SALESPLANNED ADVERTISING

Co-op Training

Module SubjectSession

Length

1 Induction training – Co-op forthe new salesperson 3

hours2 Prospecting and planning for

Co-op leads – who to see and when 1 hour

3 Establishing the need for a co-op funds search 1

hour4 Using a presenter to introduce

co-op – how? 1 hour5 Overcoming retailer objections to

using co-op funds 1 hour

6 Writing successful co-op sales letters 1 hour7 Using co-op to develop classified cols 1 hour

Module Subject SessionLength

8 How to develop co-op funds for a retailer from his manufacturer by phone 1

hour9 Reimbursement – how to explain it to

a retail client successfully 1 hour10 Closing the co-op sale 1 hour

11 Presenting the findings of a co-op fund search to a retailer 1

hour12 Presenting a manufacturer lead to

a retail client 1 hour13 Selling co-op into planned advertising

campaigns 1 hour

Module Subject SessionLength

14 Selling co-op against our competitors using market research 1/2

hours15 Creating co-op ads that sell-visuals

/ artwork / testimonials 1 hour

16 Buying and merchandising – how does it work? 1

hour17 How does this help get extra co-op

support? 1 hour

18 Working with wholesales/distributors to win extra co-op funds 1

hour19 Co-op blockbusters 1 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

ofco-op funds to retailers?

Answer: Area sales manager / rep

Question: If your retailer knows his manufacturer rep /

managerwants to sell him moreproducts to get his

targetwhen does he have the most negotiation power

toask for co-op funds?

Answer: When he is about to place

his order for the nextseason / sales period

Question: What happens if the retailer asks too late forco-op funds?

Answer: All spent or allocated elsewhere

Question: So what do we need to knowbefore we see a client for aco-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 hismanufacturers brand names

andalso when he buys products

fromhis 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-op When do they buy from their manufacturers? (eg. a season in advance)

1 Electrical goodsSeptember/October2 Fashion Autumn/Spring3 Gardening End of December4 Furniture / home furnishings Spring5 Sport Autumn/Spring6 DIY / home improvementAutumn/Spring7 Opticians Autumn/Spring8 Security / crime preventionAutumn/Spring9 Computers Late Summer/

January/February10 Mobile communications No pattern

established yet11 Agriculture Autumn/Spring12 Holidays/travel Late 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 stocksiii. Retailer doesn’t have a lot of

time to talkiv. Retailer doesn’t want to give

out what heconsiders confidential

information over thetelephone and thinks I am

prying into hisbusiness

v. Getting the list of his suppliers, it all takes

a long time by telephone and fax.

Why is classified such a good platform forCo-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.