{short description of image}
{short description of image}

FEBRUARY 2013



{short description of image}
Digital Version
Now Available
HOME
MONTHLY COLUMNS
Personally Speaking
Dear Editor
Dealer Help Line
Bill Farquharson's
Audio Tip
Upcoming Events

{short description of image}

OUR PARTNERS
Advertising Partners
Yellow Pages

{short description of image}


{short description of image}



{short description of image}



{short description of image}



{short description of image}



{short description of image}


{short description of image}


{short description of image}


Road Map To Win Dealers Hearts -
by Al Boese, Executive Director, The BindRite Dealer Network
Distribution To The Channel By Dealer Communicator

As we progress into the New Year and approach the 2013 BindRite Annual Meeting, perhaps it is a time to reflect on our business in the past and think about what has worked to grow our business, and what has failed to move the ball.

As the BindRite Executive Director and not having a direct stake in either the dealer or the vendor, I believe I view the world from a different perspective. From my lens, the world is more clearly viewed, and I have less bias.

In 2012, I witnessed reasonable to impressive growth of specific vendors; revenue, respect and attention from our membership. How can this be in a tough year? Well, I think it is attributable to specific, identifiable and quantifiable vendor initiatives. For vendors who experienced little growth or even declines, it can most likely be little or no action in the form of initiatives for the dealer.

Keep in mind, a dealer lives in a world of distractions and pressures from; customers, employees, banks, governments, landlords, competitors, and yes, vendors. The dealer will always take the shortest and easiest path, especially with vendors. If you do not make it easy for the dealer, they will gravitate to the easier alternative. The rational for dealer choice of vendor is described below.

Just what are initiatives, or what can be thought of as activities that grab a dealer's attention? I think they can be placed into three categories:

Products & New Products: For products to be successful, first and foremost, they must perform as designed and specified. If there are teething issues, not unreasonable to expect, the recovery fix must be swift and low in dealer burden (time & cost). The equipment must be appealing to the end user in terms of functionality, user interface and value. Finally, new products should be introduced, launched and supported with collateral programs, not simply allowed to escape.

Marketing: Marketing comes in many forms, but should include attractive collateral support materials, electronic and printed, some advertising in appropriate media (vertical markets), e-mail blasts for custom, dealer initiated direct mail and e-mail blast, demo videos aimed at the end user and some live demos from in house studios using end user materials.

Programs: Some vendors believe it is appropriate and productive to issue a price list with perhaps special pricing for BindRite members, and consider that a program. Well, if you are competing for a dealer's time and attention, this will not cut it! In the past 18 months, we have seen some really interesting and appealing vendor programs that help grow the business and bring the dealer closer and more reliant.

Here are some to programs to consider:

  • Special demo model pricing
  • Creative demo model floor plan financing
  • Creative end user leasing along with making upfront payments
  • Product Demo Videos
  • In House Studio for demo videos and live demos with customer materials
  • PR campaigns
  • Email blast campaigns aimed at the end user
  • Vertical Market Application and Product Kits
  • Trade shows and lead generation
  • Enforced MAP programs
  • Sales Manager Area sales reps live sales calls and demos
  • Support Dealer Open Houses and local trade shows
  • Webinars for product training and information (keep short and content solid)
  • Freight Allowances for specified value or quantity of purchase
  • Quick Response to All Inquiry's and Prompt Call and email Returns
  • Easy to understand and follow policies for sales, warranties, returns/restocking, Drop Shipping (Just Be Easy to Deal With)
  • Make Custom Work Easy, Friendly and Safe
  • Keep track of your dealer purchases by month or quarter, to look for trends, up or down, and either thank the dealer for the uptick then find out why. It may be helpful for other dealers. Or, find out if something is wrong, then fix what is wrong.
  • Every so often, call a BindRite Dealer to see if you can help them with anything, don't just go dialing for dollars, that will come!

{short description of image}BindRite has some initiatives of our own that should be utilized as another way to gain member share of your business: Annual Meeting & Trade Show Web Access Electronic Sheets on our web site. www.bindrite.com.
Demo Videos also are on the web site.

YOU ARE INVITED......If you have any program ideas, please discuss them with Al Boese, Phone: 847-283-0970, Email: Al.boese@bindrite.com

NEWS
Dealer News
News To Help Dealers
People in the News

{short description of image}

VISIT US
Graphics of the Americas
PRINT 13
SGIA

{short description of image}



{short description of image}



{short description of image}



{short description of image}



{short description of image}



{short description of image}



{short description of image}



{short description of image}



Fichera Publications · 1919 N. State Rd. 7, Suite 202· Margate, FL 33063 · 800-327-8999· 954-971-4360· Fax: 954-971-4362 · email us


Site designed and maintained by DBS Marketing Services