseries than they had realised was possible before.  

Packaging Your Services To Add Value And Provide Different Options 

When selling to schools and nurseries, it’s essential to create enticing service packages that add value and cater for diverse needs. Offer tailored packages that align with the curriculum and learning objectives of each school or setting. Differentiate your activities to suit different year groups, topics and calendar events, ensuring they can seamlessly integrate into a school’s schedule.  Consider including additional benefits in your packages, such as educational materials, training resources for teachers, or promotional materials that schools can be distributed to parents. These extras will enhance the perceived value of your services.

Charging Effective Prices to Reflect Value and Suit Different Budget Levels

Determining the right pricing strategy is crucial when selling to schools and nurseries.  Pricing works best for children’s activity providers when the fees are value based.  Emphasise the educational benefits, unique features, and the impact of your activities on children’s development when justifying your prices. Highlight how your services align with educational objectives and help achieve expected learning outcomes.  Offer different pricing tiers or packages to accommodate various budget levels. This allows schools and nurseries to choose the options that suit their financial constraints while still accessing your valuable services.  Delivering a high value demonstration before having sales conversations will help school or nursery decision makers to prioritise their budgets.

Selling to Key Decision Makers by Demonstrating Value and Having Sales Conversations

To successfully sell to schools and nurseries, you need to engage with key decision makers and effectively communicate the value you bring. You can do this by researching the schools or nursery before you visit or engage in sales conversations. Familiarise yourself with their curriculum, values, aims and objectives to demonstrate how your activities align with these.  Share case studies or testimonials from previous partnerships or work you’ve done with children in the community to illustrate the positive impact your activities have had on children’s learning and development. Visual evidence works really well when having a meeting with the senior leadership team.  Tailor your sales conversation to address the specific concerns and priorities of the decision makers. Emphasise the benefits, outcomes, and long-term value your services will bring to their school or nursery.

Final thoughts on selling to schools and nurseries

Selling to schools and nurseries as a children’s activity provider can open up new avenues for growth and impact. By effectively packaging your services, pricing them appropriately, and engaging with key decision makers, you can position yourself as a valuable partner in education. Remember to customise your offerings, reflect your value through pricing (as my Approaching Schools Academy members have discovered, it’s NOT about being the cheapest), and have impactful sales conversations to win over senior leaders in schools and nurseries.

Cerys Keneally is an award-winning trainer and speaker for the children’s activity industry.  Drawing on 20 years of A.C.E. experience in Activities, Coaching and Education, Cerys has inspired over 4000 children’s activity providers to grow their businesses via her Approaching Schools Challenges and trains over 100 providers per year to earn a more stable income and have a bigger impact on children’s lives via her pioneering, CPD accredited Approaching Schools Academy programme.  Find out more and download your free guide at www.ceryskeneally.com

By becoming a member of ICAP you’re joining a community of like-minded professionals and business owners in the children’s activity sector working towards excellence

Pip Wilkins

Pip Wilkins is the Chief Executive of the British Franchise Association (bfa). With 25 years’ experience in the franchise sector, Pip has worked her way up within the Association, gaining insight from all areas of the business and the franchise industry. She is well-known and highly regarded in franchising for her dedication and depth of knowledge. Pip regularly speaks at conferences and seminars both domestically and internationally, as well as writing on franchising matters for national, local and franchising trade press. Pip is also a regular judge for the annual bfa HSBC Franchise Awards, the Franchise Marketing Awards and Global Franchise Awards. Pip represents the UK at both the European Franchise Federation (EFF) and World Franchise Council (WFC). The bfa has grown to be one of the largest franchise associations in Europe, and one of the most successful associations in the world.

Theo Millward

Theo Millward is a graduate of Lancaster University with a BBA in Management. In 2016 Theo purchased UK swim school, Swimtime from the founders which teaches 20,000 children a week. Following a multi-award- winning digital transformation, during the global pandemic, Theo and his team founded Franscape, a saas that digitally transforms Franchise brands. FranScape won New Business of the Year at the UK Business Awards.

Andy Georgiou

Andy is the Founder of ICAP and a leading UK Franchise Business Consultant. He is fiercely committed to helping children’s activity providers build successful and profitable businesses. With qualifications in Business Management, Digital Media and Marketing, he has helped build, advise and grow leading 6 and 7 fiqure children’s education, sports and activity brands in the past 17 years.

Frank Sahlein

Frank has been active in the Children’s Activity Center industry as an athlete, coach, business owner, consultant and business broker. He is a native of San Mateo, California and graduated from San Jose State University in California (USA).
Frank was a pioneer of the Children’s Learning Opportunity Center concept from 1976 – 2016 at the Wings Center in Boise, Idaho (USA) – a blend of Sports Instruction, Arts, Education, Entertainment and Outreach programs.
As a business management innovator, Frank has delivered over 1,000 presentations for a variety of Children’s Activity Center industries such as gymnastics, swimming, cheerleading, dance, martial arts/ninja and child care/education.
3rd Level Consulting is a Business Development and Service Provider Partner for private industry companies, associations, and organizations in the USA, Australia, Canada, New Zealand, Singapore, the United Kingdom, Mexico, and Panama.
Two-time recipient of the National Business Leader Award from USA Gymnastics, Frank is the author of “Building Your Business Potential” and “Designing Your Empowered Life”. He is the creator of the SmartEDGE™ Business Applications and Management Certification Courses. He is the co-founder of LEAP Learning and the MetaSpheres Corp, and is the founder and Executive Director of the International Association of Child Development Programs.
His passions include his beautiful wife Lourdes Gonzalez, family, friends, fitness training, transformational reading and travel.