The Smartest Sales Call May Start with Money Your Prospect Already Has

Every salesperson is looking for a better way to open the conversation. Instead of leading with rates, ratings or marketing packages, consider leading with a question: "Have you checked whether your business has co-op advertising funds available?" For many businesses, the answer is no.

Manufacturers, distributors and franchise organizations often provide co-op advertising funds to help local businesses promote their products and services. Yet, many of those dollars go unused each year because business owners aren't aware they qualify or simply don't know how the programs work.

This is where you can make a difference. Helping clients uncover co-op opportunities demonstrates that you're more than someone selling advertising. You're bringing ideas, solving problems and helping them maximize their marketing investment. When advertising expenses can be partially reimbursed, marketing plans that once seemed out of reach often become much more achievable.

Timing is also important. Many co-op programs operate on annual budgets or have reimbursement deadlines. Waiting too long could mean your prospect loses access to funds they've already earned.

Before your next sales call, take a few minutes to review the latest co-op programs. You may discover an opportunity that helps a client advertise more effectively while strengthening your role as a trusted marketing partner.

Explore the current co-op opportunities below and start turning available funding into stronger client conversations.

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