customizing your dealer relationships...we all know different dealers have different investments...
TRANSCRIPT
NEGATIVE ATTENTION IS HIS TOOLLAGGARD
THE
I’VE BEEN IN BUSINESSMY ENTIRE LIFE. I KNOW HOW
TO MOVE THE NEEDLE AND KEEP CORPORATE HAPPY. I’LL MAXIMIZE
EVERY REWARD AND INCENTIVEYOU OFFER.
CUSTOMIZING YOURDEALER RELATIONSHIPS
5 Dealer Types
We all know different dealers have different investments in the brand and the sales process.Recognizing a dealer’s goals and preferences helps you maximize your relationship
and the marketing tools you can provide.
Business details: doesn’t like to compete
PASSION IS HIS TOOLENTHUSIAST
THE
EXPERIENCE IS HIS TOOLBUSINESSMAN
THE
&ENGAGESc u s t o m e r s
MOVESp r o d u c t
”
TALK IS HIS TOOLSALES GUY
THE
AMBITION IS HIS TOOLRISING STAR
THE
SUPPORT HIM
· Make sure your customer service to him is fast and accurate
· Make his marketing engagement easy by keeping easy-to-use websites with outstanding UX on all brand materials
I MOVE PRODUCT BY WHATEVER MEANS OR MESSAGE NECESSARY.
SUPPORT HIM
· Use his shop to beta test new practices and offers
· Test your relationship and availability to your dealer network
· Provide him consistency and use examples
SUPPORT HIM
· Give him tools to be more ”buttoned up”
· Provide less POP support; add more analytics and back-end sales support
Maintain,don’t change
I’m not brand loyal, I’m just here to help
some friends.SUPPORT HIM
· He benefits from development
· You must learn and meet his sales team
· Help and encourage him to maintain his connection to the brand
SUPPORT HIM
· Be the voice of objectivity · Don’t be tempted to make him your go-to · Maintain objectivity and consistency
“
I’M YOUR NEWEST DEALERAND READY TO BE YOUR BEST. GROW, GROW, GROW. THAT’S
WHAT I ALWAYS SAY. LOVE THE BRAND, LOVE THE COMPANY,
LOVE EVERYTHING.
“
“