In the first article in this series, we outlined four new rules for premium growth in a flat market. The second is one of the most important: Become your dealer’s best partner.
We identified that “Dealers, designers, and builders face the same kinds of economic challenges as manufacturers.” And with fewer opportunities in a flat market, winning brands have to do more than deliver great products. They have to help their partners generate demand, improve the customer experience, and ultimately win more sales.
Our team recently spoke with industry veteran Sue Bailey about what dealers actually want from manufacturers.
You need to be easy to work with.
Every dealer is different. Some care most about margins. Others care about customer support, how quickly they can get an answer to a question, or product innovation. But first and most importantly, they need a quality product they can confidently recommend to a customer. And, it needs to be backed by a brand they know can deliver on its promises. They want the product to arrive when expected. And when something goes wrong, they need confidence that the manufacturer will respond quickly and help make it right.
Manufacturers have to look at the dealer relationship through the lens of a true, relational partnership. Because good dealer communication goes beyond the programs you’ve created, the tools you’ve built, or the training you’ve offered. Those things matter, but they can’t replace a reliable product and a team that dealers know will support them.
Being a great partner means being consistent, responsive, and easy to do business with.
Product knowledge isn’t enough.
The internet fundamentally changed the dealer-manufacturer relationship.
Twenty years ago, dealers depended much more heavily on manufacturers and sales representatives for information. Today, specifications, reviews, competitive information, and product details can be found everywhere.
So how do you make your brand stand out? Sue said something in our conversation that captures this perfectly: People sell what they love.
The goal isn’t to make a dealer memorize a spec sheet or sit through a fancy PowerPoint. The goal is to give the dealer a reason to care about the product, and a story they can remember when they’re standing in front of a customer.
What’s new? Why is it different? Why should the customer care?
If your salesperson can’t answer those questions easily, they need better, more intentional training from someone who can bring excitement and life to the brand.
Technology should make the relationship better.
None of this is to say that dealer portals, configurators, specification tools, and inventory systems aren’t important. They absolutely are. The best tools make the dealer’s life easier.
Can they quickly find the specifications they need? Can they see what’s in stock and when it can be delivered? Can they easily configure the right product for their customer?
Technology should make those things easier. But manufacturers have to be careful that technology doesn’t replace the relationship completely. Dealers are still people, and people value connection. A portal can make it easier to find an answer, but it can’t replace having someone you trust on the other end when you really need help.
Premium brands are selling an experience.
Manufacturers must remember that selling premium products means selling an entire experience. And there are a lot of people influencing that experience.
Designers, showrooms, salespeople, delivery teams, customer service, and others all play a role. To the customer, those are all experiences with your brand. That’s why becoming your dealer’s best partner is truly a brand strategy.
In a slower-growth market, manufacturers have to earn more of the opportunities in front of them. That means giving dealers a product they believe in, a story they can sell, and an experience they’re willing to put their own reputation behind.
So here’s the question I think premium brands should be asking: How easy are we to choose? And not just for the customer, but also for dealers and designers. When they have a choice between your brand and another good product, have you given them enough reasons to choose you?
