SALES PLANNED ADVERTISING Co-op Training

ModuleSubjectSession Length 1Induction training – Co-op for the new salesperson3 hours 2Prospecting and planning for Co-op leads – who to see and when1 hour 3Establishing the need for a co-op funds search1 hour 4Using a presenter to introduce co-op – how?1 hour 5Overcoming retailer objections to using co-op funds1 hour 6Writing successful co-op sales letters1 hour 7Using co-op to develop classified cols1 hour

ModuleSubjectSession Length 8How to develop co-op funds for a retailer from his manufacturer by phone1 hour 9Reimbursement – how to explain it to a retail client successfully1 hour 10Closing the co-op sale1 hour 11Presenting the findings of a co-op fund search to a retailer1 hour 12Presenting a manufacturer lead to a retail client1 hour 13Selling co-op into planned advertising campaigns1 hour

ModuleSubjectSession Length 14Selling co-op against our competitors using market research1/2 hours 15Creating co-op ads that sell-visuals / artwork / testimonials1 hour 16Buying and merchandising – how does it work?1 hour 17How does this help get extra co-op support?1 hour 18Working with wholesales/distributors to win extra co-op funds1 hour 19Co-op blockbusters1 hour

1.Name of a retail prospect (fictitious or real) 2.Type of business 3.Number of years established 4.Typical customer type/profile 5.Why they specifically need co-op funds (ie. what job do they want those funds to do for them)

1.The name of their client 2.The type of business 3.Number of years established 4.Typical customer type/profile

Question:Who is likely to be controlling the allocation of co-op funds to retailers? Answer:Area sales manager / rep

Question:If your retailer knows his manufacturer rep / manager wants to sell him more products to get his target when does he have the most negotiation power to ask for co-op funds? Answer:When he is about to place his order for the next season / sales period

Question:What happens if the retailer asks too late for co-op funds? Answer:All spent or allocated elsewhere

Question:So what do we need to know before we see a client for a co-op fund search? Answer:Whether he is a good prospect for co-op (eg. he is trying to build his image by tying in with his manufacturers brand names and also when he buys products from his manufacturers

Co-op advertising is image building and product moving advertising for a retailer linking his name with the manufacturer’s well known brand name.

Best Retail Co-opWhen do they buy from their manufacturers? (eg. a season in advance) 1Electrical goodsSeptember/October 2FashionAutumn/Spring 3GardeningEnd of December 4Furniture / home furnishingsSpring 5SportAutumn/Spring 6DIY / home improvementAutumn/Spring 7OpticiansAutumn/Spring 8Security / crime preventionAutumn/Spring 9ComputersLate Summer/ January/February 10Mobile communicationsNo pattern established yet 11AgricultureAutumn/Spring 12Holidays/travelLate Summer

Using Co-op to develop classified columns

The objective of this module, as with all training modules, is to develop trainees’ skill and knowledge in an interactive way at selling using co-op as a sales tool.

For classified sales people, there are two key hurdles to overcome with regard to co-op: 1.How can you introduce co-op in telephone sales presentations more easily? 2..Small and often in classified is often as effective or sometime more effective for manufacturers and retailers to move produce through the point of sale rather than the one-off display feature style co-op promotion. The classified sections of our newspapers offer a unique directional tool for retailers and manufacturers so there is no need to compete with display.

Question:What do you find most difficult about introducing the concept of Co-op in telesales presentations? Answer:i.It is difficult to picture showroom/shop ii.Don’t know which manufacturers’ products retailer stocks iii.Retailer doesn’t have a lot of time to talk iv.Retailer doesn’t want to give out what he considers confidential information over the telephone and thinks I am prying into his business v.Getting the list of his suppliers, it all takes a long time by telephone and fax.

Why is classified such a good platform for Co-op advertising?

We all know the benefits of classified as an advertising solution. Let’s look at what makes your retail advertiser a good prospect for a co-op ad in classified

You see a national branding campaign for a manufacturer and you know your retail advertiser is a local stockist who already advertises with you in classified.

Your retail advertiser may be the sole stockist for a manufacturer’s product or a product range in your area so the Area Sales Manager will want to direct customers to his point of sale.

Your advertiser may not have a showroom or shop but still sells a manufacturer’s products (eg. beauticians who work from home visiting clients)

Your advertiser may be the only local independent stockist in the area who has to compete with multi-nationals who use the news pages of your newspaper.

Some helpful questions to ask  Why does ‘X’ manufacturer choose you as his stockist?  Where is you nearest competitor?  How many other stockists does ‘X’ manufacturer have in this area?  Which product lines do you stock exclusively for them?  How do customers know you are the stockist for ‘X’ manufacturer?  When does ‘X’ manufacturer do any national or TV advertising?  How does your local Area Sales Manager for ‘X’ manufacturer help you sell product through to your customers?

Don’t forget to ask:  The name of the Area Sales Manager and the telephone number  If the retailer has an identification number or reference the manufacturer will know him as  If a wholesaler or distributor is involved in his product purchase channel. This will of course mean contacting them first of all.

Summary By asking some of the above questions, you are leading your advertiser to realise that there is a need to promote himself as a manufacturer’s stockist.