In a mature OEM sales organization, the unique skill sets of territory management and dealer development demand distinct roles; by specializing, we not only maximize talent but also foster stronger relationships that drive long-term success.
Educate, Equip and Motivate your Dealer Network.
It is my belief that when an OEM needs to grow sales and win more business, they need to concentrate on three words: Educate, Equip and Motivate. An OEM’s job is to Educate, Equip and Motivate their dealers. This sets the dealers up to win more business.
Educate: What do the dealers need to know to sell your equipment and beat the competition?
Educate them about your machines. Educate them about their market and your industry. Educate them about your systems that make you easy to do business with. Educate them about your competition. Make sure that your dealers are the best educated dealers in their market.
Equip: What tools do your dealers need to beat the competition?
Equip them with the proper sales tools: brochures, spec sheets, value props. Equip them with leads. Equip them with training programs to onboard new salespeople. Equip them with demo purchasing programs that make sure they have machines in stock to show off. Equip them with website templates and marketing strategy. Equip them with exciting things to talk to their customers about every month. Make sure your dealers are the best equipped in their market.
Motivate: What will make the dealer want to sell your equipment?
Make sure the business case makes sense and they make money selling your machines. It is also motivating to feel good about selling a product. Make sure your dealers know your unique story and feel good about supporting your brand. Competition also motivates salespeople in particular. Setup leaderboards by dealer and by dealer salesperson to motivate them to achieve more. Make sure your dealers are the most motivated in their market.
None of the three function alone in a vacuum but really work together. Equip your dealers with a sales training program that educates the sales reps who are motivated to sell your product because it is the most efficient way to their commission. The OEM/Dealer relationship should not be contentious. It should be like the relationship of a coach and an athlete. Train the athlete, give them the needed tools and encourage them. Then celebrate together as you both hoist the trophy overhead!
It is easy to get lost in the urgent task of selling more machines. It is difficult to step back and evaluate what can be done today that will set us up for success in the future. Every manufacturer should have a dealer development plan that constantly works to elevate the level of the dealers. Better dealers mean more sales and less headaches and delays. Take care of your dealers and they will take care of your growth.
