Radio Sales Today

RAB Sales Tips

Free money!

Imagine how different your prospecting calls would be this week if you knew that you had $5,000 in your pocket that you were going to give to one of your prospects to spend on advertising. Seems like a no-brainer, right? Who wouldn't want to see you if you had money to give them?

Stop imagining...

Co-op advertising is the free money you are looking for. Each year, over $7 BILLION are available in co-op advertising funds for local retailers; sadly, about $3 BILLION goes unspent every year. You read that right: $3 Billion just evaporates because we didn't get it.

If you're interested in finding this money, head over to and use the Sales Tools drop-down, then prospecting, then co-op. You will see the co-op directory home page. This is the perfect time of year to search for plans that pay 100%. That's free money, but these plans expire by the end of the year. So here is how you search:

Use the advanced Co-op search bar. We've circled it for you. Put in the end of the year, and the "participation rate" is 100%. That means the money is there, and the advertiser can use it without paying anything.

We searched this morning and found 350 co-op plans that expire at the end of the year. That's 350 prospects for you to call on with free money in your pocket.

CAUTION: Co-op is not a sales strategy; it's a funding mechanism. What we mean by that is that you should follow the seven steps of selling. This means a comprehensive Customer Needs Analysis and creating your strategy to help them achieve their objectives. But the cool part is that you already have a way for them to pay for the strategy: Co-op funding!

Putting these plans in place takes time, so now is the time to get started. If you're unfamiliar with co-op, a video explains the basics and how to search the directory right on the home page. On the Co-op landing page, we also posted a webinar on-demand: Cashing In On Co-op.

We spend a lot of space on these tips, discussing how you can be a source of business intelligence and a resource to your clients — money talks. There is 100% money available in the co-op directory, and you can be the resourceful person who shares that information with the client. It helps them with their marketing, and it helps you with your budget. It's truly a win-win scenario.

There's gold in that directory! Take a minute now and look for yourself. We are always looking for success stories, so if you have success using this approach, please email me atJeff.Schmidt@rab.comhere and share your story.

Think BIG and make BIG things happen!

Happy Monday!

Jeff Schmidt is the SVP of Professional Development. You can reach him at You can all so connect with him on Twitter and LinkedIn.

Source: Jeff Schmidt, SVP of Professional Development, RAB