How is it possible to ‘own’ and independent dealer? As a manufacturer of goods part of the concern you have on a day to day basis (you know…..the “What keeps you up at night ?”question) is how you get your marketing message down through your dealer network. Trouble is, you don’t own the independent dealer. You can’t. They are independent for their reasons and that creates difficulty for you and your marketing efforts every day.

So is it possible to actually own an independent dealer who is representing your product and many of your competitors side by side? Of course it is. The idea of ownership doesn’t always have to imply financial terms or even full exclusivity. You don’t need to own anything about your independent dealer other than a piece of their loyalty.

What does that mean? That means there are a few simple things that can be done that can likely set you apart from your competition in the mind of your dealer. They may seem basic but in most cases in business it’s the basics that make the difference. Here’s the short list to consider:

• Consistency – Are you regularly in contact with your dealers? Are you regularly pushing the most up-to-date promotions to your dealers? No? It’s likely that your competitor isn’t either so this means opportunity for you. Any independent dealer will create a special place in their business for a manufacturer that is consistently working to help his or her business succeed. As a result your product moves to the front of line when a customer is being given a solution in the dealer’s showroom.

• Efficiency – You’re busy with your job right? Now imagine your job with the added concerns of meeting payroll, being the main sales person, looking for credit in tight markets, looking for the right space for the business etc, etc. You now are the proud owner of a small business. You have no extra time and you have few if any resources that can truly help you and you can trust. If you as a manufacturer make it easy to get product updates and online promotion materials and then promote their business online for greater success without adding a lot of extra work then you are a savior of sorts.

• Authenticity – Small business owners can call BS from a mile away. It is important to understand that even the most efficient and consistent manufacturers can come off as disingenuous and that can actually taint all of the good things in the eyes of the small business person. They seek partners as much as they do transactions. If you and your sales team are not genuinely looking to help your dealers then you will not get their heat and mind. Then as a result you will get less of their business.

So when you look to own your independent dealers it’s nothing more than doing what they need to be more efficient and effective. If you can do something that saves them a few minutes but helps move the needle on sales you will own them. As a result, they will sell you. It’s the best-case scenario.

Are you facilitating this type of relationship. If yes, then good for you. If no, why not?

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