Best Practice No. 3: Hold Sales Leaders Accountable for Co-op Results
While it’s critical to have a local co-op champion to service as a resource to local sales reps, the local champion is not likely to have the authority to compel a sales rep to bring up co-op in a sales call. That authority rests with sales leadership, which tends to be fickle when it comes to co-op. They may push it in spurts when they need to revenue boost, but they are rarely held accountable for co-op results. And when they are not accountable for a number, they won’t feel obligation to drive that number.
“You need someone local who has a vested interest in co-op who is in a position to talk to the reps,” a senior local media sales executive said. “Sales reps will not listen to a clerical person.”
This article was written by Charles Laughlin of the Local Search Association in Breaking Through the Co-op Clutter: Best Practices for Improved Co-op Advertising Sales. For more information on how Recas can help expand your brand advertising potential, please visit www.recas.com.