Secrets to a Successful Dealer Network (Shed Builder Expo 2022)

Presentation given at the Shed Builder Expo September 2022 in Richmond, VA.

Dealer networks are a great way to grow your geographic footprint and sell more sheds without physically investing in sales lots. Yet, if you are like many shed manufacturers, you may not feel like you are getting the most out of your network of dealers. In this session, we will discuss what it takes to create or improve a dealer network that grows your business.

Transcript

1. Secrets to a Successful Dealer Network 2022 Shed Builder Expo September 28, 2022 Brandon Schmidt Director of Digital Strategy, YDOP
2. Digital marketing agency for outdoor living manufacturers & dealers.
3. Your Thoughts on Dealer Networks? What are your experiences with dealer networks? What is working? What are the downsides?
4. 76% of manufacturers view dealer rela5onships as key to delivering on revenue goals Source: Forrester Research 2019
5. Companies with mature dealer partnership programs grow company revenue 2x as fast as companies with less mature programs. Source: Forrester Research 2019
6. Benefits of a Dealer Network How can a dealer network help you grow? • Protect your brand • Expanded sales staff • Lower overhead • Larger geographic footprint
9. Location 1 Loca*on 2 Location 3
10. Combined Network
11. Barriers to Dealer Network What will keep your dealers from growing? • Lack of resources • Lack of sales support • Poor communication • Unmotivated dealers
12. 7 Tips for Growing & Cultivating Your Network Advice on how you can get more from your existing network, or introduce a new dealer network
13. Learning from Other Industries Take what works for dealer/distributor programs in other industries.
14. The Game Plan for a Successful Dealer Network YDOP’s thoughts on geBng more from your dealer network.
15. 1. Establish Rules & Guidelines for Dealers
16. Tighten Up Rules for Dealers
17. Potential Rules & Guidelines How can you ensure quality & consistency across the dealer network? • Control over using brand, logos, images • Pricing structure • Inventory on sales lot • Financing/RTO • AdverLsing investment
18. 2. Introduce Dealer Tiers
22. Dealer Tiers Different levels of sales, support, and commitment. Level 1 Most sales Larger territory Greatest commitment Most training Level 2 Some sales Small territory Medium commitment Some training Level 3 New or upstart No territory Smallest commitment Basic training
24. 3. Ask for a Yearly Investment
25. Commitment by Dealers • EsLmated Investment: $500,000 • Elite Dealers: $1.2 million
26. Why Charge for a Dealer Network? Here’s why free isn’t worth it. • Stronger commitment from dealers • Enhanced relationship between you and dealers • Greater dealer retention • Generate funds for co-op marketing
27. 4. Increase Online Visibility
29. Dealer Locator How will someone find your dealers on your website? When done right, a dealer locator on the manufacturer’s website can improve performance on Google, traffic, and sales – for both the manufacturer and each dealer.
30. Dealer Locator by ZIP Code
31. Dealer Locator by List
32. Dealer Locator by Map
33. Individual Pages
34. 1 2 3
35. Digital Resources for Dealers How can you help dealers grow online? • Ready-to-use social posts • Access to digital files • Free marketing content for website • Access to online builder/configuration tool
36. 5. Provide Training & Resources
38. Resources to Provide Dealers What tools do dealers need to succeed? • Updated catalog • Color swatches • Engineering plans • Pricing matrix • Sales lot inventory • Financing/RTO
39. Next Level Resources What can you provide that no one else can? • Photography • Coaching • Support community • Free/heavily discounted soUware (CRM/sales) • Co-op funding
40. 6. Establish Co-Op Marketing
42. Co-Op Marketing Align your dealers’ marketing efforts together. Manufacturer Dealer Advertising
46. Tips for Co-Op MarkeKng How can you create a valuable co-op program? • Establish brand guidelines • Make it clear what is – and isn’t – covered by co-op funding • Create system for submitting invoices for reimbursements
47. Create Guidelines for Co-Op Funding
48. All Received Co-Op Funding
49. 7. Consider a Dealer MarkeRng System
50. Dealer Marketing System Invest in campaigns that can be used across the dealer network Manufacturer Dealer Advertising
51. Dealer Marketing System Can you help your dealers outsource their marketing? • Manage their social media accounts • Manage their Google Business profile • Done-for-you ad campaigns • Done-for-you integrated campaigns (print + digital) • AnalyLcs & a_ribuLon data • Help with paying for a website
52. Want the Full Game Plan? Connect with us at Booth 10 during the Shed Builder Expo
53. Digital markeKng agency for outdoor living manufacturers & dealers. Stop By Booth #10