RSC Members,
I've heard from hundreds of AE's supercharged about our Three Part Series: Building Dealer Groups.
Let's get into Part 2:
You've now identified a few targets, sized up their distribution points (retailers) and tracked down their Regional Sales Manager. A casual phone call to the Regional Sales Manager should sound something like this. "Hello Sam. My name is Jim Reilly. I promise I'll be brief. I work for a group of local radio stations in Southern Ohio. I'm not calling to talk about advertising. Our national rep firm is already talking with your agency. I'm calling because I'd like to meet with you sometime soon to discuss a few Trade Marketing ideas that can help you "move more product" and "increase sales." Can we have a short visit next time you are in my area?"
Regional Sales Manager control their own local marketing budgets called Trade Marketing Funds. Trade Marketing Funds are allocated to do two things: 1) Increase Sales and 2) Obtain additional Display Space in their Trade/Accounts. Remember, these are Sales Professionals and they have only one thing they care about ... Increasing Sales. If you are having trouble reaching this guy, ask your local retailer when their rep is scheduled to be in the store again and ask for an introduction.
Christian Pools told me when their HTH Pool Chemical Rep will be at the store ... After a 20 minute cup of coffee with the Rep, I had 10 local HTH Pool Dealers organized and an initial $9,000 order sold. HTH Pool Chemicals went on to spend $45,000 with me that Summer ...10x larger than my average local direct sale. Next week, I'll arm you with some great ideas to help you close your first of many Dealer Group Marketing Programs.
See you here next Monday for Part 3.
Jim Reilly
American Music Concepts
JingleJim@americanmusicconcepts.com
P 732-604-8625
