I've only been in sales a few months now.
I have a client I came upon by cold calling. He has been interested in advertising for years but can't quite figure out what to do.
He's a wholesale home improvement supplier (counters, tiles, etc.). He serves residential and commercial business and would love to see an increase in both. HOWEVER, he also has contractual agreements with a few "big box"/National home improvement stores for some of his products. Several years ago, one of them was jeopardized because of his advertising. The Big Box company felt he was infringing on their business and threatened to pull a contract.
He's excited about buying, has co-op money and all, but I'm trying to figure out how to approach his campaign without putting him in that same situation, which would be sure to make him want to give up on advertising all together.
Wow. This is a tough needle to thread. And will require some serious questions. First off, I would inquire as to exactly what he was advertising before that got him into trouble with the Big Box in the first place. Was it a certain product that they both carry? or was is just that he was advertising at all? If you can find a product that he carries but the Big Box doesn't, then maybe you can push that angle. Or maybe its the medium. If the Big Box is advertising heavily in paper, maybe your guy can use radio or your website and not step on their footprint. Good Luck!
Lynn,
Thanks for the reply.
I did inquire about what he advertised and he couldn't remember exactly what it was. I am digging a little and trying to see what and where the Big Box's are focusing their ads on. I realize I'm going to have to do quite a bit of research and be patient because it may take a while to find the right copy and angle to approach this before I'll be even close to being able to close.
You are in a very good position,having a wholesaler with co-op $ and willing to spend them!! Solution--Tag co-op spots with retailers in proportion to the percentage of product they sold, with the wholesaler being on every spot. Tag out 'available at'
Two GREAT answers so far.
My first question would be which side of the business is he more interested in growing? If it's residential, what is his plan for growing the business?
