Transcript co op slides 2

SALES
PLANNED ADVERTISING
Co-op Training
Module
Subject
1
Induction training – Co-op for
the new salesperson
Prospecting and planning for
Co-op leads – who to see and when 1 hour
Establishing the need for a co-op
funds search
Using a presenter to introduce
co-op – how?
Overcoming retailer objections to
using co-op funds
Writing successful co-op sales letters 1 hour
Using co-op to develop classified cols
2
3
4
5
6
7
Session
Length
3 hours
1 hour
1 hour
1 hour
1 hour
Module
Subject
8
How to develop co-op funds for a
retailer from his manufacturer by
phone
Reimbursement – how to explain it to
a retail client successfully
Closing the co-op sale
1 hour
Presenting the findings of a co-op
fund search to a retailer
Presenting a manufacturer lead to
a retail client
Selling co-op into planned advertising
campaigns
9
10
11
12
13
Session
Length
1 hour
1 hour
1 hour
1 hour
1 hour
Module
Subject
14
Selling co-op against our competitors
using market research
1/2 hours
Creating co-op ads that sell-visuals
/ artwork / testimonials
1 hour
Buying and merchandising
– how does it work?
1 hour
How does this help get extra co-op
support?
1 hour
Working with wholesales/distributors
to win extra co-op funds
1 hour
Co-op blockbusters
1 hour
15
16
17
18
19
Session
Length
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-op
When do they buy from their
manufacturers? (eg. a season in advance)
1
2
3
4
5
6
7
8
9
10
11
12
Electrical goods
September/October
Fashion
Autumn/Spring
Gardening
End of December
Furniture / home furnishings Spring
Sport
Autumn/Spring
DIY / home improvement
Autumn/Spring
Opticians
Autumn/Spring
Security / crime prevention
Autumn/Spring
Computers
Late Summer/
January/February
Mobile communications
No pattern
established yet
Agriculture
Autumn/Spring
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.
ii.
iii.
iv.
v.
It is difficult to picture showroom/shop
Don’t know which manufacturers’
products retailer stocks
Retailer doesn’t have a lot of time to talk
Retailer doesn’t want to give out what he
considers confidential information over the
telephone and thinks I am prying into his
business
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.