Maximizing HVAC Co-op Funds
As a Territorial Manager (TM) for Shearer Supply, you’re more than a sales representative. You’re a key partner in helping HVAC dealers grow their businesses. One of the most powerful yet often underutilized resources you can guide your dealers toward is co-op marketing funds. These funds, provided by manufacturers like American Standard HVAC, can make a big difference in helping dealers promote their services and products while minimizing costs. In this blog, we’ll explore how you, as a TM, can help dealers maximize co-op funds to drive their growth and success.
What Are Co-op Marketing Funds?
Co-op funds are essentially financial incentives offered by manufacturers to dealers. These funds are typically allocated based on a percentage of the dealer’s purchases. The primary purpose is to encourage the promotion of the manufacturer’s products, helping both the dealer and the manufacturer gain more visibility and market share. For example, if a dealer carries American Standard HVAC units, they may be eligible for co-op funds to offset their marketing expenses, provided they follow the manufacturer’s specific guidelines.
However, many dealers either overlook these funds or fail to use them effectively. As their TM, you can step in to guide them through the process and ensure they get the most out of this valuable resource.
Common Challenges Dealers Face with Co-op Funds
Before diving into how you can help, it’s important to understand the common obstacles HVAC dealers encounter:
- Lack of Awareness: Many dealers aren’t fully aware of how much co-op funding is available to them. They may also be unfamiliar with the different types of marketing activities that qualify for reimbursement.
- Complex Guidelines: Each manufacturer has unique rules regarding what qualifies for co-op fund reimbursement. Dealers may struggle to navigate these rules, especially if they manage multiple brands.
- Missed Deadlines: Timing is everything. Co-op funds often come with expiration dates or quarterly deadlines. Dealers may miss out on funds simply because they weren’t aware of the deadlines.
- Documentation Confusion: Claiming co-op funds often requires specific documentation, such as pre-approvals, invoices, proofs of advertising, and compliance with branding guidelines. Many dealers lack the administrative capacity to handle these requirements efficiently.
How TMs Can Help Dealers Maximize Co-op Funds
As a TM, your role is to make it easier for dealers to navigate these challenges. Here are some practical steps you can take:
- Educate Your Dealers: Make sure your dealers know how co-op funds work, the amount they have available, and what types of marketing efforts can be reimbursed. Consider holding quarterly meetings or workshops to walk them through the details. For Shearer Supply dealers, emphasize the benefits of utilizing these funds for American Standard HVAC products.
- Provide a Step-by-Step Guide: Offer a clear roadmap for how to apply for and use co-op funds. This guide can include key information such as qualifying marketing activities, required documentation, and submission deadlines.
- Assist with Strategy: Many dealers struggle with deciding where to invest their marketing dollars. Help them strategize by suggesting high-ROI marketing efforts like local digital advertising, social media campaigns, or branded promotions that align with manufacturer guidelines.
- Keep Dealers on Track with Deadlines: Encourage your dealers to stay organized and aware of their deadlines. Consider sending them reminder emails or adding key dates to a shared calendar to ensure no opportunity is missed.
- Offer Hands-On Support: If a dealer is struggling to pull together the necessary paperwork or submit a claim, offer hands-on assistance. You can help them gather documents or even work with your manufacturer rep to ensure their claim is successful.
Why Maximizing Co-op Funds Benefits Everyone
Helping your dealers maximize their co-op funds is a win-win situation. When dealers can reduce their marketing costs, they are more likely to invest in advertising that promotes both their business and the manufacturer’s products. For Shearer Supply TMs, ensuring that dealers properly utilize their co-op funds for American Standard HVAC marketing directly strengthens the brand’s local presence while solidifying your dealer relationships.
Ultimately, the more support you offer in navigating co-op fund opportunities, the stronger your partnerships will be, and the more success both you and your dealers will experience.
For more tips on how to maximize co-op funds and help your HVAC dealers grow, contact us at [email protected] or call 256-653-3005. You can also visit tmrally.com or lawrencemediagrp.com for more resources.
Contact Lawrence Media
- Email: [email protected]
- Phone: Everett Lawrence: 256-653-3005
- Kelsey Lawrence: 256-975-2669
- Website: https://lawrencemediagrp.com
HVAC co-op funds Shearer Supply American Standard HVAC Territorial Manager guide HVAC dealer growth strategies HVAC co-op funds Shearer Supply American Standard HVAC Territorial Manager guide HVAC dealer growth strategies
