EFFECTIVE SELLING METHODS FOR SCHOOL BOOKS PROMOTION

Založništvo učbeniških gradiv je precej specifično v svoji dejavnosti. Poleg splošnim tržnim razmeram je izpostavljeno še posebnim dejavnikom (učni načrti, potrjevanje učbenikov, zniževanje števila delovnih zvezkov, učbeniški skladi …), ki jih mora poznati in upoštevati, če želi biti prodajno uspešno. Nenehno spremljanje trga, pripravljenost na spremembe na trgu in hitro prilagajanje so situacije današnjega časa. Konkurenca je velika, saj v povprečju od štiri do pet založb ponuja učbeniški komplet za določen predmet v določenem razredu, je pa le 17.000 učencev, ki naj bi to gradivo uporabljalo. Kakšne so oblike prodajno učinkovite promocije učbeniških gradiv? S tržno analizo smo prišli do konkretnih podatkov. Založniki morajo dati prednost osebnim oblikam promocije, kot so seminarji, individualne predstavitve, medsebojni pogovori …, gradivo mora biti širše sprejemljivo in podprto z dodatnimi učnimi gradivi za učitelja. Založnik mora učiteljem omogočiti tudi ogledne izvode učbeniških kompletov, posredovati jasne informacije preko spletne strani, jih redno informirati o novostih, zelo pomembno pa je tudi, da je osebje v promociji profesionalno in prijazno.School book publishing is quite specific in the way it works. Not just regular market forces, they are also exposed to other specifics parameters like syllabus, school book confirmation, working books numerousness reducing, school books fund ... All this parameters must be seen and complied to achieve intended selling quotes. Regular market changes, willingness to deal with them and fast adaptation are key parameters of this certain market. Competition is strong and it exists of four or five strong market players who also offer wide pallets of products for almost all school book niche but there is also only 17.000 pupils, for whom this products is intended. What are effective selling methods for school books promotion? We found this answer using market analyse. Personal contacts must be a priority for publishers to inform teachers about certain products. Those contacts must consist of seminars, individual presentations, directly contacts with teachers. Study material should be widely accepted and supported with additional material for teachers who have to have the option to check it before use. Other very important elements are regular information about new editions, informative web site and of course professional and kind relationship