BOOKS, SMILES AND LONG DAYS FOR LATVIAN STUDENT

    If you’ve been on Facebook lately and live in northeast South Dakota—or have friends in the area—you’ve probably seen the smiling face of Lauris Krasovskis pop up alongside local families and stacks of books.
    Krasovskis, 28, is from the small northern European country of Latvia, a place many in Journal country might have trouble finding on a map. He is spending his summer in the region selling educational books through Southwestern Advantage, a company that has recruited college students to sell its products for more than 150 years. The program’s international recruiting effort, however, is a more recent addition.
    Krasovskis grew up in Latvia’s countryside and is currently studying economics at a Latvian university. He first heard about Southwestern Advantage from a friend who had participated. “It was completely out of my comfort zone, but I thought it would help improve my communication skills,” he said. “And it was a good way to earn money for college.”
    This summer marks his seventh with the company, including four in South Dakota. He has also worked in Idaho, California, and Missouri, though he says South Dakota feels most like home. “I grew up in the countryside, and South Dakota reminds me of that,” he explained.
    Participants in the program train in Nashville, Tennessee, where the company is headquartered. They also spend time learning about the American school system before beginning sales. Once placed, salespeople stay with host families, often those who have opened their homes to students before. Krasovskis has been staying with a family in Webster and will soon move to another host family in the Frederick area.
    The work itself is demanding. Salespeople put in 12- to 14-hour days, often logging 85 to 90 hours a week during the short, three-month season. They must first secure peddler’s permits from towns and counties before selling. The books themselves cover a wide range—children’s nonfiction designed to make learning fun, materials that help students from elementary school through college prep, religious titles, and even leadership programs for kids.
    To succeed in the role, Krasovskis said determination and a strong work ethic are essential. “These ‘nos’ aren’t personal,” he said. “My workplace is somebody’s home, so that makes things different.” His goal each day is to show the books to 30 households, though one of the biggest challenges is simply catching families at a good time.
    Krasovskis has also embraced social media as a way to connect with communities. Under the name ‘Lauris TheBookman Krasovskis’ on Facebook, he posts regular photos with families he meets. The posts serve both as marketing and as a way to reassure residents when they see a foreigner driving a car with out-of-state plates around town.
    Though the long days are grueling, Krasovskis said the experience has been invaluable. “I enjoy learning about different cultures, meeting different people, experiencing the world,” he said. “You learn about yourself, too.” Meeting new people and helping families with their children’s education, he added, has been a highlight.
    This will likely be his last summer in the program. With graduation approaching, Krasovskis hopes to pursue a career in banking or wealth management. Still, he is grateful for the skills he has gained along the way. “It has helped me build my CV, given me a head start in the job market, and my English has improved a lot,” he said.
    Krasovskis will be in the area for the next few weeks, traveling through Hecla, Frederick, and Groton, but is also willing to meet with families elsewhere. He can be reached on Facebook at ‘Lauris TheBookman Krasovskis.’