Providing Profit Generating Systems to Dealers

Executive Summary (Complete document is available through the link at the bottom of this article.)

Distribution must surpass advertising as a core marketing competency of durable goods industries. Unlike packaged goods, durable goods are primarily sold through small, well-run businesses that are struggling to keep up with the growing complexity of the products they sell, the systems they use, and the internet savvy customers they advertise and sell to.

Those selling to dealers must examine their offerings and determine how they can do a better job of delivering not just products and services but profit generating systems. These systems will provide dealers with the training, support, and integration they need to keep up with product, advertising, and operating system advances while staying focused on their customers.

Dealers are not, and need not become, the weak link in the distribution channel. However they are the smallest link and require more from their national suppliers. Those who provide dealers with complete profit generating systems will contribute to the strength of their product category and be rewarded with growing market share within that category.

Related files: 

Providing Profit Generating Systems to Dealers.pdf