After attending over a half dozen seminars at KnowledgeFest last month we noticed some common dealer gripes and popular tips for retailers that you might find helpful.
Among the gripes from dealers to their suppliers:
Put all your dealers on your web site in the “Store Locator” section, not just the larger dealers who hit a certain sales quota.
Improve product quality control and notify retailers when there is a problem. Don’t pretend nothing is wrong when you are getting unusually high returns on a product.
Online discounting:–Dealers understand that suppliers need to sell to retailers beyond specialists to make money. The problem is the actual discounting. If Amazon sold at a fair price, dealers wouldn’t take issue, they said.
More product training!
8 Tips for Retailers:
“Take down all vendor logos. Make signs with your logo. You are the brand you sell.”
Work with Enterprise Rent-A-Car to offer your customers a ride home when they drop off their car. (You can sign up for a special account with discounts to give customers a better rate) —Jason Krantz, Kingpin Car & Marine Audio
If someone comes in the shop for a very minor repair (like hitting the reset button), don’t charge and ask instead that the customer go on Google [or Yelp] and give you a good review.—John Kowanetz, Handcrafted Car Audio
Get involved in the community—volunteer to speak at local high school automotive programs—“This way the kids know me. I bring product and do a ‘good and evil.’—You can see the product online for $200 and in my store for $500. What’s the difference? And I explain why you can’t get 3,000 watts for $200.”–Jeff Meece, Meece Car Audio.
Get involved in other community programs. “Everyone in your community should know your store.”—John Schwartz, Perfectionist Auto sound & Security
GO OUT TO THE PARKING LOT—[We heard this one a lot] When a customer comes in, go out and check out his car. –Micah Williams, Sonus Car Audio
Send out thank you cards—They can be printed locally at a very low cost. Then HAND WRITE a note and mail it.—John Schwartz, Perfectionist Car Audio
Take the time to sell every customer. Kingpin Car Audio spends on average of 45 minutes per sale for a full system. The average ticket price at the shop is $1,743.77.
Put in more phone lines –“I put in 10 phone lines [including the install bays]. The installers are trained to answer the phone and use the scheduler [to make or change and appointment],”– John Schwartz, Perfectionist Car Audio
Source: KnowledgeFest 2012