One of the most common concerns we hear from the people who are responsible for getting manufacturers products in the hands of real people at the local level is that the manufacturer treats then like a number. I know that whenever I hear that I cringe because in this day and age there is little that can be said that is more negative than those words.

We live a more “social” world where people are renewing old relationships from years past through social networking tools. We live a world where communication options are greater than ever before in the history of mankind. As a result, expectations of communication levels are higher than ever before as well.

How does this relate to dealers and the manufacturers that depend on them to move their product through their stores? It’s simple. Dealers are listening to manufacturers that are seeking a greater relationship with them. With competition for products being as fierce as it is, product dealers are prone to push manufacturer products where the relationship is strong.

How should a brand build their relationship with the local guy? Where else but through their bottom line. Makes perfect sense but is also not easy to do. Or is it? If you are a brand or manufacturer rep, have you done anything differently in the past 12 months then has ever been done for your dealer? Are you still stuck in antiquated marketing and sales systems that are not getting the job done? If you answered yes then you are losing that valuable relationship with the local retailer that you have taken for granted.

Build that relationship with helping the local retailer do what they KNOW they have to do but often don’t have the time nor the expertise to do. Help them market online effectively.

How?

1. Help them reach their customers through polished, professional e-mails that you supply them and they can customize easily to fit their market needs.
2. Help them get your message to their customers and others looking for your brand with display ads that tell your product story with their local feel.
3. Help them with paid search marketing campaigns.
4. Help them use their unused co-op and MDF monies to work to the advantage of their bottom line and yours as well.

In short, help them with their business. Be their partner. Provide support. Create new opportunities. Treat them like you are dating them and you are looking for a long-term commitment. We have seen that most of the old ways and methods of brand marketers are losing serious traction with local retailers. You are no better unless you make a real effort to enhance your dealers’ ability to do business.

If you are wondering how to do this please take a look at the rest of our site to learn more about how we help you build relationships that builds revenue.

You can leave a response, or trackback from your own site.